Do you want more TV advertising, even if it's Google?
Mid-May, Google announced a whole bunch of new products and services at its Google I/O event in San Francisco. The biggest surprise of the bunch was Google TV, a platform that Google’s developing to bring the richness of the Web to your TV.
This has of course been tried before for a vast number of years, but when Google talks, people tend to listen. The company is packed with clever and committed developers, and more than a small quantity of spare change to throw at its projects. It also doesn’t hurt that Google has a lot of goodwill amongst all of its clients. For the average consumer, Google’s products work well and are mostly free.
Free’s a nice price to pay, but it ignored a key element of how Google makes money and pays for that “free”, and that’s through targeted advertising. Every Google search is logged and analysed, and if you’re a user of Google’s excellent mail client, gmail, you’ll notice more specific ads turning up next to your mail as well. This does worry some privacy advocates, but it’s clearly the price one pays for free services. If you want it free, you pay with ads. It’s the model (more or less) that television (with the exception of state-run services such as the ABC) has worked on for more than half a century.
Bringing more ads to TV, though? That’s an interesting prospect, given one of the first things that most buyers of personal video recorders do is work out the best way to enable ad-skipping, whether that’s just fast-forwarding through the ads (a limitation of any “Freeview” branded PVR) or skipping them entirely. GoogleTV will be a combination of a hardware product and a software platform. At first in the US this year Google will launch a set top box built by Logitech, and Blu-Ray player and TV built by Sony with inbuilt Google TV. As yet, international plans (including Australia) point to 2011 as the earliest we might see GoogleTV here.
Google’s main product is still of course search, and the ability to search for TV-specific content easily from your sofa is pretty compelling. I put the question around ad-skipping and how to sell consumers on getting yet another box to chuck under the TV that’ll serve ads to them to Google’s product manager for Google TV, Rishi Chandra at a recent Google event. His response was rather telling about where Google’s priorities actually are.
Chandra’s take on advertising for end users (that’s you and me and everyone else presumably watching a Google TV) is that we’d prefer targeted advertising specific to our searches and our profiles. They’re more useful, he told me, and if the economics are right and they’re particularly targeted we may end up with less of them.
On the other side of the coin, while it’s possible to strip ads out of Web pages if you’re so inclined or fast forward the ads on the TV if you’ve pre-recorded it, don’t look for that kind of feature in Google TV. One of the benefits (to the advertisers) that Chandra highlighted was that users couldn’t skip the ads. They could ensure that the ads were played and were trackable. Google can help the advertising community with lots more specific data via Google TV. At the end of the day, Google’s actual clients are the advertisers that give the company cash by the barrowload.
It’s a difficult line that Google has to tread. Its money comes from advertising, and even online there’s no such thing as a free lunch. It still leaves me wondering if it’s going to be worth investing in a TV with inbuilt Google (or a set top box, Blu-Ray player or whatever) in order to be served even more advertising that I can’t easily ignore.