Google wants "revolutionary" TV ads: targeted to pay per view
Wen Chenxuan Source: Tencent Technology
SummaryThe future of television advertising, will be more and more like today's Internet advertising, how will this be achieved?
Compared with the Internet advertisement of "precisely targeting a netizen", the traditional TV advertisement still lives in the ancient times. It is not known how many people actually watched the advertisement and whether it was the consumer group they desired after the advertiser's TV advertisement was broadcast, and the TV station will not provide any data.
Google, as the world's number one overlord in online advertising, can no longer watch TV advertising backward. According to several foreign media reports, Google will use its "Google Fiber" broadband service to provide live TV channel services, tv advertising revolution:TV ads will be paid for by the number of viewers, you can target your audience exactly, and advertisers can specify that if a family sees an ad a certain number of times, it will be suspended.
Currently, Google offers "Google Fiber" gigabit broadband services in Kansas City, Texas, Austin, Texas and other cities. Google, like America's fixed-line telecommunications and cable network companies, offers both broadband and live TV channels.
It should be noted that Google's live TV is not a streaming-based "Internet TV" service, but a traditional hundreds of channel bundles similar to cable TV. Google charges $120 a month for a broadband plus live TV bundle.
Google will reportedly innovate tv advertising in its fiber-optic live TV channel service. The future of television advertising, will be more and more like today's Internet advertising.
The precise dissemination of online advertising is based on data collected from a computer or smartphone browser. In the TV service, Google will collect user data from set-top boxes. Google will record exactly how many viewers actually watched a TV ad.
As with online advertising, TV advertisers will only have to pay for the number of viewers who actually watch it in the future, rather than passively accepting TV advertising offers from television stations or channels.
Google's move will be a major revolution and innovation in the television advertising industry.Traditionally, companies such as Nielsen survey tv ratings, while advertisers or ad agencies use ratings to determine whether it's worth intersting in a show or channel.
Traditional television advertising, belongs to the "thousand-person side", lack of targeted communication capacity. It is reported that Google will also let TV ads have a certain degree of targeting ability, to maximize the ads to reach the desired consumer groups.
In the future, for example, different television commercials may be seen during the broadcast of a football match, depending on where the audience lives in the same city.
As we all know, many TV ads are broadcast repeatedly, not only the audience watched boring, tv advertising marketing effectiveness is also greatly reduced. In the future, according to Google's TV ad viewing statistics, an advertiser could also require a family to be suspended if it sees an ad several times.
As a first step in the TV advertising innovation experiment, the service will reportedly be available first in Kansas City, the first pilot city for Google's Gigabit Broadband, and then in other cities with Google Fiber.
Traditional TV advertising can achieve a certain degree of "localization orientation". For example, during the advertising hours of a TV series or program, viewers in a city see local-related ads. But compared with Google's dynamic smart TV ads, traditional ads are still very static.
Google's future television advertising system will be very flexible, advertisers can plug in or change ads at any time, television advertising will be the same as online advertising as a "real-time service."
It is not known how Google's innovative TV ads will work, but smart technologies similar to Google's AdWords search advertising platform are likely to be used. In search ads and context-matching ads, Google uses a number of continuously optimized algorithms to ensure maximum correlation between ads and audiences.
For example, a pair of good friends each watched a sports match at home, but Zhang San watched a local news program before the game, and Li Four may have watched the TV series Pawn Star. Google will collect information such as "what kind of programs you've seen before" to decide when to take a break from the game and broadcast different TV ads for different groups of people.
Google also stressed that Google Fiber users can also choose to "not play TV ads based on their viewing history."
But U.S. media have also pointed out that Google's new TV ads, limited by its own set-top box devices, may be limited to Google's fiber-optic-covered cities. In the larger national television market for television advertising, Google will face no small difficulties.
In the U.S. national television market, companies such as Comcast, Dish, Time Warner Cable and DirecTV are in charge of subscribers and set-top box devices, so it's unlikely that Google will put its own TV advertising technology into set-top boxes. In addition, Google's innovative TV advertising, but also need to be recognized by television stations, pay-channel operators.
So the question is, can China's television media carry out such a similar "revolution"?
Source: Tencent Technology
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