It’s finally official. Google will, with hardware partners, offer a TV solution that combines web access, streaming video and broadcast TV – including side-by-side browsing and viewing. Not their first foray into TV, but the first one that’s consumer focused.
Now it’s only available in the US this Autumn, so the impact of this for UK advertisers is over the horizon, but here’s my first thoughts.
Will the public use it?
As a digital and technology enthusiast one of my first reactions was “at last”. Let’s contrast that with my fiancée. She works in digital too – but isn’t interested in gadgets. Her reaction was to wonder if the public actually want another set top box in their living rooms?
It’s a very good question and reflects the nature of most TV viewing: passive, relaxed. Whilst iPlayer and other TVoD offerings allow us to time shift, after selecting a show we watch passively. And a lot of the population don’t use these services (but they are growing). So will consumers want to access the web or search for videos on their TVs – don’t we already pick up a laptop or mobile in front of the TV for this, but most of the time, just want to relax?
But…I can see how the public can be convinced. Google can promote YouTube content – not just short videos but full shows and channels (e.g. It’s Channel 4 http://www.youtube.com/user/channel4 or IPL deals http://www.youtube.com/user/channel4) and win more exclusives to make the platform attractive.
Plus it’ll be built into new TVs; a premium option to start perhaps, but Google must know that some times a standard is best created by ensuring with no barrier to entry on the cost front – think Video Plus in the UK some years ago.
Accountability in TV?
TV advertising has long been criticised by people in digital for is lack of detailed accountability. Yes, there are industry standards like BARB that sample the viewing habits of a percentage of the population and then extrapolate them of the whole country. But they are being outpaced by the spread of TV content to multiple TVs, laptops, phones, iPads, consoles and the consumption of multiple media whilst the TV (or radio) is on.
So Google could tell which ads are watched when, and with enough market penetration, provide advertisers with almost-real time stats on the volumes of sets tuned in when ads show. But it won’t know how many people were watching that screen, or if they were distracted by other media on a device or in print etc.
Or if the TV was playing to an empty room.
Replacing BARB – “Google Viewer Research”?
Of course, one day they could aim to replace the set top boxes BARB have in 5,100 UK households with a survey platform on their own system that doesn’t just record viewing patterns, but asks participants questions about shows, adverts and what else they are doing whilst the TV is on…there’s a revenue stream all in itself, overlapping with the likes of TNS and other media research companies. Advertisers could pay to run surveys on this platform, just as they do now to track online brand campaigns with the likes of Dynamic Logic.
New Opportunities for Advertisers
So, what does this mean to advertisers and agencies?
Many offline campaigns now encourage the viewer/reader to search for a phrase instead of mentioning a URL. Taken a step further when the browser can be easily called up beside the picture, consumers can be directed to content specially designed for them that integrates with the advert – instead of “finding out more at a website” they could be directed to use their Google TV browser to talk to a customer service rep via IM, receive an instant discount, or watch a product video. When the hassle of finding the laptop, remembering a URL doing a search is removed, “frictionless” advertising and fulfilment could be step closer.
Think Sky’s Red Button, but on steroids – and potentially any TV advertiser could take part, not just those with large budgets to develop a Red Button solution.
Interactive shows could become common, too – Living TV already feature comments made by viewers on their website during ad breaks when screening “4 Weddings” (ok, so that’s my fiancée’s viewing choice, not mine!). One-way broadcast TV could become more interactive– but again, it depends if the viewing public want to take part; just as a section of the UK population aren’t using social media sites (no matter what the pundits tell you), so consumers take up off the boxes, let alone interactive participation, is not guaranteed.
Agency and Brand Skill Sets
So who is going to be best placed to run ads on Google TV. TV people? Digital people?
Neither – and both. The skill sets used to create and place TV adverts are still vital for Google TV – the TV ads will, or the foreseeable future, be from conventional sources. That revenue keeps the channels on air.
The skills of search and digital display planning and buying will be as important as ever for the digital element. Integration will be even more important. I think the smartest agencies will hire TV and digital talent and integrate them if this platform becomes mainstream; the trend is already there with the growth of online video; some clients place it with their TV teams, others digital teams.
These are my initial thoughts, and I want underline that take-up by the public amongst the clutter of laptops, sound systems, games consoles, DVD and blueray players (and dusty VCRs) is key – this could be the next big think for Google, or a flop that fades away.
But…I’m keeping a shelf free in my lounge, just in case.
Duncan Parry, Co-founder and Head of Paid Search
