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Between YouTube, Google TV, and Google Fiber, Google seems dead set on encroaching on the major TV business models, so I was quite surprised to see this announcement last week from the Google TV blog.
...Our goal is to provide all our customers with the best digital marketing opportunities. In 2007, we launched Google TV Ads in AdWords to bring digital buying and measurement technologies to traditional TV advertising. Since then, lots of our clients have bought traditional TV advertising for the first time.
However, video is increasingly going digital and users are now watching across numerous devices. So we’ve made the hard decision to close our TV Ads product over the next few months and move the team to other areas at Google. We’ll be doubling down on video solutions for our clients (like YouTube, AdWords for Video, and ad serving tools for web video publishers). We also see opportunities to help users access web content on their TV screens, through products like Google TV.
Of course we'll continue to support our partners, and our clients’ campaigns, as we shut the product down.
Thanks to all our clients, partners and the team that has worked on Google TV Ads over the past few years. The future of video advertising is extremely bright and we’re excited to devote ourselves fully to it.
Posted by Shishir Mehrotra
Bill Wise, CEO of ad tech company Mediaocean writes at Business Insider that he thinks it's down to two things - 1) Workflow and 2) Mistrust.
1. Despite Google’s well-deserved reputation as a leader in usable tech, Google TV Ads just weren’t designed with a TV buyer’s day-to-day operations in mind. Most buyers spend the bulk of their workday within a media buying software, which they use to execute and record the hundreds to thousands of technical details they handle regularly, from viewing inventory RFP’s, to responding to invoices, to contract negotiation.
2. It doesn’t take much imagination to view Google TV Ads as one step down the road of taking significant media share from the networks’ core business (even if it isn’t entirely clear how to connect the dots along the way). Plus, many network executives’ had the uncomfortable feeling that Google was running off with profits that the networks rightfully owned, if only the networks could have cracked the code on best monetizing their hardest-to-sell inventory. Add it all together, and you realize that a huge store of mistrust existed between Google and its actual and potential TV Ads partners—which is a large part of why major networks shied away from the program.
Read Full article at Business Insider here.