Google TV: A World of Opportunity -- Or Peril -- For TV Advertisers – Eric Rhoads – MediaBizBloggers

In six months I39ve jumped from one gamechanger to another In this case not only does Google TV change the way I watch TV it has replaced two other devices And it changes the way advertisers will have to use television as an ad mediumThe iPad revolutionized my life because I can now sit with the family in front of the TV and still work on my computer But Santa arrived this Christmas with a Logitech Google TV which rapidly replaced my iPad during my private TV viewing time Google TV also replaced my ROKU unit which I had been using for instant Netflix accessNow I use Google TV for Netflix and for so much more like Web surfing video searching Facebook Twitter and HD video chat on my big screen all of which I can do while watching television Anyone who advertises should buy a Googleenabled TV today to experience how it will change advertisingLast night watching television and armed with a Google TV keyboard I saw an ad come on for Lifelift a service that claims to eliminate jowls and a sagging neckline I39d seen the ad about a thousand times before and always thought quotGee I could use a little liftquot But I39d never taken the time to visit the website beforeA single button on the Google TV keyboard opens up a search function in which I typed quotLifeliftquot Though my intent was to find the official Lifelift site my search opened up a series of video links And the first one was a damning YouTube video with an investigation of Lifelift Watching the video killed my enthusiasm and my perception of their productThough the company39s advertising intent was to prompt a website visit or phone call Google39s search bar on my TV was a lot easier and faster than opening the browser and opening a video about the product was more compelling than reading text Slam That TV ad was instantly rendered uselessSoon a TV without Google TV will be like a computer or smartphone without Google which means advertisers will be more challenged to deal with a whole new level of search results in video That of course could be a positive if there are lots of videos singing the praises of the product or a negative if there are several negative videosSuddenly Lifelift and all other TV and cable advertisers must explore the results of a video search of their product before a campaign launches or negative search results will hamper their success unless they can find a way to own the top 10 or so videos that pop up in the video search engine I suspect Google will eventually create a video AdWords scenario so advertisers can control who shows up in highly visible search resultsThough Google TV may ultimately be the best thing that ever happened to television and TV advertising it changes the game for every marketer Smart marketers will not only check for negatives and use SEO techniques so their videos dominate the top slots they will also create loads of YouTube videos that let consumers dig deeper into the product and prompt a couch purchase Suddenly the goal of a TV ad is to get the consumer to do a video search of the product That could potentially turn every TV ad into the entry point for searchfound infomercials The possibilities are endlessGoogle TV is exciting because a wellthoughtout strategy allows an advertiser to extend the use of video and increase the chances of a sale It39s frightening because one cannot control what consumers post and view and what will drive negative videos to the top of the video search In any case Google TV has changed TV forever and is an invention as significant as TV itselfB Eric Rhoads is CEO of Streamline Publishing Inc Rhoads writes regular columns for his publications and is an active blogger in the radio and art industries including Radio Ink Tank Artist Marketing and Blue Chip Gallery Marketing He is an active speaker consultant and advocate in the radio art and technology industries and he sits on a number of advisory boards Eric can be reached at ericRadioInkcomRead all Ericamp8217s MediaBizBloggers commentaries at Ink Tank with B Eric RhoadsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Google TV: A World of Opportunity -- Or Peril -- For TV Advertisers – Eric Rhoads – MediaBizBloggers

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