The Revolution Coming Soon To A TV Near You

Posted: April 2, 2007 in Uncategorized
Just read about the Google/EchoStar hook-up.  Here’s another brilliantly simple concept from Google: 
 
     Each day, Google will analyze anonymous data culled from the set-top boxes of the Dish network subscribers and only bill advertisers for the segment of the audience that watched a commercial a designated amount of time.
 
The article goes on to quote a VP of 1-800-Flowers.com:
 
     The ability to quickly analyze how many households watched a specific ad is one of the best things about Google’s system, said Steve Jarmon, vice president of brand communications and partnerships for 1-800-Flowers.com  "We are really intrigued with the idea," Jarmon said. "We think these measures could give us a much more accurate picture of how our money is being spent."
 
 
So here is the value proposition for TV advertisers today: 
 
     You pay me upfront, then we can both guess at how many people actually saw the ad.
 
And here is what Google is proposing: 
 
     We know how many people actually saw the ad, so you only pay me for those folks.
 
 
Pay for performance.  Immediate feedback.  Same elements Google used to dominate online advertising. 
 
What a freakin’, stone cold, drop dead, no brainer for TVland.
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Comments
  1. Unknown says:

    Yep I agree, freakin\’ brilliant…