Can Google break into broadcasting?
Cory Bergman March 29th, 2007
A recent Google job posting seeks a “head of national TV sales” to help build a “world-class national TV advertising sales team.” And on the radio front, Google is putting together a sales and technology team that will eventually number 1,000 people. But can Google become a big player in broadcasting? A NY Times story today takes a look at the company’s chances.
Adds Will in comments: “Google is doomed to failure in the broadcast advertising space. Why would any successful broadcast outlet give up prime airtime for pennies on the dollar to junk up their air with ads for quack medicines and get-rich-quick schemes when they can sell airtime at top rates to reputable advertisers? And if Google thinks it can get high-profile advertisers like P&G to buy into this scheme they have another thing coming. The broadcasters simply won’t give up the high-value inventory necessary to make it work.”
Adds Safran: “The answer lies in leftover inventory. Stations often have unsold ad time…. here are already web companies that run remnant ads. This is simply a logical extension of that. Whatever you can’t sell, we’ll give you something that, while not paying as much, is better than nothing. Nobody’s gonna give up time for pennies on the dollar. They’re going to get more money for unsold ad time. And I imagine that’s just to start. Stations go through national ad sales firms. No reason Google can’t be one of those. P&G doesn’t buy its own ads - its agency does.”
7 Comments Add your own
1. The Tony | March 29th, 2007 at 8:30 am
Google can and will take over the world.
Be ready, the forces are already amassing, and they’ll be using their search results and YouTube for propaganda purposes.
2. will | March 29th, 2007 at 4:03 pm
Google is doomed to failure in the broadcast advertising space. Why would any successful broadcast outlet give up prime airtime for pennies on the dollar to junk up their air with ads for quack medicines and get-rich-quick schemes when they can sell airtime at top rates to reputable advertisers? And if Google thinks it can get high-profile advertisers like P&G to buy into this scheme they have another thing coming. The broadcasters simply won’t give up the high-value inventory necessary to make it work.
3. invitedmedia | March 29th, 2007 at 6:03 pm
will is probably right, goog is doomed to failure selling time on established broadcast networks because that is probably not what their long term goal is.
i can see them getting BUYERS used to the concept of buying time in this fashion so they can act as the agency for the zillion world wide web channels that will spring up in due time rendering the 60 mile radius locals the buggywhip of broadcast.
and don’t be too sure about p&g. if they can save a buck they will, will.
4. Charles | March 29th, 2007 at 6:38 pm
I can’t wait for the Time Warner-Google merger.
5. Steve Safran | March 29th, 2007 at 7:14 pm
Will: The answer lies in leftover inventory. Stations often have unsold ad time. That’s usually when you see those garbage ads and think “who the hell paid for this ad?”
There are already web companies that run remnant ads. This is simply a logical extension of that. Whatever you can’t sell, we’ll give you something that, while not paying as much, is better than nothing.
Nobody’s gonna give up time for pennies on the dollar. They’re going to get more money for unsold ad time. And I imagine that’s just to start. Stations go through national ad sales firms. No reason Google can’t be one of those. P&G doesn’t buy its own ads - its agency does.
6. Hussman | March 30th, 2007 at 5:46 am
And the victims of those unsolved inventory going for pennies on the dollar?
The non-profit fundraising walks and such that TV stations attach themselves to to help raise their community involvement.
7. Steve | March 30th, 2007 at 11:19 am
Interesting point Hussman. So the FCC doesn’t mandate that stations devote a certain percentage of their inventory to public service and non-profit entities?
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