Google TV is expanding its reach just in time for the holiday season. Alert the media. Well, actually the media has been alerted. So have advertisers. According to an announcement made by Google last Thursday, the Google TV ads platform, provided by Verizon FIOS, is currently hitting well over three million households. Early next year, that number will skyrocket to thirty five million homes. And while there are still Google TV detractors, this expansion demands attention from online performance marketers.
The goal of online performance marketers is growth through efficiency, advancing the client's ability to acquire customers more profitably. This strategy was effectively implemented by Search professionals in the early days of Google Adwords, which enabled them to target mass audiences at a low cost-per-click. The network's popularity, driven in large part by forward-thinking performance marketers, has made Adwords Google's main revenue source. Performance marketers could drive the same results for Google TV.
Advertising on Google TV will require continuous video and display optimization, dynamic approaches that those of us in the performance space successfully leverage on a daily basis. The level of user engagement Google TV generates is something of a great unknown. But quantifying risk in order to realize measured returns is nothing new to industry experts. It would be ill-advised for to double down on Google TV but a strategic investment in the technology could make Google TV “Must See Money Making TV” for online performance marketers.
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