Google's TV Strategy Goes Live

The statement, "Television is a great way to reach new customers who might not be familiar with your product or service," is about as bland as it gets - but not when it's coming from Google.  The company has launched its TV media planning and buying service on the Dish network in the US which has 14m subscribers.  A quick peek at the demo shows that its effectively just an extension of AdWords and it must have media execs everywhere choking on their flat whites.  And no doubt there will be a few cappuccino-spillages when their creative brethren check out the the Ad Creation Marketplace, "where you can connect with industry professionals who provide script writing, editing, production, and voice-over talent at an affordable package cost".  In reality, however, this isn't a system that's MegaCorps are going to start using anytime soon.  It's focused on The Long Tail and the viewers aren't there in the required numbers.  But that's the thing about market disruptors.  They always start at that part of the market which appears to be worthless - and then grow creating Innovation Dilemmas for the big boys serving their high-value customers.  But the really interesting (although not surprising) part is that Google are promoting the fact that TV ads drive a lot of search queries.  In effect, Google are taking their mega-cash engine platform and protecting it by entering related industries.  Or in other words using their search 'standard' to 'embrace' new areas of media.  Remind you of anyone?