Saturday, March 21, 2015

Has Google Fiber Found the Holy Grail?

Granular tracking and metrics that show advertisers who has watched their ad, when, and if it led to a conversion is a huge advantage of online video and search/display ads vs. traditional television (still relying on Nielson ratings).  However, Google Fiber is piloting an ad-tracking system in Kansas City that will provide this granular insight into their tv ad inventory.

"Fiber TV ads will be digitally delivered in real time and can be matched based on geography, the type of program being shown (sports, news, etc.), or viewing history," the company explains in a blog post set to go live this afternoon.

Now, the same type of hypertargeting available on the web will be available for dynamic insertion in Kansas City.  Google will ultimately be able to match your Google Fiber habits with your Google search, YouTube, and Gmail, and mobile habits and provide the opportunity for true cross-device advertising and engagement.

An interesting aspect of this pilot is the fact that's it's Google, and I can't think of another firm that would have the same opportunity to replicate a full-stack, cross-device approach.  Major cable companies such as Comcast, Time-Warner, and Optimum have the cable/fiber infrastructure, but not the online search habits and histories.  Others like Yahoo! and Bing have search habits and histories, but not the TV infrastructure.  Google is the only one with both (albeit a small pilot market in Kansas City), but if this plan proves super successful, it may justify the expansion of Google Fiber as an alternative and competitor to the major cable companies.  Stay tuned to the progress of this pilot.

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