Daniel Langendorf has an excellent post on last100, analyzing comments made by Vincent Dureau, GoogleÄôs head of TV technology, in his opening keynote at iTV Con – a trade show conference dedicated to Internet TV. It seems that Google is aiming to create versions of search and Adsense for InternetTV, to match what they did in the 90’s and early part of this century for the Web. Daniel calls this a Google ÄúecosystemÄ? behind TV. He writes:
With a more fragmented audience it’s easier for advertisers to reach the people they covet. “Audience fragmentation is a good thing,” Dureau told conference attendees, “You can make your audience more specialized. With more specialized channels you can actually insert more relevant content that’s more likely to reach the intended audience.”
“You can actually make more money, because you can increase the relevancy of your ads. You can cut down on the number of ads – and still reach more people. At the end of the day, you’re changing the attitude of the consumer. They’ve reached a point where they expect the ad to be relevant and they’re more likely to watch it.”
Sounds like Google TV AdSense.
He also argued that ad skipping is a “godsend.” If advertisers can determine which ads are being skipped and which are not, they can improve getting their ads in front of people who actually want to view them. Important to this initiative, he said, is building web-based technologies into TV set-top boxes that can track such information.
Sounds like Google TV Search. Google TV Metrics.
Check out the last100 post in entirety. This definitely feels like an impending revolution in InternetTV and, as is typical with Google these days (ref the Web Office) they are building it piece by piece.
