Google TV Ads - Strike Three?

So today Google launched TV Ads, Google's attempt to wrest control of TV remnant space away from traditional media outlets. Does this story sound familiar? Of course it does - it's the exact same approach Google took in their attempt to capture the radio remnant market (Audio Ads) and the newspaper market (Print Ads).

While I am sure that traditional media outlets will declare this move the end of traditional TV advertising as we know it, I'm not impressed. Why? Well, for two reasons. First, because Google has tried this already in print and radio and failed. Despite giving away millions in free advertising to encourage advertiser participation, advertisers haven't signed on to the programs.

This may be because Google's traditional base of advertisers fundamentally don't understand anything but online marketing, or because the quality of the inventory Google is selling simply doesn't perform, but I have yet to hear anyone (either advertiser or Google representative) proclaim victory for Audio or Print Ads. Indeed, a friend of mine in the radio industry told me that Google was stuck with hundreds of millions of dollars of radio inventory they purchased from Clear Channel and resorted to "free ads" promotions as a way to unload it.

The second reason Print and Audio hasn't taken off is publisher skepticism. Publishers have complained about Google's heavy-handed approach to their channels, and have been unimpressed by the monetization delivered by Google products. Combine Google's somewhat condescending attitude toward offline channels and bad monetization, and you are going to have problems breaking into new channels.

I see nothing in Google's TV Ad launch that leads me to suggest that this product is going to be any different than Audio or Print Ads. The only saving grace for TV is that online direct marketers have already invaded late night TV in a big way. Check out virtually any cable station after 10pm and you'll be flooded with ads for free iPods, payday loans, and get rich quick eBay businesses.

Insofar as this is a fragmented remnant space, I suppose Google may have an opportunity to bring efficiency and thus value to the market. But this was the same theory that was suppose to usher in the Google era for radio, and that hasn't happened. My conclusion: expect a lot of media excitement, but little actual value from TV Ads.