Google to Marketers: Give Us ALL Brand Assets, For Eternity
Brand marketers beware: Google is eyeing YOUR assets!
In New York City this week, from OMMA to MIXX, all levels of the Googleplex totem poll were represented and all faithfully conveyed CEO Eric Schmidt’s favored notion that the advertising “power law” is in Google’s powerful favor.
Eileen Naughton, Director of Media Platforms, proclaimed to advertising execs: “All your assets must be discoverable,” at Google.
“All” the marketing assets of the world’s leading companies that Google is determined to “make discoverable, across media, across scale” include every part and parcel of the integrated marketing mix: Brand, Product, Services, Press Releases…
How will Google make every brand “discoverable”? By making sure the all the world’s brand assets are “stored on central servers,” those controled by Google.
What good are old-school media buys, after all, in Naughton’s Googley vision. Get with the program: “market to the cloud,” Naughton cajoled.
READ MY OMMA REPORT: Advertising Cat Fight? Google’s Media Chief Gets Defensive
The Google media chief’s high level vision was reinforced by three Googlers working in the Googley trenches: product managers. In a pitch session touting Google’s newest ad products, the inexorable Google cloud was again hailed.
What is one of the greatest things about uploading a marketing video to YouTube, according to YouTube’s product manager? It will remain there–i.e., on the Google servers–FOR ETERNITY!
Google may be updating its corproate slogan at this very moment: “We will organize all the world’s information…FOR ETERNITY.”
READ MY MIXX REPORT: GOOGLE ALERT: Overlay Text Ads for AdSense Video Network
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