Google TV Ads Auction: NO AdWords Buyer’s Remorse
The Advertising Club of New York’s event last evening at the NYC Googleplex was billed an “All Google” advertising one. The “all” Google advertising sales represented, though, was merely of the non-money making variety: Google Print Ads, Google Radio Ads, Google TV Ads…NOT an AdWords or an AdSense rep was in Googley sight at the luxury Google cafeteria complex which hosted several hundred New York advertising and technology execs.
Nevertheless, the GOOG fuel money making stars WERE the star attractions, as all OTHER Google ad products depend, inevitably, on an ingtegrated, search advertising upsell pitch, unable to close their own independent ROI value propositions.
The cheery panel of Google cheerleaders professionaly spun their respective product spiels. Long Ellis, Head of TV Sales, however, seemed to have spun himself into a tizzy.
How happy is Ellis to be a Googler at last? The prospect of selling Google TV ”sent shivers down my spine,” Ellis gushed. After all, “if Google can’t do it, who can?” he reminded us.
Ellis may have no “remorse” in joining Google, but Google advertisers do, big time, the Google TV point man unwittingly advised. Ellis touted the advangtages of the Google TV bidding scheme; In so doing, however, a BIG marketer disadvantage of the world famous Google black box AdWords auction cash Google cow was apparent.
The Google TV point man assured New York marketers and media planners that the Google TV “auction theory” prervents “buyer’s remorse” because the winning bidder ends up paying the bid price of the runner up bidder. WHAT ABOUT ADWORDS THEN? IS GOOGLE GIDDILY CAUSING MULTI BILLIONS OF DOLLARS IN ADVERTISERS’ “BUYERS’ REMORSE” becasuse it doesn’t adhere to the “auction theory” that Google TV ads does?
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