Reveals Strategy

To all broadcasters, agency reps, media buyers, radio folks, newspaper, billboard, magazine, and all other ad supported media out there… Google’s CEO has declared war on you and entire ad supported business model be it television, print, web or whatever. You see, last week Google CEO Eric Schmidt appeared on CNBC’s Mad Money with Jim Kramer and while the majority of the show focused on Jim cheerleading for Google stock, Mr. Schmidt uttered 2 words during the program that caught my attention “Measurable Advertising.” That’s right, Google has discovered your weak link and they just let the cat out of the bag.

(Insert cliché of choice here equivalent to “The time is now!”).

So, assemble your greatest minds, begin new research projects, prepare to storm the Neilson gates or whatever you need to do, but focus your efforts on how you’re going to compete against “Measureable Advertising” because like it or not, Nielson may have met its match and you may soon be taking a check from Google’s ad placement technology.

Not possible? Okay, let’s see:

• Google already has self ad-serving tools for placing one’s own television, radio and internet ads.
• Google will continue growing these types of partnerships until they can deliver ads across multiple platforms to any region or demographic in the country (or world).
• Google data vs. Nielson data.

Good luck, the edge is in the measurement.

-Richard[clearspring_widget title="CNBC Mad Money Videos" wid="4887fe456d39ebe1" pid="48ab04069586ebb3" width="400" height="400" domain="widgets.clearspring.com"]

Also recommended: Nikesh Arora at the Marketing Society Annual Conference

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