SEL: The Television Parts from the Google Article in NYTimes

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October 31, 2005

The Television Parts from the Google Article in NYTimes

Here are all the television parts from that Google article in NYTimes:

Now it is preparing to extend its technology to nearly every other medium, most significantly television. It is looking toward a world of digital cable boxes and Internet-delivered television that will allow it to show commercials tailored for each viewer, as it does now for each Web page it displays.

"If we can figure out a way to improve the quality of ads on television with ads that have real value for end-users, we should do it," he said. While he is watching television, for example, "Why do I see women's clothing ads?" he said. "Why don't I see just men's clothing ads?"

The media and advertising industries certainly see a future in which television ads are aimed at individual viewers. But few outside of the engineering Ph.D.'s at Google think that television ads should simply be utilitarian, rather than entertaining, provocative or annoyingly repetitive - the models that have worked so far.

Mr. Schmidt acknowledges that as Google explores moving into television, it may well face a conflict between its core belief that advertising must be useful and the typical television commercial that is "based on feeling and emotion."

"Our model is likely to affect television last," he said, while expressing optimism that a formula for useful, targeted commercials could be found. For now, he quickly added, the market for various forms of direct marketing is three times larger than that for television ads. "I was shocked by this," he said. "All of us are so conditioned to television as the height of advertising.

"We are in the really boring part of the business," Mr. Schmidt concluded, "the boring big business."

Garrett French - MarketSmart Interactive | permalink | +marktd |

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