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Google would purchase your unsold airtime and then resell it to
its vast pool of advertisers your own sales staff can't seem to break. Does it occur to you why your own sales team has not sold advertising to these "new customers" only Google can bring to the
table? It's because you don't want them to.
New Canaan, Conn. has one of the most exclusive Zip codes in the country. Residents include David Letterman, Paul Simon, and, ironically, Jeff Immelt,
the CEO of General Electric. The town maintains its immense value because not everyone can afford to live there. Television is like New Canaan -- not every advertiser can afford to live there. What
Google fails to recognize as it tries to play in this neighborhood is that, while it does make it easier for advertisers to pay the mortgage, those same advertisers can't afford to build a home.
Google advertisers pay a buck or two a click to advertise on Google right now. How much money do you think they are going to spend on the production of a television ad?
But who cares?
Inventory sold is better than inventory eaten, right? Wrong, and viewers care. The second a dumpy-looking ad appears on their screens, the quicker they change the channel. The more often they
change the channel, the more likely they fail to return to your program - which, ultimately, will lower your ratings, and which will deflate prices -- not increase them as Google suggests. Google
will argue its ads will be extremely relevant, which will hold the viewer's attention. OK, but relevancy and producing engaging creative are not mutually exclusive -- and Google is blind to this
notion because Google knows very little about advertising. The company knows a whole lot about you personally, and about search and related technologies -- but what it knows about advertising it
borrowed without permission and paid a significant penalty for doing so. Just ask Bill Gross. Google is putting the yellow pages out of business. The company created an "ease of use" platform that
delivers scale never seen before. But it has yet to scale the walls of brand advertising. And it needs to, given the expectations it has established. So Google's plan is to ride its scooters up to the
offices of the companies that have the biggest slice of the brand advertising pie, and tell them Google is here to help monetize every last crumb. Google, at its core, is a typical dot-com. Its
principals live in another world, which allows them to speak in circles until you get dizzy and start to doubt your own business sense, and just as you are about ready to faint, they hand you a check
while picking your pocket.