Google賣電台廣告踢到鐵板
NYTimes文章/Miguel Helft
去年初Google以12.4億美元收購dMarc Broadcasting公司，顯示稱霸網路廣告市場的Google有意跨足其他媒體領域。但跡象顯示Google進軍電台廣告市場的舉動已遭遇障礙。
dMarc的軟體讓廣告主透過網際網路購買廣播電台廣告時段。dMarc在2002年創立，創辦人是Chad Steelberg和Ryan Steelberg兩兄弟，如今已離開Google。同時，據分析師與電台及廣告業主管觀察，Google可能發現，要打進電台廣告市場並不如想像容易。
業內人士指出，障礙包括文化衝突，以及電台業者對廣告系統自動化的抗拒，畢竟廣播電台傳統上深深倚整銷售業務員拉廣告。不過，最常被舉出的原因，是Google顯然未能爭取到足夠的廣告時段，或稱庫存(inventory)，以提高自家廣告系統對廣告主的吸引力。
RBC Capital Markets網路業分析師Jordan Rohan說：「dMarc和Google都在嘗試愚公移山，重新塑造傳統媒體。這不是容易辦到的事。如果Google Audio (Google的電台廣告部門)要成功，就必須在主要市場拿下黃金時段和交通尖鋒時段的廣告時段。」
Google去年末開始測試電台廣告。Google發布聲明，證實Steelberg兩兄弟已離職，但同時表示對測試進度感到滿意，並且會持續推動電台廣告自動化業務。
最近與分析師舉行電話會議時，Google產品管理資深副總裁Jonathan Rosenberg表示，電台測試計畫「就規模而言相當良好」。根據Thomson Financial提供的會議紀錄，Rosenberg說：「我相信，我們在200多個都會區爭取到超過700個電台。」
但廣電業分析師說，這些數字並不足為奇，並指出Google能掌握的廣告時段可能有限，大致上可能只限於業界所謂的「剩餘庫存」(remnant inventory)，也就是在節目播出前一刻以低價出清的廣告時段。
許多分析師說，Google一直設法與CBS Radio簽署大規模庫存協議。CBS Radio在美國擁有147座廣播電台，廣播網的規模在美國數一數二。但雙方協商的時間比原先想像來得長，目前為止都尚未宣布任何協議。
Google進軍廣播電台廣告市場的成敗很重要，部分因素是Google的股價市值極高，反映投資人期待該公司持續朝網路廣告以外的市場擴張業務，把觸角延伸到電台、報紙、電視等媒體。
從Google與某廣播網的關係，也可看出外界的顧慮並未空穴來風。
上個月在一場電話會議中，Emmis Radio總裁Rick Cummings證實，該台撥給Google的廣告時段是「剩餘庫存」。Emmis在主要市場擁有23個電台，而且是第一批與dMarc建立合作關係的廣播網之一。
Cummings說：「Google表示有意與我們合作銷售黃金廣告時段。我們則表示，只要價格合理，很樂意談。其餘則有待觀察。一切要看他們提出的條件而定。」
分析師預期，Google終究會想辦法進一步深入廣播電台廣告市場。
美銀證券廣播業分析師Jonathan Jacoby說：「我認為，這個行業的人士終究會把一些庫存賣給Google。」但Jacoby不諱言，dMarc創辦人出走，可能造成Google Audio管理人事動盪，進而拖慢Google開拓這塊市場的進度。
星期一, 2月 12, 2007
星期日, 2月 11, 2007
Can Google score with in-game ads?
Can Google score with in-game ads?
As Google expands its lucrative ad network to new markets, industry watchers increasingly believe the search giant will buy its way into the nascent market for advertising inside video games.
Google has reportedly looked at acquiring AdScape Media, a small company, founded in Ontario and now based in San Francisco, that specializes in so-called in-game ads. Google did not return calls seeking comment, and an AdScape spokeswoman declined to comment on the talks.
Though an industry insider who asked to remain anonymous said negotiations had stalled, such an acquisition would allow Google to take on old foe Microsoft, which last year acquired a similar but larger company called Massive. In-game ads, however, are one place where Microsoft would have a rare advertising advantage over Google thanks to thriving sales of its Xbox 360 gaming console and a long list of gaming titles.
"Google would be playing catch-up against some significant entrenched providers," said Michael Goodman, a program manager at research firm Yankee Group Research. "The biggest challenge for them is they might see themselves closed out of the Xbox as a platform to serve ads to."
In-game ads may sound like a niche, but it's a growing one that reaches a choice demographic for advertisers. A recent Nielsen Entertainment study found that men aged 18 to 34 are spending more time playing video games (12.5 hours on average per week) and less time watching television (9.8 hours per week).
About 6 million U.S. households have at least one "power gamer," someone who spends as much as 20 hours per week and $50 per month on games, and there are more than 15 million active players of casual games, which are free ad-supported games such as Tetris or cards, said Michael Cai, director of broadband and gaming for Parks Associates.
"It's not a pimply faced teenage kid playing video games in the basement anymore. It's people with a lot of disposable income," said Jeff Berg, content editor at the Interpublic Emerging Media Lab think tank. "It's a natural space for Google to move into if they can do it effectively."
The dollar value of this market isn't nearly as small as many people would think. Parks Associates predicts that game advertising revenue will grow from $120 million in 2006 to $200 million this year and $300 million in 2008. Yankee Group forecasts in-game ad revenue to reach $732 million by 2010.
Buying AdScape wouldn't get Google a lot of new customers, but it would get the company technology, Goodman said. "Google already has significant relationships with advertisers, but they would have to build up relationships with game publishers," he said.
Over the last 18 months, the search giant has been rapidly moving into new ad markets such as print and radio, using its automated online ad-delivery system to provide a way for advertisers to reach new customers via offline mediums. Google purchased radio advertising provider dMarc Broadcasting for just over $100 million a year ago and has been conducting radio ad delivery tests.
While it's hard to imagine virtual world games like World of Warcraft being a great advertising vehicle for Coke or Pepsi, plenty of games could be ideal, such as sporting titles.
"For example, we take Nike's (ads) they've used for print or television and implement that straight into the games across our sports titles," said Justin Townsend, chief executive of in-game advertising firm IGA Worldwide. The ad is delivered over the Internet and can be changed depending on which advertiser has purchased the ad rights, he said. The ads are targeted geographically, so players in Germany, for example, will see a German version of the ad.
Because Google's greatest success has been in contextually targeted ads rather than display ads, it might be better suited serving ads that appear alongside casual games, which are sold over the Web, Cai said.
"The question is whether Google is interested in getting into a new media form--gaming, and whether they are looking beyond search and trying to address a new ad business--display advertising," he said. "Google is the king of search ads, but they aren't that dominant in brand advertising."
But is the gaming industry ready for Google's automated kind of advertising?
"It's not clear," said Jonathan Epstein, chief executive of Double Fusion, a competitor to AdScape, IGA and Massive. "It doesn't mean it can't get there, but when you look at how markets evolve it's always the specialists that drive innovation and focus in the market."
Eva Woo, vice president of marketing at AdScape, said her company has a technology that allows advertisers to interact with consumers without interrupting the game, something that could appeal to Google. If a gamer opts in, AdScape's Real World Virtual World Gateway will deliver messages via SMS or e-mail from the advertiser, Woo said.
When the game detects that a player has reached a certain level in the game or that a player is having problems getting beyond an obstacle in the game, for example, the advertiser could offer hints, rewards or coupons. "We've been developing this (advertising) technology for five years," she said. "We have one patent issued and 15 patents pending."
A risk for Google, of course, is getting shut out of Microsoft's growing Xbox market, and the question remains whether gamers will rebel against publishers who allow advertisers into their gaming worlds.
"Male gamers playing core games don't mind ads if they help make the gaming experience more realistic rather than disrupting their gaming activity," Cai said.
As Google expands its lucrative ad network to new markets, industry watchers increasingly believe the search giant will buy its way into the nascent market for advertising inside video games.
Google has reportedly looked at acquiring AdScape Media, a small company, founded in Ontario and now based in San Francisco, that specializes in so-called in-game ads. Google did not return calls seeking comment, and an AdScape spokeswoman declined to comment on the talks.
Though an industry insider who asked to remain anonymous said negotiations had stalled, such an acquisition would allow Google to take on old foe Microsoft, which last year acquired a similar but larger company called Massive. In-game ads, however, are one place where Microsoft would have a rare advertising advantage over Google thanks to thriving sales of its Xbox 360 gaming console and a long list of gaming titles.
"Google would be playing catch-up against some significant entrenched providers," said Michael Goodman, a program manager at research firm Yankee Group Research. "The biggest challenge for them is they might see themselves closed out of the Xbox as a platform to serve ads to."
In-game ads may sound like a niche, but it's a growing one that reaches a choice demographic for advertisers. A recent Nielsen Entertainment study found that men aged 18 to 34 are spending more time playing video games (12.5 hours on average per week) and less time watching television (9.8 hours per week).
About 6 million U.S. households have at least one "power gamer," someone who spends as much as 20 hours per week and $50 per month on games, and there are more than 15 million active players of casual games, which are free ad-supported games such as Tetris or cards, said Michael Cai, director of broadband and gaming for Parks Associates.
"It's not a pimply faced teenage kid playing video games in the basement anymore. It's people with a lot of disposable income," said Jeff Berg, content editor at the Interpublic Emerging Media Lab think tank. "It's a natural space for Google to move into if they can do it effectively."
The dollar value of this market isn't nearly as small as many people would think. Parks Associates predicts that game advertising revenue will grow from $120 million in 2006 to $200 million this year and $300 million in 2008. Yankee Group forecasts in-game ad revenue to reach $732 million by 2010.
Buying AdScape wouldn't get Google a lot of new customers, but it would get the company technology, Goodman said. "Google already has significant relationships with advertisers, but they would have to build up relationships with game publishers," he said.
Over the last 18 months, the search giant has been rapidly moving into new ad markets such as print and radio, using its automated online ad-delivery system to provide a way for advertisers to reach new customers via offline mediums. Google purchased radio advertising provider dMarc Broadcasting for just over $100 million a year ago and has been conducting radio ad delivery tests.
While it's hard to imagine virtual world games like World of Warcraft being a great advertising vehicle for Coke or Pepsi, plenty of games could be ideal, such as sporting titles.
"For example, we take Nike's (ads) they've used for print or television and implement that straight into the games across our sports titles," said Justin Townsend, chief executive of in-game advertising firm IGA Worldwide. The ad is delivered over the Internet and can be changed depending on which advertiser has purchased the ad rights, he said. The ads are targeted geographically, so players in Germany, for example, will see a German version of the ad.
Because Google's greatest success has been in contextually targeted ads rather than display ads, it might be better suited serving ads that appear alongside casual games, which are sold over the Web, Cai said.
"The question is whether Google is interested in getting into a new media form--gaming, and whether they are looking beyond search and trying to address a new ad business--display advertising," he said. "Google is the king of search ads, but they aren't that dominant in brand advertising."
But is the gaming industry ready for Google's automated kind of advertising?
"It's not clear," said Jonathan Epstein, chief executive of Double Fusion, a competitor to AdScape, IGA and Massive. "It doesn't mean it can't get there, but when you look at how markets evolve it's always the specialists that drive innovation and focus in the market."
Eva Woo, vice president of marketing at AdScape, said her company has a technology that allows advertisers to interact with consumers without interrupting the game, something that could appeal to Google. If a gamer opts in, AdScape's Real World Virtual World Gateway will deliver messages via SMS or e-mail from the advertiser, Woo said.
When the game detects that a player has reached a certain level in the game or that a player is having problems getting beyond an obstacle in the game, for example, the advertiser could offer hints, rewards or coupons. "We've been developing this (advertising) technology for five years," she said. "We have one patent issued and 15 patents pending."
A risk for Google, of course, is getting shut out of Microsoft's growing Xbox market, and the question remains whether gamers will rebel against publishers who allow advertisers into their gaming worlds.
"Male gamers playing core games don't mind ads if they help make the gaming experience more realistic rather than disrupting their gaming activity," Cai said.
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