This may be all well and good, but does it take its clients out for lunch?
dbm
· 1 year ago
You've missed the mark completely on this one. Google Ad Planner has NOTHING to traditional media or ad agencies. While AdWords does have Print, TV, Audio, etc., the AdPlanner tool is for online media buys only. It provides insight and research into websites, not traditional media outlets.
Charles Frith
· 1 year ago
But dbm wouldn't an evolved combination of Google Ad Planner and Adwords for Print TV Audio and ahem Cinema (that's going digital too isn't it?) be an automated hybrid of the 'distractive' advertising process. Sounds good to me. Still room for good work and automation of the creatively dull but contextually relevant.
(Think Dell ads for a perfect potential client)
The ad industry still doesn't acknowledge that Adwords is a $10 Billion + industry and is quite happy to spend a week in Cannes enjoying a selection of creative that always includes scam ads. Without mentioning that brands are not even part of this communication model. They're still selling brand ideas to there clients. Where's the brand idea in Adsense?
TheFounder
· 1 year ago
It has EVERYTHING to do with traditional media... 3 years ago... Adwords was only online as well. adplanner is integrated with Adwords... so what do you think it will do.. just sit there only allowing partial recommendations of only online when you can buy media from other venues on the same program?
Give it 90 days...
Tantivy
· 1 year ago
Though I believe Google has a grudge against Ad Agencies this product isn't going to change anything. They've integrated a rating's program into their systems. There are dozens of competing products. Neilson didn't destroy the industry, it helped it. Knowing Google Adplanner will be light on features. Expect it to be unused and after a year hidden wherever they stashed Google office.
TheFounder
· 1 year ago
Hopefully it's not in the same palace they stashed Google Search, GMail, Google Talk, Google Maps... or gulp Google Adwords ... wait.. that is where they are stashing it...
dbm
· 1 year ago
My point was that this isn't specifically targeted at traditional agencies...it will also affect interactive agencies (specifically those that provide research as a profit center) and potentially even companies like Nielson, comScore and Hitwise should the data prove reliable.
a beer sort of girl
· 1 year ago
I think Google could eventually do it. They can fundamentally change an industry just by trying, we all know that. But it is really going to come down to how well the traditional world's walls come down. Right now, many traditional media outlets are denying advertisers' bids that come from Google, because they already have a long standing relationship, and frankly are not ready to walk away from the income. Anyone who's "negotiated" with a newspaper in the last 5 years knows how shortsighted they can be.
Huh
· 1 year ago
Replace "Google" with "Microsoft" and no one in their right mind would use this tool. Instead the blogosphere would be screaming that MS was trying yet again to corner every inch of the known universe.
What no one talks about at all in the many posts I've seen is that there's an inherent flaw in this product. Namely Google has a vested interest in using their planning tool since it recommends...spending more money with or through Google.
Interactive media planning is more than pointing out a list of relevant sites and quoting costs. Anyone with half a brain knows you don't invest money with parties who have a direct interest in getting you to spend it with them.
It's why agencies were created in the first place, the whole 3rd disinterested party thing. BDA's have screwed the pooch on that and are running away in fear but savvy agency folks will figure out what comes next either with or without Google. Or they'll get creamed. It's way too early to call an audible on the entire advertising industry.
Nick F
· 1 year ago
From an agency perspective this is no NEW threat to our offerings. Ad Agencies that only offer a list of sites for their online buys don't deserve the business they have. This is a stupid system by an amazing company thats over extending its offerings to take over media. It doesn't replace the human interaction, the big idea, the integrated campaign. Its giving everyone a chance to have the tools we have with @plan and NetRatings. Ask any media person how much those tools play into their online plans, MAYBE 15% of their plans are off that data. Its a ground to jump off of, not a solution. Besides, like analytics and ad words, its all skewed to Google and Google partners....spend with Google Google Google...
Transactional traditional media is dead, the argument is moot. I'd like to see this tool put together an integrated media mix working with multi platform media between sites/stations/publishers. I love Google, I helped them do advertising launching one of their and they had NO CLUE how display worked, that was less than 2 years ago. Hard to believe they have cracked the code. Everyone should just relax and understand Google is trying to take over the media world. Do TV sales people feel like their days are numbered due to Google TV selling the Dish? Do radio people feel threatened that Google Audio will replace them selling local radio. Google Video Sucked so they bought YouTube...Google brought in creative directors, i don't see them winning any AOR pieces with big clients... My CFO is worried about this tool...I say, bring it on Google...Imagine a world where all advertising was produced and placed by Google...yeah, your right...thats ridiculous.
bonnie larner
· 1 year ago
Here's Sorrell's Take on Google:
Sorrell: Google Going From ‘Frenemy’ To ‘Froe’; WPP CEO Grills GOOG, YHOO, MSFT At Cannes
By David Kaplan - Fri 20 Jun 2008 04:04 PM PST
- Frenemy to ‘froe’?: The perception that Google has deeply encroached upon ad agency territory is what first led Sorrell to dub the search giant a “frenemy.” Maybe he’s gotten tired of that appellation. He’s now saying the relationship between the two are “froes.” As he said in an interview with Reuters a few weeks ago, Sorrell pointed that out that he’s spending $850 million with Google, so there is some need there on his and other agencies’ part. But Sorrell and others are increasingly worried that Google is doing end-runs around the ad shops and going directly to clients—despite repeated assurances from Google that this was not the case.
Two of our clients were directly contacted by Google. But, Yahoo also contacted our clients directly.
best, bonnie
TheFounder
· 1 year ago
No it doesn't take the client to lunch... that in itself is a positive..because generally the client themselves are paying to take the themselves out to lunch after the first monthly bill comes in.
All Comments
(Think Dell ads for a perfect potential client)
The ad industry still doesn't acknowledge that Adwords is a $10 Billion + industry and is quite happy to spend a week in Cannes enjoying a selection of creative that always includes scam ads. Without mentioning that brands are not even part of this communication model. They're still selling brand ideas to there clients. Where's the brand idea in Adsense?
Give it 90 days...
What no one talks about at all in the many posts I've seen is that there's an inherent flaw in this product. Namely Google has a vested interest in using their planning tool since it recommends...spending more money with or through Google.
Interactive media planning is more than pointing out a list of relevant sites and quoting costs. Anyone with half a brain knows you don't invest money with parties who have a direct interest in getting you to spend it with them.
It's why agencies were created in the first place, the whole 3rd disinterested party thing. BDA's have screwed the pooch on that and are running away in fear but savvy agency folks will figure out what comes next either with or without Google. Or they'll get creamed. It's way too early to call an audible on the entire advertising industry.
Transactional traditional media is dead, the argument is moot. I'd like to see this tool put together an integrated media mix working with multi platform media between sites/stations/publishers.
I love Google, I helped them do advertising launching one of their and they had NO CLUE how display worked, that was less than 2 years ago. Hard to believe they have cracked the code.
Everyone should just relax and understand Google is trying to take over the media world.
Do TV sales people feel like their days are numbered due to Google TV selling the Dish? Do radio people feel threatened that Google Audio will replace them selling local radio. Google Video Sucked so they bought YouTube...Google brought in creative directors, i don't see them winning any AOR pieces with big clients...
My CFO is worried about this tool...I say, bring it on Google...Imagine a world where all advertising was produced and placed by Google...yeah, your right...thats ridiculous.
Sorrell: Google Going From ‘Frenemy’ To ‘Froe’; WPP CEO Grills GOOG, YHOO, MSFT At Cannes
By David Kaplan - Fri 20 Jun 2008 04:04 PM PST
- Frenemy to ‘froe’?: The perception that Google has deeply encroached upon ad agency territory is what first led Sorrell to dub the search giant a “frenemy.” Maybe he’s gotten tired of that appellation. He’s now saying the relationship between the two are “froes.” As he said in an interview with Reuters a few weeks ago, Sorrell pointed that out that he’s spending $850 million with Google, so there is some need there on his and other agencies’ part. But Sorrell and others are increasingly worried that Google is doing end-runs around the ad shops and going directly to clients—despite repeated assurances from Google that this was not the case.
Two of our clients were directly contacted by Google. But, Yahoo also contacted our clients directly.
best,
bonnie