Google has decided to shut down its TV ads product and re-focus those efforts on online video ad programs.The TV ad program, which began in 2007, targeted viewers of networks like CNN and ESPN but used an Ad Words style pricing and analytics structure, but the concept never fully took off.
This move could be seen as a sign of the times. More and more viewers are taking to their computers, tablets, and other mobile devices to watch TV shows and videos. Less are going the traditional TV route.
Google re-focusing its efforts on a growing venue instead of holding onto one that is declining could be considered a positive step for the company.
The Google TV Ads site does boast some success stories, mainly for small companies. This is likely due to Google’s pricing structure, which lets companies set their own budget and just pay for ads that people have actually watched.
So for small businesses that wouldn’t normally have the resources to reach a traditional TV audience, this is one type of program that allowed them to advertise using this venue without going broke in the process. This means that now companies who want to reach a traditional TV audience have one less option to choose from.
The good news is that new media like online videos can be much more affordable for small businesses in terms of advertising. So this move by Google is just one more sign that more groups of consumers can be reached in this way than ever before.
With the company re-focusing its efforts back to this type of media, there will likely be more changes and options available for advertisers in the future.
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