What if Google invested in eye tracking technology free on every TV?
They could do it in partnership with TV manufacturers, and under the auspices of measuring smart TV (read YouTube viewing on TV).
How quickly would this disrupt the TV advertising industry by exposing the TV GRP. People just aren’t watching commercials, we would conclusively discover.
The clear winner in the budget switch that ensues, must surely be Digital channels. And Google the biggest beneficiary.
Now we’re no Google fans here at DIA, mainly because of the conflicting positions they take in the industry on buying, selling, delivery and measurement – yes that’s right, if you use DoubleClick or Google Analytics you trust the same people who deliver your advertising to tell you whether it works or not. Similar conflict for publishers and marketers. But Google has to be admired for the work they have done in simplifying and driving our industry forward.
Investing in a system that could bring down TV might just be the simplest and smartest move it could ever make. And the best for our industry.
Could Google kill the TV star?