Google and its TV Ads Program


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG205 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing strategies, branding strategies, challenges of a new entrant
Case Length : 15 Pages
Period : 2006-2008
Pub Date : 2009
Teaching Note : Available
Organization : Google Inc.
Industry : IT, Advertising, Television
Countries : USA, Global

Abstract:

This case deals with the efforts made by Google Inc. (Google) to enter a new media domain - TV advertising - with its Google TV Ads program.

The case describes the tools and other services, which Google provided to advertisers to help them deliver better-targeted ads on TV.

The case also talks about the benefits, which Google claimed were derived by both advertisers and TV networks through this program, and discusses the various challenges faced by Google, including the competitive scenario in the TV Ad market.

Issues:

» Evaluate the efforts of a market leader in one media domain, to use its expertise to replicate the business model in another media domain.

» Understand the challenges that are faced by companies, which enter well-established markets with new services/products.

Contents:

  Page No.
Introduction 1
Background Note 2
Entering New Media 3
Bringing it out of Beta 5
Benefits All Around? 6
Challenges 7
Competition 8
Outlook 9
Exhibits 11

Keywords:

Google TV Ads, Television Advertising, AdWords, YouTube, AdSense, Google Analytics, Google Ad Creation Marketplace, Traditional and new media, SpotMixer, Spot Runner, Service Marketing

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