In the past few days there has been some discussion about the prognosis for traditional media in an environment where everything is going on-demand and digital. I was pretty amazed then this morning to see that Google is starting to broker regular TV adds – to be honest if it was 1 April I’d have thought it was a joke.
Google has set up an “ad creation marketplace” (and in the process disintermediated the creative departments of traditional add agencies) and also digitalised that bidding, network choosing and time slots for adds (and thereby disintermeidating another traditional advertising company role).
It’s an interesting move, and shows Google’s massive ambition to be part of life – whether that means online or offline.
