What a Google week it was!
At the Q3 earnings call, Google CEO Eric Schmidt promised (warned of) more of Google’s “impressive growth” through partnering:
We believe at Google that we are more effective when we partner. Partnerships are a huge benefit, not just for Google but also for whoever the partner is. We see impressive growth in the area of partnering with existing and new companies from content technology and advertising perspectives; we’ve laid the groundwork for many more coming. This industry is clearly poised for growth, and this is still the early stages of something which is likely to be a very major transformational industry.
Schmidt has been true to his partnering word and indeed seeks to lead Google towards many major transformations within many pivotal industries, via strategic collaboration.
This past week alone, Google has laid claim to (worldwide) domination of the radio, television and healthcare industries.
Since last January, Google has been working to integrate the dMarc Broadcasting platform with its AdWords system, recruit radio stations…NOW, Google’s “beta test” of its self-serve Audio Ads with a small number of AdWords customers.
What is Google’s $20 billion radio advertising potential? Google has a lot riding on its $100 million plus dMarc property, acquired last January. For Google, its radio initiatives are not “tests,” or “learning experiences.”
Google also touts a too-good-to-be-true sounding pitch to radio stations: "dMarc's RevenueSuite solution fills any inventory opportunities with paid advertising, automatically!"
Google’s radio advertising forays are not welcomed by all radio stations. A radio station operator viewing media placements by Google dMarc as a "station going out of business rate," does not bode well for Google Audo Ads prospects; no radio station will knowingly put itself in such jeopardy.
Google has just taken its first shot at the TV industry, a multi-year broadband alliance with British Sky Broadcasting (BSkyB), the “first global deployment of Google’s suite of world-class search, communications and video tools."
Starting with a straight-forward technology and search deal, Google to power 1) a User Generated Video multi-platform portal for BSkyB, 2) a “communications platform” (customized email, instant messaging, calendaring…) for BSkyB broadband customers and 3) search and search advertising for BSkyB online.
True to Google’s worldwide technology and advertising domination form, however, much more is in the works: “The two companies will also explore future forms of Web, TV and mobile advertising.”
Google CEO Eric Schmidt, as usual, is not underestimating the long-term significance of the multi-platform deal with BSkyB: “If we can get this structure right over the next few months and it rolls out, then it becomes the index case for every other country and every other operator.”
Google wants to create nothing less than individual, dedicated, online databases, to record and store every piece of private and personal data pertaining to “every single medical and health-related event” for “effortless” retrieval and sharing.
Google, has “explored this issue” over the past year with “leading health providers and institutions.”
The conclusion? Healthcare professionals will be deemed to be “out of date” if they do not embrace Google’s vision for changing people’s lives “dramatically for the better”…"increased and more targeted use of (Google) technology will improve healthcare for all.”
Schmidt’s conclusion to the Q3 earnings call:
What I wanted to do is to finish by saying that we are in many ways crossing into another era here of what it will be possible to do with the Internet. We have gone from web search, various other forms of applications to now literally being able to do business, life, entertainment, especially with the integration of video, on the net. This is a very, very powerful, powerful way in which many, many companies, many, many users, many, many advertisers will use.
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