How Microsoft beats Google in ad agency battle

Google CEO Eric Schmidt has a fantasy, a world wide advertising domination fantasy: “The long-term fantasy is we walk up to you and you give us, say, $10 million and we'll completely allocate it for you’ across different media and ad types.”Microsoft CEO Steve Ballmer aims to have a $6 billion advertising agency reality: aQuantive’s Avenue A/Razorfish.

Google CEO Eric Schmidt has a fantasy, a world wide advertising domination fantasy: “The long-term fantasy is we walk up to you and you give us, say, $10 million and we'll completely allocate it for you’ across different media and ad types.”

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Microsoft CEO Steve Ballmer aims to have a $6 billion advertising agency reality: aQuantive’s Avenue A/Razorfish.

Why does Ballmer trump Schmidt? Product beats Spin.

Google believes the Google brand trumps all, even reality. After all, Google IS the top brand AND the best place to work, just ask Millward Brown or Fortune Magazine!

OR, ask Kevin Gough, the Google point man for Enterpise Search, who touts the value of consumer BELIEF in Google search results: Why Google Fears Microsoft, big time.

Despite Google CEO Schmidt on ‘Personal Democracy’: Up For Sale, Google’s every word is taken at its word, and trumpeted for its Googley goodness.

Despite what Microsoft does, or does not, do, Google is embraced for its Do No Evil slogan, while Microsoft is STILL reviled for Evil Empire do no goodness.

In Google: The Anti-Microsoft last November I asked “Why Google love, but Microsoft hate?”

Life was simple when Microsoft ruled (monopolized) the tech roost: Just hate Microsoft! Many, of course, persist in hating Microsoft. More, however, many more, LOVE Google!

Google love is now actually a Google Enterprise strategy! Google to big business: Google love belongs in the Enterprise!

 

Moreover, Google BELIEVES, and strategically counts on, its consumer searchers being “pretty forgiving,” of the “educated guesses” Google Search is made of: Google on Search: ‘Natural Language works when it isn’t’, Adam Bosworth, Vive President, Engineering.

Enterprise IT buyers are not so “consumerization” gullible, however: Is Google Enterprise Search a joke?

Madison Avenue blue chip marketers are not easily swayed by the pitches of others, either.

Google Radio (bad) case in point: Google Radio Ads: NO match for AdWords.

Despite the great Google mystique and the power of the Google brand, even the mighty Google can not simply stamp a ”revolutionary” label on an old school ad product like radio advertising and hope to make it new again in the eyes of advertisers.

Schmidt on the supposed Googley “accountability” of its new Audio Ads (courtesy of a resale agreement with Clear Channel):

Advertisers can target the listener by driving them to a toll-free number or website address, and that should produce an uptick in the product demands.

Should it, really? Has Schmidt recently reread the (in)famous advertising maxim: Half my advertising works, I just don't know which half. 

Google on its NOT SO revolutionary Audio Ads: 

What kind of radio advertising is this? This is traditional radio advertising, the kind of radio that our grandparents, parents and we ourselves have known throughout our lives. While you may hear ‘Google Audio Ads’ and immediately think it was created for use with online media such as internet radio or podcasting, Google Audio Ads are actually designed to facilitate advertising on traditional radio stations such as those you may listen to in the car, in the gym or anywhere else on your AM/FM radio. 

Our product aims to make the long standing process of buying radio advertising as simple and efficient as possible, while allowing you to manage it from your existing Google AdWords account.

HOW SO? By spieling out pages and pages of intractable graphs, tables and media planning and buying minutia under the (mis)headlined “Audio Beginners Guide for Helpful tips for launching your first radio campaign.”

Such is the NOT QUITE Google multi-media "dashboard" out to conquer the world’s advertising. Google Radio, in fact, strikes out on all AdWords bases:

Audio Ads are NOT Self-Serve Easy, Audio Ads are NOT Pay For Performance Accountable, Audio Ads are NOT Google Network Proprietary.

While Google seeks to be PERCEIVED as the NEW fangled Googley advertising agency, Microsoft will actually be a REAL, LIVE advertising agency:

The advertising ecosystem will benefit from the leading interactive advertising agency, Avenue A | Razorfish, continuing to serve its impressive client roster, while also embedding the voice of the marketer into Microsoft’s next generation advertising solutions and services.

Avenue A | Razorfish is one of the largest interactive ad agencies in the world, providing advertisers with industry-leading digital marketing consultation, media planning and buying, and creative services.

Advertisers will benefit from a world-class campaign management solution to drive maximum ROI and optimize their reach to audiences across the increasingly fragmented, interactive media landscape.

What’s more, in the advertiser client services department, Microsoft’s Joanne Bradford trumps Google’s Schmidt, BIG TIME!

I recount my chat with Bradford about just that topic in Google: Technology driven or people driven?