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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Evaluate the efforts of a market leader in one media domain, to use its expertise to replicate the business model in another media domain
• and Understand the challenges that are faced by companies, which enter well-established markets with new services/products.

Keywords

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