One of the things agencies have been able to get away with over the years is their lack of accountability for the billions they’ve persuaded clients to spend on useless TV campaigns. Well, maybe those days are coming to an end with the news today that Google has developed an application which can identify TV programs by "listening", then deliver related advertising, monitor viewing audiences and build social communities around viewers who are watching the same show while online. The product, outlined and tested in a scientific paper by Google Research, could revolutionize the television and advertising industries. It has four key applications under the banner of "mass personalization", which aims to combine the passive viewing of TV with a personalized web-based experience. Google has identified four services that can be aimed at web users after identifying shows by their audio signature: the delivery of additional relevant content and advertising; the creation of immediate social communities based around TV shows as they air; a real-time TV program and advertisement ratings system; and a video library. It’s early days yet, but this could really put the cat amongst the pigeons as far as BDA’s (Big Dumb Agencies) are concerned!
Google Television... Coming to a TV near you!
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