Wed Nov, 2011 by Derek Mehraban
Google has announced a new update for Google TV, which was launched last year and was not received with enthusiasm. The update brings a new operating system, Android 3.1, also known as Honeycomb, and with it comes a series of Android apps which are TV-compatible. The update also provides improved search functionality.
Some of the new apps and functionality should help, but given the lackluster reception of Google TV it’s really possible to only improve. The main issue is the lack of partnerships Google TV has with content providers such as Hulu. Without correcting this lack of content it seems unlikely Google TV will take off. The other problem facing Google TV is Apple TV. Apple is tied closely to the iTunes system, which has no shortage of access to content even though much of that content is not free.
This implicates the digital marketing firm a couple of ways. If the target of certain ads are early adopters of technology or Google enthusiasts, then pushing ads onto Google TV makes sense. The other implication of this news is about the future. The continued emphasis of Google on this project in the face of dismal sales speaks to the future of TV. The digital agency will increasingly be able to exploit the blurring of offline and online content. It also means, however, that traditional advertisers and marketing firms will become increasingly involved with online advertising.