Google Sells ‘Media is the New Creative’

A little over a week ago I wrote a post called Suggested 2010 Resolution for Ad Agencies: Understand the Google.

The post provided some context around understanding Google’s long-term strategy, based on a great post by Chris Dixon called What’s strategic for Google.

In our Suggested 2010 Resolution for Ad Agencies: Understand the Google post I argued that Google wants to commoditize and deskill advertising creative.

Is your business one that Google wants to dominate or commoditize?

For ad creative, I think we can see that Google wants to commoditize it.

Google has shown through actions that it intends to deskill the creation of ad creative and mechanize its management, through initiatives like Google Display Ad Builder and acquisitions like Omnisio for deskilling and Teracent for mechanizing.

I received a few emails about the post, most wondering if I wasn’t making too broad an argument.

Then I found the video above from Google’s Media Sandbox ‘09, a promotional event hosted by Google in New York City to showcase the advertising opportunities on Google properties like Doubleclick and YouTube.

The title? Media is the new creative.

6 months earlier a similar event had been called Google Creative Sandbox ‘09.

Neither video has much information on the content of the events or on Google’s strategy. So we’re left to draw our own conclusions.

And I think we can see more clearly that Google wants to welcome creative, just as long as it’s on the Google platform, built with Google tools and feeding data into Google’s servers.

Which means that creative gets built cheaply, quickly and by interchangeable people.

In other words, deskill the creation of ad creative and mechanize its management to fit a Google worldview.

Tags:
80 / 20 flip, commoditize, creative, deskilling, dominate, google, media, sandbox, strategy, videos, youtube

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