Three Guys and a Podcast: Apple News & Analysis
AppleTV or iTV, whatever it may be called in its forthcoming rebirth, may become Google's biggest nightmare. According to the Jessica Lessin, formerly of the Wall Street Journal, Apple is zeroing in on their broadcast plans, which offers a zero advertising option for viewers.
Google currently profits from Apple's iOS through gaming and web-based advertisements. But with a controlled end-to-end experience from Apple in TV, no such advertising advantages will exist for the search engine giant.
Apples offering a zero ad viewing experience may prove popular for consumers, but internet driven TV offers Google its next largest growth sector for targeted advertising. As the slow but steady tectonic shift of cable controlled network television succumbs to internet TV, Google may find itself in troubled times.
The advantages for internet driven TV are numerous:
For Google, controlling the advertising wing of distributed internet TV is their next big play. Google's latest quarterly report sent the companies stock tumbling south, as investors grow anxious for Google to find the next growth market. The report continued to show their struggling trend in reduced PPC (pay per click) internet advertising, along with their inability to effectively monetize the wave of mobile computing.
A new delivery method for TV content to the home is Google's next best option for growth, but Apple is likely to cut them off at the knees. Apple is rumored to be coming forth with an all-new television experience sometime in early 2014. Whether it is simply an iOS application, or a fully integrated 4K/UHD TV, it is unknown. What is becoming clearer with each new piece of additional information is Apple has focused in on how they want to go to market and is lining up potential suitors – with Google nowhere on the menu. Unlike internet browsing and in-app advertising, Apple and the networks can control the advertising pipeline, and will be the ones cashing in on their emerging new world of television. Unless Google delivers their own cohesive solution soon, the company may soon find themselves in their own Microsoft-like decline, while Apple reinvents another industry.
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