There it was.
Right after The Who had finished their Cover Band of The Who act. Right at the beginning of the third quarter.
A 60 second TV spot. For Google.
My thoughts ran like this:
What is this? Google? On TV? WTF?
the darling of the digiterati, the vanguard of the new order, king of
the world where advertising in print, magazines and television would be
obsolete, where everything would be digital, where brand was a four
letter word, where search rankings were the holy grail, where TV was a
colossal waste of money because it could not be measured, arbiter of
the new world where clients would only market to consumers ready to
Google. One of the Four Horsemen of the Advertising
Apocalypse, Keepers of The Sacred Algorithm, tip of the spear of the
Google? On the Super Bowl with Bud, GoDaddy and Doritos?
What on earth were they doing there?
Here's what I figured. Google does nothing without looking at the numbers. And the numbers told them this:
Search is passive. Advertising is active.
Search commoditizes. Advertising differentiates.
Search creates measurable clicks. Advertising creates desire.
Search harvests. Advertising sows.
And Bing is starting to crawl up their behind.
Oh, yeah. It's on.
aggressively advertising, and positioning themselves as a "decision
engine", rather than a "search engine" Bing (and Microsoft) have forced
Google to blink
Google didn't advertise on the Super Bowl because they wanted to.
Google advertised on the Super Bowl because they had to.Bob Minihan, Executive Creative Director/Partner ISM Travel and Lifestyle Marketing
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