At its I/O conference on May 8, Google took another
people could watch YouTube and YouTube TV on
forthcoming Google Assistant-powered “smart display”
Devices.
Ad buyers predict that this move, along with YouTube
help Google compete against Amazon in voice.
Google could challenge Amazon’s Echo devices based
on YouTube’s breadth, said Amanda Lisak, global account
director at PMG. “This could be quite the win for Google.”
By combining live TV, video, search and voice in one
device, Google gets an advantage against Amazon, and
by the end of 2018 or early 2019, the market share for
both Amazon and Google could be more equal, predicted
Steve Beatty, vp of owned media at iProspect.
Amazon dominates smart speakers, with its Echo devices
commanding 66 percent of the market, with Google owning
Only 1 percent of those surveyed owned an Amazon Echo
Show, and only 34 percent of Americans own a smart
speaker, leaving “ample room for competitors like Google
and Apple to make their own inroads into peoples’ homes,”
according to the report.
“The move for YouTube and YouTube TV to link with its
smart displays is certainly going to help Google get more
video investments share,” said Sargi Mann, evp of digital
strategy and investments at Havas Media Group.
at its Brandcast last week that it will open YouTube TV to
Google Preferred, its network for advertising against top-
performing videos. In March, Google added search-based
video ad targeting to Google Preferred, so advertisers can
pinpoint people who watch YouTube videos (and now YouTube
TV), but have also searched for certain products outside of
the YouTube ecosystem, for instance.
“Advertisers will have more direct means to target
consumers with more personalized content, as this
technology will eventually not just be smart display
devices, it will be smart display software in smart
televisions,” said Beatty. “Your TV will be a content
experience, answer engine and shopping portal.”
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