Google has spent the past five years working to “bring digital buying and measurement technologies to traditional TV advertising,” according to their blog. Those attempts are over. They recently announced they will be shutting the service down.
The ultimate goal was for Google to compete with Neilson, but they struggled in gaining momentum. Their network was not growing at a large enough rate, and actually dropped 12 million households from 2009 to 2012. This follows a closure of their print and radio ad efforts as well.
All signs point to the increasing importance of digital. Even when viewers see an ad on television, they turn to the internet for more information. This has become the norm in all facets today- if you hear about something through word-of-mouth, or read about it in a book, you turn to Google. So naturally, they are choosing to focus on what they do best: search.
Similarly, in recent election efforts, candidates have had to adapt to the changing multimedia predilection. Devices such as D.V.R. mean that people can skip all commercials, and so the obvious solution is taking the ads to the internet.
Taking advertisements online also presents sharing opportunities that the traditional TV medium does not. With YouTube hitting roughly 4 billion views a day, people are using the internet for more than just entertainment. Educational videos are widely prevalent, and those in the political world are taking full advantage of live feeds and viral videos. Social media allows users to connect and share ads; to participate instead of just watching.