cameron peron

How do you monetize a huge volume of users that aren’t in the mood for seeing or interacting with ads? Ask Google. They announced earlier today that they’ll start running ads with flash games. It’s an attempt to copy/past the success of AdSense in a market undervalued by larger players.
What this deal is really [...]

Can’t say I’m shocked. In the best case scenario the fact the DOJ is reviewing the case may give an incentive for an adjustment in the market without intervention. Maybe Google will back down and Yahoo! consider new options for strategic partnerships with other media companies. Worse case, a poor decision will be handed over by officials who barely understand how the internet works let alone have the wisdom to see it’s direction in the next few years.

So what does the Google/Publicis deal mean for offline media? The deal could make Publicis one of the biggest innovators in bridging the disconnection between offline and online. Imagine a media company that size seamlessly leveraging their core client and creative assets in a new distribution channel. Of course it could be one of the worst attempts for a traditional media company to reinvent themselves ever.

So what does Publicis’s acquisition mean for Google’s stake on performance marketing? With the ‘SEO issue’ conflict of interest out of the way – Google stands to finally spearhead performance based marketing – mainly affiliate networks. Most likely Googlel’s affiliate marketing services website names and features will change to reflect the results of the deal. But over time, the same services and pricing models will be slowly enhanced and integrated into a more powerful Google Affiliate Network. We know now that it’s not as easy as turning on a switch. However, the knowledge, publisher base and advertisers from Performics combined with Google’s extensive reach via search and publisher websites – could be the right combination for Google to redefine performance marketing… and bring home a serious revenue channel.

Google Insight is going to change the playing field of internet economics. For those who are serious about e-commerce and online media – a 30 minute daily investment into this tool will no doubt reduce redundant time management and significantly increase revenue streams.