ReachMachines

Now that the dust has settled a bit in the wake of Google’s announcement of AdPlanner (apologies for the mixed metaphor), I thought I’d circle back and provide the following additional thoughts.

1. The measurement companies are whistling past the graveyard on this I believe.  To wit, check out this MediaWeek article from this morning.  While it’s clear Google made this announcement early given the maturity of the product, it’s also clear that the longterm play here is to vertically integrate every step along the online advertising value chain starting with research and planning.  It’s less about the tail and more about the efficiencies to be gained by streamlining the process for advertisers.  All other things being equal which given the notoriously variable results from the measurement companies is a stretch, if Google can get the perception of their measurement to pass over the “good enough” test, then the value-add of an integrated solution will enable the GOOG to move upmarket with greater purpose.
2. Now that I’ve had a chance to see and play with AdPlanner a bit, I don’t understand why the company chose to announce the product now.  Some of its shortcomings /wrt features and functions are commented on in the Mediaweek story I linked to above.  The announcement seems a little premature (much like the product).  Is there another shoe that’s about to drop?
3. This announcement was/is welcome news for us.  We’ve been saying for a couple of years now that the standard online media research-planning-buying methodology is fundamentally flawed and that the technologies used to practice each step in the process are limited as a result.  This announcement is strong validation of point of view but as I said in my previous post, there is a lot more room for innovation in this space and Google, surprisingly, hasn’t really innovated anything yet other than shipped a basic media planning tool that will be useful and extremely price competitive within the  SMB market segment.  Integrated into AdWords, the tool could be quite useful.

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