Tuesday, September 4, 2007

The Expanding Influence of the Googlopoly

An article titled Googlopoly in the July issue of MEDIA magazine explores Google's expanding media empire and how it might affect the drtv ad industry. Google has gained a foothold in the TV, radio, newspaper and online ad businesses, and they now own the largest online video site. Here's how Google's media assets are allocated among the various mediums and how those assets were created over the last year:

They purchased dMarc to establish a presence in the radio industry and also formed a relationship with Clear Channel to gain inventory on 675 radio stations.

- Their acquisition of YouTube for $1.65 billion establishes them as a leader in the user-generated video business.

- They formed a partnership with EchoStar (Dish satellite TV), which provides them with access to the ad serving and viewer research from Dish's 13 million+ TV households.

- They are partnering with major newspapers to offer print media to their advertisers.

- They are attempting to purchase DoubleClick, to help them dominant the online display advertising business.

Peter Koeppel is Founder and President of Koeppel Direct, a leader in DRTV and direct response television online, print and radio media buying, marketing and campaign management. With a Wharton MBA and over 25 years of marketing and advertising experience, Peter has helped Fortune 500 companies, small businesses and entrepreneurs develop direct marketing campaigns to increase profits.