In a response to the SEC, Google cites appliances and cars as channels of ad integration, moving beyond what defines ‘mobile’.
You see them everywhere these days. They’re in movie theaters, video games, smartphone apps, Internet radio, and many more. Ads have become integrated into anything we do. Of course, it’s not necessarily a bad thing. Companies need to devise ways to make their earnings. But, do we actually see ads becoming a part of appliances, such as refrigerators, and even cars? Google believes so.
Google wrote a letter to the Securities and Exchange Commission (SEC) in December, which was published on Tuesday, stating that they and other companies could be projecting ads and other content onto things like refrigerators, car dashboards, thermostats, glasses, and watches.
Through partnerships, Google could make this a reality. The company already has partnerships with Audi and GM. It also has thermostat-maker Nest, Google Glass, and a rumored smartwatch at its disposal. Any of those, with a little push from Google, could become the perfect candidates for ad placement, which Google is calling “Enhanced Campaigns”.
To elaborate, Google could use any of these things to target very specific groups. Owners of the thermostats could see ads for winter clothing or snow shovels. Car owners could be presented with ads for convenient, fast food joints or brands of motor oil when their vehicle needs a tune-up. The target audiences become more specific with the wider range of channels available to advertisers.
While this idea might be a great source of income for Google and advertisers, it could prove to be even more annoying for users, who are forced to see advertisements placed on even more of their devices, as well as appliances and cars.
How did the “Enhanced Campaigns” surface? Google stated this idea as part of their letter, which is an argument against disclosing their revenue from mobile devices. The juggernaut believes that the mobile category is always shifting and said that ads could eventually appear in other places, other than their current mobile lineup. The company expects users to view ads on an increasing range of devices.
Although it’s not written in stone, Google did state in the letter that ads will become more accurate, relevant, and timely to target consumers to entice the right markets.
Even with this letter to the SEC, Google insists that this isn’t a reflection of their strategy for the future. Despite having Nest mentioned by name, Google states that they’ve no plans to bring ads to thermostats anytime soon.
According to analysts, Google still remains at the top of the mobile phone market, with almost 80 percent of devices shipped in 2013 running Android, which might explain the SEC’s interest in Google’s revenue.