Watch Out, Google May be Terraforming TV Advertising-Hot Analysis from Churbuck.com

Dave Churbuck’s Real Life with Google’s Media Server

David Churbuck, one of the preeminent voices on all things interactive, starts off a post on Google Interactive television advertising methodology with:

Last fall and early this year I’ve been exposed to an interesting beta test at Google involving the insertion of television ads into the Dish satellite network using Google’s auction model and browser interface. The results have been very interesting, but the process carries some ramifications for an entire ecosystem of agencies, media planners, clients and broadcasters.

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David Churbuck’s post on Google’s abilities to change an existing business model is incredible. First, Churbuck isn’t merely regurgitating talking points from a canned Google presentation. He’s speaking with the voice of an “informed consumer” and as one of the countries leading interactive marketers. Moreover, Churbuck’s weekend post has the authority of someone who is objectively observing an ongoing ad serving test from inside the box.

After reading Churbuck’s post several times this Sunday, I want to know why none of the other so-called Google “authorities” (those who have written books, countless articles and hundreds blog posts about Google) haven’t come as close to detailing the impact of a Google revolution on television advertising as Dave Churbuck?

If there’s one thing you need to read to gain a basic understanding of what’s beyond “disintermediation,” Then Churbuck’s “The 30-Second Spot Ain’t Dead Yet” is the piece to read now.—Jim Forbes 01/10/2008.

(Mandatory disclosure: David Churbuck and I were coworkers at PCWeek.  We are friends.—jmf)