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TVInews - 102 - Google's VideoAd System for Running and Searching for TV-style commercials from movie webcasters like LookRadio and Xingtv,com starts in June. Will it be eBooks or WiFi wireless cemeteries? Google's Search for Political Influence, and learning what Congress wants in return - is the question.
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1. Feature Story / 102GoogleVideoAds
June 2006 / Google Inc. plans to introduce a system for running and searching for TV-style commercials.
Entertainment companies such as Xingtv.com, LookRadio.com have been have been testing the service with trailers for TV shows, DVDs and film releases for VRA TelePlay Pictures - for years. CLICK FOR LookRadio WEBPAGE
Google executives see themselves the video search engine for small businesses such as bed-and-breakfast inns would use video ads to attract customers to the content websites of partners such as blogs and newspapers. The video ads won't appear alongside Google's search results.
Google's service debuts as big companies plan their media buys during the TV networks' annual upfront spring ad drive. Online advertising soared 30% to $12.5 billion last year as advertisers shifted strategies.
Some advertisers, including Wal-Mart Stores Inc. and Hewlett-Packard Co., are championing an Internet-based auction for buying and selling TV ads. Google's system is also auction-based, similar to its method for matching targeted ads with search results, news stories or blog postings.
Analysts said the video service might help Google lessen its reliance on search-related advertising and attract a new type of marketer, such as those that advertise on television.
"In order to tap into advertising budgets where it's not just about direct marketing, they need to broaden their offering," said Jupiter Research analyst David Card.
Mountain View, Calif.-based Google has excelled at delivering targeted ads in search results, when a Web surfer has already signaled an interest in a particular subject. But when it comes to flashy ads preferred by brand-name advertisers, Google's text-based ads hold less appeal than display ads on Internet portals such as Yahoo Inc., Time Warner Inc.'s AOL and Microsoft Corp.'s MSN.
Web publishers that use Google's AdSense service will start seeing the video ads on their sites sometime this week, said Gokul Rajaram, a Google product management director. He said he expected TV advertisers to test different cuts of a commercial through the Google system to decide which to air.
He also said specialized marketers such as makers of consumer packaged goods were signing up to demonstrate their products in ways they couldn't through simple text ads.
"Many advertisers would like to have richer and more engaging messaging to show the benefits of a product," he said. "We believe having a diversity of advertising is beneficial to users."
The commercials will appear as static Web ads, but with a small video player. Clicking the play button will start the video playing in the ad box. An advertiser won't pay for the ad unless the viewer clicks through to its website. If consumers fail to click on the ad, Google's system will replace it with another, more relevant ad.
"The ad itself has to capture your attention and encourage you to click," Card said.
Advertisers can select a more traditional method and pay a set fee per 1,000 viewers.
For the last month, Paramount Classics has been using the system to show a 2 1/2 -minute trailer for "An Inconvenient Truth," a documentary about Al Gore's campaign against global warming, on websites about independent films and politics.
Another studio, 20th Century Fox Home Entertainment, has placed commercials for DVDs of "American Dad" and "The Simple Life" on hundreds of websites. Google lets advertisers pick the sites where their ads will appear. Some are extremely small but popular with the young male demographic the studio is seeking, said Duncan Plexico, Fox's executive director for digital marketing.
"They're not only giving us the niche sites," Plexico said, "but now we've got a rich media ad that breaks through the clutter better."

Part 02 / Google's Search for Washington, DC's Political Influence, and learning what Congress wants in the way of improvments for their districts. Will it be Books or WiFi wireless cemeteries?
Google has been slow in learning how to get things done in Washington,' says Rick White, the former Republican congressman, in the mid-1990s when he was a representing the district that is home to Redmond, Wash. White was also the former head of TechNet, an Internet industry lobbying group.
When the antitrust case against the Redmond, Wash.-based Microsoft Corp. exploded in 1998 with a Justice Department suit, Microsoft finally got the message," said White. The software giant now has one of Washington's largest and most effective lobbying operations: an in-house staff of 19, with an additional $8.7 million spent last year on outside firms.
"It's not going to take that long for Google because they have learned from the Microsoft experience," White said. "They're smart guys. They will figure it out."
Google said it planned to significantly increase Washington spending this year to nearly $1 million. That still pales in comparison to rival Microsoft, as well as spending by the phone and cable companies that Google is battling over key telecommunications legislation.
Google christened its Washington operation last year as Congress began weighing telecom legislation that could hinder its ability to deliver video and other high-bandwidth applications. It hired Davidson, associate director of the Center for Democracy and Technology, an advocacy group in Washington.
In announcing the hiring last fall, Google's senior policy counsel, Andrew McLaughlin described the company's Washington mission in terms he acknowledged sounded "a little high and mighty." Writing on the company's blog, McLaughlin said Google would "defend the Internet as a free and open platform for information, communication and innovation."

3. Editor's Note / The Washington political scene
Google arrived on the Washington scene with some liabilities. Republicans are still rankled that, although they're the party in power, Google employees give almost all their campaign checks to Democrats.
Contributions from high-tech companies often tilt Democratic, in large part because their employees are concentrated in liberal-leaning locales such as Silicon Valley and Seattle. Even so, no other major Internet or computer company has tilted so far to the left.
In the 2004 election cycle, Google employees gave 99% of their $251,679 in contributions to Democrats. Sun Microsystems Inc. was next among the top 20 companies with 76% going to Democrats, followed by IBM Corp. at 71% and Yahoo Inc. at 63%, according to the Center for Responsive Politics. The tech industry average is 54% to Democrats and 46% to Republicans.
In the 2006 election cycle, Google has barely changed -- Democrats are getting 96% of its campaign money.
"You don't want to get a reputation for being in the pocket of one party, especially when it's not the party in power," White said. Republicans control the White House and Congress, where GOP leaders and committee leaders determine the fate of most legislation.
Given Google's relatively small political giving -- Microsoft gave 13 times more than it in 2004 -- the ratios could be fixed easily with some strategic contributions to Republicans from Google top executives or a company political action committee, Washington veterans said.
Google has yet to do either.

4. Related Stories / Google and Dell have reached an agreement to install Google software on millions of new Dell computers over the next few years, Google's chief executive said on Thursday.
The executive, Eric E. Schmidt, said the arrangement meant that Google's search toolbar would appear on the screens of new Dell systems, and that Dell users would be directed to a Web page branded by the two companies.
Mr. Schmidt, speaking at a Goldman Sachs Internet conference in Las Vegas, said the companies would share revenue from the deal.
While financial terms were not disclosed, many analysts assumed that Google would pay Dell a fee for the arrangement. If that is the case, said Safa Rashtchy, an analyst with Piper Jaffray, this will be the beginning of a era in which Google pays for alliances in order to maintain its growth rate.
Spokesmen for both companies declined to comment.
Mr. Schmidt said that this would be first of several agreements with Dell. The time period of the deal was not disclosed.
The software, Dell said, would be put only on machines sold to consumers and to small and medium-size businesses. While the consumer market accounted for roughly 14 percent of Dell's revenue last quarter, the deal would nonetheless involve millions of new computers over time.
Google could receive a significant boost in its intense competition with Microsoft for search advertising revenue. By ensuring prime real estate on Dell computers, Google will gain exposure to millions of consumers who might otherwise have used Microsoft's search technology.
The agreement comes only two weeks after the Justice Department found that the design of Microsoft's new Web browser did not pose a threat to competition in the Internet search market. Google had expressed concern to antitrust officials that Microsoft's browser routinely steered users to its search service, MSN, giving it an unfair advantage.
"This is very important for Google, particularly if you look at how Microsoft is going to be pushing its search technology by embedding it in Internet Explorer," Mr. Rashtchy said. "Most people are going to stay with the default search technology that comes with their machine."
Google announced the deal at the close of regular trading. Shares of Google rose $1.74, to $382.99, and were roughly unchanged in after-hours trading. Dell shares increased 12 cents, to $24.30, then rose another 8 cents in after-hours trading.
The prospect of additional revenue from the deal would be a welcome lift for Dell, which has been struggling to hold onto its market share and maintain the heady growth rates it once enjoyed. Dell's profit declined 18 percent in the first quarter, though revenue grew 6 percent, mainly from growth overseas.
"It's a slight positive for Dell," said Cindy Shaw, vice president for research at Moors & Cabot. "But it will not solve Dell's larger issues. It's not going to be what gets people to buy a Dell."

 More Articles • Converging News 222006 / TeleCom BuyOuts, Spinoffs and Asset Seizure Boom

102 - Google's New VideoAd System for Running and Searching for TV-style commercials from movie webcasters like LookRadio and Xingtv,com starts in June. Will it be eBooks or WiFi wireless cemeteries? Google's Search for Political Influence, and learning what Congress wants in return - is the question. MORE STORY

106 Court ruling says that Web reporters can keep their News sources "Secret", as other reporters; Apple vs. O'Grady. Perfect10 vs Google / Perfecting Google and KudoAds, Electronic Frontier Foundation -106NewsLeaksAppleGoogle.htm - MORE STORY

Sergey Brin - Co-Founder of Google
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