Company / division: Alphabet
Though the original headline on this piece focuses on the e-commerce aspect, the actual content of the article makes clear that Google has every intention of serving up ads too. Google launched Shopping on Home a while back, so hearing that Google intends to monetize through e-commerce isn’t a huge surprise, but it’s interesting to hear confirmation from Google that this is its main focus, because though this is obviously a strength and a motivator for Amazon in this space, it clearly isn’t Google’s main focus. However, as I said, advertising is clearly a big part of that picture too, and it sounds like ads will mostly be served up as they are in other Google search products: alongside organic results when people are looking for something specific. The big question, then, is how that’s done – the first screen of classic Google search results has now been taken over by ads, something that only takes a scroll to get past, but that same experience on a voice device that majors on providing a single answer won’t fly. Linear interfaces like voice assistants can’t take up users’ time with ads before they get to the organic results. So despite these comments, there’s still lots we don’t know about how Google is going to make additional money from Home. And then there’s the point I made previously about the fact that charging real money for a device like this breaks the usual implied contract of free services coming with ads – users won’t have the same expectation of an ad-supported business model on a device like Home that they do with a free online service.
Google Expands In-Store Sales Attribution to More Ad Types (May 23, 2017)
I’ve been watching the news from the recent TV upfronts and waiting for the definitive article that summarizes what’s been said and done, and while I’m not convinced this is it, it does a good job of characterizing the basic trends at issue. The two big underlying trends are the continuing decline of live linear viewing of traditional TV and the massive growth of online advertising, which could be presumed to have put an enormous dent in TV ad spending but actually haven’t. However, the TV companies still see online advertising platforms as a big threat, and spent an unusual amount of time during the upfronts trashing Facebook and Google (though mostly not by name) while talking up their own massive reach. At the same time, though, these companies are increasingly mimicking the very same things that make Facebook and Google’s ad platforms attractive: detailed targeting of ads and tracking of what happens after viewers see them. At the same time, the TV networks seem somewhat lost on the content side, rebooting old shows and formats, latching onto new gimmicks like live musicals, and generally showing a lack of imagination in protecting and rejuvenating their brands. Meanwhile, the strongest audiences on traditional TV are live sports fans and older generations watching procedural franchises like CSI and NCIS. And of course the big online platforms are investing in lots of both traditional sports content and some new formats of their own. Therefore, though each side would like to paint itself as providing unique value, the two are increasing converging on a similar set of content and ad capabilities, while the audience continues to shift from traditional linear TV to a host of online and streaming alternatives, which will inevitably pull ad dollars that way too.
via LA Times
Google Launches Vertical Jobs Search Feature (May 17, 2017)
Though Google spent much of its I/O keynote talking about apps and features like Photos and the Assistant, it did devote a few minutes to the topic of AR and VR, which will have a second deeper-dive keynote of their own tomorrow. On the VR side, the key announcement is that Google is extending the Daydream platform beyond mobile VR to standalone headsets, which in the first instance will be built by partners Lenovo and HTC and supported with chips from Qualcomm. Daydream so far has been limited by the fact that the biggest Android smartphone vendor has its own competing platform, so the news that Samsung’s Galaxy S8 phones will support Daydream through a software update in the summer is a big deal. My guess is that Samsung will still favor its own Gear VR system with its usual bundling and discounting deals, but the fact that Daydream View and other compatible headsets will now work with Samsung devices should increase its appeal. Daydream’s system is better than Samsung’s in a number of ways, though the recent Gear VR update closes the gap a bit, so the playing field should be a leveled a little going forward. Also worth noting are a couple of AR announcements, including a new “Tango phone” to support Google’s indoor mapping technology, and VPS, an indoor equivalent of GPS which will enable precise directions within large stores and the like. Neither of those feels remotely mass market yet, which means Google’s AR efforts are far more marginal than the phone-based efforts from Facebook and Snapchat (and likely soon Apple too). Interestingly, VR head Clay Bavor outlined his vision for the space in a blog post today too, and it’s remarkably similar to Microsoft’s in that it envisions a continuum or spectrum that includes both VR and AR, though Bavor’s favored term is immersive computing rather than mixed reality and he’s less pejorative about the VR and AR terms everyone is already using.
★ Google Makes Assistant and Home Announcements at I/O (May 17, 2017)
Waymo-Uber Injunction Made Public (May 15, 2017)
★ Waymo and Lyft Partner Over Self-Driving Cars (May 15, 2017)
The New York Times reported last night that Alphabet autonomous driving unit Waymo and ride sharing company Lyft are partnering around self-driving cars. There aren’t many details, but it’s worth noting that Lyft already has GM as an investor and partner, and GM has its own autonomous driving technology through its Cruise Automation subsidiary. But the brief Lyft statement on the partnership described Waymo’s technology as the best out there, which certainly matches my own perception but likely wasn’t well received at Cruise. But the partnership is a concession by Lyft that it needs its partnerships in autonomy to move much faster to compete in autonomous driving with Uber, which of course is developing its own technology, and a concession by Waymo that it likely won’t be building a ride sharing network at scale on its own. Even though the situation is complicated somewhat by Alphabet’s investment in Uber through GV, Waymo and Lyft certainly have a common enemy in Uber at the moment, and joining forces makes a ton of sense. Waymo has the autonomous technology but not ride sharing expertise or scale, while Lyft has the ride sharing scale but no expertise in autonomy. As I’ve said before, though a number of tech companies are trying to play in one of the three major shifts in transportation – autonomy, electrification, and mobility as a service – few are serious players in more than one of those domains. Partnerships are therefore going to be key for most of them, although acquisitions (including a possible eventual Waymo-Lyft acquisition) would be another eventual outcome.
Google’s Education Strategy Profiled in New York Times (May 15, 2017)
Weekly Narrative Video – AR vs VR (May 12, 2017)
This week’s Narrative Video covers the “AR vs VR” narrative, and is available now to subscribers on the AR vs VR narrative page. In this video, I discuss the debate about terminology between AR, VR, and Microsoft’s preferred “Mixed Reality”. But I also talk about the current state of both VR and AR and how I see both playing out over the rest of the year. The narrative has been in the news this week, with Microsoft making announcements about mixed reality at Build, and Magic Leap both reaching out to developers and creatives and allegedly readying another round of funding. If you’re not yet a subscriber, you can sign up for a free 30-day trial to see this and other Weekly Narrative Videos, all this week’s posts and the narrative essays, which are exclusive to subscribers.
Some UK Advertisers Still Staying Off YouTube (May 12, 2017)
As a reminder, the boycott of YouTube and Google which began a couple of months ago kicked off in the UK, where some high-profile press coverage of major brands’ ads showing up next to undesirable content caused some brands to pull their advertising from YouTube and in some cases Google’s other platforms. Although the hubbub over the boycott both there and here seems to have died down considerably, especially after Alphabet itself played down the impact in its recent earnings call, there are still advertisers which are staying off Google’s platforms in the UK. This article lists several ongoing holdouts including Channel 4, Marks & Spencer, Toyota, Tesco, and Pepsi, while others including McDonalds and RBS have returned. The quotes from marketers in the article makes clear that this is still about more than just dodgy content and extends to other frustrations advertisers have with online ad platforms, and that they’re using the boycott as a way to apply pressure to achieve those other aims.
via Marketing Week
Uber’s Bid to Move Waymo Case to Arbitration Fails (May 11, 2017)
We’ve already seen some juicy stuff come out of the Uber-Waymo case, and we’ve only been in the preliminary stages of the lawsuit. Uber had therefore understandably moved to have the case decided in arbitration rather than open court, away from public eyes, but it has today failed in that attempt as a judge decided the case will be heard in court as Waymo wanted. That, in turn, means we’ll likely have lots more details about Uber and Anthony Levandowski’s actions aired in court, something Uber likely desperately wanted to avoid given all the bad press it’s already had since the beginning of the year over its support for the Trump administration, its toxic culture, its CEO’s treatment of drivers, and so on and so forth. And of course, there’s still the possibility the case ultimately goes against Uber, though based on the preliminary hearings it sounded like Waymo hadn’t yet found its smoking gun in proving that Uber and Levandowski stole and used confidential information. However, the judge has referred the case to the US Attorney for consideration as a criminal case as well, so things just keep getting worse for Uber here. see also this Axios piece, which not only does a better job of explaining the situation with regard to arbitration but includes a rebuke of Uber by the judge. And lastly notes that Waymo has been granted a partial injunction against Uber, though the details remain secret.