Why the Google Chrome ad won't work
Posted on Sunday, May 24th, 2009 at 6:07 pm. #
Up there (if you’re looking at this in my blog, otherwise over here if you’re in an RSS reader) is the new Google Chrome television ad.
A man from Google has said that they’re going to be running these ads on the television. He says:
We talked to our Google TV Ads team to see how we could show [this ad] to a wider audience in a measurable way.
Google is simply wasting its money.
Watch the ad, and tell me what the ad is for. What’s the product? Do you know? Will anyone else?
Here’s how they’ve attempted to answer the three golden questions of advertising:
“Who are we talking to?”
Um. Parents? People who remember Breakout?
“What do we want them to do?”
Download Google Chrome, apparently, though the ad makes no attempt to say what it is.
“Why should they do it?”
Allegedly, the reason given by the man from Google is that this TV ad highlights the fact that the interface is clear and clutter-free. I don’t believe that this is the main reason why people should download this software; surely the unique selling point of Google Chrome is that it’s really, really fast? And in any case, this video is so abstract, I would question whether it’s communicating this effectively.
Given that this is the company that tests 41 shades between each blue to see which one performs better, I’m surprised that they’ve clearly not tested this ad for effectiveness. But at the very least, how much better would this work if they changed the final caption to say “Cleaner, faster, better – download your new web browser today. Google Chrome.”?
Mind you, I guess they’re no different to hundreds of radio stations worldwide which spend millions testing music and what their presenters say; and nothing on testing the ads that make up 15% of a typical radio station programme hour.
(Incidentally: Google Chrome has 2.83% of all visits to Media UK; and 4.34% of all visits to this blog – and I use Google Chrome as default on my desktop PC at work.)