When you do a Google search for "TV is dead," you get 338 million results. Daniel Alegre, Google's president of global partnerships, says he's "not going to be person 338 million and one."
Alegre used his time as the closing keynote speaker at the NAB Show in Las Vegas to talk about why TV is alive and well and how several Google products are helping make that true.
"With all the doom and gloom of TV dying, a newer version is rising," Alegre said, adding, "TV by the old definition is down, but the new TV is alive and well."
Among a flurry of announcements, including that Google search will soon add live TV listings and that Google Fiber will soon expand to 11 U.S. markets, Alegre announced that Google's DoubleClick successfully tested addressable advertising during two big recent TV events: the Rugby World Cup finals on France's TF1 and the Republican presidential debates on Fox News.
Alegre also announced that Roku and Cablevision are partnering with DoubleClick for Publishers for cross-screen TV and video ad serving. Cablevision's COO Kristin Dolan joined Alegre onstage.
"What we're able to do with 7 million set-top boxes in the New York City area is aggregate all the viewership data, 24 hours a day, seven days a week, 365 days a year in a non-personnally identifiable way to target our audience," Dolan said. "For programmers it's very valuable."
And while one-to-one addressable advertising is the future, Alegre wondered if it can ever scale.
"Traditional, linear advertising is great for brands," Dolan said, using automakers as an example. "Cadillac stands for this, or Lexus stands for that. But then you can customize to the target audience—a sedan, sports car or convertible."
Alegre summed up the discussion this way: "The biggest change is the elimination of the barriers to viewing. With all the doom and gloom of TV dying, a newer version is rising."