Google turns to traditional advertising?

Odds are by now you have seen a commercial or two by Microsoft, whether it be boasting its latest version of Windows, its Zune media player (what’s that?), or (as of late) even its web browser Internet Explorer (IE Ad). Although often times entertaining, the effectiveness of these campaigns are debatable as it seems television may not always be the best medium to promote a product, especially a web browser. However, this has not stopped others from trying. Google recently announced it would launch a television ad campaign to promote its Chrome browser.

Launched last October, Chrome seems like a logical next step for a company which already dominates the search engine and online advertising markets. However, Google’s recent announcement to launch a television ad campaign is surprising in that Google has never directly advertised its brand on television, with the exception of the G1 cell phone. It seems ironic that a company that derives the majority of its revenue from its successful AdSense web application needs to look elsewhere to promote its own software.

It’s not all television based though as Google has also posted eleven “chrome shorts” to its YouTube page, which have already received thousands of views. Since its launch last October, Google’s Chrome has only managed to gain a minuscule 1.42 percent market share compared to Microsoft’s Internet Explorer’s 66.1 percent share making it a definite underdog. So the question is: can an advertising campaign change this? Most definitely – but Google needs to get it right the first time.

They could look to Apple for inspiration on how to be original. And of course Microsoft is a great case study showing what happens when you’re forced to repeatedly revamp your image. (Although we must give them props for their I’m a PC campaign which – for once – focused on their users and not their competition.) In the end, four toddlers surfing the web via Chrome may not be the best route for Google. But whatever they decide they need to get it right. The first time. You never get a second chance to make a first impression.

– Blog contribution: Mike Fingado