Google is just as well poised for getting brand advertising dollars. Specifically consider this point from the article itself: "To date this type of brand advertising has strongly favored television; targeting is certainly nice, but channels like Lifetime (Dove) or ESPN (Axe) are specific enough..."
The majority of brand advertising dollars are currently in TV. What's the next generation of TV? We don't know yet, but these are some contenders:
1) Apple - Apple TV / iTunes
2) Amazon - Streaming Prime Content
3) Netflix
4) Google - Android TV & Youtube
Out of all these players only Google is taking advertising model for video content; the rest of the players are monetizing through content itself. Thus, it's very possible that Google will be taking the lion's share of brand advertising dollars as consumers cut cable.
I wouldn't count Google out of the brand advertising game. Youtube has over 1 billion monthly actives who consume 6 hours a month in a format very friendly to native ads.
The majority of brand advertising dollars are currently in TV. What's the next generation of TV? We don't know yet, but these are some contenders:
1) Apple - Apple TV / iTunes 2) Amazon - Streaming Prime Content 3) Netflix 4) Google - Android TV & Youtube
Out of all these players only Google is taking advertising model for video content; the rest of the players are monetizing through content itself. Thus, it's very possible that Google will be taking the lion's share of brand advertising dollars as consumers cut cable.
I wouldn't count Google out of the brand advertising game. Youtube has over 1 billion monthly actives who consume 6 hours a month in a format very friendly to native ads.