Google has launched its first TV advertising campaign across a range of US networks to promote Chrome, its web browser. Chrome launched last September in a direct bid to lure users away from Microsoft’s Internet Explorer. Google has famously avoided traditional marketing routes in the past, however it is now desperate to promote Chrome.
Since the initial burst of publicity, Chrome has failed to provide serious competition to rival browsers, such as Internet Explorer or Mozilla’s Firefox. Chrome is used by just 1.4% of internet users compared to Microsoft’s Internet Explorer, used by 66% of users, according to Net Applications market share statistics. Mozilla’s Firefox comes in second place, as the browser choice of 22% of web users and Apple’s Safari program comes in third, with 8%. On the official Google blog, the company explained that the video was originally made by a team from Google Japan as a YouTube clip, but had proved so effective, that it had decided to take it onto traditional TV.
“We designed a Google TV Ads campaign which we hope will raise awareness of our browser, and also help us better understand how television can supplement our other online media campaigns,” said Mike Steib, director, Google TV Ads. The Google TV Ads system allows Google to act as a broker to sell advertising time on the US TV networks. By using its to book its own TV ad, it is thought the company is trying to promote the service – which has enjoyed limited success since launch two years ago.
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