Google's Video Store Sends Shockwaves Through Multiple Industries

With Google's planned launching of an online video service akin to iTunes or Napster in the music field, several industries will feel the shockwaves.

With many advertisers and marketing industry executives already concerned over the video on demand services offered through most cable operators, the news from Google is further evidence of the need for the entire industry to find new and innovative ways to get their message to consumers.

Traditional television watching patterns have changed dramatically over the last several years as a result of innovations such as TiVo, DVR services and VOD services. Viewers have stopped watching traditional television commercials and that has many advertising firms scrambling to come up with more creative ways to market their clients' brands.

Google's announcement of an “online video store,” which will include movies, television programming and sports, can open the floodgates for many content owners (e.g. broadcast stations and cable stations) to jump on the Google bandwagon or create similar opportunities for viewers to access their content.

Both the television and advertising industries have been working feverishly to solve the growing concerns of advertisers who want to pay lower premiums based on the concern that many viewers are skipping past commercials while watching content on alternative viewing platforms.

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