The course of action:

Google wanted to expand its ad empire beyond the web. Radio stations would give Google a portion of their ad inventory and Google would pit advertisers against one another to bit for the spots.

The result:

Problems emerged because stations where reluctant to give over control. The Google ads went for less than those sold directly by the stations, and although Google argued that increased demand would eventually drive up prices, radio stations were reluctant to take the chance. Next, Media buyers where reluctant to engage with Google, which refused to continue the conventional practices of negotiating prices ahead of time and bundling ads together.

The lesson:

CEO Eric Schmidt attributed its failure to the companies inability to measure performance on the radio-something it could do on the web by tracking views and clicks. But the larger learning might be that the chasm between Google’s core business and the radio business proved to be too great. And this makes useful learning difficult. You won’t be able to use what you find out because you don’t understand the context and you won’t know how to connect what you have learned to your existing knowledge base.

Further:
Rita Gunther McGrath/HBR april 2011 Google has sold its Google Radio assets to a company called WideOrbit, in the latest sign of Google’s failed efforts to expand its ad empire beyond the Web. Google Radio, an online radio ad buying service that the company shut down earlier this year, was one of the many offline initiatives that failed to see the traction Google had expected. In an ambitious plan led by former executive Tim Armstrong, Google had also tried to expand into TV and newspaper advertising; none these efforts have gone very well. Source:venturebeat.com

Published by:
Editorial team brilliant failures citing R. Gunther McGrath/HBR april 2011

LEAVE A COMMENT

OTHER BRILLIANT FAILURES

The Museum of Failed Products

September 27th, 2012|Comments Off on The Museum of Failed Products

Robert McMath - a marketing professional - intended to accumulate a reference library of consumer products. The course of action was Starting in the 1960s he started to purchase and preserve a sample of every [...]

The Norwegian Linie Aquavit

February 6th, 2012|Comments Off on The Norwegian Linie Aquavit

The course of action: The concept of Linie Aquavit happened by accident in the 1800s. Aquavit (pronounced 'AH-keh'veet' and sometimes spelled "akvavit") is a potato-based liquor, flavored with caraway. Jørgen Lysholm owned a Aquavit distillery in [...]

Winner public award OS 2010 – Text to Change HIV/AIDS Awareness via SMS in Uganda

February 3rd, 2012|Comments Off on Winner public award OS 2010 – Text to Change HIV/AIDS Awareness via SMS in Uganda

The course of action: To create and distribute an HIV/AIDS awareness quiz via SMS with Text to Change. Text to Change relied on all prior lessons learned in the area of ICT use in [...]

Why failure is an option..

Contact us for lectures and courses

SEND A MESSAGE

Or call Paul Iske +31 6 54 62 61 60 / Bas Ruyssenaars +31 6 14 21 33 47

2017-10-11T17:28:02+00:00
Instituut voor Briljante mislukkingen

Instituut voor Briljante mislukkingen