The question of how Google (and Amazon) will generate advertising revenue from its smart speaker and peripherals. Smart display has not really been answered – perhaps until now. Reuters discovered that Google advertised Local-Services ads in voice search results for local queries.
Local Services ads. The Reuters article discusses Google's relatively new ads in Home's results in the context of whether the company communicates the required information to consumers and, therefore, whether it violates the FTC's prohibition regarding the "consumer trickery".
If users search for "plumber," for example, Google Home invites consumers to confirm a location (and perhaps even the nature of the job) through a brief interaction and then a list of results. then proposes to call the results in order.This also sends the list to the e-mail address of a user.
Google warrants, but not advertising tag. ] The graph shows my results for "plumber." The results with the green badge ("[ Google Guaranteed ") are local service announcements, and businesses can not obtain this badge without being an advertiser in local services.
There are no has no advertising or "sponsored" disclosure in e-mail that or in voice interaction on Google Home. This will probably have to change to avoid control of the FTC and possibly a fine. When users perform the same search online or on a mobile device, similar results appear. however, all local service announcements are marked "sponsored".
Why You Should Care This is the first proof that Google intends to monetize Home with search advertising. The company will probably have to design one to disclose that some of its voice search results are advertisements. Perhaps we could do it by saying that "some of these results come from advertisers" or something similar.
However, from a marketing point of view, we have a first glimpse of Google's plan to generate revenue with its growing base of smart speaker users. The problem is less complex on smart screens, where Google can simply reproduce the label "sponsored" on the screen, as it does for classic results on mobile or computer.
About the Author
Greg Sterling is a collaborative editor at Search Engine Land. He writes a personal blog, Screenwerk on the links between digital media and consumer behavior in the real world. He is also vice president of strategy and ideas for the local research association. Follow him on Twitter or find him on Google+ .