Google Pixel Smartphone is for Real, Spends $3.2 Million on TV Ads in 2 Days

Google spends $3.2 million in tv advertising for Google Pixel Smartphone promotion

Within a 48-hour period of launching the Google Pixel and Google Pixel XL smartphones at its October 4 event, Google reportedly spent $3.2 million in television advertisements to promote the new smartphones.

So, obviously, Google is very serious about pushing its namesake-branded smartphone, the Google Pixel, to the world. Ironically, however, in a segment where its own Android-based OEM smartphones have the biggest market share of all, Google has to start from scratch.

But the $3.2 million spend on TV ads is just the beginning. Ad experts estimate that Google will be spending “hundreds of millions” to promote the Pixel because of the lead that Apple and Samsung have in the market.

The biggest advantage Google has right now is that they beat Microsoft to the starting line by launching their very first iteration of smartphones #madebygoogle. Microsoft’s Surface Phone is still waiting in the wings, and early 2017 seems to be the best guess on its release.

Google piggybacked on the Nexus brand for a while, but realized that they could only fully leverage the power of their Android mobile operating system by controlling the hardware that it runs on. In addition, there’s now also a wide range of Google-made devices like the Chromecast dongle, Chromebooks that run on ChromeOS, Google home smart speakers and other products that the search engine giant is likely to release in the future.

What the Pixel Means for Google

It’s understandable that Google would spend hundreds of millions of dollars promoting their first smartphone because they have the money advantage that very few companies have, and to top it off they’re already late joining the self-branded smartphone race.

Long ago, it was agreed by consensus that Apple was the only company of that size that successfully “married” hardware and software on their devices, but that status quo is quickly changing. Companies that used to be software-exclusive are now realizing that they need to control the hardware aspects as well. That’s why the Nokia acquisition by Microsoft and the Motorola acquisition by Google. Unfortunately, both those projects failed. But not completely. Using the experience and patents they gained from their prior device ventures has given them the know-how to create their own devices, and that’s why Pixel is critical to Google’s success in this space.

The new Google, under the Alphabet umbrella, is now a more grounded entity that wants to show results. And they’ll spend any amount of money to prove that they can hack it in the devices world and keep up with the Joneses, the Apples and Samsungs.

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