Faris Yakob put some really good thoughts together in his post about Google’s Superbowl advertising spot.

His main point is that the ad wasn’t necessarily about Google Search, but more of a proof of concept for their advertising (which includes search ppc, television, etc.).

Google has been trying for years to help advertisers think about the relationship between Superbowl [or any TV spots] and search and online video, [...]

and that the proof of any new platform requires big brand case studies and support, and that having your own is always useful when talking to agencies….

And in fact they have already said they are running Chrome spots across their TV AD network as a LIVE CASE STUDY OF HOW THESE THINGS WORK TOGETHER…because you can use insight from online deployment to better plan the TV, as I’ve been saying for years, because the internet gives you real data, not nonsense from pre-testing focus groups

I think a big thing to think about here is that Google is looking at all these venues of advertising as an ecosystem, not “TV viewers interact with ads this way” and “Web users interact with ads that way”. Also, taking insights across platforms could become extremely valuable in the near future.