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The official word from Google said they will run a trial of targeted video advertising with a couple of outlets: EchoStar, which operates the DISH Network, and Astound Cable, a small operation in Northern California.
Google earns 99 percent of its revenue from online advertising. Their contextual search products, and expansions into different advertising models like CPM and CPA, still rely on getting those ads in front of Internet users.
That doesn’t seem to be much of a problem these days, as Google has become the dominant player in search and advertising online. But they caution investors with each quarterly financial statement that the possibility exists it could all come crashing down at some point.
Diversifying the revenue stream for a company can be a risky business. Side efforts can distract a company from the core that put it in a position to need such diversity. It’s a risk that Google has wanted to take, by finding ways to inject its auction-based ad model into the world’s of radio and television.
Google will try to make the TV side of the advertising equation a reality with its formal testing of video ads. The company announced it will partner with EchoStar, operator of Dish, and Astound Cable, a small outfit in Northern California.

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