Google to potentially spend hundreds of millions of dollars on marketing its Pixel smartphones

Google to potentially spend hundreds of millions of dollars on marketing its Pixel smartphones
Reuters reports that Google is to embark on a significant marketing campaign to aid the launch of its new Pixel and Pixel XL smartphones. According to sources, big G has already spent $3.2 million for television ads, and advertising managers expect its marketing spend to stretch into the hundreds of million of dollars.

This is the necessary price for competing on even ground with direct competitors Samsung and Apple's bullish marketing presence. Ad execs say that Google is now faced with positioning itself as a consumer technology maker whose brand must rival that of the established players in the smartphone industry.

While Google isn't keen on sharing marketing spending numbers, it has stated that the Pixel marketing campaign will be "very significant." It's also likely that the company will buy ad space during Thanksgiving football games, potentially spending millions of dollars. Moreover, U.S. carrier Verizon, which has dibs on selling Google's smartphones in the United States, is gearing up to make "a significant investment of its own" across all advertising mediums, spanning the period between the smartphones' Oct 20 retail debut on through the holiday season.

The Pixel smartphones' launch marks the first time of Google marketing such consumer technological products directly to the people. The company needs to find the proper advertising language and space in order to place itself among the well-established, globally known Samsung and Apple, whose flagship smartphones are the biggest rivals to the Pixel and Pixel XL.

ALSO READ

Related phones

Pixel
  • Display 5.0" 1080 x 1920 pixels
  • Camera 12.3 MP / 8 MP front
  • Processor Qualcomm Snapdragon 821, Quad-core, 2150 MHz
  • Storage 128 GB
  • Battery 2770 mAh(26h talk time)
Pixel XL
  • Display 5.5" 1440 x 2560 pixels
  • Camera 12.3 MP / 8 MP front
  • Processor Qualcomm Snapdragon 821, Quad-core, 2150 MHz
  • Storage 128 GB
  • Battery 3450 mAh(32h talk time)

FEATURED VIDEO

37 Comments

1. IAMBLCKJ3ZUS

Posts: 403; Member since: Sep 29, 2015

This pixel phones must be working because only the regular pixel 32gb is available all others are sold out. I tried get xl welp I'll take regular pixel. Anyone think Google making a 5in power house is what Android really needed because lately 5in phone have been gimped.

19. Martin_Cooper

Posts: 1774; Member since: Jul 30, 2013

Without knowing the initial stock we cant assume anything. Blackberry can sell out if it has 5000 stock.

37. neela_akaash

Posts: 1239; Member since: Aug 05, 2014

Google also had a budget of $100 million for the promotion of Android One phones.... And it was quite a disaster...

2. kiko007

Posts: 7493; Member since: Feb 17, 2016

Who didn't see this coming?

8. Scott93274

Posts: 6032; Member since: Aug 06, 2013

It's necessary for a newly branded phone to get any attention between Galaxy and iPhones. I really do hope for their success.

10. kiko007

Posts: 7493; Member since: Feb 17, 2016

I'm weird. I said I wouldn't pick one up, but just sold my 6S+ after getting the 7 and have cash to splurge. I'll grab one when they're back in stock......just to piss off the "OVERPRICED!" dudes screaming at everyone.

12. Scott93274

Posts: 6032; Member since: Aug 06, 2013

Android has been, for the most part, the reasonably priced alternative to iOS. You do of course have your top of the line flagship models that contradict that statement, but I believe my statement is the general consensus for the platform. So I think what Google has done, it released a phone that Google feels is what every other Android phone should aspire to be like and they're pricing it to reflect that.

14. Sakeem

Posts: 857; Member since: Sep 05, 2012

lolololol.......I'm about to fall off this fence that I've been on since the phone has been introduced. Fall right on a Pixel XL. I'm waiting to get some hands on time with it in a VZW or the Google pop up store later this month.

31. vincelongman

Posts: 5677; Member since: Feb 10, 2013

Same for me, but on the the regular Pixel I'm disappointed about the Pixel's design But I'm even more disappointed the other 2016 flagships

33. Scott93274

Posts: 6032; Member since: Aug 06, 2013

I think that if I were to get one, I'd go with the smaller model. I love my Nexus 6P, but I miss the reasonably sized phone, and this is the first one that doesn't skimp on features like processor and RAM.

3. GreenMan

Posts: 2697; Member since: Nov 09, 2015

I wish they rather spend that dough on making Android less laggy, specially on budget smartphones... I wish get rid of that DVM Virtual Machine and instead focus on native byte code ala iOS and Windows Mobile... Virtual Machine vs Native Code is the reason why using iOS and Windows Mobile is like moving your fingers on a smooth glass... My lord, The fluidness of my Lumia 430 Dual Core is killing me... It's bananas to see how smoother it is compared to my Nexus 5 running Marshmallow... Microsoft has an ACE of an OS... Too bad none would give it a try... B'Day...

21. Wiencon

Posts: 2278; Member since: Aug 06, 2014

Hate to ruin your world but WP only looks as smooth OS. At least on cheaper phones, it has fluid animations that look smoothly but they often take longer to finish that opening app on Android without any animations. I use WP often so I see it

34. joey_sfb

Posts: 6794; Member since: Mar 29, 2012

That's is reality. This world is not going to please every one. Therefore I have a policy to make the most out of anything I can get my hands on. That's way, I would always serve a single purpose and, I hate Microsoft, Apple and Google equally now.

4. ullokey

Posts: 177; Member since: Jul 28, 2015

What was the point in selling Motorola?

5. NarutoKage14

Posts: 1318; Member since: Aug 31, 2016

Google still isn't building its own devices. They are designing it themselves but are having HTC build it through their supply chain. Before Google just told them the specs and the OEM built a phone around that.

17. Mrmark

Posts: 386; Member since: Jan 26, 2013

HTC is same as saying Foxconn

7. JesseJames

Posts: 226; Member since: Feb 22, 2015

If you understood why they even bought them in the first place then you wouldn't be asking that question.

9. Scott93274

Posts: 6032; Member since: Aug 06, 2013

It was all about the patents, they stripped them clean and sold them.

6. hado86

Posts: 177; Member since: Oct 15, 2014

Motorola purchase was never about hardware but the various patents the company possess.

11. Abdbaas

Posts: 141; Member since: Apr 05, 2016

You can't win making ugly phones. They should have come up with something unique (they are.. ish) and beautiful. Take the s7 edge. Nobody can argue it's the nicest phone on the market today

35. Settings

Posts: 2943; Member since: Jul 02, 2014

Appearance is subjective. S7 Edge is uninspiring but the Xperia XZ is gorgeous!

13. dmitrilp_

Posts: 330; Member since: Sep 12, 2016

They won't get their money back cause it won't a difference how many ads i see, the phone is ugly, might have good specs but the design is terrible.

16. McLTE

Posts: 922; Member since: Oct 18, 2011

THIS. If Google wants to compete with Samsung and Apple, they need to arrive to the fight with something that wows EVERYONE. To me the Pixel phones look like fisher price designed toys. In a time when bezels are shrinking (except Apple), they put out a phone that has hideous bezels. WHY?? That's a deal breaker for me. I can't buy into a phone that's bigger than the Note 7 or S7, has a smaller screen, AND has on screen buttons. That's A LOT of screen real estate lost. Had the pone been priced similar to last years, then I could cave on some of those issues, but asking the same price as a Note 7 or iPhone 7+? NO WAY.

29. golfreak12

Posts: 22; Member since: Oct 14, 2015

I couldn't agree more. This reminds me of the iPhone 5 from 4 yrs ago.

15. nepalisherpa

Posts: 338; Member since: Jul 17, 2015

If the marketing works for Google and they do very well with Pixel devices then it will only influence other manufacturers to raise their prices.

18. piyath

Posts: 2445; Member since: Mar 23, 2012

No matter how hard they advertise, people are intelligent. They know what is android and what is Apple and they know the difference. On top of that this phone is ugly and way overpriced. Lots of cheap alternatives are there too for android.

30. VZWuser76

Posts: 4974; Member since: Mar 04, 2010

If what you say is true, then why did Apple argue in the lawsuit with Samsung that the Galaxy S looked to similar to the iPhone? They said people would be confused thinking they were buying an iPhone when they bought a Galaxy S. That's right from Apple's mouth. You say the phone is ugly, but many are saying its a copy of the iPhone, especially on the front.

20. Martin_Cooper

Posts: 1774; Member since: Jul 30, 2013

Microsoft did the same with its Lumia's, everyone else s**t on them. Apple, Samsung and their Asian buddies will be s**tting on pixel's. I can predict with ease that S8/G6/and bunch of new Chinese phones next year will be so much better no one will give a f**k about pixel. There is NOTHING about this phone that stands out. From design to features.

22. Subie

Posts: 2356; Member since: Aug 01, 2015

Are you saying Microsoft spent hundreds of millions marketing it's Lumia phones? On what? might I ask. I've never seen one tv ad and very little else promoting Windows Mobile and the Lumia brand.

23. kiko007

Posts: 7493; Member since: Feb 17, 2016

Me either. I'm genuinely puzzled by the assertion that they did, because I've NEVER seen a Microsoft branded Lumia commercial, ever.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.