Kevin J. Delaney brings us an atricle in Thursday's Wall Street Journal (from here on out, this will blog will call it "The Journal"), entitled "Google Tests New Ad Offerings —but Will Advertisers Follow?
Google has been discussing trying to shift some of its dependency on online advertising for revenue. Sure they want to bring us all the informaiton in the world, and yeah they are good at "Don't be evil." But, at its core, Google is an adversiting company, so why not aim for selling ads through traditional channels such as TV, radio and print? In fact, why not set up a system where advertisers can let Google take care of all their advertising needs? This is precisely Google's thinking.
With it's developing strategies Google doesn't just want advertisers to buy ads. They want to sell marketing services. As Google Chief Executive Eric Schmidt says, "The long-term fantasy is we walk up to you and you give us, say, $10 million and we'll completely allocate it for you." But don't worry Google won't just divy out you advertising money across different media and ad types. They also plan to bring extensive reporting on the success of different types of ads. In other words, Google will help you track your advertising revenue and get the most bang for your buck.
Sounds pretty competetive, eh? Well, the big marketing firms may not need to worry just yet, as Google admits these ideas are still being conceptualized and developed. Ideally, all these features would be avaialable through a single, easy to use and maintain, online interface. But, some speculate Google may struggle to attract big advertisers....I don't think so. The reason Google's core advertisers are small and medium sized businesses is because Google does'nt yet offer ads through traditional channels. I think these new strides will really take off, pending Google can provide the personell infrastructure to sustain such a system. Most big advertisers are used to getting some face-to-face time with their marketing firm, and I think Google will have to provide that to be successful.
This article caught my interest, not just because I am an avid Google user (and a shareholder), but also because I have seen this plan going into action and succeeding. During a certain high-profile college football game, I saw a zesty new pontiac ad, pushing one of their new compact SUVs. At the end of the commercial, did they pitch pontiac.com?? NO! The TV man said "Google pontiac for more information!", as the screen showed the Google home page with a mouse clicking the "I'm feeling lucky" button with pontiac typed into the text field. What an ingenius way to get hits on a website. I say go Google!
Peace!
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2 comments:
I also read this article today. At first, I was kinda shocked that Google was planning to develop TV, print and radio ads because I have always associated Google with the Internet. I don't think their idea is too far-fetched though. If they get the right people behind it, I think it could be very successful.
Ive read this topic for some blogs. But I think this is more informative.
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