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The Goal of Googlizing Old Media Advertising
Google thinks there is a better way to connect advertising with consumers using traditional media like radio, magazines, newspapers and even TV. And they may have something.
We all know how annoying it is to see or hear ads that have zero value. I'm not shopping for feminine hygene, ED/Disorder/Big Pharma or AARP products; if I see an ad for them, it's noise (or what is often referred to as "clutter"). It makes me turn the channel, turn it off or tune it out. However, if I see advertising for products I want, need or aspire to have, I'm much more likely to pay attention to it.
Google's AdSense algorithms linking ads to keywords in search as well as metatags contained within visited websites makes advertsing more effective. Can this thinking work for traditional media as their various audiences splinter into more refined niches?
Google hasn't talked much publicly about its TV ambitions, but television is clearly part of the company's long-term strategy to expand its ad kingdom beyond the Internet. Nearly all of Google's $1.4 billion in 2005 earnings came from ad sales. Escalating its advertising strategy is one way to try to keep up the growth.
How Google is attempting to stretch ad sales:
*Print. In April, ads based on Google's auction-style pricing will appear in some 26 magazines, including Martha Stewart Living, Car and Driver and PC World. How it works: Google buys ad space directly from publishers and auctions the space to its clients. Google profits if advertisers offer more than Google paid. The first auction closed Friday. Google will announce the winning bidders, via e-mail, this Friday.
In a newspaper trial, Google is testing small text ads in the business and sports sections of the Chicago Sun-Times. The ads look similar to search ads that appear online -- small, 10-word messages that direct readers to websites and say "Ads by Google" at the top.
*Radio. In January, Google purchased dMarc Broadcasting, which specializes in using computer technology to fill otherwise unsold airtime. DMarc also offers advertisers real-time reports on when and how often an ad has aired on a particular station, something that used to take months to receive and now gets done on nearly 5,000 stations using its automated system to replace unsold inventory with ads at the click of a mouse.
*Television. Google's new online video store (video.google.com) sells reruns of shows from CBS and PBS for viewing on Internet-connected PCs. It hopes to bring its advertiser network to television. TV set-top boxes could become a key tool for Google to learn more about demographics and viewing habits -- and serve up tailored ads.
Cable, satellite, telephone companies -- they are all putting devices in the home that make it possible for Google to find targeted customers and deliver advertising from products people actually want.
Google still has a lot to learn trying to bring their new media ad model to resistent old media operations. If Google pulls it off, it will be a historic shift in the way the traditional media advertising industry conducts its business.
related article here
posted by Unknown @ Tuesday, February 28, 2006,
1 Comments:
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At 4:49 AM,
Vomail said...
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Oh! These things are so old now. People do use outbound marketing but using google or social media is way more effective in today’s time. I was told by seo consulting that these services help in the growth of a business and makes it more popular amongst people speedily. My grandpa used flyers and radio advertisements for his business.
