| Google Selling Print Advertising |
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| Friday, 11 May 2007 | |
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As we mentioned in an article last year, Google, the internet giant, fully appreciates the benefits of the cross-media world. When it started, it used print to gain a profile. Now, it's about to introduce Google PrintAds. Below is how they're promoting this new online service:
Newspapers are a key resource for shopping information that drives consumers to make purchases – online and offline.
Newspapers are relevant throughout the purchase cycle. Consumers refer to newspaper ads whether they’re gathering product information or deciding which merchant offers the best price." Learn more about how Google Print Ads works. Although an internet giant, Google are clearly not afraid to look at other services that can make them more money. To them, it's just business. Leveraging the net in ways that help both them and their customers. They're realists. The above PrintAds service clearly accepts print's place in the world, at least for now. A cynic would say it's just another method to dominate the advertising world. So, where to from here for Google? Obviously, even more advanced cross-media applications, many of which are even catching out Microsoft and Adobe. Online DTP applications, online print ordering and online creation of brochures etc. In the long term, they could easily offer full online print broking services too, supplementing their massive online advertising revenue streams. Google's development and marketing strategies are not rocket science. They're simply providing services that customers are asking for. No more, no less. Tools which the incumbent traditional industries should be providing, but are not. Even the technology used isn't overly complex or expensive to build. They have what many companies lack. A clear vision of where they're going and real determination. As an industry, we can learn much from them. However, while we're standing back and watching, they're slowly diverting money that perhaps went into our indsutry, into their own coffers. Comments (0)
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" Newspapers help advertisers reach an attractive demographic. Readers tend to be highly educated and affluent, have higher Internet penetration and shop online more frequently. Readers say that the newspaper is “an important part of their daily routine,” and that “reading the newspaper is relaxing to me.”
