It seems that practically anything having to deal with the Internet involves Google. Not anymore…now you get to deal with listening to Google ads on the radio!
According to multiple sources on the Internet and confirmed by the search engine giant, Google is expanding its services from the digital media to the print and broadcast area. Instead of being a digital media company, Google can also be considered a Communications company. It will be interesting to see how they intend to sell offline ads. Would it be like Google AdWords where you choose a category/keyword/market segment — similiar to formulating a media plan — and bidding for the rights to have a high “ranking” for your print/radio ads? That would make sense, but the timing would (obviously) be longer than an online solution.
With more than 50 newspapers already partnered up with Google, this program is their second-chance redemption to make it succeed. According to the San Francisco Chronicle, the Mountain View-based company previously dabbled in offline selling, but now, with its increased knowledge in providing ad revenue system and technology, it turns out that it may prove to be a great success, both for the publications and the search engine company.
Think about it: You log into Google’s offline ad system and purchase an offline ad in the Chicago Tribune, the Washington Post, and/or the New York Times. These three newspapers are top publications in the United States and are read by millions of people daily. Now Google is turning this traditional media buying process into something that mirrors the old way “Priceline.com” did business:
Advertisers taking part in the newspaper initiative can choose the publication they want, the section of the paper for the ad to appear in and the ad’s size. Advertisers also set the price they’re willing to pay, which newspapers can then accept or reject.
Google, Inc: Your one-stop shop to expand your reach. What’s next for this digital media communications company?