Google Conducts Study of Advertising across Traditional Media
|
Written By Kate Zimmermann | February 27, 2007 | Share This
|
|
Reprise Media was recently invited to participate in Google’s “Study of Advertising across Traditional Media”, a 15 minute survey asking questions like, “Do you use the same advertising/marketing agency across all advertising channels?”, “What is the average cost per ad of running your ads in each of the following channels?” and “How does your company (or client) measure and evaluate the effectiveness of TV, Newspaper, and Radio advertising?”
At one point, the survey poses a number of theoretical Google products and asks for an assessment of interest. They propose,
- “A service [that] would connect advertisers to traditional offline media outlets (Newspapers, TV & radio stations) through Google’s online automated process. Advertisers will be able to bid in auction and to make offers for specific media. This technology seeks to simplify the process of selecting, buying, scheduling, delivery and reporting of traditional offline advertising”
- “An online Creative Marketplace (where advertisers can specify the type of ads they want to be created, and then creative agencies can bid on the project)”
- “Online Ad-Creation Tools that lets you create and customize your ads yourself”
AdAge reports that Google is “laying the groundwork” for TV advertising, and has already appealed to the Television Bureau of Advertising to build a platform that would “automate the archaic business of buying local airtime.” If this survey indicates anything, however, it’s that Google intends to build an advertising platform for all media channels. This would certainly follow Eric Schmidt’s dream, to “walk up to you and you give us, say, $10 million and we’ll completely allocate it for you’ across different media and ad types.” Though I expect nothing less from Google, at the same time, I wonder if there’s room in traditional media markets for anything more. ZDNet analyst Donna Bogatin has her own thoughts,
“Google has done numerous print advertising tests with newspapers and magazines, has made a $100 million plus acquisition of dMarc Broadcasting radio technology firm and has invested in radio ad sales infrastructure and personnel.
“Internet advertising powerhouse Google nevertheless remains unable to crack offline advertising. Why?
“Google’s difficulties in penetrating into radio advertising illustrate why Google is not destined to dominate all the world’s advertising, despite its grandiose ambitions…Google created its own advertising market and it dominates it, to its $150 billion market cap advantage. Google can not readily enter legacy advertising markets offline, however, and disrupt long standing market dynamics by imposing its Google centric pricing schemes.”
Worth the Read
- Google Loses dMarc Radio Ad Experts (InfoWorld)
- Coming Soon: Google Television (Marketing.fm)
- TV Industry Not So Hot on Google Entering its Market (MarketingVOX)
Topics: Advertising: Offline, Featured Item, Google, Google: AdWords |
Paid Online Survey Uk
Nursing 2006 Salary Survey finds salaries leveling off Car Finance L
Google created its own advertising market and it is dominating all other big brands.