Good article in today's Wall Street Journal about Google and its efforts to expand into traditional media buying and selling. I see it as as a welcome assault on the antiquated way ads have been sold since the 1920's. Traditionalists beware:
Excerpts
• The new ad offerings include some elements that simple text-only search ads don't have: For instance, with its radio-ad test, Google is offering a directory of specialists who can help advertisers create the spots, writing scripts and recording and delivering the audio files.
• Some bigger advertisers especially like the idea that Google can help them track the effectiveness of not only ads on the Web but in traditional media.
• Google's efforts generally have "added a whole level of science to the marketing decisions you make as a CMO," says Gemstar-TV Guide's Mr. Cohen. But he views Google's new offerings in radio as a way to fill out a brand's overall radio-ad buying rather than a venue for the core ad purchase.
The article is in today's Free Section so no subscription is required.
http://online.wsj.com/public/articl...f2nRMya42U_20071214.html?mod=tff_main_tff_top
Excerpts
• The new ad offerings include some elements that simple text-only search ads don't have: For instance, with its radio-ad test, Google is offering a directory of specialists who can help advertisers create the spots, writing scripts and recording and delivering the audio files.
• Some bigger advertisers especially like the idea that Google can help them track the effectiveness of not only ads on the Web but in traditional media.
• Google's efforts generally have "added a whole level of science to the marketing decisions you make as a CMO," says Gemstar-TV Guide's Mr. Cohen. But he views Google's new offerings in radio as a way to fill out a brand's overall radio-ad buying rather than a venue for the core ad purchase.
The article is in today's Free Section so no subscription is required.
http://online.wsj.com/public/articl...f2nRMya42U_20071214.html?mod=tff_main_tff_top