Single Throw's Internet Marketing Post

Single Throw is an Internet Marketing firm that helps businesses with sales lead generation by making sure your message is in the right place at the right time - when a customer is searching and has need - when they are most likely to make a buying decision. We call this "From Search to Success." In this blog, Single Throw's experts will share their insights on the state of business and marketing, both online and offline, as well explore new areas of Internet Marketing.

Tuesday, March 07, 2006

Google: The Advertising Media Company

Google once again is filling the headlines with stock drops, a missed quarter and the new venture into the world of print and broadcast. A world well beyond what the world knows them for, and what they have essentially popularized: Internet search.

Now "Googling" doesn't simply mean finding that company you read about who's services you can really use right now or that new product that you really, really need (really, really want is probably more accurate). Advertisers can now "Google" for ad space. In a process similar to their AdWords pay-par-click platform, Google will be auctioning off surplus print ad space, and radio and TV commercial time.

That doesn't sound like search now, does it. No. Is it a bold play into new territory or a strange evolution for a company that has made its billions on the Internet? Time will tell.

The reality is, Google isn't a little company working out of a garage any more. Those days are long past. Like any other company, they are looking for new outlets to maintain their dominance and growth. While these new avenues may seem strange, there are likely connections well beyond their revealed plans. Many of which stem from providing access for all to advertising mediums once only available to those with huge budgets. Just as organic and paid search results allow companies of virtually any size to compete, Google is hoping to do the same for other mediums.

According to a recent article in USA Today, their plans are as follows:

Print Advertising: Google buys ad space directly from publishers and auctions the space off. Google profits if advertisers offer more than Google paid. This will include both display and text based ads that sport "Ads by Google" and direct readers to websites.

TV: In the same auction-style process, Google will sell commercial ad space to advertisers. Their hope is to extend the capabilities to have TV set-top boxes to learn more about demographics and viewing habits — and serve up tailored ads.

Radio: In January, Google purchased dMarc Broadcasting, which specializes in using computer technology to fill otherwise unsold airtime. It's reported that Google envisions users winning the airtime, then simply recording their spots right from their computer.

Sounds scary: home grown radio spots. And like the growth potential for - and commercial-free capabilities of TiVO and XM Radio - just went way up.

While more equal access to mediums is a great for everyone, and will likely start to draw ad prices downward at some point, this evolution is much like any other. The ability for Google to profit will depend on how they make this process easier and different than current methods of purchasing "over stock" of these same mediums, which is certainly not a new concept. It will either give them the strength and profitability they are after, and allow them to grow the search side of their business, or they can be leaving a door wide open for another search company to dominate. And MSN says they are ready to do so.

The world of Internet marketing and search engines is getting more interesting by the minute.

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