June 5, 2006 at 04:41Print ads disappoint Google so far
Even Google has errors and miscalculations. The main thing is not to be shy about recognizing them. Representatives of the company recently quite frankly admitted that attempts to expand the Google advertising network to print media were not as successful as expected.
At a meeting with investors, Jonathan Rosenberg, senior vice president of product management, admitted that the Google Publication Ads program did not live up to expectations. “Print ads offline didn’t start as fast as we would like, ” Rosenberg said . He said he would have to work a lot with magazine publishers to work out a suitable advertising format.
Indeed, it is not easy to choose the appropriate format, since the system is very extraordinary. It was originally supposed to work like this. Each participant in the Google Publication Ads program can choose a newspaper or magazine where he wants to advertise, taking into account the demographics of the target audience, the circulation of the publication or by keywords. Then, using the online interface, you can determine the appearance of the banner: insert a logo, ad text and, most importantly, a tracking URL, click throughs that will be taken into account, as well as a special phone number, the number of calls that will be taken into account as well. In fact, this is an offline analogue of interactive online advertising. More precisely, the extension of AdSense to offline media. As with AdSense, even the smallest advertisers can participate.
Preliminary testing of the program took place in September-October 2005 in PC Magazine and Maximum PC magazines and was considered successful. After that, Google expanded the program, including to newspapers, but the results of the experiment were very contradictory.
This is not the first attempt by Google to expand its "advertising empire" beyond online. The company is also looking for ways to enter the radio advertising market - in January dMarc Broadcasting was acquired for these purposes, which specializes in radio advertising management. Well, television itself should go online, since Google has recently supported video ads on its Google AdSense network.
However, until now, Google has not been able to establish itself in the traditional advertising market. Experts attribute this to the fact that the Google brand is strongly associated with the Internet. Therefore, advertisers are not yet inclined to trust the company's offline experiments, although they are very curious.
At a meeting with investors, Jonathan Rosenberg, senior vice president of product management, admitted that the Google Publication Ads program did not live up to expectations. “Print ads offline didn’t start as fast as we would like, ” Rosenberg said . He said he would have to work a lot with magazine publishers to work out a suitable advertising format.
Indeed, it is not easy to choose the appropriate format, since the system is very extraordinary. It was originally supposed to work like this. Each participant in the Google Publication Ads program can choose a newspaper or magazine where he wants to advertise, taking into account the demographics of the target audience, the circulation of the publication or by keywords. Then, using the online interface, you can determine the appearance of the banner: insert a logo, ad text and, most importantly, a tracking URL, click throughs that will be taken into account, as well as a special phone number, the number of calls that will be taken into account as well. In fact, this is an offline analogue of interactive online advertising. More precisely, the extension of AdSense to offline media. As with AdSense, even the smallest advertisers can participate.
Preliminary testing of the program took place in September-October 2005 in PC Magazine and Maximum PC magazines and was considered successful. After that, Google expanded the program, including to newspapers, but the results of the experiment were very contradictory.
This is not the first attempt by Google to expand its "advertising empire" beyond online. The company is also looking for ways to enter the radio advertising market - in January dMarc Broadcasting was acquired for these purposes, which specializes in radio advertising management. Well, television itself should go online, since Google has recently supported video ads on its Google AdSense network.
However, until now, Google has not been able to establish itself in the traditional advertising market. Experts attribute this to the fact that the Google brand is strongly associated with the Internet. Therefore, advertisers are not yet inclined to trust the company's offline experiments, although they are very curious.