Google Goes After Newspapersposted by MR WAVETHEORY at 11/06/2006 04:43:00 PM
Undeterred by so-so results from its first foray into print advertising, Google is launching a second, more ambitious effort to leverage its laser-targeted ad system into old-school media. Google is focusing on the struggling newspaper market. Advertisers will work through the company's self-service system to upload creative and build media plans. More than 50 newspapers, including The New York Times and The Washington Post, as well as 100 advertisers, are participating in the test this month. "We're trying to add a new dynamic to the print marketplace and bring new transactional efficiencies, targeting and accountability to that medium," said Tom Phillips, director of Google Print Ads. Google Print Ads is the latest move by Google to move into traditional media. The search giant also recently acquired dMarc, a Web-based system for placing radio ads. The company plans to integrate dMarc into its AdWords platform by year's end. A push into TV advertising may also be on the horizon, per Google executives. In traditional media markets, the company faces entrenched players leery of the power Google has accumulated.