Google Is Your Frenemyposted by MR WAVETHEORY at 12/14/2006 05:23:00 PM
Frenemy : (Fre - ne - mee) A friend who is also your enemy.
- Mr Wave Theory
Ask 10 ad agencies who Google is, and 9 out of 10 of them will tell you that Google Inc. (Nasdaq GOOG) is their frenemy. In a world of synergies and friendly competition and co-optition, Google best exemplifies the new dot-com businesses: both friend and foe. Eric Schmidt finally came clean with his big hairy audacious today in the WSJ:
The ultimate goal, Google Chief Executive Eric Schmidt told reporters in October, is to let advertisers buy a broad menu of ad types and distribution through Google's single Web-based interface. "The long-term fantasy is we 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, he said in an interview last month. All types of ads can be made more effective, for instance by targeting them to consumers more likely to be interested in them, Mr. Schmidt said. By tackling that problem, Google expects to expand its share of global advertising sales.
WPPGY), you should be shaking in your boots, because your customers love Google and would leave you in a flash if they offered all the capabilities that Eric promised. One Google lover gushed:
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. One advertiser admitted.
"I'm going to be able to buy in smaller increments based on various niches and hopefully be able to know if it's working for me much more quickly and be able to adjust my marketing media mix based on these results," says another attendee, Alexandra Aleskovsky, general manager of Weight Watchers International Inc.'s WeightWatchers.com division. WeightWatchers.com already buys Google search ads, and would use the service to advertise on radio, Ms. Aleskovsky says.
To attract advertisers, Google invited several top advertisers to their Googleplex for lunch with Eric, Larry, and Sergei. Word was that the big G cooked a delicious meal and even baked custom cookies especially in the shape of each advertiser's logo. Word was that they were way cooler than the Google cookies, snickergoogles, and Google giveaway cookies of holidays past.