Filed under: Industry, World wide web, Google (GOOG), Marketing and advertising, Technology
Google Inc. (NASDAQ: GOOG)’s ambition is to become the dominant advertising network across all mediums globally, which is one high mountain to climb. The company has built up a multibillion-dollar cash pile to help it on its quest, and it is in control of the world’s internet search market as well as the most-used video-sharing site.
It is dabbling in radio, print, and mobile industries heavily as well. The goal: to take a small cut of each advertising transaction or impression throughout all media forms.
If Google is successful, the company could experience growth way beyond the extraordinary numbers it’s now seeing every quarter. To get there, the company is trying to ensure existing and potential advertising partners know that controlling ad campaigns and directing marketing resources as efficiently as possible would be much easier if there was a central “dashboard” to manage all those ads across all markets and all mediums.
Sure, existing ad agencies promise this already, but with Google’s command of new media advertising, the sales pitch could hold more water here. Google’s North American head of advertising and commerce, Tim Armstrong, recently stated that Google’s presence in the print, radio, and TV markets is poised to let ad partners manage ad inventory as perfectly as possible. Armstrong went on to say, “We’re intent on bringing more and more scale to the digital dashboard space … we’re very, very early stage on connecting those businesses. I think this is a two-, three-, five-year product that we’re going to work on.”
Anyone who is not convinced that Google intends to rule the market as its largest cross-platform advertising network, please raise your hand.
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