This link has been bookmarked by 3 people . It was first bookmarked on 01 Sep 2008, by Takuya Homma.
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23 Apr 09
mar quiQuote: On a July day in Chicago, Google employees swarmed a conference room at the advertising agency Leo Burnett, carrying in couches and beanbag chairs to create a lounge. They gave away candy and showed off Google’s advertising technology. Throughout t
Google advertising business media communication NYTimes for:oviedo2008 imported
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01 Sep 08
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Google has built a 40-person group that is charged with courting agencies, trying to persuade them that their clients should buy ads on Google sites and use the search engine’s tools.
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Advertisers are grappling with the idea of Google, which spent many of its early years avoiding — and infuriating — advertising agencies, now shifting to embrace them.
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During the last year, Google has built a 40-person group that is charged with courting agencies, trying to persuade them that their clients should buy ads on Google sites and use the search engine’s tools. The Google team — like any ad team — is visiting agencies to show off the company’s products, like video ads on YouTube and display ads from DoubleClick. Its representatives are even making regular visits to ad agencies, soliciting suggestions and fielding questions.
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Google could avoid ad agencies when it sold only search advertising, where it is dominant. But now that it has a wider set of products in more areas — including social media and virtual reality — it finds that it must work harder to drum up business, particularly because of the lingering hard feelings.
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Instead, he said, “they’re almost like a virus, going to work their way into specific agencies and replace the DNA of those agencies with a more analytic orientation while trying to maintain some of the client relationships.”
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