From Wireless to Print: Can Google Master All Platforms?

Google's Q2 earnings release was the least interesting of the three press releases they issued last week. Their first release announced the expansion of their online advertising platform, Google Print Ads™, for offline media buying. Google serves as a middleman between Advertisers/Agencies and traditional print publishers, connecting the former with the latter in an easy to use Web interface. This is an offline extension of Google's bread-and-butter programs Adwords and Adsense, with a key difference: pricing is not based on an auction system. Advertisers submit what they are willing to pay to publishers for the advertising space, and publishers either accept or reject the offer. Publishers benefit by tapping into the large audience of online Advertisers already working with Google, many of which have never purchased traditional media, and Advertisers benefit by improving the effectiveness of their overall marketing spend: Covad reported a 20% lift in their online impressions for their purchased keywords following their print advertising. "I am a big convert," said Simon McIver, Director of Marketing at Covad. The programs has grown from 50 participating newspapers to more than 225 newspapers representing 32 of the top 35 DMAs. Google rings the cash register again.

The third press release was well covered in the media and no need to recap the details here, but Google announced their intent to participate in the January 2008 government auction of the wireless spectrum in the 700 megahertz (MHz) band. That is, if the government is willing to adopt the four types of "open" platforms outlined by Google as part of the license conditions. Not happening, no way, no how, but at least this marketing stint was more effective and more professional than Sergey Brin's previous attempt to directly lobby lawmakers clad in jeans and sneakers, a rookie move if there ever was one.

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Sergey Brin