Google Snatches Newspaper Circular Revenues
October 8, 2011
Who would you bet on between old-school print advertisers and Google circulars? Our money is on the Goog, who is developing a “web-based circular,” as Search Engine Journal reports in “Google to Battle Traditional Media for Advertising Revenues.” The company, you see, is working with large retailers on something akin to the sales inserts we are used to seeing. (Well, those of us who still occasionally encounter physical newspapers.)
Like print circulars, the ads will accompany marketing copy with eye-catching images. These, though, will also have the advantage of being tied to your search query subjects. Google’s VP of product management Nick Fox says this is the company’s answer to retail advertisement in the digital age.
Writer David Angotti elaborates,
According to EMarketer, Google is expected to capture approximately 76% of the U.S. search marketing revenues in 2011 and increase that percentage to 78% in 2012. The new web-based circular ads could provide earnings boost that enables Google to meet or even exceed those projections. If Google can provide retailers with additional traffic to the brick-and-mortar stores, not just the sites, the new circular ads should be widely popular with a large variety of offline retailers.
That’s an understatement. Angotti closes his story with a point of irony: Google is advertising the web circular project in major newspapers. Lest anyone doubt, Google has guts.
Cynthia Murrell October 8, 2011
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