Google's test of placing ads from its network into magazines may be the search giant's way of moving into selling ad space across a variety of media.
A Google spokesman confirmed to DM News yesterday that it is testing a program to place ads in print publications. The test, with unnamed advertisers, involves publishing certain Google network ads in PC Magazine and Maximum PC.
“The limited test is part of Google's continuing effort to develop new ways to provide effective and useful advertising to advertisers, publishers and users,” Google spokesman Mike Mayzel said.
Google is likely testing print ads first before venturing into other forms of media, said Kevin Lee, executive chairman/co-founder of search marketing firm Did-it.com, New York.
“My prediction … is that they want to see if marketers are comfortable buying other kinds of advertising through Google,” Lee said. “If they are, Google has the opportunity to add the auction model to many kinds of advertising, reshaping the way advertising is bought and sold.”
In that type of model, the advertiser who places the highest bid the week before publication, for example, could get better ad placements in the magazine, television network, radio station or other forms of media, Lee said.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters