Jun
06
2007
Google: the dream of a universal advertising network
Posted by: Fidji SIMO in Internet/Technology
I have always been amazed by Google’s strategy in advertising and its progressive introduction on all advertising markets. I have just written an article to sum up all the ad markets where Google has already taken positions on Tech IT Easy just here. Do not hesitate to contribute if you think I have forgotten some Google’s initiatives; I want to be exhaustive to give a map of Google’s strategy.
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Hello Fidji! Do you know Google Gears? In fact, it’s the term which regroups Google Mail, Google Talk, Blogger, Picasa, and Panoramio. In the spirit of these online software, Google wants to create an internet security software for mail applications (thanks to the acquisition of Greenborder Technologies, a company specialized in that).
I don’t know if an advertising market is still “free” but to sum up, I am not at all amazed by tests on mobile in Japan. Japan is a strategic market (and the first I think, say me) as regards UMTS (3G in France).
Video ads…beurk, please find me something to block them on my phone…
Thanks for your comment Béa.
Of course Google’s main challenges will be:
1) To come clear with the use of users’ information
2) To propose non-intrusive advertising formats.
I totally agree on the fact that for the moment tests on mobile are not amazing; but when the market will be ready and when they will have found appropriate formats Google will be the one to grasp the market share.
Concerning Google Gears, of course I know it, but the tools that Google provides to users are much more commented than the tools it provides to advertisers, which is what the revenue is based on at the end (even if the tools it proposes to users contibutes to create a strong brand and use which will attract advertisers).
Maybe a step before creation with the alliance Salesforce/Google Adwords?
The operation would make it possible Google to enrich its offer BtoB. SME can choose and buy key words since their Salesforce interface to ensure more visibility to their products and services on the Google engine, by the means of the sponsored links. And obviously, it is the occasion for Google and Salesforce.com to accentuate the competing pressure on Microsoft.
I totally agree, this recent development is another very good example of Google’s strategy to lock completely the advertising market by offering advertisers not only ALL advertising formats but also the most SIMPLE and EFFICIENT way to manage them.