Google reinvents TV ads with pay-per-click video
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Google Inc.  said on  Monday the company is ready to help Web sites run video  advertisements, putting the Web search leader into competition  with television for the biggest chunk of ad spending.
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Google will provide more data and tools to help its advertisers assess and combatÂ click fraud, a controversial practice that is the biggest enemy of the otherwise highly popular and profitable online advertising model known as pay per click.
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(InfoWorld) - Google is ramping up its efforts to help specific vertical markets create more effective online advertising using its technology to help clients highlight as many of their assets as possible to drive not only online but also offline sales. At its New York office Thursday, the directors of Google's vertical industry practices discussed some of the ways Google is changing its advertising strategies to be more industry-specific, something that the company hasn't traditionally done, said Tim Armstrong, president of advertising and commerce, North America, for Google. Armstrong said Google wants its advertising practices to be so vertical-specific that in the future, the specialists in those markets will be driving the company's advertising strategy --Â so much so that he joked the he would be out of a job. "The vertical people will be running Google," Armstrong said. "I'll be the least useful person in the room.... If you were to come into Google for a day, you'd actually see the industry groups have become the most specific connection point with customer." Most companies don't have a quantitative view of all of the assets they have for sale, and part of what Google is helping vertical industry customers do is take stock of all of their offerings so they create better ways to constantly reach customers, he said. As part of this strategy, Google's retail advertising practice is working on new technology that will help companies in that space assess all of the resources on their Web sites so they can more carefully choose keywords for targeted advertising. Currently, Google is working internally with customers to help them do this, but the company is still handing hard-copy results to customers, said John McAteer, director of Google's retail practice. In the future, however, Google wants to provide an automated way to crawl and index an entire Web site so companies can electronically compile all of its assets and generate keywords on their own, he said. Eventually, Google will offer the technology as a public tool, similar to one it already includes in its AdWords platform that helps customers crawl their Web sites to come up with relevant keywords for ads, said Brett Goffin, industry sales manager at Google. Neither McAteer nor Goffin could provide a time frame for when this tool would be made available. As part of a presentation Thursday, McAteer and Goffin outlined a case study in which Google teamed up with Rooms to Go Furniture, a company whose top executive was skeptical that online advertising could drive offline sales. Google worked with the furniture company to place online banner ads in local markets, targeting several U.S. metropolitan areas to drive customers to local stores. When the campaign was over, Rooms to Go saw a return of more than seven times its investment, and customer average order size 20 percent larger than the retailer's average sale. Moreover, retail stores accounted for 86 percent of sales, while only 14 percent came from e-commerce sales, McAteer said. In addition to its retail work, Google also has been doing market research to help other verticals, such as the automotive industry. The company's automotive market team plans to hold a Webinar on Oct. 11 to reveal the results of a study it conducted with Compete Inc. to discover buying habits of customers in the automotive space. Bonita Coleman Stewart, Google's industry director for automotive, said the two companies found that the time to market for automotive shoppers has shortened to one month, reducing the amount of time companies in this market have to reach customers with campaigns. She said that Google has not identified how it will use this information to serve its advertising customers but that will be part of the discussion on next month's Webinar.
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Last week, listeners in Boston and Sacramento heard a commercial for Floorone.com, a small Internet company that aired its first radio ad with the help of Google Inc.
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Blog: Openads is open source ad player that will compete with Google
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Google appears to be promoting itself more aggressively in advertisements alongside search results.
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New pay-per-call paid-search engine model has potential for luring new ad business.
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Tiny Blinkx spots a different way to pull ad dollars out of Google?s video stash.
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Advertisers get peek under the hood Google is offering advertisers more information on where their adverts are appearing and how they are performing.â¦
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You pay only for results Google has extended its Pay-Per-Action ad beta to non-US advertisers, giving them the option paying only when they get results.â¦
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New Doubleclick technology lets customers schedule, show ads on mobile phones.
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The search engine giant has made it easier to navigate different media. It's also setting itself up nicely for video ads
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Blog: Blinkx now offering contextual ads for video.
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Google Inc. on Thursday will unveil a much-anticipated payment service that aims to make online shopping more convenient and give advertisers another reason to pour more money into the Internet search leader.
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Google will now let Website owners who sell advertising through Googleâs AdSense system to review and reject advertisements they donât find appropriate.
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In a further reach for online video, Google Inc. will begin distributing clips from MTV Networks' shows to other Web sites through its budding video service in a model that offers content creators a new source of distribution and revenue.
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Google, the new kid on the block in TV advertising, has signed up with The Nielsen Co., the venerable TV audience measurement company, in a deal that will increase the data available to participants in the Google TV Ads program.The agreement, expected to be announced Wednesday, calls for Nielsen to supply demographic data about TV viewers to Google, which in turn will use it to complement the information it already provides to advertisers and agencies in its TV advertising platform.Google TV Ads, operational since May, provides a platform for buying, selling, and distributing television advertising, along with tracking the effectiveness of campaigns.As it branches out into TV and other offline advertising markets like radio and print publications, Google maintains that it can apply to these markets the benefits of online advertising, in particular the possibility for targeting and tracking ads in a very granular way.For example, in its online ad system,&#160;Google matches ads to the topic of queries&#160;on its search engines and to the topic of third-party Web sites that participate in its ad network. Meanwhile, in Google&#39;s most popular ad format, called pay per click, advertisers pay only when users click on their ads.In Google TV Ads, Google captures and aggregates data from TV set-top boxes, giving advertisers constantly updated information about the distribution of their ads. Advertisers pay by set-top box impressions, according to Google.Wednesday&#39;s announcement is the first of a multi-year agreement in which the two companies will explore other opportunities to collaborate.Google didn&#39;t immediately reply to a request seeking comment on whether Wednesday&#39;s agreement also calls for Google to provide set-top box usage data to Nielsen.