“Madison Avenue” will not be displaced by Google any time soon. “Madison Avenue” knows it and Google knows it.
Nevertheless, Google persists in public cheerleading campaigns about how it is on the cusp of revolutionizing the decades old worlds of print, radio and television advertising via its “measurable, targeted advertising.” SEE:
The Washington Post, which last weekend headlined “Building a 'Googley' Workforce, Corporate Culture Breeds Innovation,” today announces “A New Advertising Engine, “Google Expands Its Web Reach to Madison Avenue."
Today, we learn that Google is being “high-fived” by corporate marketers for the “decision to purchase online video phenomenon YouTube” and reach “that young, targeted mind-set."
The Washington Post recounts how “Volvo's top U.S. advertising manager” is “looking” to Google as a marketing savior in the “hip, 20-something crowd” demographic.
Linda Gangeri, the Volvo ad exec quoted, says it’s a "target we've never reached before and one you cannot reach via traditional marketing messages.”
Such a "confession" is startling, given Volvo has already invested heavily in the manufacture of a new car model designed for that very same “hip” demographic. The new Volvo is scheduled for launch next year, the reason Gangeri is reported to be evaluating Google’s Web-based advertising.
Google’s standard video pitch is cited:
The firm is developing new Web video ad formats that could give TV commercials a run for their money.
Video may be the public-facing story, but it is not the product Google is most concerned about selling.
Google wants to sell more, more, and even more, of its core advertisers bid-up-their-own-prices Google product fueling a $144 billion market cap: AdWords.
By applying technology to measure their impact, Google plans to differentiate its banner and video ads from those of its competitors. Teaming with online research firm ComScore Networks Inc., Google is trying to correlate the effectiveness of each ad by tracking the number of people exposed to it who later perform searches about the product.
IN OTHER WORDS: Google’s unwavering mission to continually increase monetization of Google.com includes convincing marketers that a Google AdWords spend is essential for enhancing the effectiveness of a brand campaign's entire advertising and marketing spend, both online and offline.
Google’s bottom-line message? No marketing campaign works without a (big) Google AdWords component.
Advertise in print? Readers will search for you at Google.com. Advertise on radio? Listeners will search for you at Google.com. Advertise on TV? Viewers will search for you at Google.com.
Dare not buy Google AdWords?
Readers, listeners and viewers will search for you at Google.com, but click on your competitors' Google AdWords!