Media Discovers Google ’PrintWords’

The WSJ (sub. req’d) and MediaPost (reg. req’d) today both have articles about the new, public auction of ad placements in major magazines on Google.

We first blogged about it (after a tip from Battelle’s blog) here on Wednesday.

From the WSJ article:

Google has been placing ads on behalf of its advertisers in three magazines and the Chicago Sun-Times newspaper in what it has characterized as tests. Last month, it said it would acquire closely held dMarc Broadcasting Inc., a Newport Beach, Calif., company that places ads on radio using an online system similar to Google’s.

Google has said it aims to integrate radio-spot buying into its AdWords program. Tim Armstrong, Google’s vice president of advertising sales, said that if the print tests prove successful, print-ad buying would eventually be integrated as well. AdWords allows advertisers to bid on keywords, which Google uses to target ads to Web surfers, to set the price they will pay each time a consumer clicks on their ad.

"The hope here is we’ll have an integrated format for advertisers and agencies … across multiple media," he said.

Regarding Google print ads, "we know there’s demand both from advertisers, agencies and publishers," Mr. Armstrong said. The current magazine-ad auction will allow Google "to work on the product itself and continue to roll it out and look at the results over time."

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