Google’s campaign to become a one-stop ad shop

GOOGLE'S CAMPAIGN TO BECOME A ONE-STOP AD SHOP
[SOURCE: Techland, AUTHOR: Yi-Wyn Yen]
Google has made no secret that it wants to be more than just an online search advertising company. But the Internet giant is finding out how tough it is to break into the old-media market. The company’s attempt to roll its online advertising tools into a single, ad-buying and selling system to include TV, radio, and print is taking longer than anticipated. UBS analyst Ben Schachter estimates that advertisers could spend $500 billion for centralized digital platforms that track both online and offline advertising by 2024. Microsoft and Yahoo are also working on creating similar software tools to integrate across-the-board buying efforts. Google may know how to rule the Internet with its AdWords system, but it faces different challenges on Madison Avenue. Among its biggest problems is learning how to deal with big brand advertisers who are wary about using a system that would give Google access to a lot of valuable data. While advertisers may be interested in spending less to sell more, Google still must convince the powerful ad agencies that a digital platform that measures the effectiveness of an ad campaign is a good idea.
http://techland.blogs.fortune.cnn.com/2007/12/06/googles-campaign-to-become-a-one-stop-ad-shop/?section=money_technology