In a quest to expand its offerings beyond search advertising, Google is branching out into the creative side of advertising, working closely with agencies to develop video and banner campaigns that span across its web properties.
The search giant has helped J.C. Penney and Quaker Oats develop campaigns for YouTube and Google properties that sell display, and it also worked closely on the creative aspects of campaigns for HP and Ford, according to The Wall Street Journal.
Part of the reason Google is collaborating on the creative side of things is to strengthen its sales relationships with marketers who control more than just search budgets.
Google dominates search, but other online players, such as Yahoo, often command more respect in the display industry. Yahoo's multiple content properties, including niche websites aimed at women and sports fans, allow for clearly visible sponsorships, something Google lacks.
Yet advertisers have been impressed by Google's creative efforts, according to the Journal. The company has employed teams of technical developers and creatives to develop new banner technology, such as display ads that feature Twitter updates.
