Google AdWords: Most visible during standard Google searches, AdWords reaches users when they are actively looking for information about certain products and services online, and then it sends targeted visitors directly to what advertisers are offering. AdWords is based on cost-per-click pricing so advertisers only pay when people click on their ads.
Google AdSense: Automatically delivers ads that are targeted to advertiser's sites and site content. Google offers AdSense to allow sites to earn more revenue while connecting some visitors with relevant products and services. Google notes that when its WebSearch service is added to a site, AdSense delivers targeted ads based on search results pages, too.
Rich Media: Google is taking its AdSense one step further. It recently began contacting publishers about participating in beta tests of rich media ads, including interstitials, expanding ads and floating ads.
Radio: Last month Google acquired dMarc Broadcasting, Inc., a digital solutions provider for the radio broadcast industry. dMarc connects advertisers directly to radio stations through its automated advertising platform. In the future, Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers.
Print: As we reported earlier this month, Google is testing a new program that allows advertisers to bid on ad slots in 28 magazines including "Car and Driver," "Martha Stewart Living" and "PC World."
Print Classifieds: In a small-scale experiment, Google is running classified-like ads in the pages of print newspapers, including the Chicago Sun-Times. Google provides its own ads for the unsold space where the paper would normally run in-house ads. "Ads by Google" appears at the top of each box of ads in very small type.
Google Analytics: Crawls websites and keeps track of visitors through a small piece of Javascript. The tool is designed for webmasters trying to improve their stats and AdSense revenue. In addition, sites can use Google Analytics directly from the AdWords interface as it can automatically provide AdWords ROI metrics.
Other players include
Yahoo (Overture), Microsoft Search, Clear Channel, Comcast, Gannett, BlogAds, ebay, Craigslist
What this could mean for marketers
Considering Google's maneuvering in this space, it's more important than ever for advertisers to get involved: for the obvious and not-so-obvious reasons. Obviously, AdWords is a proven program with healthy returns for advertisers. But there's more going on here. This is the humble beginnings of the first automated, multi-channel ad portal.
I say humble because there are kinks, and advertisers aren't exactly flocking to some of the new programs (Google had to push back the deadline for print ad bids from February 20 to February 24). However imperfect, notice how Google has crafted a (more-or-less) one-stop shop for search ads (AdWords), online display ads (AdSense), newspaper and magazine ads. Soon there will be radio. Then what? Can television, cell phone or taxi cab hubcaps be far behind?
Not convinced that Google TV is in the works? At the very least, marketers may expect Google to set up a program for distributing pre or post-roll video ads. Perhaps to surround some of the programming that viewers currently pay for at video.google.com. (See "Content" for more on this.)
Our advice: be an early adopter in Google's ad offerings. The sooner you get used to navigating an ad portal like this, the sooner you can take advantage of the exclusive deals that are probably in the works: discount packages, inventory you can't buy anywhere else and more.
With an automated ad portal in place, advertising agencies could become obsolete if their not careful. When all the systems are in place -- AdWords, Google Print, Google Television et cetera -- the system will probably be able to automatically suggest print, outdoor and other placements based on, say, an AdWords play.
If that sounds a bit too far fetched, agencies will want to get used to Google's system so that you can relate to your clients. Google is good at making their products easy to use, inviting and hip. Clients will be asking questions, will you be ready with the answers?
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