Google flexes its creative muscle
ADOTAS – Perhaps the boys at Google have gotten enthused watching this season of Mad Men — according to a Wall Street Journal article the search engine giant has been lending a creative hand in banner ads and video campaigns across its web empire, including for big names as diverse as Hewlett-Packard, J.C. Penney, Ford and Pepsi (Quaker Oats).
Google has been consulting with ad companies and even rearranged its sales structure by industry to facilitate better relationships in building campaigns. The goal seems to be getting a leg up in the display ad game — the king of paid search ads long maintained that benchmarks such as page clicks were far more important than emotional appeal, so this appears to be quite a turnabout.
The purchases of YouTube and DoubleClick would support this theory, but so far Google has been unable to capitalize on their potential. Google Vice President for Americas Operations Dennis Woodside’s recent appeal to creative agencies appears to have opened new doors and allowed Google to get more of its foot into the display advertising arena, where competitor Yahoo! still holds an advantage.
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