Google is the company advertising the most successful in history. So why is it spending money trying to convince advertisers to spend more money online?
Google (GOOG), along with heavyweight WPP ad agency, is plowing $ 4.6 million in a three-year research on “how the ads in traditional media and digital work together to influence consumer choice “, the WSJ reported.
Translation: Everyone knows that ads on Google searchs work great when people look for substance. But buyers have yet to be convinced that online ads can help consumers buy the substance they do not want, or at least did not know they want.
This is the paradox of online advertising. The Web provides data routing much more sophisticated and more accurate for buyers that traditional advertising has ever done. But then an advertiser cannot really be sure exactly how many people have seen their TV ad for laundry detergent, money many feel more comfortable spending on a campaign Web TV that one, because they think they know what they obtained.
And if Google and WPP can convince them otherwise, they will get credit for a major advertising campaign in history.