Google is making efforts to sell advertising space in newspapers in the UK to its online clients through Google Print Ads, according to a report in the UK’s Sunday Times newspaper. The service is already available in US where it claims to have 600 titles.
Google Print Ads works alongside Google AdWords. Through AdWords companies bid for space for their ads to appear with specific online word searches. Print Ads allows companies to select advertising space in various newspapers on a given day and on a particular page through Google. The space is not auctioned, and advertisers offer their price and publishers have a choice to accept or reject the offer, or negotiate.
Google claims a part of the revenue from each ad. It also offers to design ads for clients. Sources at Google said: We believe that online and offline are part of the same melting pot. It is not an ‘either or’.
The search engine reportedly has 75% of market share for search advertising in the UK, which is one of the four countries where internet advertising comprises more than 15% of total media expenditure. Google’s UK advertising revenues rose by 40% to approximately 1.25bn pounds ($2.5bn) in 2007.
Phil Stokes, leader of the entertainment and media practice at accountancy firm Price Waterhouse Coopers, said: We can foresee newspaper groups participating in online exchanges for print advertising in the near future, but consider it unlikely that the larger players will automatically gravitate towards a large specialist third-party online provider without looking for other solutions first.