Google da el salto a la prensa gráfica

Publicado: 11/11/2006 10:26:00 || Categoría: Zed Marketing

Google da el salto a la prensa gráfica

Según la edición online del Business Week Google acaba de anunciar que el próximo enero entrará de lleno en el mundo publicitario tradicional a través de un acuerdo con 50 cabeceras importantes de la prensa gráfica norte americana: The New York Times, el Washington Post, el Boston Globe, el Chicago Tribune, el Philadelphia Inquirer, y el Denver Post entre otros.

Hace tiempo que elucubramos con la posibilidad de que fuera cuestión de tiempo que este ambicioso gigante de las búsquedas en Internet se atreviera a cruzar la frontera que separa átomos y bits. Sobre todo si consideramos que el 98% de sus ingresos vienen de su apuesta publicitaria y que su capacidad de crecimiento en el medio está limitada por el volumen de búsquedas disponible. Era lógico que buscarán alternativas para su crecimiento, y no sólo en el medio digital. Pero debo decir que no pensé que estuviera tan cerca ese momento.

Desde el pasado otoño parece ser que Google ha llevado a cabo varios experimentos a pequeña escala comprando espacios en publicaciones nicho como el PC Magazine o el Budget Living. Según las declaraciones de algunos de los anunciantes que ha participado en el experimento los resultados fueron algo decepcionantes.

La formula seguida por Google ha sido sencilla. Google negocio y compró espacios en varias publicaciones y luego comprometió a varios cientos de miles de anunciantes de su programa AdWords ofreciéndoles pujar por el espacio disponible. Tenemos que tener en cuenta que para muchos de esos anunciantes tener presencia en prensa gráfica es algo que simplemente no pueden permitirse.

La apuesta de Google por convertirse en el nuevo intermediario de los espacios publicitarios en cualquier medio es tremendamente ambiciosa pero no está exenta de ciertas dificultades. En primer lugar los intereses de los propios medios financiados de manera importante por la publicidad, algunos de ellos casi exclusivamente.

Es difícil que Google pueda llegar a un punto en el que el medio le permita jugar con los precios de sus espacios publicitarios con la misma libertad con la que lo hace en su buscador y en los afiliados a sus programas. Esta limitación supondrá una barrera importante al triunfo de esta nueva formula.

Por otro lado los medios puede estar viendo en esta propuesta de Google la posibilidad de que precisamente esos anunciantes que hasta ahora no podían acercase al medio, puedan hacerlo mediante esta formula permitiendo que el medio pueda incrementar sus ingresos por publicidad con nuevos anunciantes, siempre y cuando esto no suponga perder ingresos de sus fuentes de ingresos habituales. La pregunta es ¿hasta donde están dispuestos los lectores y espectadores de esos medios a soportar una mayor saturación publicitaria?

Otro de los problemas con los que se puede encontrar Google en este proceso es que la mayoría de sus anunciantes actuales están más cerca del marketing directo que de la publicidad de “branding”, y no todos los medios (ni todos las posiciones y formatos dentro de un medio) funcionan de manera efectiva para objetivos de respuesta, como bien sabemos los que nos dedicamos a esto.

En la otra cara de la moneda la posibilidad de que Google ofrezca a los anunciantes una mejor manera de medir el retorno de su inversión en medios tradicionales puede parecer muy atractivo para muchos anunciantes.

En el artículo del Business Week se comenta que Google Print Ads, nombre que recibe este proyecto, puede cambiar a largo plazo el papel que tenemos las centrales de medios como intermediarios entre los medios y los anunciantes y proporcionar métricas de ROI que las centrales de medio no pueden ofrecer.

No hay que engañarse, hoy día algunas centrales de medios disponen de empresas especializadas en la utilización de los medios en campañas de respuesta directa y en la optimización de la planificación en función de los resultados. Nosotros, por ejemplo, contamos con DirectMedia, verdaderos expertos en respuesta directa con más de 7 años de experiencia en este campo. Creo que en este caso les llevamos unos años de ventaja, lo que no quiere decir que, como decía Don Hilarión “los tiempos avanzan una barbaridad” y tenemos que estar preparados para evolucionar hacia donde nos lleven.

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