Web search giant Google says its foray into US newspaper advertising has proved a bigger-than-expected success and will be rolled out during the next few months.
The company began a trial of the service early last month [WARC News: 07-Nov-06], selling space in more than 60 top titles via online auctions. Up to 100 advertisers have been able bid for excess ad inventory, giving the participating daily papers a welcome revenue boost.
The system allows advertisers to choose the newspaper and the section, where they want the ad to run, and then place a bid for that space for one or more days. The newspaper decides which offers, if any, to accept.
Enthuses Tom Phillips, director of print ads at Google: "The volume [of ads sold] is tripling where we thought it would be. I think we’ll have real impact next year. We open the medium to a whole new class of advertisers."
2007 will see a lot of action here, I guess.