Google Uses Outdoor Billboards To Promote Goog411


Goog411 Billboard
Photo by Mike Blumenthal. Used with permission.

Mike Blumenthal took a picture of a billboard ad in upstate New York for Google’s free directory assistance alternative, Goog411. This is interesting and amusing for a number of reasons.

The company, which has historically not marketed its products (although that is changing), is using a very traditional ad medium to promote its non-traditional local voice search offering. However, people will see this when they’re driving in their cars, which is one of the expected use cases. Another interesting thing is the location, a relatively obscure rural area:

ScreenHunter_724.jpg
Photo by Mike Blumenthal. Used with permission.

But perhaps that’s also quite intentional, to test a campaign and see if it drives traffic, so to speak.

Postscript: Valleywag picked this up and thinks it’s not a test of the efficacy of traditional media to build an audience for Goog411. Rather they think:

Google is interested in expanding into all forms of advertising, including the $7 billion outdoor market — billboards, that is. Perhaps it’s purchased some billboard space, in the hopes of using its dynamic, auction-based ad-selling system to resell it at a profit. Until it finds buyers, it may be using the billboards to promote its own services.

Clearly Google has an out-of-home strategy (some discussion here), but I’m not sure this is its introduction.



Greg Sterling is a Contributing Editor at Search Engine Land, and writes a personal blog Screenwerk, examining the broader world of media and advertising. He also posts at a Local Mobile Search, which is focused on the mobile Internet.

See more articles by Greg Sterling >


Share, Bookmark & Discuss This Article
More:


Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter


See more stories like this in the Members Library! Check out the Google: Mobile, Google: Voice Search sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!

5 COMMENTS ON Google Uses Outdoor Billboards To Promote Goog411

Zachery Coelius,

They have one on 101 in downtown SF. I don’t think they are trying to hide it.



Zachery Coelius,

They have one on 101 in downtown SF. I don’t think they are trying to hide it.



davidmihm,

Greg, that’s so funny that you’d post this today — I saw a billboard on my way to Metropolitan Golf Links in Oakland this afternoon & suspected the same thing — Google is buying the space on the billboards & planning to re-sell it via an auction system at a later date…



gm9901,

There’s a billboard at Polk & Sacramento in San Francisco. They’re not trying to hide or test anything.



Mark,

Hi Greg,

Interesting article.
Frank Fuchs and I exchanged a few comments about Google experimenting with offline advertising for Google Maps in London, in the beginning of 2007. Seems like they have moved on a bit from window stickers ;)

http://www.locallytype.com/2007/01/29/were-famous-find-us-on-google-offline-advertising/

Cheers,

Mark




RECENT COMMENTS

  • Avintrue said " So I would have to say that principle of pointing a finger with three pointing back at you is a good"
  • fonegigsblog said " Wow! Looks like Google will truly be the one stop shop for digital advertising in the next few years"
  • Matt McGee said " Exactly my thoughts, too, George. If it's just News Corp, okay, there are plenty of other news sourc"

See All »


FREE DAILY SEARCH NEWS RECAP!

Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›

STAY CURRENT THROUGHOUT THE DAY

RSS Feeds

The Search Engine Land feed keeps you informed as news happens. SEE ALL FEEDS »

Upcoming Search Engine Land Conferences

Advertise With Us »

Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.


SMX Web Site » | SMX Difference » | SMX News »


Join us at an upcoming SMX event:

Search Marketing Now Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:


See more webcast topics »

TRACK US SOCIALLY
Upcoming Search Engine Land Conferences

Get Your Search Engine Land
Premium Membership!

Become a premium member today and receive:

  • Express commenting privileges & photo.
  • Exclusive videos & newsletters.
  • Discounts to our SMX conferences.
  • Access to "How To" & Other Archives.

Learn More

Upcoming Search Engine Land Conferences
Add to GoogleAdd to My Yahoo!Add to BloglinesAdd to NetvibesAdd to Windows Live