Google Respects Tradition…No, Really

Google has been making the rounds of offline media buyers, from print to radio to TV, hawking analytics tools that promise to bring online measurement tools to offline media. So far, the old guard seems a bit underwhelmed. At a recent Advertising Research Council presentation, Tony Jarvis, VP for global research, Clear Channel loudly challenged Google product manager Keval Desai about getting the Google TV audience measurement tool accredited by the Media Ratings Council. Google balked, by the way. Jarvis is not alone in the offline world. Both sell side and buy side seem less than impressed by Big G’s initial attempts at world domination, according to recent reports. MediaWeek reports that agencies find the new AdPlanner tool novel but shallow.

Google is also taking the direct route, opening a new blog specifically for “Traditional Media” earlier this month here. Here you will find compelling testimonials to the power of AdPlanner as it helps businesses optimize their media mix across TV, radio and print. In video format over YouTube, the materials feel a bit like an infomercial for analytics tools. Still, this is a blog worth watching if only to keep an eye on the Empire.