A lot of people think that Google
The Wall Street Journal supports my position today by lifting the veil of secrecy from an advertising deal between Mountain View and General Electric's
Google will sell advertising time on NBC's portfolio of cable channels nationwide, according to the WSJ report. The broadcasting giant is thinking about expanding the plan to cover local NBC networks as well. In a deliciously ironic twist, this includes MSNBC, in which Microsoft
As impressive as Google's online advertising power is, that's still a vanishingly small part of the overall ad market compared to traditional media: television, radio, billboards, brightly shrink-wrapped cars, and so on. AdAge says that only 6.8% of the nation's marketing dollars were spent on online marketing last year, whereas traditional channels like print and television spots composed 58% of the market.
That's why Google is pursuing all of these other marketing avenues as well. A diversified revenue stream is always a good idea, just in case some new upstart comes along to steal Big G's online thunder. Eventually, Web marketing just might be as traditional as a half-sheet spread in the New York Times
Now Google is taking its first really serious plunge into those dark waters. The AdWords keyword auction model should translate very nicely into bidding for media spots instead, and I expect traditional-media deals like this one to make serious contributions to Google's top line in four or five years. And you know how we Fools feel about long-term investing, right?
Fool contributor Anders Bylund is a Google shareholder but holds no position in any of the companies discussed here. You can check out Anders' holdings if you like. Foolish disclosure doesn't like to say, "I told you so," but it told you so.