Google Ad Plans Move Far Beyond The Computer

It’s absolutely no secret that Google’s ad plans aren’t limited to the PC. The company is already trying out the print waters in a smallish trial, ads are placed against book searching and chatter about TV has been getting louder. Meanwhile, the amount of revenue from its trademark online text ads continues to rise. As this piece notes, Anthony Noto of Goldman Sachs is projecting $9.5 billion in ad revenue next year — putting the ad upstart in the ad-sales upper echelon.
Google’s TV plans aren’t based on the traditionalbusiness but on the increasingly digital, interactive environment. It’s all about the targeting. When you think about it this way, Google’s interest in working with Comcast — also headed in this direction via a deal with TiVo and other efforts — on an AOL deal makes even more sense.
I agree with Google-ographer John Battelle — Saul Hansell’s epic is worth a close read, particularly given the way the company is using the Times to get its message out. Some quick hits until you have time to read all 3,600-plus words:
— Sergey Brin said ideas about Google Base are off base. “Google Base is as much about classified as it is about zoology.”

— Not only does Google want to organize the world’s info, it sounds like it wants to find a way to make most of it into advertising vehicles. Google’s Omid Kordestani: “A lot of the world’s content is not accessible today and thus it is not easily monetizable today. We will figure out how to get more and more content and find the right way to put ads on it.”

— Jeff Jarvis raises the good/evil issue. “For all of us to throw all our eggs in the Google basket is dangerous, because no one should have that much power.”

— One possible tension is Google’s emphasis on formulas versus the emotional and creative side of visual advertising.

— CEO Eric Schmidt: “I have this fantasy that goes like this. You are the C.E.O. of a large company, and I come to you and say, ‘Give me $1 million and give me your Web site, and we will guarantee you will get $100 million in sales.’ Which C.E.O. would turn that down?”

Update: Sometimes you have to see a story in print to gauge the full impact: the Google package is massive, taking up roughly two thirds of the Sunday business front — with an vast full-color photo (almost a poster) of Eric, Sergey and Larry — and a full page on the inside with a large b&w photo of Kordestani and two other Google execs. The coup de grace? A full-page Google advert on page 5 calling for “scary smart” applicants — “the brightest minds in sales management” — to staff its North American advertising organization.