Google Eyes Bigger Brands, Grander Plans

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Google’s decision last week to target image advertising across its network of content Web sites signaled the search giant is evolving from a search-focused company to an ad-focused media company.

While Google executives said offering brand advertising does not change its orientation as a search company, it is clearly intent on expanding well beyond the directory-style search text listings that have fueled its meteoric rise. In addition to the content network on non-Google sites, Google is exploring other areas that could attract brand advertiser attention, such as video search and ads in syndicated news feeds, setting up Google to try to change the ad market in the same way it altered the search business.

“They don’t want to be entirely defined as search,” said Peter Meyers, group-planning director at WPP Group’s mOne Worldwide.



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