The Internet giant is developing technology to connect its TV ad brokering business to YouTube and eventually video on other Web sites, according to a story in the Wall Street Journal. Google is also paring 200 sales and marketing jobs after years of big hiring.
Struggling to lure bigger advertisers to its TV and Internet advertising sales services, Google Inc. is developing technology to connect its TV ad brokering business to YouTube and eventually video on other Web sites, a story in the Wall Street Journal says.
Written by Jessica E. Vascellaro, the story says Google also disclosed it is cutting its sales and marketing staff by nearly 200 positions, in the company’s biggest layoff not associated with a merger.
Google is working on technology that will allow advertisers to buy ads across Google TV, which sells on-air commercials, YouTube and video on other Web sites through the same interface. Google is testing the service, called Google TV Ads Online, with a small group of advertisers, the story says. The service is likely to be introduced in the coming months.
The company is hoping that the new service will make it easier for bigger brand advertisers to spend across both services, which are under pressure to ramp up their business despite a difficult economy, the story says.The services is also part of Google’s bigger vision of tying together various platforms to make it easier for advertisers to manage and measure their spending across traditional and online media.
Google earlier this year stopped its efforts to sell ads on print and radio.
For the new effort to work, Google needs to secure longer-form video such as TV shows and movies, because viewers of these are often willing to tolerate longer ads, the story says.The company is in talks with major media companies, but has yet to sign up more than a handful of full-length content deals.
WSJ Online subscribers may read the full story here.