Google's Next Frontier: Outdoor<< The Fragmented Media Future | Main | DOJ vs. Google >> David Schatsky | January 18, 2006, 09:54 AM My colleague David Card provided an early, cautionary assessment of Google's acquisition of dMarc. Considering its apparent limitless ambition, and technology that is the hammer to advertising's nail, I expect Google to take steps to enter the outdoor advertising arena before long. About as much is spent on outdoor advertising as on radio advertising in this country. The market for digital signage hardware is growing briskly. Google itself is dabbling in municipal wi-fi, which could link a network of outdoor displays to a centrally managed advertising system. Investments in local search and locally-targeted advertisements are naturals for outdoor advertising. Put them together and it begins to seem unlikely that this is a frontier that would not interest the company. |
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