Google's non-stop expansion into the off-line world of advertising looks as though it won't end with print, radio and TV. The company has recently filed for a patent that will allow them to build kiosk-type billboards, ATM machines, and other types of mall advertising, all of which would be connected to the internet. The potential for this kind of “always-on, always-connected” messaging could be huge. Strategically placed billboards would enable local stores to advertise products that are recently arrived, currently in stock and very much “The buy of the Day.” Advertisers will be able to purchase space on the billboards by logging into a media buying system that is completely online and completely automated. In the patent application, Google states that its technology would eliminate the manual loading of looped ads. Businesses could create campaigns for available goods and services, the ads would be displayed in rotation, and could be shut off automatically when a product is sold out. Inventory control becomes an integral part of the advertising program. When you consider that Google has already expanded its online empire to include the sale of newspaper and radio ads, if I was still involved with BDA’s (Big – Dumb - Agencies) I’d be starting go get worried.
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