Hearst-Argyle, Google Partner To Lure Local Advertisers With AdWords
The move could work both ways, giving Google a greater pool of local advertisers, while H-A gains an opportunity to benefit from the mushrooming local search advertising arena.
On one level, the deal takes H-A far afield from its core business of selling spots on its 29 stations. Yet, synergies come as its sales force can now offer, say, a local auto dealer or retailer access to arguably one of the most efficient online marketing options--along with the on-air spots, a presence on station Web sites and exposure elsewhere.
Details of the H-A agreement with Google were not released.
AdWords looks to display relevant ads alongside results as a user runs a search on Google. A business can bid on a keyword linked to their operations, and pay only when an ad is clicked on.
H-A has been aggressive in expanding beyond the TV screen by attempting to build robust Web sites affiliated with its stations, cutting a separate revenue-sharing agreement with Google's YouTube and through other initiatives. Still, digital revenues make up only a fraction of its overall take--even as some contend advertisers will increasingly shift spending off local stations.
"This is a terrific partnership to expand the digital suite of solutions we provide our advertisers," said Terry Mackin, H-A executive vice president. "This entry point to the local search market complements our existing digital media efforts which include local content, social networking and being a primary destination in all our markets on 'all three screens.'"
Eric Stein, director of local markets at Google, said: "Now, local marketers will also have access to an additionally efficient and cost-effective way to reach customers on the Internet and help drive their continued success online."
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into digital video platforms in a big way -- launching ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
Be the first to comment on "Hearst-Argyle, Google Partner To Lure Local Advertisers With AdWords"
Leave a Comment