marketingGoogle is the largest ad network out there. Yet it relies heavily on direct mail and traditional advertising methods, and as far as I know never uses the internet to market to ad buyers. Why? Is it worried about fraud?
Online ad fraud is indeed rampant. Particularly on RTB platforms. Plus ad blockers. But I honestly doubt it’s the reason.
Methinks the main reason is that they generally don’t need to advertise online. You advertise to get awareness and to educate your prospects (and your clients). They’re a public company that is so well established that they get press coverage all over on just about everything they do - cost free.
Plus, there’s no shortage of coverage on how Google is “perpetually six months away from complete victory”.
Side note: I wasn’t aware they were doing any offline advertising. But if so I’d gather it’s to highlight devises to consumers who aren’t tech-savvy or who don’t follow tech news. Building brand awareness likely counts too - they’ve deep enough pockets for that.
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