Online giant Google turns to print advertising

February 2, 2012 by  

Online super brand Google is making a return to print advertising to promote its safety and privacy credentials.

The search engine giant, which recently branched out into social media and web browsers, is set to return to print advertising in a range of high-profile titles in the USA, including the New York Times and Time Magazine. The advertisements are being created by global advertising agency M&C Saatchi and will aim to point of the safety features of Google following concerns over the changes to its privacy policy.

The fact that an online brand is using printed communications as a way to reach its target audience is not new, but it may come as a surprise to some people to see Google turning to press advertising or poster printing.

Crewe-based car manufacturing company Bentley has taken a similar approach, appointing an advertising agency to handle both online and offline communications and recently consolidated its advertising and marketing activity when it appointed Connect Group in 2011.

In a world where online advertising spend is surpassing that of offline for the first time, many companies may neglect the importance of supporting printed collateral, but without things like leaflets and brochures to direct people to a site, many online businesses will struggle to attract customers.

Google is leading the way for a more integrated approach to marketing; embracing both print and digital ads that will help the company to reach a wider audience than if it kept its communications solely online.