Google Turns to Newspaper Advertising to Push New Pixel Phone
In case you were wondering if newspaper advertising is dead, guess again. Google, one of the most profitable and well-known companies in the world, has turned to newspaper advertising to promote the launch of its new “Pixel” mobile smartphone. And in true Google fashion, it didn’t just buy a corner spot on page 10—it upped the stakes.
How Google Does Newspaper Ads
October 20 was the official Pixel launch date and Google certainly took no chances making sure the world knew. To give a bit of context, Google is not known for promoting or advertising much of anything. It’s rare to see a TV commercial or even an Internet campaign where Google is trying to convince the audience to purchase a product.
That being said, it’s safe to say that newspaper ads are new to Google, and print newspaper advertising, in particular, is like an alien language. So when the front page of the London Evening Standard displays nothing but the iconic “G,” you know Google means business. Furthermore, when the second page displays a picture of the Pixel with a focus on its design, it’s clear that Google has placed unprecedented value on print newspaper advertising.
The back of the London Evening Standard also boasted a picture of the Pixel. You can imagine the cost of this was enormous, but Google understands the payoff will be worth the effort.
Why Print Newspaper?
In this specific instance, there is a practical reason behind Google choosing to advertise in print newspapers in London. The London Evening Standard is displayed at the entrance of nearly every subway station in the city. That kind of access is vital to Google and it recognized its potential impact.
What speaks even louder than the practical application of Google’s ad campaign is the fact that it wanted consumers to know that this smartphone is a big deal. Every other day there’s an article about the dying newspaper industry, so Google took the countercultural approach and did the unexpected. Of course, it would be more of a story than if it restricted its campaign to the Web or billboards.
And the final and probably most important reason Google chose print ads is because they work. No company will spend heavy dollars on something it doesn’t strongly believe will actually work. So behind all the strategy, there are people who understand that there is value in print advertising, even now.
Choose Macromark for Your Print Advertising
Macromark has always seen the value in print advertising. We regularly encourage our clients to utilize newspapers for advertising through advertorials or remnant advertising. The results speak for themselves, and our clients are typically satisfied with going in that direction.
If you’re interested in learning more about newspaper advertising and direct mail, give Macromark a call today at 1-845-230-6300. With close to 30 years of experience, we’re confident we can show you where the opportunities are for capturing new audiences.
Maggio, E., “On Launch Day, Here’s Google’s Crazy Print Advertising Strategy for the Pixel,” 9to5google web site, October 20, 2016; https://9to5google.com/2016/10/20/google-crazy-print-ad-strategy-pixel/.