Will Google change offline media forever?

As reported by Eric Sass in an interview conducted with Patrick Keane who is Google’s director of Advertising Strategy, Google plans on helping advertisers measure the effectiveness of offline media initiatives. The way that they will do this would involve methods that many big advertisers are already using such as putting unique URLs in television ads and other offline ads to draw viewers to online websites. These online websites would use web analytics to determine the demographics and other information about the visitors. This type of data can then be used to further refine their offline advertising campaigns.

Google has already brought pay-per-click (PPC) to a new level with their focus on click through rates and relevance. If they are able to do the same with offline advertising, it can dramatically change the effectiveness of offline advertising. People may even start paying attention to television commercials again.

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