Google Meets Resistance Over Offline Ad Efforts

Google's efforts to bring its advertising successes offline are not panning out as the company expected, even as it attempts to move into television advertising, the New York Times reports.

Although the search giant had lofty goals to expand its dominance to other mediums, it has run into several roadblocks. Its radio ad efforts have seen some resistance from radio stations that would rather control their own ad sales and pricing.

900 stations in about 200 markets have so far signed up to be part of the program, although many are low-budget and low-power stations outside of major metropolitan areas.

Some feel that allowing Google in could do more harm than good by causing ad rates to drop. Rather than buying ads through a sales team, companies can purchase ads on their own. Naturally, these companies expect lower rates as a result.

The newspaper ads initiative is doing better, according to Google. Unlike its radio ads division, it has been able to attract larger papers such as the New York Times, Chicago Tribune, and the San Jose Mercury News. Ad sales are currently running at double the company's initial projections.

Google's foray into television advertising, meanwhile, seems to be following a similar path to that of its radio ads business, as companies Google approached have so far rebuffed the offering.