This week Business Week reported on Google's slow offline efforts,...


...in particular, the Google Publication Ads program, where marketers can bid for print media slots. Having both an agency and search background, this comes as no surprise
Picture this: Google makes the announcement that the Publication Ads auction is open for business. What happens next? Well, one needs to place a bid. To do so, the bidder must have a Google Adwords account and be familiar with the auction process. This account and expertise is normally maintained by the Search Engine Marketing Agency (SEM), and not the offline agency usually tasked with traditional media strategy, planning, buying and execution.
In a nutshell, the print decision-making team is not technically equipped to engage with Google. Those most familiar with Google don't have access to print dollars.
One might picture a scenario where the traditional team engages with the SEM to execute on such a project, or vice versa, but I am sad to say that playing nicely in the sandbox does not come easily in the intra-agency world.

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ABOUT THE AUTHOR

www.saraholoubek.com
Sara Holoubek is a free agent consultant, advising growth firms and investors in the interactive technology and advertising sector. Ms. Holoubek is also the contributing editor of the DM News' SearchBuzz newsletter, and a regular author of the DM News Optimized column.

In 2008 Ms. Holoubek was elected to the Search Engine Marketing Professionals Organization (SEMPO) board of directors for a third term. During this time she also co-founded the SEMPO NY Working Group.

From 2003-2005, Ms. Holoubek served as iCrossing's Chief Strategy Officer, building the firm's New York office and repositioning the iCrossing brand as it raised an early VC round of $13 million. Prior to this experience, Ms. Holoubek held posts in client strategy with interactive agencies Organic and Blue Dingo. Her vertical expertise covers over 10 sectors and includes work with Levi Strauss & Co, Bloomingdales, LexisNexis, Texas Instruments, Colgate-Palmolive, Century 21 Real Estate, Martha Stewart Omnimedia, as well as firms within the WPP family and the Aegis Group family.

Ms. Holoubek has contributed to and/or been quoted in publications such as Adweek, DM News, Mediapost's Search Insider, WSJ.com, The Madison Avenue Journal, ClickZ and Internet Retailer. She also serves as a frequent guest lecturer at venues such as SMX, Search Engine Strategies, OMMA, the DMA, Harvard, NYU and Baruch College.

Ms. Holoubek also brings an international perspective to her work, having lived and worked in Latin America and Europe , and is fluent in Spanish and French and conversant in Portuguese. She holds a B.A. from the University of Iowa and an M.B.A. from HEC in France. She resides in New York City with her husband, baritone Claudio Mascarenhas.