Google has radically disrupted the $100-billion global classified advertisement industry with its launch of classified listing services.
ALTAMONTE SPRINGS, Florida: Google has radically disrupted the $100-billion a year global classified advertising industry with its launch of classified listing services in the new user-generated Google Base database, a new report from Classified Intelligence, LLC, shows.
In a 48-page study, “Classifieds.Google.com: Threat? Or opportunity?” Classified Intelligence reports that along with titan companies like Microsoft and EBay, Google poses an increasing threat to traditional classified advertising publishers that have been dealing with intense new competition ever since the advent of the commercial Internet.
“Google Base could soon become the largest free-classified service anywhere, eclipsing even Craigslist and EBay’s services,” said Classified Intelligence founder Peter M Zollman. “It’s the biggest threat yet to established classified businesses, both print and online.”
The report notes that most classified advertising publishers, including newspapers and online leaders like Monster.com and Realtor.com, follow the traditional pay-for-placement model, but Google is providing free listings and plans to make money through paid ads placed alongside the free content and through upgrade sales to advertisers.
The report examines Google’s strategies and potential problems in the classified field, and outlines ways more traditional publishers have to strengthen their classified services to remain competitive.
“Google is being disingenuous, at best, when it claims Google Base isn’t targeting classified advertising,” Zollman said.
“It’s making a strong push into classifieds, as we show in this report. The company should be more honest about its plans, both with potential partners and the public. Microsoft, at least, has been straightforward about its ‘Fremont’ classifieds project.”
The Google report was published in conjunction with “Free Classifieds: They’re all the rage, but where’s the money?” a 61-page look at how free ads can mean big money for print and online publishers.
Classified Intelligence LLC works with leading media companies, dot-coms and service providers to develop successful classified advertising services.
Its “Classified Intelligence Report” is the leading intelligence tool in the industry and Classified Intelligence workshops, consultations and research projects are conducted worldwide. Clients include The New York Times Co, Tribune Co, CareerBuilder.com, AutoTrader.com, Washington Post Co., and Daily Mail group of London. Founded in 1998, it is affiliated with the Advanced Interactive Media Group.
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