Jonathan Rosenberg, Google’s vice president of product management, wants Prada to reconsider their prints ads in magazines like Vanity Fair and think about targeting Google users instead.
In terms of numbers, the print ads are cheaper at about $0.10 per reader versus $0.28 on average per Google click. But the active engagement of the online audience outweighs the potential to reach the average print reader.
Prada would pay “28 cents for a click to the site where someone wants to buy the bag, versus a dime for an ad in a magazine page that may or may not be seen,” Rosenberg said Wednesday in New York.
Read Google makes push to take Prada ads from Vanity Fair on seattlepi.com.