Google Tunes Ads to TV

Google's aggressive bid to push into new advertising markets is understandable given its heavy reliance on search ads. And investors are likely to welcome any new streams of revenue.

But the company may be better off taking an incremental approach and focusing first on the new, tech-heavy markets that play to its strengths.

Slugging it out in mature markets such as TV, radio and print diverts resources from booming businesses such as video, mobile and rich graphic advertising. And while Google is pursuing the newer fields, it is hardly without competition.

Old media companies are attempting to cut into video advertising, Yahoo!(YHOO Quote) is off to an impressive start with mobile ads, and Microsoft(MSFT Quote) is angling to be a player in the graphic space by attempting to acquire DoubleClick.

Google is taking a step in the right direction by getting into new media markets. It just doesn't have to complete the journey overnight.