Google eyeing the future

Thursday, November 2nd 2011, saw the company host an opening event for its new 100 00- square foot campus which is located just a few blocks away from the world famous Venice Beach.

Google first opened an office in L.A. in 2003 when it acquired Santa Monica-based Applied Semantics, and at that time had only a dozen employees in the area. Over time, the size of Google's workforce here has grown to more than 500, with engineers and advertising sales teams spilling into several separate buildings on the Westside. But as its L.A. operation grew, Google decided it wanted to reproduce the unified feel of its main campus, the Googleplex in Mountain View, Calif.

"We want to feel like everyone is in one location," said Susan Wojcicki, Google's senior vice president of advertising, in an interview with The Times. "It's really important for us to have all different parts of the company able to work together."

Although employees in the L.A. office will work in a variety of Google's businesses, including its search engine, ad sales, and its Google+ social network, the company is also hoping the more concentrated presence will help it develop its ties with the entertainment and media industries.

Film and television companies, the company says, are increasingly willing to experiment with newer kinds of digital advertising. When a consumer enters the movie "Anonymous" as a search term in Google's search engine, for instance, a newer type of ad pops up with an embedded video trailer.

Wojcicki said the new campus — three adjacent buildings including Frank Gehry-designed Binoculars Building — would also help Google attract candidates from area colleges and universities. Wojcicki sits on the board of visitors at UCLAAnderson School of Management, where she received her MBA in 1998 — the year Google was founded.

The company's focus on Web search is evoked by the iconic binocular sculpture at the site, created by Claes Oldenburgand Coosje van Bruggen.

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  • Adriaan Grove - posted 04 Nov 2011 10:00 AM                                    

    this is an awesome building

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