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Google Brings New Approach to Radio Advertising

It's still early days but I think Google's move into the radio advertising business could revolutionize (or perhaps evolve) the way the industry does business. In a test project, Google is providing 20 AdWords customers with access to more than 730 stations, which run ads in more than 260 U.S. markets. The AdWords system is linked through Google's dMarc, division, which was acquired for as much as $1.13-billion earlier this year (it was Google's biggest deal before YouTube came along). According to CNet, the 20 selected customers will see a new “audio ads” tag when they log into the AdWords system, which allows them to bid on air spots and target their ads by geography, station type, listener demographics and time of day. Given that the radio business has operated in much the same way for decades, Google is trying to implement a huge new approach to selling advertising. It could be the wave of the future or it could fall flat on its face. Nevertheless, give Google credit for trying something that could potentially be extremely disruptive. As well, the beta test and Google's deal with BSkyB are more evidence of the company's strategic thrust into new markets beyond the online paid-search business.

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  • Anonymous

    Who still listens to plain old terrestrial radio these days? Everyone under 30 listens to their iPod or satellite radio nowadays.

  • Anonymous

    Google has launched its private beta testing program.
    Part of the soon-to-be-public Google Audio Ads will be the
    Google Creative Ad Marketplace, which is strikingly similar
    to Voices.com, the voice marketplace (http://www.voices.com).
    Here's the quote from News.com:
    Google is also testing a program that will link up inexperienced radio marketers with professionals who can help them create a radio ad. Google Audio Ads beta tester Richard Swezey, executive vice president of Santa Monica, Calif.-based Bedlounge.com, said he is using that program, which Google called an “ad creative marketplace,” to get help in creating a radio ad to sell portable recliner pillows.
    “Within 12 hours of submitting the bid, we got back a completed ad based on relatively scant information,” he said. “For a first shot, we were blown away by it.”
    The minimum price for a bid is $100 and his bid was $300, Swezey said.
    Read the story here: http://news.com.com/2100-1024_3-6141908.html
    The present situation puts us in direct competition with
    the Google Creative Ad Marketplace and I am seeking
    your advise on how best to proceed.
    How can I best protect our business?
    Thanks Mark,
    David