Google launches AdWords over the airwaves

 

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Posted on 3 Aug 2006 at 16:16

Google is bringing its AdWords programme to digital radio listeners in the states, offering a new radio ad distribution channel for Google advertisers.

The search giant has announced an agreement with XM Satellite Radio - a satellite radio service in the States, with 7 million listeners - to open up advertising slots on non-music channels.

The automated system, which has undergone months of trialling, is designed to provide targeted messages to the listeners. Full integration into Google's profitable AdWords programme - involving keyword-based search-related advertising - is scheduled for the end of this year.

It was back in January of this year that Google bought the Californian radio ads (82318) placement company dMarc Broadcasting and announced plans to bring the dMarc service to its AdWords customers. Essentially, this simplifies the scheduling and delivery of advertising for radio, both terrestrial and satellite.

'This partnership with XM Satellite Radio will provide a powerful marketing and distribution tool for Google advertisers,' said Ryan Steelberg, Google's head of radio operations. 'By providing access to XM's premier satellite audience, Google advertisers will have an easy way to target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner.'

What remains unclear is how effective the automated delivery of text adverts will be for the medium of radio. A machine-like delivery in a deadpan tone will hardly put the listener in a receptive frame of mind.

Note that XM Satellite Radio also has ties with in-car entertainment, through partnerships with General Motors, Honda, Toyota, Hyundai, Nissan and Porsche, with its data services available in 130 vehicle models.

It represents an intriguing prospect for Google getting into cars. Perhaps localised, targeted advertising is on the horizon for US car drivers - 'Toni's Pizzeria is just off the next junction'. After all, Google has already migrated its Local service to mobile phones (79609) in the US.

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Author: Alun Williams