Tune In to Google Radio Advertising
Elinor Mills at CNET has written a long pieceon the coming of Googe/dMarc advertising on local radio stations (many people are pointing to this article). She quotes sources who say ads are already running in “Motown” (Detroit). Without getting into the finer points of the article, what’s interesting to me here is that this doesn’t “undermine” the medium in the way that search/paid search takes usage away from traditional media in certain cases.
This is about a certain kind of value proposition for advertisers (targeting, analytics) and a media buying platform. The piece says that ad agencies and the current radio ad-buying infrastructure might resist it. But it also argues that Google/dMarch will deliver new advertisers to the medium. (This is also what is going to happen with TV/video: the coming of more precise targeting.)
As always, the question here is who does the creative? (If you have the time and inclination, it’s interesting to go through dMarc’s FAQs.)
Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local marketplace.