Google and Radio Advertising
Google and Radio Advertising
While searching for a detailed report on our Google Adwords account, I came across the "Audio Ads" tab for my account. I had read prior news clippings about Google's desire to enter the radio advertising world, but had yet to encounter their service. I was intrigued and took a deeper look at what Google is offering.
Let's give a brief recap about how Google came to offering this service. In April of this year, Clear Channel and Google agreed to a fundamental partnership. Clear Channel was going to use Google's search feature and advertising network on all of their radio sites, while Google was going to access Clear Channel's network of radio stations to begin to offer radio advertising to their 'Adwords' customers. The agreement will allow advertisers who have a Google Adwords account to place audio advertisements on nearly 700 Clear Channel Radio Stations.
"Clear Channel Radio's national and local sales forces will continue to focus on the company's most lucrative advertiser relationships, and on the many advertisers who seek specialized advertising packages and concepts. Google will focus primarily on advertisers who currently run ads online but do not run ads on radio." (Source: Google Press Release, April 16, 2007.)
While the advertising costs are significantly higher than online advertising on Google, this is a major step in allowing small and medium business owners a chance to advertise to the masses. In the past, advertising on radio was somewhat a daunting task from audio production, placing the media buy and tracking these advertisements. Google is attempting to offer all of these services in one single dashboard.
Google is giving the Adwords customer two options for producing their advertisement, (1) upload your audio advertisement or (2) hire a professional through their network for $400.00. With experience in audio production, I would say the $400.00 is well worth the cost of producing an audio advertisement. With the audio ads feature through Google Adwords, you will be able to target your advertising by location, station type, day/time and online reports will display when your radio spot actually played.
I have to hand it to Google for offering an automated service for placing radio advertisements. For someone who deals with media planning and buying, I have encountered business owners who don't know where to begin or end when expanding their advertising or market reach. This tool will not only increase radio advertisements but give the business owner a greater market reach at an inexpensive cost.
Google continues to expand their advertising reach and it will probably be only a matter of time before they offer a single dashboard that provides placing media buys across all mediums.
Desarae A. Veit
Creative Director -- ウェブデザイナー
" Setting an example is not the main means of influencing others; it is the only means. " - Albert Einstien
"Some people create with words, or with music, or with a brush and paints. I like to make something beautiful when I run. I like to make people stop and say, 'I've never seen anyone run like that before.' It's more then just a race, it's a style. It's doing something better than anyone else. It's being creative." - Prefontaine