Google hits snag in radio ad push
Cory Bergman February 10th, 2007
PaidContent scoops that the two founders of the radio ad firm dMarc, which was acquired by Google, have left the company. It’s a setback in Google’s quest to extend its successful advertising formula to the radio industry. Industry insiders tell the NY Times that Google Audio, as it’s called, is having difficulty securing enough high-quality radio airtime to lure serious advertisers. Traditional media, as Google is learning, is not so easy to change.
4 Comments Add your own
1. thegoogleaudiochannel | February 10th, 2007 at 9:28 pm
Google faces a classic chicken-and-egg scenario. Why would a quality radio station turn over ad inventory to shady enterprises at dollar-a-holler prices when they can charge market rates to quality clients on their own? As things stand now, only little stations so hard up for revenues that they’re willing to barter ad inventory in exchange for free dMarc radio automation systems are doing business with them to any serious extent. Unless Google comes up with top-name advertisers willing to pay the freight they’ll be shut out of all but the most marginal opportunities.
2. thedetroitchannel | February 11th, 2007 at 8:19 am
it’s called a foot-in-the-door.
give them some time.
“charge market rates to quality clients”? so that’s what all those promos are?
even the super bowl had waaaay too many promos for cbs that could have (should have) been sold.
3. Dan | February 11th, 2007 at 8:51 pm
The Super Bowl was sold out, Mr. DEtroit.
All commercial positions were filled.
Promo positions are not transfered to spots
in network TV. Promo positions are very valuable
to a network or station. They are worth as much
to the network as they are to advertisers, if not more.
As for Google and radio, why are they doing this?
They have made great moves elsewhere.
Why get involved in a business that’s actively
trying to drive listeners away with 20 minutes
per hour of commercial time and very little new
music or programming? Stations are playing it
so safe it’s destroying the business model of radio
which was where you got the latest music and
information. Not anymore you don’t.
Why would Google go there?
Dan
4. thedetroitchannel | February 12th, 2007 at 6:28 am
“the super bowl was sold out”
may be, but EVERYONE sitting around me at game time let out a collective sigh every mimute or so and it seemed to happen simultaneously with ANOTHER damn cbs promo.
whereas with each REAL ad they seemed glued to it; looking for the punch line or chest hair being ripped out.
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