Google Plans to Swallow Radio

I've been predicting that AdWords and the TV upfront will merge for years. Along the way, I should have mentioned radio as well. From the release: MOUNTAIN VIEW, Calif. – January 17, 2006 – Google Inc. (NASDAQ: GOOG) today announced it has agreed to acquire dMarc Broadcasting, Inc., a…

I’ve been predicting that AdWords and the TV upfront will merge for years. Along the way, I should have mentioned radio as well.



From the release:

MOUNTAIN VIEW, Calif. – January 17, 2006 – Google Inc. (NASDAQ: GOOG)

today announced it has agreed to acquire dMarc Broadcasting, Inc., a

Newport Beach, Calif.-based digital solutions provider for the radio

broadcast industry.

dMarc connects advertisers directly to radio stations through its

automated advertising platform. The platform simplifies the sales

process, scheduling, delivery and reporting of radio advertising,

enabling advertisers to more efficiently purchase and track their

campaigns. For broadcasters, dMarc’s technology automatically schedules

and places advertising, helping to increase revenue and decrease the

costs associated with processing advertisements.

In the future, Google plans to integrate dMarc technology into the

Google AdWords platform, creating a new radio ad distribution channel

for Google advertisers.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

7 thoughts on “Google Plans to Swallow Radio”

  1. This is interesting.

    Google’s most underappreciated asset is their network of advertisers and opening up radio advertising to more players could certainly improve efficiencies in the radio ad market.

    On the other hand, Google has yet to prove that it can take its model in PPC advertising and export it to other mediums.

  2. Similar to adwords, Radio advertising is more of a direct advertising platform than TV (which carries 98% brand ads except for the late night infomercials)…So IMHO it makes sense for google to conquer it first before TV or magazine advertising!.

  3. Similar to adwords, Radio advertising is more of a direct marketing platform than TV (which carries 98% brand ads except for the late night infomercials)…So IMHO it makes sense for google to conquer it first before TV or magazine advertising!.

  4. Swallow radio and all other media… Create a combined platform for researching, designing, and managing campaigns across all media, from a single interface. Seems to me the proof of concept is already there–in dMarc. Next challenge is effectively integrating the two, so advertisers can plan/manage campaigns on both media from same interface.

  5. I wonder how long Google RadioWords will stay in Beta. I understand there’s some competitive pressure to stay ahead of the game, but I wish Google would slow down its scope expansion and improve/finish/consolidate what it has already.

  6. goog is so overloved and overowned its ridiculous and you all act as if they have already succeeded in dominating video etc and now radio advertising. i hear they have discovered life on other planet and cured 74 diseases including scrofula. put down the kool aid people…

  7. The place I see Google using this is for podcasts. Like with AdSense, any podcasters can sign-up to have a 30 second audio ad placed into his or her podcast. The ads can be personalized to who is downloading the podcast or contextual to the podcast being downloaded. Once they nail this for audio ads and podcasts, it’ll be not too difficult to do the same for video ads on video podcasts or other iptv offerings.

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