followthemedia.com - a knowledge base for media professionals
Spots and Space
AGENDA

All Things Digital
This digital environment

Big Business
Media companies and their world

Brands
Brands and branding, modern and post

The Commonweal
Media associations and institutes

Conflict Zones
Media making a difference

Fit To Print
The Printed Word and the Publishing World

Lingua Franca
Culture and language

Media Rules and Rulers
Media politics

The Numbers
Watching, listening and reading

The Public Service
Public Service Broadcasting

Show Business
Entertainment and entertainers

Sports and Media
Rights, cameras and action

Spots and Space
The Advertising Business

Write On
Journalism with a big J

Send ftm Your News!!
news@followthemedia.com

Whole New World for Radio Ads: Google

It could be good news for radio advertising. It could be great for commercial broadcasters. It could go nowhere. Or, it could be transformative. Google will now sell radio ads.

Google announced Tuesday (January 17) an agreement to acquire dMarc Broadcasting, supplier of an automated ad delivery system for radio. The advance payment was reported to be US$ 102 million with the rest, based on performance, as much as US$ 1.14 billion. Hold on to that phrase “based on performance.”

ftm background

2006's Word of the Year - iFad!
Trend spotting is a no luxury. Media makers mine this diamond of knowledge like caviar before the well-heeled gourmet, the stuff of life. What will the world be like tomorrow: the best to get there before somebody else and hoard the spoils?

Cannes Lions – Real Radio Genius
Every year for the last half century the advertising world gathers in Cannes, France to celebrate the best of their creations. The 2005 Cannes Lions included for the first time awards for radio advertising.

“Staggering” Increase in UK DAB Listening
Radio listeners are making the digital switch in 2005 according to a special RAJAR survey. Total hours listening increased to all digital platforms – DAB, DTV and internet – increased from a comparable 2004 survey. The number of hours listening to DAB jumped 165%.

Imagine, if you will, the local automobile dealer in a hurry to place an ad on a local radio station. Instead of phoning said local station, he goes to Google AdsWords, clicks on the station (or stations), picks a schedule and downloads the spot. Of course, the local automobile dealer can mix the ad buy with online media. Wait; maybe print, too. Google started selling ads in the Chicago Sun-Times recently.

Currently dMarc fills empty ad slots on more than 4,000 US radio stations with a totally automated system that even allows spot placement next to specific songs.

Could this go global? Why not? Want to reach all French hip-hop music listeners in the world? Click: French. Click: hip-hop. Click: all. Click: download spot. Voila!

Still struggling to find its way in digital broadcasting, radio will – once again – be forced to adapt. Broadcasters will likely love this idea. After firing all the DJs in the last decade, now they can fire all the sales people. What a business model!

 



ftm Follow Up & Comments

copyright ©2005 ftm publishing, unless otherwise noted Contact UsSponsor ftm