Radio & Television News Association

Friday, January 19, 2007

Google Beta Tests Audio Ads

Radio Watchers Wonder if Google is Friend, Foe, or Business Partner
From Radio World Online.

MOUNTAIN VIEW, Calif. Internet giant Google Inc. is moving forward with its plans to sell advertising in traditional media, including radio. Some radio industry watchers worry the search company's involvement could drive down ad rates and stunt revenue growth.

Google's Audio Ads is an auction-based advertising buying model in limited testing. The company is giving approximately 20 of its online advertisers the opportunity to bid on ad space from more than 720 terrestrial radio stations and XM Satellite Radio, according to Google. The company expects that number to grow into the thousands following a full rollout of Audio Ads this year.

While Google's initial plans call for it to focus on existing online advertisers, the company eventually will seek a wider base of radio advertisers, it said, further expanding its AdWords platform, which also includes print ad placement in newspapers and magazines.

Read the entire article here.


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