Google on the radio: Audio Ads first look
Google is on track to celebrate the one year anniversary of its dMarc Broadcasting acquisition in style; Audio Ads style.
Since last January, Google has been working to integrate the dMarc platform with its AdWords system, hire a direct sales staff, recruit radio stations…and the results are in!
In “Google Radio Exclusive: Audio Ads in Pictures!” I put forth an exclusive look at where Google stands in its quest to obtain access to ad inventories at U.S. terrestrial and satellite radio stations:
800+ stations
4200 stations targeted
Coverage in 19 of the top 25 markets
In “Google (almost) on the radio!” earlier today I discuss Google’s “beta test” of its self-serve Audio Ads with a small number of AdWords customers:
Google Audio Ads is an extension of the AdWords platform, allowing advertisers to create and manage radio advertising campaigns using AdWords' powerful online interface. Audio Ads offers detailed reporting, targeting by demographic, location, and station type, and provides easy access to the huge market reached by radio programming.
That’s Google’s public presentation of its impending self-service Audio Ads product for small businesses.
Below is an EXCLUSIVE inside look at how Google pitches its new Audio Ads in the field.
COMING SOON—THE ONLINE TOOL FOR SMALLER ADVERTISERS
1) Create an account and initiate a campaign.
2) Select Markets, Demos, Dayparts, Formats and Pricing Parameters
3) Upload creative and begin!
Point three is not as simple as it seems, however; Google Audio Ads creative will not be turnkey, self-service like the several line Google AdWords text ad.
Google will recommend that small business advertisers hire “ad creation talent” to develop audio ads that meet the specifications required for the Google dMarc systems, at a cost of from $100 to $1000.
How will Google Audio Ads be sold?
Google informed me that pricing for Audio Ads for smaller advertisers will be based on a CPM auction model.
The date has not yet been set for the launch of Google Audio Ads for smaller advertisers in the marketplace; Google advises though that we just may hear its beta test advertisers' ads “while driving to work.”
Perhaps Google CEO Eric Schmidt is also keeping alert while driving in his car; I put forth Schmidt’s vision for personalized radio ads, and his need for a “pair of pants," last June, in “Google targets GPS-based in-car personalized advertising”:
Schmidt believes that when he is listening to the radio in his car, radio ads should personally address him about his needs. For example, while driving past a clothing store, a radio ad should remind Eric that he needs a pair of pants and instruct him to turn left at the upcoming clothing store.