New Google Audio Ads: pay for placement set pricing, not auction?
As I have been reporting over the past few days, the Google-dMarc Broadcasting plans to "extend targeted, measurable advertising to the broadcast space," are nearing fruition:
Google Audio: Google dMarc radio ad product coming soon:
Eric Schmidt, Google CEO, believes that when he is listening to the radio in his car, radio ads should personally address him about his needs.
Google targets GPS-based in-car personalized advertising
Google's search for an "Account Executive, Google Audio - New York"
Google's new vertical, offline initiatives: NYC ad sales push
Google demo of its integration of dMarc Broadcasting with a new Google Audio ad product
Google Audio: Google dMarc radio ad product coming soon
Google is apparently taking a further step towards launch of Google Audio Ads, by reaching out to its current advertisers in advance of a test of its Google Audio Ads. The Google Audio Ads test would most likely be similar to the test "pilot" Google ran for its last new offline (unsuccessful) initiative, Google Publication Ads. For Google Publication Ads pilot, Google said to its advertisers:
Broaden your advertising horizons. See your ads in print.
Google Publication Ads enables you to place ads in print publications, allowing your advertising to reach an audience that's targeted to the demographics and topics you choose.
Publication Ads is currently in a pilot phase. If you've been invited to participate, it's easy to place an ad.
Google's current outreach to its advertisers involves surveying them to gauge their level of interest in a new Goolge Audio Ad product and to gauge their level of interest in various possible features of the new ad product.
According to screenshots of the Google survey posted by an AdSense customer, Google is presenting the new Google Audio Ad product:
A new service will connect advertisers directly to radio stations through its automated process. This technology seeks to simplify the sales process, scheduling, delivery and reporting of radio advertising in an effort to help advertisers more efficiently purchase and track their campaigns.
Most significantly, Google is considering a set price ad model, rather than a Google ad auction model. Google asks about the desirability of:
PURCHASING GUARANTEED MEDIA PLACEMENT POSITIONS AT A SET RATE