Google Audio: Google dMarc radio ad product coming soon

Google CEO Eric Schmidt's vision for personalized radio ads nearing reality.


Last month, I presented a first look at Google CEO Eric Schmidt's vision for how a a GPS location-based, highly targeted and personalized in-car radio ad might be delivered digitally within one to two years, in "Google targets GPS-based in-car personalized advertising."

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. 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.

Yesterday, I reported on Google's search for an "Account Executive, Google Audio - New York" in "Google's new vertical, offline initiatives: NYC ad sales push" :

To sell, lead, and manage the development of region, and multi-city advertising solutions for our customers. This individual should be able to establish relationships with agency network and clients directly as well as align the region’s sales operations with the direction, vision, systems, standards, and expectations of Google Audio overall operating philosophy.

Last month,, via Barry Schwartz, reported on a first-hand Google demo of its integration of dMarc Broadcasting with a new Google Audio ad product:

They demonstrated the product and gave an overview of how they are able to dynamically generate and change commercial content according to demographic and what is currently going on in the geographic area of radio stations. Their example - if its really hot in one area, McDonalds may not want to roll their regular burger ad, but instead an ad for their cool drinks and frozen treats would be played. The overall feel was to make radio advertising more accessible and targeted for everyone.

They cited that most radio advertising campaigns require a $20,000 spend, and when people are not willing to spend that it’s hard for them to break into radio advertising....would enable people with a $200 budget to break into radio advertising...

The inclusion of reporting and content creation tools was discussed as well as a way to help advertisers track and account for their radio advertising as well as create their own audio content for the system.

It looks like Eric will soon be able to buy his pair of pants!



UPDATE: New Google Audio Ads: pay for placement set pricing, not auction?