Google Sees Boost In Radio Advertising Opportunities

Google to Boost Scope Of Radio-Ad Sales Business
By SARAH MCBRIDE November 8, 2006; Page B3. The Wall Street Journal

Google Inc. is preparing to sharply increase the scope of its radio-ad sales business, beefing up sales staff and angling to sell a lot more advertising on stations owned by big radio companies.
In coming weeks, the Mountain View, Calif., Internet company will announce a test that will eventually lead to a service allowing anybody to use the Google Audio Ads service to purchase radio advertising, much as anybody can use the company's AdWords service to place text ads that pop up alongside Google searches. The service is currently limited to advertisers that work through a Google sales force to tap into some stations at a small number of radio groups, including Emmis Communications Corp. and Greater Media Inc.
Google's move follows this week's launch of a test with print advertising that allows a group of advertisers to place ads in daily newspapers simply by logging on to a Web site and bidding for space. The initiatives highlight Google's broadening ambitions in the advertising space.
If the radio service catches on, it has the potential to reach thousands of new advertisers around the country that are typically ignored by radio sales teams. Mom-and-pop businesses could hawk their products on-air by simply uploading an audio file or slotting their name into generic, prerecorded ads for florists, dry cleaners and the like that Google could make available for an extra fee...read more: here

11/08/2006 08:26:00 AM

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