January 19, 2006

Google is taking its automated keyword, geographic, and demographic advertising beyond Internet search, contextual advertising, and print ads and onto one of the most targeted form of media in the US, radio advertising.

Google has officially announced that it has purchased the Google AdWords of the radio industry, acquiring dMarc Broadcasting, Inc.

For those of you who are familiar with Google AdWords and the almost instantaneous set up of geographically targeted purchase oriented search advertising which Google offers and Microsoft is about to turn upside down, then even if you’ve never advertised on the radio, dMarc may sound familiar to you.

dMarc connects advertisers directly to radio stations through its automated advertising platform (think Adwords).

The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns.

For broadcasters, dMarc’s technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements.

In the future, Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers.

This will wholeheartedly knock the world of direct response and local search marketing on its knees, opening up a new medium of radio advertising to Internet advertisers and the world of radio advertising is a world of demographic numbers, equally suiting Google as it does its ROI and mathematically driven advertising base.

“Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media,” said Tim Armstrong, vice president of Advertising Sales, Google.

“We anticipate that this acquisition will bring new ad dollars and accountability to radio by combining Google’s expansive network of advertisers with dMarc’s talented team and innovative radio advertising technology.

We look forward to working together to continue to grow and improve the ecosystem of the radio industry.”

Source: Search Engine Journal

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