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Google To Buy Radio Advertising Firm

Posted by Zonk on from the google-in-your-ear dept.

M3rk1n_Muffl3y writes "According to the BBC Google is buying US radio advertising firm dMarc Broadcasting for an upfront payment of $102m (£58m), rising to a possible $1.14bn by 2009. Interestingly it comes soon after Robert X. Cringely's prediction that Google will soon expand into targetted TV adverts. It looks we are finally beginning to see Google's transition to mainstream media."

3 of 149 comments (clear)

  1. Re:Radio? When will generic-casting be dead? by dada21 · · Score: 5, Interesting

    Actually, you make a very valid point (maybe without realizing it).

    The radio ad-sales people are some of the best I've ever met -- in every market I've been in. Is Google buying up this aggressive sales company in order to accumulate the best sales minds and personalities to use to sell AdWords and other tools to advertisers?

    If you can't hire them away, buy their bosses out.

  2. Google.. how long before..... by Da+Zeg · · Score: 3, Interesting

    It gains the general mistrust and status of any other huge corporation. I love google, it's my gateway to the internet. I've always joked that Google==Research when doing assignments. I find it exciting and I really am happy for those involved in the immense success of Google, but on the other hand I can't help thinking that maybe it's getting too big now.

  3. Re:targeting on the radio.....dot...dot...dot... by JacksBrokenCode · · Score: 3, Interesting

    It does make sense if you think about the fact that Google is probably accruing much better statistics about what people actually want (via Google Local searches) without having to rely on guestimations and shaky demographic statistics.

    When Sam's Autobody opens in South San Francisco and wants to advertise, here's how the scenarios would play out:

    Traditional radio logic:

    "Our signal is based in San Francisco, has a radius of 25 miles and covers 900,000 homes and ranks 1st in Arbitron ratings with males 18-25. Males 18-25 have lots of accidents so you should advertise with us."

    Google radio logic:

    "Google stats show that people who searched for autobody shops on Local were heavily concentrated in the San Jose area and also searched for cowboy boots on Froogle and Travis Tritt fan sites. We'll put your AdSense ad on the web and also run a 30 second spot on all the country stations near San Jose."