Inc. said it has begun testing radio ads in the U.S. with a small group
of its online keyword-search advertisers, a move that follows the
completion of its lengthy integration of dMarc Broadcasting Inc.
Google agreed to acquire dMarc early this year for
$102 million in cash and to pay more than $1.1 billion over three years
if dMarc meets certain targets. The move was one of several designed to
take Google’s wildly successful online ad formula into the realm of
The Mountain View, Calif., company said the online
interface it has created for selling audio ads will help make
advertising on radio more efficient and cost effective.
"You’ll be able to target your customers by location,
station type, day of the week, and time of day," wrote a member of the
Google Audio Ads team on the company’s Inside AdWords blog. "After the
radio ads are run, you will be able to view online reports that tell
you exactly when your ad played."
The ads can by played on "hundreds" of radio stations
across the country, Google said. Using the online interface,
advertisers will be able to set a weekly budget and define their
campaigns, and then Google will let customers see and alter how their
ad budgets will be spent.
Test participants are being asked for 30-second MP3
files of their radio ads, which must conform to Google guidelines on
content, including relevance and accuracy.
Google said it will use the test to gather feedback to
improve product features. It hasn’t set a date yet for the product’s
wider availability to AdWords advertisers