Jan

17

Google Getting into Radio and/or Podcasting Advertising?

January 17, 2006 |

Google bought dMarc Broadcasting, a radio ad company, with 4600 stations using its ad scheduling and “studio automation” software. They sell a broad range of very sophiticated and highly specialised software solutions for the radio industry (voice tracking, time shifting, servers etc.).

I can’t help but think of them as an ‘evil’ company…

Here is part of the press release:

dMarc connects advertisers directly to radio stations through its
automated advertising platform. 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.

I wonder if this will be exanded into the podosphere as well. There are a few minor players out there, but I don’t think there is an industry leader at this point.

Danny Sullivan of searchenginewatch.com wonders:

Guess anyone still entertaining the notion of Google as a technology company
versus a media company can put that to bed. Putting ads on radio isn’t really a
technology business. Nor is it central to that mission of organizing the world’s
information. Neither is putting ads into print or slapping them up all over the
web, either.

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