Google Serving Advertising Via XM Satellite Radio
The future of Google’s Radio Advertising network, dMarc, has come with Google reaching an agreement with XM Satellite Radio. XM will introduce commercial advertising inventory on XM’s non-music channels to Google’s extensive advertising base through Google’s dMarc media network.
Google advertisers will now have a simple, automated way to reach XM’s millions of subscribers nationwide and XM will have access to Google’s large and small advertisers to offer relevant, targeted messages to their subscribers. After months of trials, the new platform is now in full production giving Google advertisers distribution through XM Satellite Radio.
As part of the deal, Google advertisers will have a simple, automated way to reach XM’s millions of subscribers nationwide and XM will have access to Google’s large and small advertisers to offer relevant, targeted messages to their subscribers. After months of trials, the new platform is now in full production for dMarc advertisers. Google AdWords’ customers will be able to place terrestrial and satellite radio spots when the dMarc platform is integrated into AdWords targeted for fourth quarter of this year.
“XM is excited about the opportunity to leverage Google’s extensive advertising base to open up a new revenue stream while providing marketers with a new way to reach consumers in an environment of compelling content and limited commercial loads,” said D. Scott Karnedy, senior vice president, sales and marketing solutions, XM Satellite Radio.
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.
Still an ambitious and experimental plan, 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.
“This partnership with XM Satellite Radio will provide a powerful marketing and distribution tool for Google advertisers,” said Ryan Steelberg, Google’s head of radio operations. “By providing access to XM’s premier satellite audience, Google advertisers will have an easy way to target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner.”
