Google’s Radio Testing
About twenty advertisers are taking part in a new beta test of Google Audio Ads, ClickZ writes.
The advertisers are uploading 30-second radio ads, in MP3 format, which will air on around 700 radio stations.
Google Audio Ads are sold on a CPM basis through the AdWords platform, and advertisers can target on factors like geographical market and time of day. Reporting functions disclose which stations ran ads and when, and real-time air checks are available, a bit of a novelty for interactive marketers who have grown used to not seeing their non-search executions.
It’s somewhat interesting that the ads will be on a CPM and not CPA (cost per action) model. I thought Google’s plans were to shake-up the advertising industry by bringing their AdWords model to other channels. Instead, a CPM model suggests that Google’s not confident they can make money on a CPA basis on anything other than search.
Andy Beal is an internet marketing consultant and considered one of the world’s most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.