Last month, SEOmoz.org, via Barry Schwartz, reported on a first-hand Google demo of its integration of dMarc Broadcasting with a new Google Audio ad product:
They demonstrated the product and gave an overview of how they are able to dynamically generate and change commercial content according to demographic and what is currently going on in the geographic area of radio stations. Their example – if its really hot in one area, McDonalds may not want to roll their regular burger ad, but instead an ad for their cool drinks and frozen treats would be played. The overall feel was to make radio advertising more accessible and targeted for everyone.
They cited that most radio advertising campaigns require a $20,000 spend, and when people are not willing to spend that it’s hard for them to break into radio advertising….would enable people with a $200 budget to break into radio advertising…
The inclusion of reporting and content creation tools was discussed as well as a way to help advertisers track and account for their radio advertising as well as create their own audio content for the system.
I like the idea behind making radio commercials more relevant. That’s necessary.
But the McDonalds example seems pretty weak to me. Plus – Home grown, client produced commercial audio? Bleh.
Not exactly what broadcasting needs in a push-button “infinite dial” universe.
I’d love to see Google get in the biz to raise the relevancy, accountability AND effectiveness of radio advertising.
I’m not sure how this system gets past cranky traffic departments to get content updated though. Anyone know?