The Biz

Earlier today, we wrote about Google Audio Ads. Here's a follow up post to show you how it works!

The following PowerPoint slides explain how Google Audio Ads work, and what you can expect from Google in the very near future.

.: How Google Brings Advertisers and Radio Stations Together

From the slide, you can see that Google has positioned the Audio Ads system to serve both top-level advertisers, as well as the advertising agencies themselves. The graphic also shows 75% of the transactions coming from the agencies, and only 25% from independent advertisers. This is likely because advertising agencies already have media planning and media buying personnel, not to mention existing relationships with local and regional radio stations.

It also appears that only the advertising agencies will have the opportunity to target specific radio stations and broadcasting networks.

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.: How Google Delivers Ads to Radio

1. Station inventory management system and studio log.

2. Google links electronically with stations to search for inventory that fits advertiser criteria.

3. Inventory is paired with Advertiser requests, to be called "Google Avails".

4. Google delivers automated order to radio station and reserves the ad inventory.

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.: Google Audio's Current Footprint

* 800+ stations
* 4200 stations targeted
* 87% US coverage
* Coverage in 19 of the top 25 markets

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.: Will Google Audio Ads Succeed?

So far, I'm a fan of Google Audio Ads. The concept is simple is should prove to be a winner in the marketplace.

However, I see a few potential stumbling blocks that may need to be overcome to for Google Audio Ads to gain mass advertiser acceptance.

Questions for Google Audio Ads Team

* Does Google buy blocks of advertising so that advertisers can choose from a variety of stations and tim slots or is the ad inventory just unwanted (unfilled) air time?
* If two advertisers want to buy the same spot ( inventory ) does that trigger a bidding war?
* What format are the ads in? MP3, WAV or AIFF?
* Since audio files are significantly larger than text files, is Google going to host the audio files too? Is there a limit on file size, or amount of storage per account?
* Where are the voices coming from and is Google going to maintain editorial control?

.: What's Next?

Subscribe to this blog via email for more info on Google Audio Ads.

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Note: PowerPoint slides courtesy of Donna Bogatin at Digital Micro-Markets

Technorati tags: google | google audio ads | audio ads | audio adsense

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