Comments on: Google to buy radio ad company

The search company, long a heavyweight in Internet advertising, to pay at least $102 million for DMarc Broadcasting.

[Dead Soulman]

Bow Down Before The One We Serve

That's right, Google just went into radio. And to those skeptics out there that think that radio is dead.... think again. Also, to those who went with satellite radio to get away from commercials... just stand by.

Radio advertisement is strong. And as popular and convenient satellite radio is, it won't destroy terrestrial radio. Besides, it's only a matter of time before satellite radio starts to add more commercials and create a "premium" section which will cost more. Satellite radio won't be profitable until it starts to sell radio time. I foresee satellite radio going the way of satellite tv.

I'm a big fan of technology. But, the economic realities of any consumer-based technology is that sooner or later, ads will have to become part of it. Satellite radio will never come out of the red, until they start to bring in all those ads.

Just wait for Google's next move to go after a print ad company. It's a matter of time before Google becomes the biggest ad agency in all mediums.

No I don't own a single penny of Google stock. But, I do admire their bravado.

[TV James]

Confused...

How will they bring "targetted and measurable" advertising to radio?

I'm guessing it refers to digital/satellite radio? Or do they mean systems that will listen to what the DJ is talking about and play ads that are related? GPS so you hear about the McFlurry special happening at the McDonalds across the intersection?

"If you want to learn more about laser eye surgery, press preset #1 on your car radio now."

[jbrannan]

Why dMarc

dMarc makes automation systems for Broadcast radio stations that can be tied together to push commercials and instructions on how to play that commercial over a WAN / the Internet. dMarc also manufactures a system that simply distributes the audio and play instructions to stations that don't use their automation system.

I would assume Google could somehow determine the location of where clicks on AdWords are coming from and then inform the client "hey - you should buy radio time here, which by the way - we can help you do".

[TV James]

thanks

Ok, that makes sense. Thanks for the explanation.

[TV James]

cursed news.com

once again, hit the "reply to story" instead of "reply to comment" button. argh.

News.com - if you're going to put the links side-by-side, then we need a move-up and move-left/move-right buttons to fix our incorrectly located comments.