Google inked a deal with XM Satellite Radio on Wednesday that allows the search giant's AdWords clients to promote their products and services through XM spots.
The deal is the latest in a series of moves to expand AdWords, which specializes in site-targeted pay-per-click advertising, beyond a strictly online medium. In January, Google purchased radio ad company dMarc Broadcasting for $102 million, and last week Google-powered ads began appearing on terrestrial radio stations in Detroit.
With the dMarc platform, for which a U.S. patent is pending, many otherwise complicated radio advertising procedures--sales, scheduling and tracking, to name a few--are automated and simplified. Advertisements also can be sent directly from the advertiser to the radio station or network. Currently, the platform is available only to dMarc advertisers--not AdWords clients--but Google estimates that dMarc will be integrated into the AdWords software by the fourth quarter of this year.
The XM partnership is a major step in Google's foray into media outside the Web, as the satellite radio company boasts more than 7 million subscribers throughout the U.S.
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