Google: No More Radio Ads
Google: “We have decided to exit the broadcast radio business and focus on online streaming audio“; http://tr.im/g1td
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Gerrit Eicker 08:08 on 13. February 2009 Permalink |
Google: “We will use our technology to develop Internet-based solutions that will deliver relevant ads for online streaming audio. We are dedicating a team of people at Google to explore how we can best add value for advertisers, broadcasters and listeners in this emerging advertising space. In addition, we will continue to invest in our growing TV advertising business, where we can measure audience response and help advertisers understand how effective their ads are.”
NYT: “Google said it was ending its radio project, Google Audio Ads, because it had failed to live up to expectations. Up to 40 people are expected to lose their jobs. – It was the second time in two months that Google had killed a program meant to expand its advertising business offline, suggesting that the appeal of Google’s automated model for selling ads may be far more limited than the company once hoped. … Three weeks ago, Google ended its Print Ads program, which sold spots in newspapers. Only one of Google’s offline advertising initiatives survives – the more ambitious effort to sell TV ads.”
TC: “Google says it will still continue to pursue its dreams of serving better TV ads, but it is not clear Google is making much progress on that front either.”
pC: “Google didn’t offer a specific reason for its decision to abandon radio ads. But even the search giant has been affected by the economic downturn and radio, like newspapers, have been struggling mightily. As UBS Equities analyst Matthieu Coppet stated in his revised media ad spend report yesterday, radio ad spend is expected to fall 8 percent this year.”
AdAge: “The idea behind Google Audio Ads, as it was with Print Ads, was to make buying ad inventory much more efficient for the smaller advertisers that have been instrumental in growing Google’s search-ads business and find new ways to match relevant ads to audio content. But one big problem? It was easy to trace return on investment on the click-based web – not so much in radio or print.”
Mashable: “Meanwhile, the loss on the dMarc buy probably wasn’t huge by Google standards. The deal for dMarc was initially for $102 million, with incentives that could’ve pushed the total value of the acquisition to more than $1 billion. With the shutdown of Google’s broadcast advertising program, it’s safe to say that those incentives weren’t reached.“