Google Taking Over The Ad Industry, One Media Buyer At A Time
from the audiophile dept
Google says it's started the first trials of its radio advertising platform, which allows advertisers to buy airtime and target their ads by location, station type, day of the week, and time of day. That's not quite the same type or level of context that something like AdWords or AdSense delivers, making you wonder what the value Google's adding here is. Back when it bought dMarc, the company whose offerings this product is based upon, we wondered how much more efficient Google could make radio advertising. Apparently, it looks like quite a bit: they're not really doing anything that a savvy media buyer can't do, but they've automated the process. Media buying isn't a purely quantitative science, for certain, and there are plenty of times where human intelligence and experience are helpful or necessary to determine when and where to place ads. But there are also plenty of times where it's a pretty mundane task, and automating the process of placing ads could offer significant improvements to productivity and efficiency by freeing people up from doing it (or at least minimizing the time they spend doing so), allowing them to spend their time on other, more worthwhile tasks. This seems like it could deliver much better results than Google's foray into print advertising. While the economics and the technology are a bit different than its web advertising, which will remain its bread and butter, the efficiency it delivers could prove quite valuable.