Slashdot is powered by your submissions, so send in your scoop


Forgot your password?
Google The Internet Businesses

Google Jumps into Radio Advertising 97

Luke PiWalker writes "Just days after Microsoft announced its online advertising entry, Google has announced their entry into the radio industry. Google announced today that it has signed a deal to purchase dMarc Broadcasting Inc. for a cool $102 million. The deal will allow Google to enhance its presence in the advertising industry over to the radio industry. What's even more interesting is that Google says it plans to integrate its highly successful AdSense program with those from dMarc. The Google and dMarc deal is expected to close at the end of the first quarter, 2006."
This discussion has been archived. No new comments can be posted.

Google Jumps into Radio Advertising

Comments Filter:
  • Well (Score:5, Informative)

    by Hopieopdepaus ( 884724 ) on Wednesday January 18, 2006 @06:34AM (#14498086)
    People who didn't read this yesterday ( 01 []) happily thank you for the reminder.
    • Meh, Its not that big a deal that its a dupe methinks.... there's been a lot more time for people to analyse this news.

      For instance, this article [] in the register makes this interesting point:

      Digital radio is simply an MPEG stream, and contextualizing digital streams, and injecting advertisements into them is Google's core competency - and not some untethered spacewalk into the unknown. And while creative agencies are certainly looking at the growth of paid web search with some trepidation, Google has shown

      • First off, the state of radio: ClearChannel is reducing (or has reduced) the number of ads they run, XM and Sirius are making fast gains. The future of radio advertising is looking bleak. A lot of radio ads are sold by salesmen, with high costs. Radio basically consists of pop music and a lot of fractured markets like country, rock and rap. Every day, more of those fractured markets change to pop hoping to get more listeners and consequently more advertisers. If your goal is to make a market out of the sale
  • by i8puppies ( 910027 ) on Wednesday January 18, 2006 @06:40AM (#14498106)
    Crap crap, Google isnt on the front page anymore!
  • by Viol8 ( 599362 ) on Wednesday January 18, 2006 @06:43AM (#14498113) Homepage
    A lot of googles success to date has been because it was a small(ish) lithe
    fleet footed company that managed to wrongfoot the large sluggish opposition
    corporations such as MS that find it almost impossible to make snap decisions.
    However recently google seems to be putting lots of fingers in lots of pies
    and getting rather fat. I'm wondering how long before this golden child of
    the dot come revolution turns into yet the type of fat bloated corporation
    that its founders we so successful in outdoing....
    • by Anonymous Coward
      I hope you realise that people have been saying this just about every time Google does something new. And guess what? It still remains the best search engine and the front page hasn't changed a damn bit. When you go to you still get the same service you've gotten for years. But hey, maybe you're right, maybe it's THIS activity that will be the great downfall of Google. Give me a break.
    • Not it at all. (Score:3, Insightful)

      by lheal ( 86013 )
      In business, there are two conflicting necessities: stay with what you know, and diversify. You have to stay with what you know or the competition (in areas you don't understand) will eat you alive. You have to diversify, or grow stagnant and then die when your niche has a downturn.

      Google is diversifying, while staying in the ad business. It's not like they bought a shoe company or something. The cliche they'll use is probably "synergy".
    • The best thing about Google is that it still has a 'new company' feel to it. That means it doesn't have a defined core market, core audience, core products, and hence it feels free to do anything it feels like.

      The very fact that Google has managed to do so much and to put its fingers into so many pies is a testament to the nimbleness of the corporation. I'd like to see the News Corporation, AOL or Microsoft (all of whom desperately want to be big internet players and have the money to do it) come up with as
  • by Stan Vassilev ( 939229 ) on Wednesday January 18, 2006 @06:47AM (#14498129)
    Who knew "Opposites Attract" was written about Google & Microsoft? There we go, read and compare:

    Baby seems we never ever agree
    You like the movies
    And I like T.V.
    I take things serious
    And you take 'em light
    I go to bed early
    And I party all night
    Our friends are sayin'
    We ain't gonna last
    Cuz I move slowly
    And baby I'm fast
    I like it quiet
    And I love to shout
    But when we get together
    It just all work out

    I take-2 steps forward
    I take-2 steps back
    We come together
    Cuz opposites attract
    And you know-it ain't fiction
    Just a natural fact
    We come together
    Cuz opposites attract
  • Just search the site, will ya ? To begin with, you can limit it to the frontpage for the last 7 days. Even that would be an improvement.

    Screw it. Just search the actual, current frontpage.
    • []

      Google Jumps into Radio Advertising
      On January 18th, 2006 with 45 comments
      Luke PiWalker writes "Just days after Microsoft announced its online advertising entry, Google has announced their entry into the radio industry. Google...

      Google To Buy Radio Advertising Firm
      On January 18th, 2006 with 144 comments
      M3rk1n_Muffl3y writes "According to the BBC Google is buying US radio advertising firm dMarc Broadcasting for an upfront payment of $102m (£58m), rising...
  • I was listening to an episode of This Week in Tech the other day and Leo kept mentioning someone's theory that Google's true goal is to get AdSense everywhere.

    This move just seems to back up that claim.

  • Here's my dupe [].

    What he said!
  • by Anonymous Coward on Wednesday January 18, 2006 @07:06AM (#14498174)
    Just take one of those Trauma Pills and it will all be beter tomorrow.
  • Anyone else notice that the submitters site is an anti-slashdot site?
  • Why don't (Score:1, Interesting)

    Slashdot implement something like Digg so when the editors have a story in front of them it will tell them "Are you sure it's not a Dupe, these similar stories have been submitted recently..etc.etc"
  • other avenues (Score:2, Insightful)

    by DarkClown ( 7673 )
    So now I'm wondering what this rumored google cube is going to be be like - if the os will be dynamically branded, and I'm also curiouser and curiouser about tv ad opportunities they're sure to persue. Y'know, they could save tivo's butt - what if there was a google ad that popped up when you were pausing or fast forwarding or whatever - tivo should have tons of the kind of data that google is basing their contextual ads on. I gues what bugs me about the radio thing is that it doesn't seem to lend itself t
  • Look at the link! (Score:5, Interesting)

    by putko ( 753330 ) on Wednesday January 18, 2006 @07:22AM (#14498220) Homepage Journal
    Look at the link on the submitter: []

    And then you'll see articles like this one:

    "The Problem With Slashdot
    Everyone seems to be bitching about Slashdot these days. Whether it's dupes, digg farming, **Beatles-Beatles spam, or even yours truly, everyone has something to whine about. The problem is that none of these things are really the problem (oops, that's a thinker, don't hurt yourself slashbots)...."

    So it seems this guy is working in the spirit of [] -- but even sneakier -- the guy gets a dupe posted, where it links to his "how to fix Slashdot" webpage.

    What a PLAYFULLY CLEVER bastard!
    • The email from CmdrTaco to ScuttleMonkey should be an interesting read.

      Dan East
    • Ya, but this guy has an absolutely brilliant idea.... I'll sum it up for you. Are you ready? He suggests that we should use mod points the way they were intended to be used []!
    • Re:Look at the link! (Score:3, Interesting)

      by Tim C ( 15259 )
      And then, as if by magic, the link disappeared, with nary a word from the editors.

      Editors, it's your site. You can do whatever you like with the submissions, and I can certainly understand you removing that link now that it's been brought to your attention.

      However, at the time of my writing this, the only comment rated at +5 is the one I'm replying to, commenting on the link. Surely it's only polite to update the article summary to add something about having removed the link? Otherwise putko starts to look
      • Honestly, I've just come to accept the dupes and such pretty much. And I don't think they're in danger of bringing down the site or some such nonesense.

        But removing commentary from your detractors is a pretty big turnoff, especially when they've just shown a good lesson of how they are probably right.
  • Last time tried that with magazines, but I swear all the links I clicked on were broken.
  • One post letting everyone know this is a duplicate is enough.

    What's the big deal with duplicates anyhow? If someone didn't see it yesterday, they'll see it now, and if someone _did_ see it yesterday; they don't have to RTFA, ya know?
  • Yesterday I was asking why people get so worked up over dupes and today I experienced a glimmer of rage on the sight of this story especially since it is still in the older suff section on the front page. Went away quickly though. What are you people doing to me?
  • From the press release: "In the future, Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers."

    For the advertisers, it makes perfect sense: they can deliver the ads across the web, on print and radio. Expect TV support within 2007.
    • Not only that, but think of applying Adwords to Podcasting? There are lots of podcasters out there looking for a decent business model to support their programming or whatever you call it. Google could be positioning themselves to do just that.
  • Not *Truely* A Dupe (Score:3, Informative)

    by ObsessiveMathsFreak ( 773371 ) <obsessivemathsfr ... .net minus physi> on Wednesday January 18, 2006 @07:51AM (#14498294) Homepage Journal
    To be fair, yesterday's story [] linked to press reports on Google's purchase. Today's links are to Google's own press release on the story.

    Nonetheless, a simple "following up on yesterday's story", would do a lot to increase confidence in the editors. However, doing that would require ScuttleMonkey to actually read the front page.

    Sorry if that sounds a little snide but I am seriously trying to hold back the flames of fury here. I wish 'Taco would hurry up with the next Slashback.
  • I have googles ads on some sites. The biggest problem with them is that they are ugly and cannot be integrated into site layout and I guess some people don't even read them because of the ugly layout.

    Another thing I would like to see is what the actual profit share percentage is but that's another story...
  • Community (Score:2, Insightful)

    Maybe we can get the Slash guys to incorporate a feature that would let the registered userbase label a submission a duplicate.
    Once a certain number of users have done that, the two articles in question will be merged, one will be removed or something.

    Something must be done, cuz I'm tired of all this complaining everytime it happens, but nothing gets done.

    Doing something like this will keep Slashdot relevant, in an age where 2.0 rules the Net.

    Let's do something! Yesterday!
    • Once a certain number of users have done that, the two articles in question will be merged, one will be removed or something.

      Simplest would just be to leave it live, but take it off the front page. Any threads people were invested in could continue as they received notifications of replies they get a link to the page to read/respond.

  • by Anonymous Coward
    I can't believe Google got suckered into buying the same company twice in two days.

    And I don't know how dMarc thinks they're going to get away with that, what with all the press attention the two sales have received.

  • NOT a dupe (Score:1, Informative)

    by Anonymous Coward
    To the people who complain that this is a dupe: This is not a dupe. the last one was about google planning to buy, this one is about actually signing the agreement.
  • Adsense (Score:3, Interesting)

    by SleepyHappyDoc ( 813919 ) on Wednesday January 18, 2006 @09:05AM (#14498562)
    While this is certainly news, I'm surprised that the integration of Adsense comes as a shock to anyone. Since I highly doubt we'll see "Go to Google for more information. Type Aitch Tee Tee Pee colon slash slash double you double you double you dot gee oh oh gee el ee dot see oh em.", the only other 'content' to deliver by radio is ads supplied by customers for their product, which would require some kind of integration with their existing system (Adsense). My crystal ball doesn't tell me if this will be a successful experiment, but I highly doubt Google will use it to advertise Google.

    And "Pee colon slash" sounds pretty awful, anyways. ;)
    • I would imagine that google can help radio adverts by contextualizing them.

      If your advert is one amongst hundreds in the adsense basket (ie, Sleepy Happy Docs Good night tablets) it makes no sense in your advert being playing at 8pm on a Saturday night whilst the heavy dance music is playing, but what if during a talkin show at 3pm somebody is talking about lack of sleep, your advert would be PERFECT there, and more likely to gain sales.
      Sure, you could just target your advert for the middle of the night, bu
  • I realize this strengthens Google's position in a market it has been in for a while, but given the other recent developments in Google's business, what is the strategy here? Is this some type of hyper-diversification?
  • Mr Monkey, or can I call you Scuttle, this [] may be of use in the future.

  • It's a new Slashdot feature that allows you comment AND moderate on the same topic.

  • by JFlex ( 763276 )
    Google is taking over. They are an innovative company that's the size of Microsoft with the brilliance of Apple. Just think about it, they're dipping their hands in to everything: email, maps, advertising, media, etc. There's no stopping them. Not that I'm complaining or anything, Google's services are a part of my everyday life and I don't see that changing anytime in the near future.
  • I highly recommend the book Crossing the Chasm for the tech lovers around. To apply its lessons to this articel ... Satellite radio has ended its "early adopter" phase, and with the recent signing of Howard Stern (and no doubt future signings of other larger-than-life radio celebs) have probably made a successful leap over the Chasm of Uncertainty. In short, it is here to stay at least for the time being, but the amount of future success it will attain is dependent on how many more adopters it can acquire
  • Just because you have the money doesn't mean you need to buy the entire advertising firm just to run a few advertisements!
  • Hi, it is very interesting to follow the google expansion. They make products for everything now: Google talk, google earth, google video, google search, google picasa and more and more. Where does it will stop??? Since many years they never stop to creates good products that kill the competitors right away! Have you ever try Google earth and compare this one with equivalent softwares? It is better that's it that's all! Same thing for Google searh!!! What to thnik about that? I have no idea but i think th
  • I had hoped the radio landscape was already saturated by mega-billion dollar corporations, sadly Google is joining them. I never thought I would say Clear Channel and Google in the same sentence.

Trap full -- please empty.