Report: Google Begins Testing Radio Ad Service

Testing Ad Service

GOOGLE INC. today (12/7) announced it has begun testing its radio advertising service, which it says will help sell ads on more than 700 radio stations in more than 200 U.S. markets, the ASSOCIATED PRESS reports. Potential advertisers were reportedly shown documents in which GOOGLE says it hopes eventually to sign up more than 5,000 stations.

AP's article points out that GOOGLE will lag behind other radio ad placement services like SOFTWAVE MEDIA EXCHANGE, which says it has enlisted more than 1,500 stations with a combined daily audience of more than 9 million listeners. GOOGLE did not say how many advertisers are involved in in the tests or set a timetable for opening the service.

In response to the article, SWMX COO BILL FIGENSHU told ALL ACCESS, "Until we see the platform it would be hard to comment. It is becoming clear that the differences between GOOGLE and SWMX are vast. Their limited audience and remnant focus make for tough comparisons. Advertisers expect wide distribution across many types of media. Our 10 million radio listener advantage over them gives advertisers the choice they need to plan their radio media. This advantage extends beyond remnant to a full run of leading broadcasters nationwide. We already feature a local cable, political, Spanish, and, soon, full access to local broadcast TV. We are all about advertiser choice and listener/viewer diversity. SWMX is MEDIA. But we love GOOGLE MAPS to plot our 10 million listener advantage over GOOGLE audio!"

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