Google Audio Ads Opens Up Radio Testing
About twenty advertisers are taking part in a new beta test of Google Audio Ads, ClickZ writes.
The advertisers are uploading 30-second radio ads, in MP3 format, which will air on around 700 radio stations.
Google Audio Ads are sold on a CPM basis through the AdWords platform, and advertisers can target on factors like geographical market and time of day. Reporting functions disclose which stations ran ads and when, and real-time air checks are available, a bit of a novelty for interactive marketers who have grown used to not seeing their non-search executions.
It’s somewhat interesting that the ads will be on a CPM and not CPA (cost per action) model. I thought Google’s plans were to shake-up the advertising industry by bringing their AdWords model to other channels. Instead, a CPM model suggests that Google’s not confident they can make money on a CPA basis on anything other than search.