August
07, 2006
Copyright Mediaware Infotech Pvt. Ltd. |
What
is the best thing to do when you attain mastery in your area of expertise?
Expand. Or better still, extend into other associated areas. That's
what Google, current master of the Internet seems to have been working
on for the past few years.
Google's first choice in traditional (offline) media was print, making
deals with a number of publishers to sell their excess space inventory
through Google Media. While it was nowhere near a runaway success,
the attempts resulted in instant (at times even negative) attention.
Long Range Plans
Today, more than a year after launching its foray in the print medium,
Google has announced its next venture into "offline" media : and this
time it is radio or more specifically satellite radio. And the big
idea ? To give (Google) advertisers a seamless "interface" to reach
the millions of subscribers of XM radio.
Google's plans if implemented, will extend the "reach" of its online
search advertisers to U.S.A.'s largest satellite radio service, XM
Satellite Radio. But as it turns out, this plan was in the making
for the past many months.
In
January 2006, in what seemed an vague, unco-ordinated move at that
time, Google had taken over dMarc - a small techno firm which specializes
in automating systems for radio advertising.
That the deal with XM Satellite Radio will be handled using dMarc's
technology reveals the depth of Google's long term plans to extend
Google AdWords to traditional media like radio.
With this deal, Google will effectively gain access to ad inventory
on XM's non-music channels!
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Context
Sensitive Spots
Imagine a
listener who is tuned to a news channel on his radio
set. The current program could be a report-cum-analysis
about the power shortage in California.
The program suddenly (some things will never change!)
breaks into an ad capsule to play a message from a battery
back-up manufacturer who has bid for the Google Adwords
"power shortage".
Welcome to the world of context sensitive radio spots!
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Reaching Out
While all this will extend Google's "reach" to radio, it will
also give XM Radio wide access to Google's range of advertisers -
to offer relevant, targeted messages to their subscribers. Besides,
it will also transform XM Radio from a subscription driven business
to a mixed ad + subscriber revenue model.
For Google, XM's server should be like any other server, except perhaps
that the delivery will consist of audio files and the delivery mechanism
will be through dMarc's proprietory software.
And since the content is digital, Google Adword clients should be
able to auto schedule & insert audio spots & messages on XM's Servers
just as it does with other Video & Audio servers. In the process,
increasing ad serving efficiency & decreasing costs over traditional
methods.
Finally
When can we expect context sensitive TV Commercials on Satellite Television
!
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Mediaware Infotech Pvt. Ltd.
The New Mahalaxmi Silk Mills Premises, Mathuradas Mills Estate, Opp
Kamala City, Senapati Bapat Marg,
Lower Parel (West), Mumbai 400 013.
Tel: 6660 2634 Fax: 24923765 Email : response@mediawareonline.com
Mediaware Gulf
P.O.Box No. 182620, Dubai Media City, U.A.E.
Tel: +9714 3681655 Fax: +9714 3688058 Email : m-e@mediawareonline.com
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