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December 14, 2006

The Radio Advertising Agency and Google: Friend or Foe?

It turns out that Google is facilitating radio ad production services along with its new radio advertising venture, Google Audio. According to many blog posts:

"Google is also testing a program that will link up inexperienced radio marketers with professionals who can help them create a radio ad."

It will be interesting to see who Google selects to provide these creative services. After all, successful radio advertising requires excellent radio ads, not just low cost media placement by Google. One without the other doesn't result in success. For more information on this, see our articles on this topic.

The bottom line, though, is this: unless a radio agency owns the technology and infrastructure required to capture and analyze radio advertising data, you won't have the capability to know what works and what doesn't in radio advertising. Is Google going to choose radio agencies or creative service providers who know what works in radio commercials?

Posted by Brett Astor at 01:10 PM | Permalink