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May 16, 2007

Google's Future is Radio According to Schmidt

We've been beating the "radio advertising is a huge opportunity" drum for a long time. But hey, we're biased, right? After all, we're a radio advertising agency.

So if we're wrong in claiming that radio advertising is the best kept secret in the advertising world...

Then why did Google choose to go after radio so big?

CEO Schmidt revealed why in an interview publised in today's USA Today:

Q: You say this will be a "breakout" year for Google and radio. Why?

A: Radio is greatly undermonetized. Look at the time people spend listening to radio, vs. the money currently being spent to advertise on radio -- it's out of whack. Radio can be so much bigger.

We LOVE Schmidt's quite basic and irrefutable case for radio's potential.

But hold on a minute.

Recognizing the potential is one thing. Realizing it is another. And Google's ability to execute what needs to be executed in order to bring about radio's potential is still another. There is plenty more in the interview that is relevant to these issues and we'll be commenting on those in part 2 of this post tomorrow.

Posted by Jeff Small & Brett Astor at 06:21 PM | Permalink