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May 18, 2007

More on Radio Advertising with GoogleAudio

http://blogs.zdnet.com/micro-markets/?p=1355First things first. Reading our last two blog posts might give you the idea that we're anti GoogleAudio for radio advertising. That's not true. GoogleAudio can, and likely will, play an important role in the world of radio advertising. From what we can tell so far, it can do a great job providing radio advertising services to people or businesses with very small and/or inconsistent radio advertising budgets. There are a lot of people who want to advertise on radio but don't have a big enough budget to work with a radio agency. GoogleAudio fills that void and we're all for it.

Now, let's take another look at one of the statements made by Google CEO Eric Schmidt in his interview with USA Today journalist Jefferson Graham.

Q: The beauty of the online advertising model is that advertisers know whether or not an ad has been effective. They only have to pay if someone clicks on the ad. How can you bring relevancy to radio?

A: Advertisers can target the listener by driving them to a toll-free number or website address, and that should produce an uptick in the product demands.

Measuring results is a critical aspect of building radio advertising campaigns. A robust, customized database tracking system is the backbone of our ability to rapidly distill what works and what doesn't for a client or campaign. That's important because it saves a lot of time and money for our clients. On top of that, the ability to create and leverage a knowledgebase of what works and what doesn't greatly increases the chance and degree of success our clients achieve.

Schmidt and GoogleAudio are going to have to do a lot better than "that should produce an uptick in the product demands". The language is cost per lead ("CPL") and cost per order ("CPO"). How many orders did I get as a result of my $200 radio spot? Moreover, GoogleAudio clients are going to have to know how to evaluate that metric, CPO. Is a given result good or bad? Profitable or not?

Posted by Jeff Small & Brett Astor at 09:51 AM | Permalink