Are You Ready for the Google Radio Wave Invasion? - Rocky Start in Store?
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One side-note that I'm curious to learn more about is what unit of measure Google will use for delivering these targeted ads. With AdWords, Google simply counts clicks, and charges a set amount for each click-through. But with radio ads, the mechanism will not be as easily quantified. If I had to guess, I would say that the model that will be employed should involve CPM (cost per thousand deliveries of said advertisement).
Unfortunately, since I don't have access to the dMarc interface as of yet, I cannot give a definite answer. But it's a topic that has truly piqued my curiosity. I'm sure that once the beta finally rolls out, this and many other questions will begin to be answered with a much higher degree of clarity.
Unfortunately, as I mentioned before, at this point, I think that even the folks at Google don't have a definite grasp on how they will go about executing this proposed radio advertising revolution, so don't expect things to go smoothly right away. The bottom line is to approach advertising via Google dMarc with guarded optimism.
Google's grand ambition is to take over advertising on all facets of mainstream media, which includes online (which they already dominate), print, television, and radio. However, an undertaking of this magnitude will likely take years to accomplish, and that's assuming that it ever comes to fruition. In fact, some pundits believe that Google has bitten off more than it can chew by attempting to transition their AdWords platform to radio, and that their progressive approach to advertising will never catch on because it flies in the face of the establishment over at Madison Avenue. They also point to Google's unmitigated failure (three times over and working on a fourth) in penetrating the print market.
But it would be senseless to ignore this advertising avenue, when and if it begins to roll out, especially when you consider the success that Google has had since its inception.
The bottom line is this: if AdWords works for your business now, there's a good chance that dMarc will work for your business in the future. It's still too early to get a clear fix on what to do and when to do it, but keeping abreast of the latest developments and employing a pioneering and adventuresome spirit could pay huge dividends if and when Google finally does begin taking over the radio waves.
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