Google has seemed particularly low-key, at least publicly, about its radio ad program, probably due to the bad press it got when the Steelberg brothers left. "Google is probably taking a very long-term view with these projects," he said. Google's forays into non-Internet advertising, which also include TV and newspapers, are unlikely to yield meaningful revenue for probably at least two more years, said industry analyst Greg Sterling of Sterling Market Intelligence. "The big idea is that by improving the targetability of radio ads and bringing a new level of accountability and measurability, we can bring new advertisers to the radio industry," Woods said.
Google doesn't disclose the revenue its radio business generates, but Jim Woods, director of product management for Google Audio, said the company is pushing ahead with its efforts, convinced it can improve the way radio advertising works. The radio efforts also have gotten some bad publicity, particularly when dMarc's co-founders - former Chairman and CEO Chad Steelberg and his brother, Ryan Steelberg, dMarc's president - left Google in early 2007 in a rather abrupt way and apparently not cordial terms. Google has 1,600 radio stations in its distribution network, and the program is open to U.S. Google, eager to diversify beyond search engine ads, entered the radio advertising market almost two-and-a-half years ago when it bought dMarc. The other two pieces are Google Audio Ads, which lets marketers create and manage radio ad campaigns, and AdSense for Audio, for radio stations that want to carry the ads. Radio automation is one of the three main pieces of Google's radio business. Google Radio Automation will combine the functions of Maestro and SS32 and offer a slate of enhancements, such as an open software platform and a three-tier computing architecture.
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