Google Radio

In its ever-reaching search for expansion, Google never fails to surprise. Not content to dominate just internet search, internet advertising, and half a dozen other internet-driven areas, Google has recently announced that it has reached agreements with U.S. radio goliath Clear Channel to bring advertisers' ads to the airwaves.

Google is implementing what is known as Google Audio Ads to its advertisers. Like other forms of Google advertising, Audio Ads is keen on allowing advertisers to choose which specific demographics and geographic locations that they would like to target. While Google uses its powerful and innovative search algorithms and widespread worldwide influence to accomplish this feat on the World Wide Web for its Adwords advertisers, Google has sought out the obvious partner in its initiative to dive headlong into airwaves advertising in Clear Channel.

Clear Channel is a company that capitalised on relaxed FCC codes several years ago that previously kept companies from buying radio stations in multiple regions. When the codes were finally lifted, Clear Channel went on a buying spree, gobbling up independently owned radio stations across the country in an effort to dominate the market. Many critics say that Clear Channel has effectively watered down terrestrial radio as an effect of the buyouts, but there is no doubt that the influence has made an impact. Many radio stations that were previously struggling jumped at the chance to sell out to the growing company.

Popular or not, Clear Channel's broad reach is perfect for Google's plan to allow its advertisers to "cherry pick" their target market with 30 second spots on the airwaves. Since Google has become known for allowing advertisers to focus solely on relevant websites and search criteria, it is no surprise that the internet search company is focused headlong into making that a reality for its Audio Ads customers as well.

Currently Google Radio Ads are being restricted to a limited number of Google Advertisers whilst the internet giant assesses the market for this service. Some industry pundits say that this is nothing more than Google spending a little of it's profits on a fun new idea and that the internet search engine would find advertising in the real world a lot different to online. Others say that Google brings such a fresh approach to it's ideas that this new venture might just work and open another avenue for small business advertising. Time will tell.