Google AdSense for radio

Posted on by

I’ve been intrigued (anxious?) by Google’s plans for taking AdSense to radio but can’t seem to find out much about it. A Technorati search this morning took me to the Google Operating System blog (pretty sure it’s not connected to Google), and a post featuring excerpts from Google’s Q2 2006 earnings conference call, during which Google CEO Eric Schmidt said this about AdSense for radio:

“We are in the process of introducing AdSense for radio, which is essentially the integration of the dMarc Console and management tools into our advertising network. The dMarc team itself is fully integrated. We’re expanding it both in engineering and sales. We’re also doing it worldwide, not just in the U.S. There’s a number of very, very interesting deals being negotiated. They’re on an integration schedule of about three months from now, so every week there are more milestones, and they’re working very hard.”

From that post I jumped to an earlier one:

“Schmidt thinks that “when he is listening to the radio in his car, radio ads should personally address him about his needs. For example, while driving past a clothing store, a radio ad should remind Eric that he needs a pair of pants and instruct him to turn left at the upcoming clothing store.”

The GPS system should help radios deliver targeted ads based on information about the person. Google Maps could provide details about local businesses, the ads would be audio AdSense ads, while the information about user’s needs could be obtained from the searches or from his ToDo lists (a gadget for Google Desktop and Personalized Homepage).

dMarc Broadasting, recently acquired by Google, “connects advertisers and agencies directly to radio stations with a robust advertising platform that automates everything from sales to scheduling, delivery and report”. So this company is the first brick in the development of a new breed of radio advertising.”

Here’s what the dMarc website promises advertisers:

“dMarc Media Networks brings unprecedented immediacy to radio buys. Imagine the difference. In minutes instead of days or weeks, you can now build your own custom networks, selecting from 100’s of stations in virtually any market, through a single, source.

* Real time reports generated without human intervention
* Buy individual or multiple stations in one market or many
* Buy only those stations you really want
* Monitor feedback in real time
* Be notified instantly when ads play
* Upload spots anytime, in seconds, 24/7

I have no idea if dMarc can do all of that. Or, if radio station would want them to be able to do all of that. But I’m damned sure these are the things advertisers want and –increasingly– are insisting on.

The big question would seem to be, what’s the incentive for radio stations to participate in such a “network?” Station owners must be convinced they can make more money (or more profit) with Google AdSense than they can make on their own. IF …and it’s a big if… Google could find a way to sell EVERY ONE OF MY AVAILS…EVERY DAY… at a rate that didn’t jam me up with my local sales effort… then I might try it.

I confess it’s difficult for me to imagine that. But if Google (and others) can condition advertisers to expect measurable results and accountability — and that seems to be happening — who knows. Newspapers probably could not imagine a time when some oneline service could take away their classified ad revenue.

And during the 17 years I called on radio station managers, the #1 problem (at least in the small and medium markets) was finding good sales people. Owners have automated everything else at the radio station, why not sales?

Can any of you radio guys out there educate me on the dMarc thing?

Update: I received this explanation from a small market PD here in Missouri. Name and some particulars withheld by request.

“We operate Scott Studio’s for on-air. All hard drive audio music, liners, jingles, and commercials…with touch-screen operator computers. dMarc bought Scott Studios, and the primary commercial scheduling software Scott recommended for their system. Then Google bought dMarc.

We build our logs with our local commercials, then they can fill unused avails with their commercials. They fill the avails and upload spots all from their end, we never touch them….other than play them. I believe we have some controll over what hours they can fill, I know they don’t fill in 7a, 8a, 9a, 4p or 5p. They are :60’s and for refinancing, insurance, music collections (surfin USA the best of the beach, and stuff). Right now the clients aren’t any major chains or local businesses.

At the end of the month they send us a check for what they have run. How much I’m not sure per spots but I’ve been told the monthly check is around $X,000.

They run a lot of them in the evenings when we don’t usually have a lot of commercials scheduled. We carry Royals baseball. The 4 hour broadcast has 20 minutes available, they will fill several minutes of that and we get paid. When logs are lighter there are more in midday and afternoon.

The commercial content is not terribly exciting, it’s more spots, but it’s income that comes from unsold inventory mostly in evenings. Not a lot different than the ad’s that used to run where you are paid if someone calls and 800 number and buys Hooked on Phonics or something. I know I should probably understand this better as PD but this comes from a small station where the owner is here and does mornings/logs, etc.”

No, I think you understand (and explain) it just fine. Easy for the station. Easy for the advertiser. And I suspect the Google influence has yet to kick in. Classic Long Tail example. And I’m betting there are thousands of advertisers that will buy this time (if it’s easy enough and the price is right) without ever treading on local sales. If there’s a loser in this equation, I fear it might be programming vendors that operate on a barter basis.

6% of U.S. adults are listening to podcasts

Posted on by

Jeff Jarvis pulled a couple of stats from the latest Nielson report on podcasting. 6 percent of U.S.adulst (9 million people) have downloaded podcasts inthe last 30 day. The most successful podcasts are getting two million downloads a month. It has occurred to me that the same people (in my world) that pooh-pooh such reports, are the same people that insisted “this Internet thing” was nothing more than hyped-up fad that would soon fade. If you want to understand why people are creating and listening to podcasts, read The Long Tail.

We are turning from a mass market back into a niche nation, defined now not by our geography but by our interests. (Pg. 40)

A co-worker recently observed that most of the podcasts he has listened to were boring. That’s like saying most of the books in the library are boring. I think that will change for him as he finds more and more podcasts dealing with things that interest and entertain him. It’s no longer necessary to watch/listen/read boring stuff. For the first time in recorded history, it’s possible to find all thing things (and only the things) that interest you. I’m sure glad I didn’t miss this.

Rupert Murdoch paid $580M for MySpace

Posted on by
Reply

This is the best piece I’ve seen on MySpace. Written by Spencer Reiss for Wired Magazine, the story offers fascinating insights into the social networking site. All the smart kids thought Rupert Murdoch was insane for paying $580 million for MySpace (it’s now worth about twice that).

MySpace reaches more kids each day than MTV sees in a week. Think of it as
“an 80 million-screen multiplex where YouTube videos are always showing. Or an infinite radio dial where the DJs spin only the records you want to play.”

MySpace’s ultimate value to News Corp.: the power to make hits. A Net-fueled word-of-mouth machine.

Rupert Murdoch is 75 years old. And, like my daddy used to say, sharp as a mouse turd.

iTunes video

Posted on by

Reno 911Tonight I purchased (and watched) my first TV show from iTunes. I somehow missed the first episode of Comedy Central’s Reno 911 (Seaon Four) but there it was on iTunes for just $1.99. I’m sure the cable channel will show the episode again (many times). But I wanted to see it now and I wanted to experience watching a TV show on my Mac Book (I don’t have a video iPod).

Took about 2 minutes to download the file and I found it to be very watchable on the small screen. I might just purchase every episode for the convenience of having them on my Mac Book to watch whenever/wherever. This is where it’s headed folks.

Blogger motivation

Posted on by

“The ease and appeal of blogging is inspiring a new group of writers and creators to share their voices with the world. A national phone survey of bloggers finds that most are focused on describing their personal experiences to a relatively small audience of readers and that only a small proportion focus their coverage on politics, media, government, or technology. Blogs, the survey finds, are as individual as the people who keep them. However, most bloggers are primarily interested in creative, personal expression – documenting individual experiences, sharing practical knowledge, or just keeping in touch with friends and family.”

— Pew Internet & American Life Project survey on what motivates bloggers [via Micro Persuasion]

Phone Whores

Posted on by

In case you are not familiar with a term that I just made up, a phone whore is a woman who goes to the airport with no magazines, laptops, books, puzzles or other means to entertain her. All she has is a phone, and she’s going to use it, no matter how many people are annoyed.

The phone whore is motivated by the desire to talk with people. The phone asshole (male variety) is motivated by the need to have everyone on the flight know he’s negotiating important business deals and that he has staff members that must receive his wisdom.

— Scott Adams

 

Fictional passwords: Western concept of Self

Posted on by

John Burdett’s second novel, Bangkok Tattoo, was as good as his first (Bangkok 8). Both stories are set in (you guessed it) Bangkok, where Thai police detective Sonchai Jitpleecheep solves bizarre murders. Sonchai is a devout Buddhist and the plot is laced with Eastern religion. I especially liked this description of the Western concept of Self:

“…a ramshackle collection of coincidences held together by a desperate and irrational clinging, there is no center at all, everything depends on everything else, your body depends on the environment, your thoughts depend on whatever junk floats in from the media, your emotions are largely from the reptilian end of your DNA, your intellect is a chemical computer that can’t add up a zillionth as fast as a pocket calculator, and even your best side is a superficial piece of social programming that will fall apart just as soon as your spouse leaves with the kids and the money in the joint account, or the economy starts to fail and you get the sack, or you get conscripted into some idiot’s war, or they give you the news about your brain tumor.”

Ouch. The wannabe geek in me also enjoyed this password to a CIA online database:

AQ82860136574X-Halifax nineteen [lowercase] Oklahoma twenty-2 BLUE WHALE [all uppercase] Amerika stop 783

Won’t even fit on a Post-It note.

Tips on linking

Posted on by
Reply

Chris Pirillo points to some excellent tips on using links properly:

  • Traditionally, links are underlined as well, but that approach is often unnecessary and falling out of favor to reduce visual clutter.
  • Links lack affordance, which means their visual properties don’t suggest how they are used and are understood only through experience.
  • Link text should indicate the result of clicking on the link.
  • Use different colors for visited and unvisited links.
  • Don’t use color for text that isn’t a link because users may assume that it is a link.
  • Always show either an underline (for any link text) or a button frame (for command link text only) on hover to reinforce visually that the text is a link.
  • Don’t underlined text that isn’t a link because users will assume that it is a link.
  • Use background colors that contrast with the link colors.
  • Use link text that is the most relevant part of the text and are large enough to be easy to click.
  • Don’t provide an infotip [in HTML, a title element] that is merely a restatement of the link text.
  • If a link requires further explanation, provide the explanation in either a separate text control or an infotip, but not both.
  • Place optional supplemental graphics that indicates the target of a link to the right of the text and use an infotip to explain its meaning.
  • Link to specific content rather than general content.
  • Use a link only if the linked material is relevant, helpful, and not redundant.
  • Link only on the first occurrence of the link text.
  • Don’t add “Click here” to the link text. It isn’t necessary because a link implies clicking. Also, “Click here” and “here” alone are poor link text because they convey no information about the link when read by a screen reader.
  • Start the link with an imperative verb and clearly describe the action that the link performs.
  • Don’t use ending punctuation except for question marks.