That’s the prediction of Google Audio national director of sales Drew Hilles tells Inside Radio “Our main goal is to draw new advertisers to radio” and when they do that’ll put pressure on inventory and result in higher rates for all buyers. The onetime CBS Radio exec says “our goal is to raise rates” and return the sector to double-digit growth. He says one way they help preserve a station’s rate card integrity is by allowing buyers to pick markets — but not individual stations. And Hilles says “stations have control of the throttle of how much of the inventory they open up or not.” Hilles says Google is working to attract some of its existing 100,000 advertisers who have found radio too tough to buy. Hilles says what attracts them is the “more Googley way” they sell radio that affords buyers more accountability and trackability. Google says “a large amount” of the advertisers are new to radio. [INISIDE RADIO]
Tag Archives: advertising
Most creative media job posting ever
Lost Remote points us to this very clever and effective job posting (for an editor) at The Roanoke Times.
Now, compare that to the job listings at your company. Or my company. Can we do more creative ads? Absolutely. But nobody has ever asked for one. Would we get better candidates with postings like this? Maybe.
Adding interesting ads to mediocre products
Couple of bullets from a podcast with Seth Godin, during which he talks about ad agencies;
“What ad agencies ought to do, in my opinion, is not focus on selling ads anymore. And instead, focus on getting in deeper within the clients, and help the clients make products that people want to talk about.”
“The problem is that ad agencies have defined themselves as the people who take the mediocre products and add interesting ads to them, and washed their hands and say, we can’t do anything about what the factory brings us. And my answer is, of course you can, and the clients actually want you to, you’re just not working hard enough to get that piece of business.”
[via Learfield InterAction]
Okay, how about some bonus spots?
Betsy Lazar –Executive Director of Advertising and Media Operations at GM– gave a keynote at the rcent Radio Advertising Bureau conference in Dallas. According to INSIDE RADIO, she was pretty specific in her advice to broadcasters;
“…doing business the old way won’t cut it. Pitching schedules of :30s won’t do it. What GM wants is ideas that show involvement by the station. Things that come from mining the listener database and exploiting the station website in fresh ways.”
Ad Age reports that GM “slashed ad spending by more than $600 million last year, a drop so stunning it should convince even the staunchest doubters that the age of mass-media marketing is going the way of the horse and buggy.”
In that same issue of INSIDE RADIO: Bank of America analyst Jonathan Jacoby admits his survey of 34 industry pros last week in Dallas is not statistically significant. But he says 43% of them (14-15 people) said they’ve “used or plan to use Google/dMarcto sell airtime.”
MySpace makes $25 Million a month in ads
That’s the word from Rupert Murdoch’s keynote interview at the McGraw-Hill Digital Media Summit in New York yesterday. And that number is growing at a rate of 30% per quarter.