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Google Radio

(August 01, 2006) This week's blog swap piece is by Mike Taylor a recruiter turned consultant (www.Web-Based-Recruitment.com).

Did You Hear My Job Ad On Google Radio?

Back in early January 2006 Google purchased the radio advertising company dMarc for $102 million (http://www.dmarc.net) dMarc provides an automated system that allows companies to advertise on the radio.  By doing that it gave Google the opportunity to combine two advertising channels - the Internet and radio.

Now, some six months later, it has started testing radio ads on at least one radio station in Detroit. In the past 12 months Google has also tried taking out full and half page print ads but with limited success, so why should the move into radio be more successful? 

I think part of their future success will depend on how easy it is for companies to place the radio ads and track them. Up to now with traditional radio this has been done by the ad agencies but just as some companies like to run their own Google Adwords campaigns, without the involvement of ad agencies, we could see a similar trend evolve with radio ads where companies prefer the "self service" approach? Therefore some ad agencies could see Google radio as a threat, whilst others may see it as an opportunity.

The cost of the radio ads will also be an important factor. But who knows, it could actually mean lower prices for advertisers than today, whilst at the same time bringing more sales to the radio stations?

If the testing period goes well for Google, and the radio ads are rolled out globally, it offers yet another marketing option for Recruiters to consider.

So if you are currently running Google Adwords as part of your online recruiting strategy (if not, why not - it works!) then you can easily see which ads are working well for you. You could then start to use these on the radio which will give you a great head start over your competitors!

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