Google entering print advertising market, and now the radio ad space, leads me to think they are creating an ad platform for mobile marketing and the physical world.
The recent acquisition of dMarc Broadcasting allows an advertiser to select an ad to play over the airwaves based on the demographic of their choice, whenever they want to, by their latitude and longitudinal position (location based advertising).
When Google starts using Global Positioning Systems (GPS), it will open up a plethora of revenue streams.
I can see Google Radio Ads generating revenues in two ways.
In addition to selling radio ads based on keywords and location, Google will sell SMS keywords to advertisers and they can use these kewyords in their radio or print ad. What I see is every radio ad including "send keyword to 46645 (GOOGL) for more information" and information is sent back via an SMS.
Revenue from the actual radio ad, and revenue every time a consumer sends a text message. This is "Pay-Per-Text".
The radio ads will progress to "Visit our site via Google LinkWord (keyword)".
A consumer can type in a specific LinkWord and use the Google Link function to be directed to A SPECIFIC SITE. This is "Pay-Per-Link".
This is not search, this is find. I don't want to do a search for Coca Cola's new energy beverage Blak, I just want to go to the specific site.
A Google LinkWord acts as a hyperlink.
After a consumer reads a magazine or hears an ad for Blak, they can send a text message "BLAK to 46645" or they can type in BLAK in the Google Link function to get more information about the product or be sent directly to Coke's site for Blak.
Google is the search engine of choice and because all of these functions don't require a special application to be embedded on the mobile phone, or require carriers to include, adoption can occur immediately.
Google is so recognized that they are almost considered universal, but specific keywords are still in a closed network. The Google mobile portal could offer Search, SMS, Map, Link and soon Scan. Why limit the function of a keyword to one application?
There's a reason they put many functions on their homepage, because keywords are used in different applications and Google doesn't want people to "find" the site for the other tools. You dont see a separate site for each of the uses, their homepage is a portal.
The same thing will happen with their mobile portal. Don't make people work even harder to use one of your tools.
Do you want to SMS, Search, Link, Shop, Coupon, Video, Purchase, Scan.... These will all be available on ONE SITE.
Any mobile application that limits the function of a keyword will have a tough time getting adopted.
From Yahoo Google positioning move into US radio
Web search leader Google Inc. is hiring scores of radio sales people and is spending heavily in a bid to expand its position in the $20 billion radio industry.
Google spokesman Michael Mayzel said this week that the company will begin a public test of Google Audio Ads by the end of the year. Advertisers will be able to go online and sign up for targeted radio ads using the same AdWords system they use to buy Web search ads.
It made a clear move into radio in January when it agreed to pay more than $1 billion, depending on performance, for dMarc Broadcasting Inc., which connects advertisers to radio stations through an automated advertising system.
Google's CEO, Eric Schmidt's vision of streamlining the radio ads with GPS location-based technology for in-car radio use.