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GOOGLE's Radio Ad buyer service

T

troone

Guest
Any of you sales and media buyer types have an opinion on this? I talked to a carpet guy today who says he's buying prime spots for ridiculously low rates on mainline Atlanta stations through google. It seems you can actually bid on the price you want to pay for a spot. (And I'm not talking about buying a spot on the zone after sundown)...

Someone set me straight...Roddy, u know about this?
 
Troone, from what I've read, this is like buying direct response TV. With DRTV, stations sell their unsold time at bargain basement rates. But you usually end up on the less desirable stations at the least desirable times. And your spots are immediately pre-emptible if the stations sell the time before you air.

In this case, Google buys remnant inventory from stations. The advertiser buys the time from Google. Advertisers have the option of paying a fixed price or bidding against others. Basically, your spots are going to air on the smaller stations. I believe you can specify the market, target audience and daypart, but you can't be much more specific than that. Hope that helps.
 
Radio stations can auction their remnant inventory like this, but Scott Studios have bartered with stations in the past for the decent SS32 automation system. I don't think they are still bartering for SS32, but I could be wrong.
 
Google owns both SS-32 and Maestro. They say they will show a combined product using the best parts of both sometime in 2008. They say the GUI will be able to mimic the look of either system. One assumes their spot selling system will integrate into the new product.
 
Sgeirk said:
Radio stations can auction their remnant inventory like this, but Scott Studios have bartered with stations in the past for the decent SS32 automation system. I don't think they are still bartering for SS32, but I could be wrong.
Click to expand...

Stations have and will barter for anything. I've heard of stations bartering for a tower.
 
As an experienced buyer, I love the concept but don't have any believe that the implementation is ready for prime time yet.
 
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