Elinor Mills at CNET has written a long piece on the coming of Googe/dMarc advertising on local radio stations (many people are pointing to this article). She quotes sources who say ads are already running in “Motown” (Detroit :)). Without getting into the finer points of the article, what’s interesting to me here is that this doesn’t “undermine” the medium in the way that search/paid search takes usage away from traditional media in certain cases.
This is about a certain kind of value proposition for advertisers (targeting, analytics) and a media buying platform. The piece says that ad agencies and the current radio ad-buying infrastructure might resist it. But it also argues that Google/dMarch will deliver new advertisers to the medium. (This is also what is going to happen with TV/video: the coming of more precise targeting.)
As always, the question here is who does the creative? (If you have the time and inclination, it’s interesting to go through dMarc’s FAQs.)
________
More from MediaPost (reg. req’d) and Danny Sullivan.
Screenwerk 