Google, CBS Radio and the ‘Humptinator’

Multiple outlets (MediaPost, TechCrunch, CNET, PaidContent) are reporting that there’s an imminent CBS-Google deal that would involve Google selling up to 10% of CBS radio ad inventory (worth up to $200 million) and potentially TV content, although that may not happen because of a dispute over revenue guarantees.

CBS now has a content deal with Google Video and YouTube.

Google is moving to secure “offline” ad inventory across a range of media types. Its newspaper “alpha” program apparently performed ahead of expectations and sold out quickly. Its radio program will kick off in earnest this year. YouTube and Google Video give the company TV-style ad inventory (especially when you think about YouTube on TV). And then, of course, there’s mobile.

By the end of 2007 or early 2008 it’s likley that Google will be well on its way toward fulfillment of its ambition to become a multi-platform ad network/buying entity.

I like to talk in some of my client presentations about how the Internet has disrupted the pseudo monopolies of traditional media and how it’s very difficult to “put Humpty-Dumpty back together again.” That’s just what Google is trying to do in a different sort of way: create buying efficiency and reach for advertisers that, in a way, replicates that of traditional media.

Except rather than calling it “Humpty-Dumpty” we might call what Google is building “the Humptinator.” :)

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Related: Newspaper publisher Morris Communications has joined (via MediaPost) the Yahoo!-led newpspaper consortium.

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