Friday, December 08, 2006
Google Audio Ads to Monetize the Dogs, Not the Long Tail
They've nailed the distribution part and, like
TurnHere, have leveraged a low cost talent pool for creative ("Generally, you may expect to pay between $100 and $1000 to create an ad for this test.")
I don't remember from the magazine buying test if Google provided access to creative assistance.
What's shocking to me though - perhaps because I've "grown up" in online marketing - is the lack of both contextual and intent-based targeting available. In discussing where ads show up Google says:
"We'll display the number of stations that meet your criteria when you complete the targeting section of your campaign setup, and will break that number down into radio station types (the type of music or talk that the radio station focuses on). We're not able to display radio call signs at this time, however."This play seems to be an effort aimed at monetizing the dogs (is it called scatter market in radio?) rather than monetizing the long tail.
Ultimately this will result in the aural equivalent of the obnoxious "clip the nose hairs" and "free ipod" lead gen campaigns we see on sites like YouTube and MySpace which have millions of throw-away, low quality page views.
I look forward to seeing what happens of course. I just wonder if, like the print offering, they'll end up dashing their chances on the rocks of expectations of marketers used to the intent-oriented value of search-based long tail.
Read John Gartner's take on Google's print forray: AdSense Makes NoSense in Print for what is likely to happen with Google Audio until they figure out the intent of listeners.
Here's Google's blog announcement of the test.
An interviewee using the system seems quite excited about the service in this CNet article.
By Garrett at 09:02 AM | Comments (0)