Google made a deal with Clear Channel, the largest radio station group owner in the US, to sell audio ads. "The deal will run for several years, and will give Google access to just under 5 percent of Clear Channel's commercial time. That will include 30-second spots on all of Clear Channel's 675 stations during all programs and all times of the day, executives at both companies said in interviews yesterday," reports New York Times.
Google acquired dMarc Broadcasting, a radio ads platform, last year and integrated it in Google AdWords. They already sell ads on more than 800 radios, including XM satellite radios, but this is the first major test for Google audio ads.
Google wants to create a platform that allows advertisers to create and sell ads online and offline from the same place. And that includes TV ads, newspaper ads, display ads - everything managed from the same Google AdWords, using similar metrics, concepts and targets. In a recent interview from Wired, Eric Schmidt said one way to look at Google is "as an advertising system".