Clear Channel Radio and Google Inc. have signed a multiyear agreement that will allow Google to broadcast 30-second radio ads on more than 675 of Clear Channel’s AM and FM stations.
The agreement strengthens the Internet behemoth’s move into offline media. Last week Google secured its dominance in online display advertising with the acquisition of DoubleClick.
Advertisers who use Google Audio Ads will gain national distribution that will allow them to reach specific audiences at specific times and in precise locations.
The agreement also opens up an additional sales channel for Clear Channel.
Clear Channel said in a statement that its national and local sales forces would continue to focus on the company’s most lucrative advertiser relationships and on the many advertisers who seek specialized advertising packages.
Google will focus on advertisers who advertise online but not on the radio.
Clear Channel aims to differentiate its on-air ad inventory. The company created a number of special positions, including first-in-pod and islands; new spot types, including adlets and blinks; creative resources, including the Creative Services Group; and combinations of online and on- and off-air packages.
As a result, the broadcaster produced many new advertiser alternatives and steady gains in yield-per-minute revenue.
The new agreement also complements an existing online-advertising partnership in which Google provides text ads to Clear Channel’s radio station Web sites through the company’s online music and radio unit.