Clear Channel Radio and Google Inc. have signed a multiyear agreement that will allow the search leader to broadcast 30-second radio ads on more than 675 of Clear Channel’s AM and FM stations.
Advertisers who use Google Audio Ads will gain national distribution that will allow them to reach specific audiences when and where they want.
“For Clear Channel, this relationship has two primary benefits,” said Michele Clarke, a spokeswoman at Clear Channel. “It could potentially bring thousands of new advertisers to radio. And Google has also shown it can command price premiums for advertising in other mediums.”
Google will focus on advertisers who advertise online but not on the radio.
“This relationship brings together two consumer-focused market leaders whose goal is to extend relevant, engaging and measurable radio advertising capabilities to Google’s online advertisers,” said Drew Hilles, national director of audio at Google.
“We look forward to bringing increased distribution to Google advertisers across premium Clear Channel radio properties,” he said.
The agreement also opens up an additional sales channel for Clear Channel.
“It helps bring new advertisers to radio – and hopefully it will do that at a price premium,” Ms. Clarke said.
Clear Channel said in a statement that its national and local sales forces would continue to focus on its most lucrative advertiser relationships and the many advertisers who seek specialized advertising packages.
” This new relationship with the leading U.S. radio group gives our advertisers access to guaranteed inventory on top-rated AM and FM stations all over the U.S., making it much easier for them to reach their target customers with radio ads,” said Scott Silverman, strategic partner development manager at Google.
“Since radio advertising is new for Google, we’re excited to be able to learn from and collaborate with the market leader and ultimately bring more value to radio,” he said.
Clear Channel aims to differentiate its on-air ad inventory. It 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 Web sites through the company’s online music and radio unit.
“It’s been more than a year since my dMarc Broadcasting colleagues and I joined Google,” Mr. Silverman said . “We’ve been taking incremental steps toward our long-term vision of bringing simplicity, efficiency and accountability to the buying and selling of radio advertising.
“We’ve fully integrated dMarc technology into Google AdWords and we’ve partnered with hundreds of radio stations across the U.S., connecting these broadcasters to new advertisers who, in many cases, had previously not advertised on radio,” he said.
