Google has begun testing audio ads, a step in its move to extend its ad platform from the Web into traditional media.
Google announced last week that the integration of the dMarc advertising platform into Google AdWords is complete and they have begun a U.S. beta test of Google Audio Ads with a small group of AdWords advertisers. Google Audio Ads lets advertisers target their placements based on geography, demographics and time aired.

Google had acquired dMarc Broadcasting in a deal worth up to $1.2 billion. Over 200,000 advertisers used dMarc to create, place and track Internet and radio ads through a network of radio stations. It competes with firms like SoftWave Media Exchange, which claims to have a wider network for radio placements.

“We are excited to be joining one of the most innovative companies in the world,” said Chad Steelberg, CEO of dMarc Broadcasting, Inc. “We are bringing together complementary visions of simplicity, efficiency, and accountability to the radio advertising process.”
dMarc connects advertisers directly to radio stations through its automated advertising platform.You'll be able to target your customers by location, station type, day of the week, and time of day. After the radio ads are run, you will be able to view online reports that tell you exactly when your ad played.

For broadcasters, dMarc's technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements.

If you are in the US, you might have already heard these Google advertiser radio ads on the radio. If you are a Google AdWords Advertiser and interested to participate in future Google Audio Ads Beta tests, you can sign up here. They will only invite U.S. advertisers and provide English support.

written by Cristian L.