Google buys into radio advertising

Google buys into radio advertising

By David Bradshaw

Taken from Ovum EuroView, 18 January

Google has agreed to buy dMarc Broadcasting, a privately-owned, California-based automated booking and scheduling service for radio advertisements. Google is paying $102 million up-front, though performance-related payments mean there is scope for the final price to rise as high as $1.24 billion.

Google says that it plans to integrate dMarc's advertising placement system with its own AdSense placement system. The plan is to open up radio advertising to a new set of advertisers, something that dMarc was already working on but which Google can supercharge.

Comment: This is a very wise move - it plays to Google's core strengths of steering ad placements while diversifying into a new market. There's an old adage that marketing managers typically know that half their advertising budget is wasted - they just don't know which half. Google seems to be trying to make sure that whichever half is seen as wasted, it will still get the other half, especially if its attempts to diversify into newspaper advertising and (as rumoured) play into TV advertising succeed.

Adding other media to its portfolio makes perfect sense for Google for another reason. Both Google's core web-based revenue earners, AdWords and AdSense, are under attack from click fraud. Of course, Google is continuously stepping up its efforts to combat click fraud, but the fraudsters are also getting continuously more professional and sophisticated. The best that Google can hope for is a draw, but there are voices saying that it could come off the worst, which would undermine its core revenues.

On one crucial element the press release is silent: what will happen to Chad and Ryan Steelberg, founders of dMarc? This is the third advertising-based business that these two brothers have set up and sold for a pretty penny. If we were Google, we'd make sure that the sweetest and thickest set of golden handcuffs we could find were placed on the wrists of this pair of innovators.

蓋世英雄 >> 王力宏

這次不再稱讚周董
他擁有太多的好屌名聲
聽聽看 黃綠紅
喔不
是王力宏
的蓋世英雄

前幾張 聽的出來王力宏努力想要蛻變
面對陶吉吉與Jay的比較壓力
國語流行音樂能融合的
似乎離不開中國元素
但是當大家都一窩瘋的加入中國瘋
差別 在於你能掌握的
有多深入文化背景與音樂概念
這樣的能力 不是短時間可以練就
很高興 這一張專輯
我們的LeeHom可以漸入佳境 游刃自如
在梅邊 演譯的是崑劇,京劇中的漸快
對Rap來說 這樣的特色剛好吻合
而重點 其實還是在意境的傳達
學到貫通 學到骨子裡
就是要能夠去掉皮 去掉外表的詞藻編曲
還讓歌聲有了背景與畫面

不過 Kiss GoodBye 副歌還真的像愛情多瑙河,大城小愛也很像讓我歡喜讓我憂
雖然幾個小節的曲雷同 也是很平常
只是 這樣多少也會讓人增加印象 琅琅上口
偶爾用這招還不錯 哈
好樣的 王力宏 ~
用京劇道白念
霸氣傲中原　王者揚烽煙
力拔山河天　宏威征凱旋
idea 不算新
但是 算是可以跟之前Jay的完美主義哼唱周杰倫
有一別高下的味道