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1Google Confidential and Proprietary

Audio Ads

April 17, 2008John ParkBusiness Product Manager, Google Audio Ads


Google Audio AdsA fully integrated, end-to-end digital system for buying,

managing and delivering radio ads

Google Audio Ads Interface Radio Station Broadcast LogGoogle Audio Ads Interface Radio Station Broadcast Log

100% US coverageOver 1,600 radio stations 49% weekly reach of 12+


Google Audio Ads Philosophy

1Effective Targeting

3Optimization

2Visibility


Simple Online Interface for Radio Targeting

Market Station Format

Demographics Daypart


Reach Qualified Consumers…Not Just Listeners

Right Listener… Right Message… Right Time…

“Always on” Delivery of Relevant Advertising

Automated Options for Delivery of Relevant Advertising


Critical Sales During the First Instances of Ice?

Consumer Demand: Snow Scrapers

Day 1: Snow Day 2: ICY Day 3: ICY

What is the impact of delivering radio advertising at

moments of greater relevancy?

Day 4: ICY

Right Listener… Right Message… Right Time… Sales




3Optimization

2Visibility


Monitor Your Campaign in Real Time

Call Letters Format Name Market Name Daypart Play Time Air CheckTarget Impressions

KBIG-FM|104.3 FM Hot Adult Contemporary

Los Angeles Mon-Fri 3PM-7PM

Nov 7, 2007 4:22PM PST

Listen 25,200



Nov 6, 2007 6:15PM PST

Listen 21,500



Nov 5, 2007 5.22PM PST

Listen 26,000

KEEY-FM|102.1 FM Country Minneapolis-St. Paul Mon-Fri 10AM-3PM

Nov 6, 2007 10:22PM PST

NA 20,200

KIIS-FM|102.7 FM Pop (CHR) Los Angeles Mon-Fri 6AM-10AM

Nov 5, 2007 7:15AM PST

Listen 50,500

Where and when the ad played

Real-time ad playback

Impression delivery

No need to wait 30+ days to know if your ad aired


Tracking the Conversation Started by Radio…

Search Website Offline

17% of online search users are influenced by radio to search online1

Over half of all consumers are exposed to radio in the hour prior to the day’s major purchase3

1. iProspect: Offline Channel Influence on Online Search Behavior Study, Aug ‘072. Audio Ads Gifts.com case study results (weekly average figures), Jan ‘073. Radio Ad Effectiveness Lab “Personal Relevance Two: Radio’s Receptive Ad Environment,” Sept ‘06

A recent Audio Ads test showed 23% higher visitation & 34% higher conversion rates in radio markets2


…with Audio Ads’ Measurement Tools

Track Impact to Your Web Site

Request a Call Reporting Phone Number

Your phone number:

Toll-free 800 number

Local number based on your area code

Request Number

650-555-1212

Type of reporting number:

Track 1-800# Traffic

SMS To: 33669

Message: Pep

Message:Get 10% off on set of 4 radial tires

Code:X34ERDExpires:12/08

Track SMS Mobile Promotions




3Optimization

2Visibility


Make Real-time Changes: Manage Results

Station Formats Message

TimingMarkets


The Google Audio Ads Advantage

• Edit ad copy, markets, demos, formats and dayparts in near real-time

• Little or no ability to edit creative or campaign parameters in-campaign

• Measure online and offline impact• No clear measurement of impact

• Verify when and where ad played

• Real-time reporting

• Integrity of schedule is questionable

• Invoice sent 30-90 days after flight ends

Radio Campaigns with Audio AdsRadio Campaigns Today

• Automated options for delivery of more customized and relevant ads

• Customization of creative for different targets, markets or events is manual

• Book, manage and scale campaigns from one familiar online interface

• Booking and management of campaigns are time-consuming and labour-intensive


Thank You!Q&A

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