Success Found in Google Radio and Print Ads
It appears Google is doing well with its cross-medium advertising.
AdAge claims that both publishers and advertisers have had good responses using the programs.
At The Seattle Times, the test has already produced six-figure incremental ad revenue, said Mike Lemke, the paper’s senior VP-sales and marketing. “After the test, we think that it’s a viable new channel that meets the specific needs of certain advertisers who probably would not otherwise give our products a try, just because they’re either out of market or they don’t tend to use newspapers.”
…
EHealth spent $100,000 on newspaper ads in 12 markets including Los Angeles, Salt Lake City and Chicago. “We specifically designed the test so we could measure lift in website traffic,” Mr. Telkamp said. “We are very pleased with the results. We definitely felt that the platform made buying print media across a broad array of alternatives convenient. It was easy to enter, modify and place bids. Plus, we were able to upload our ads to the platform, so no additional work was required. The platform’s tracking tool was also very good.”
…
Eric Mastel, president of Max Media in Virginia Beach, Va., was a skeptic when he signed a deal two years ago with dMarc Broadcasting — a company Google bought in January 2006 for its automated radio-advertising platform. But after he tested the system in two small stations in North Carolina, it impressed him with its efficiency and, even better, by delivering ad rates triple that of the regular networks in the market.
Good words all around. Let’s see more.
