August 3, 2006

Google has inked a deal with XM Satellite Radio to introduce commercial advertising inventory on XM’s non-music channels, using Google’s advertising base through its dMarc Media Network.

Now, Google advertisers will be able to use a simple, automated platform to reach XM’s millions of subscribers nationwide and XM Radio will have access to Google’s advertisers in offering relevant, targeted messages to their subscribers.

After many months of trials, the new platform is now in full production enabling Google advertisers distribution through XM Satellite Radio.

“XM Radio is excited about the opportunity in leveraging Google’s large advertising base to open up a new revenue stream, while at the same time provide marketers with a new way to reach consumers in an environment of compelling content and limited commercial loads,” said D. Scott Karnedy, senior v.p., sales and marketing at XM Satellite Radio.

Google's dMarc Platform connects advertisers directly to radio stations through Google's automated AdWords system. The platform simplifies the sales process, scheduling, reporting and delivery of radio advertising. This enables advertisers to more efficiently acquire and track their ad campaigns.

For broadcasters, Google's dMarc technology automatically schedules and places advertising, helping to boost revenue and reduce the costs associated with processing ads.

Google plans to integrate its dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers. This initiative could change the market for direct response ads and local search marketing, creating a new medium for radio advertising.

“Google's partnership with XM Satellite Radio will provide a powerful marketing and distribution tool for Google advertisers,” said Ryan Steelberg, Google’s head of radio operations.

Steelberg added “By providing access to XM’s premier satellite audience, Google advertisers will have an easy way to target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner.”

Source: Search Engine Journal