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Thread: GOOGLE Radio Ad Buying Service

  1. #1
    troone
    Guest

    GOOGLE Radio Ad Buying Service

    Any of you sales and media buyer types have an opinion on this? I talked to an Atlanta carpet guy today who says he's buying prime spots for ridiculously low rates on mainline Atlanta stations through google. It seems you can actually bid on the price you want to pay for a spot. (And I'm not talking about buying a spot on crappy AMs after sundown)...not quite dollar-hollers, but my source says its not too far off...basically, its buying unsold inventory at the last second.

    Someone set me straight...what am I missing here?

  2. #2

    Re: GOOGLE Radio Ad Buying Service

    I don't know if true or not, but it wouldn't surprise me. Corporate radio cleaned (most cases) out the highest paid and most creative not just in on air talent but also in sales. Wall Streeters understand numbers only, so they did not understand the value of keeping individuals who can operate on the side of psychological selling and psychological inventory control. They replaced them with people they do understand, other number crunchers. Result, poor on air quality making listenership numbers slide leading to the new sales teams not having a clue how to handle it. They allow clients/agencies to beat them up and revenue slides. Wall Streeters panic, demand money on the books, managers start treating inventory like empty air plane seats, "get SOMETHING for it", revenue gets worse, clients/agencies know how to work the psychology and sweat them for even more. Meanwhile the on air gets more drab and depressed, managers have no money to promote and radio quits delivering results (also a function of the general economy and the sales teams are certainly clueless on dealing with this compounding) and so clients/agencies are almost demanding to be paid to place ads on station. So the numbers gurus go to their last play, auction it off on e-bay along with your ex-grandmother-in-laws collection of lace hankies from the Hoover years.

    Does this explanation make sense troone?

  3. #3

    Re: GOOGLE Radio Ad Buying Service

    As someone who once board opped at a station where the google spots played I can tell you that from all I heard and experienced I didn't like it.
    The spots can't moved at all and if you have a host that is habitually late to breaks you had to do some juggling with spots and having to make sure your other spots didn't play out of day part along with the google ones which if they did play out of day part or should I call it "hour part" because if a spot was schedculed for8-9 am and played at 9:00 and 10 seconds it was considered out of daypart and needed a make good.
    Also, from what I heard any make good spots had to be made good 3-1 so for every one spot played out of daypart google was owed 3 make goods.
    True some vigilence on the part of the board op, producer & host would avoid that problem but why even accept terms like that?
    Are you really getting the rates you want? Are you really having to plug promos & PSA's into areas where you're not selling?
    Seems like a losing proposition to me.

  4. #4

    Re: GOOGLE Radio Ad Buying Service

    Are they taking on new stations? I heard everything was on hold.

  5. #5

    Re: GOOGLE Radio Ad Buying Service

    It’s true. I sold for a station in Jacksonville Fl that used Google’s service. The deal is Google can log on the server and look your unsold inventory and buy everything at a low ball rate. No lower than policital. My station claimed they wouldn’t sell to local accounts or agencies. Ya right they lie.

    Radio is struggling. And the time is closer than you know when all agency buys will be made on the internet without the service of an AE. Get it they won’t pay you commission!

  6. #6
    SALESGUY2000
    Guest

    Re: GOOGLE Radio Ad Buying Service

    There were a few of our reps selling on Ebay! The days of self service are here.

  7. #7
    5410
    Guest

    Re: GOOGLE Radio Ad Buying Service

    Even if this were to take off, advertisers will always need that production value. Google can't produce the commercial for them. Well, I should not say can't. I suppose they could. This still leaves a value to some at the station level.

    The industry is changing and the best way to stay competitive and employed is to change with it. Learn about how its changing and how your going to profit from it.

  8. #8

    Re: GOOGLE Radio Ad Buying Service

    I agree that you must change with the constant changes but not all changes will be good/profitable or last very long. The internet is a tool, if you let the tool use you then you are just plain stupid or extremely lazy. Either way you don't want to offer your inventory up for bid in a sliding economy.

    Definitely a losing proposition but that's probably why the "pretend broadcasters" like it. Hope they all use it NOW so they'll hit CHAPTER 7 more quickly.

  9. #9

    Re: GOOGLE Radio Ad Buying Service

    Quote Originally Posted by Stewy
    I agree that you must change with the constant changes but not all changes will be good/profitable or last very long. The internet is a tool, if you let the tool use you then you are just plain stupid or extremely lazy. Either way you don't want to offer your inventory up for bid in a sliding economy.

    Definitely a losing proposition but that's probably why the "pretend broadcasters" like it. Hope they all use it NOW so they'll hit CHAPTER 7 more quickly.
    Uh? Let me get this straight.

    You now have a chance to SELL your UN-sold inventory. This is a bad thing?
    If you utilize it and place more money on the books, you'll hit CHAPTER 7?

    Consumers are now use to going to any site and buying on line, why not this industry?

    I'm studid and lazy? ???

  10. #10
    tcsnrayp
    Guest

    Re: GOOGLE Radio Ad Buying Service

    The point (against Google Radio in this case) might be the devaluing of your product. Once you start discounting you open quite the can 'o worms. Imagine your local or national clients seeing that you are letting spots go for a dollar a holler. How much longer do you think they will pay the rate you've been charging them all these years?

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