Well Google announced that they are rolling out Google Audio to advertisers this month and a few of my Google accounts had it turned on. When I played around with the interface, I almost ran a campaign for my own personal Google account but then I realized it might cost me a few $100 dollars for a test. Here's what I liked about what I saw:
- Auction style radio advertising
- Ability to have Google help me with actually making the script
- Of course if I send it into a special webpage I'll be able to measure the traffic increase
- Ability to select which markets you want your ads to run in and/or which radio genres to have you ads played on
- And a $400 credit if you launch your campaign by June 30.
Unlike print advertising which I think is an absolute waste of marketing dollars unless you are advertising at the local level, I think radio has a little bit of branding opportunity because the audience especially drive time is a captive one. The trick as anything with advertising is to make sure you can measure your ROI, but if Google can make it easier for the small marketer to enter into the radio market, than more power to them. Also, know what you are getting which is an auction based simpler process to getting into radio - you are not getting the measurement and results that you've come to expect from AdWords.
Well, that's why I'm bullish on Google Audio and you should be too if you ever wanted to test out Radio advertising. The only other warning I could give you is to make sure you don't step too hard on your offline advertising co-woker's or agency's toes. Using Google Audio to replace them may be hazardous to your career opportunities :-)