Google Begins Radio Ads

NEW YORK Google said it has begun testing radio ads, a step in its move to extend its ad platform from the Web into traditional media.

The company said on one of its blogs that some of its advertisers have begun using its AdWords platform to run radio placements in some cities and on satellite radio. Google Audio Ads lets advertisers target their placements based on geography, demographics and time aired.

The test comes nearly a year after Google acquired dMarc in a deal worth up to $1.2 billion. Over 200,000 advertisers used dMarc to create, place and track Internet and radio ads through a network of radio stations. It competes with firms like Softwave, which claims a wider network for radio placements.

Google has made moves to extend its reach from the Web into other forms of media. A month ago it inked a deal to place print ads in more than 50 newspapers, including The New York Times, Chicago Tribune and The Washington Post. Company executives have said its AdWords platform could be used for placing TV ads.

In traditional media markets, Google is facing wary, entrenched media. Its first print advertising test, which used magazines, did not succeed. Google changed its approach to newspaper placements, giving publishers control over what ads to accept and at what price. In its magazine test, Google bought ad space and then resold it to its advertisers.

Google has not set a date for a full release of its radio or newspaper ads to all advertisers.