Google-powered advertisements will soon surface on XM Satellite Radio, part of a quickly-broadening push into broadcast formats. Earlier this year, the search giant purchased dMarc Broadcasting, a technology firm that specializes in automated, radio-based advertising. The expansion builds upon the success of both Google AdWords and AdSense, which position contextually-relevant advertisements within search results and relevant webpages. That methodology is now being translated into the radio realm, where advertisements are often sold and positioned in an inefficient, manual way.
The XM Satellite partnership will begin in the fourth quarter, and will involve non-music stations. The relationship will allow XM to develop its advertising-based revenue pool, a diversification of subscription-based revenues. Ryan Steelberg, head of Radio Operations at Google, noted that advertisers will now have a simple way to “target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner.”
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