Google has done its first major radio advertising sales deal, after officially announcing DishNetwork TV deal (and possible DirecTV deal): it will begin selling ads on more than 675 radio stations owned by Clear Channel, reports WSJ. Details:
—A multiyear deal.
—It will sell less than 5 percent of Clear Channel’s ad inventory, some tens of thousands of 30-second only spots per week.
—CC will get the majority of the ad revenue. Google also traditionally offers such ad-distribution partners guaranteed minimum revenue payments, the story says.
—Advertisers will be able to specify the markets and types of radio stations, but won’t be able to specify which Clear Channel radio stations will play it.
—Advertisers can either bid against each other in an auction for the time or pay a premium rate to secure the slot in advance.
—NYTimes: Google has already signed on to sell ads for 800 stations nationwide, but they tend to be in smaller markets.
—Reuters: The partners said the internal ad-buying system used by Clear Channel’s sales force now fully works with Google’s radio-ad-buying service. This complements an online ad partnership where Google already provides a way for Clear Channel advertisers to place text ads on station Web sites.
Last year Google bought dMarc, which sold radio ads online, as the basis for its radio-advertising efforts.