With the launch of much-expected radio advertising buying system by Google Inc. radio industry has already started speculating the future of the growth of ad revenue. Radio industry experts have given a mixed response about the future prospect of this system. However, the recent experiment with radio advertising will certainly help to expand and strengthen the search giant’s role in selling ads for traditional media.
The analysts are divided on the question of the extent of the effect of the experiment. At one hand, experts are not sure about how the system will benefit the weak radio advertising market. However, they have argued that the system will definitely put pressure on advertisement rates. However, optimist experts are quite upbeat with this system as they are arguing that it will open up the space to new marketers.
Unquestionably, Google’s decision to sell advertisement to radio industry has spark off the possibility to strengthen the ad revenue of the radio industry. The radio industry is at present reeling under tremendous pressure of almost sluggish or downward growth rate. Moreover, the real picture for the prospect of ad market with Google will emerge next year.
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