XM, Google to share ad inventory via traffic software

Google and XM Satellite Radio today announced an agreement that hints at the future of not only radio, but also television advertising. Under the terms of the deal the two companies will help each others advertisers reach the other’s audience–including letting Google advertisers place targeted radio spots within XM channels.

Inventory on XM’s non-music channels will be available to Google’sadvertising base through dMarc’s media network (www.dmarc.net). As part of the deal, Google advertisers will be able to reach XM’s millions of subscribers nationwide and XM will have access to Google’s large and small advertisers to offer relevant, targeted messages to their subscribers.

The dMarc platform, acquired by Google in January 2006, simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns on terrestrial radio, and now on XM Satellite Radio. For XM, Google’s technology automatically schedules and inserts advertising across XM’s non-music commercial channels, helping to increase revenue with a wealth of new advertisers, while decreasing the costs previously associated with processing advertisements.

After months of trials, the new platform is now in full production for dMarc advertisers. Google AdWords’ customers will be able to place terrestrial and satellite radio spots when the dMarc platform is integrated into AdWords targeted for fourth quarter of this year.
“XM is excited about the opportunity to leverage Google’s extensive advertising base to open up a new revenue stream while providing marketers with a new way to reach consumers in an environment of compelling content and limited commercial loads,” said D. Scott Karnedy, senior vice president, sales and marketing solutions, XM Satellite Radio.

“This partnership with XM Satellite Radio will provide a powerful marketing and distribution tool for Google advertisers,” said Ryan Steelberg, Google’s head of radio operations. “By providing access to XM’s premier satellite audience, Google advertisers will have an easy way to target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner.”