Google has gone not only from online advertising to offline with print and radio ads, but it's aiming higher - way, way up, in fact - announcing an ad deal with XM satellite radio.
Google has announced its biggest offline media plans thus far, saying it will extend its online search advertisers' reach to XM Satellite Radio, reports MediaPost's Joe Mandese. The deal will be handled via dMarc, the radio advertising firm that Google acquired in January. AdWords clients will have access to XM's non-news channels' inventory. XM subscribes number more than 7 million.
The deal comes apparently after months of trials. AdWords clients will be able to place both terrestrial and satellite radio spots starting in the fourth quarter. Google advertisers will have "a simple, automated way to reach XM's millions of subscribers nationwide," the companies said. Until now, as a premium service, XM has relied mostly on subscriber fees for revenue.
Google's plans for dMarc reportedly include the extension of its electronic ad trading systems into TV, according to MediaPost.
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