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Google signs internet/radio advertising deal with Clear Channel
Search giant Google has struck a deal with US media firm Clear Channel Communications to allow Google customers to place ads on over 675 Clear Channel radio stations.The move means that customers who would not normally use radio to gain simple access to Clear Channel's national distribution system through a user-friendly online interface, AP reports.
"The radio partnership with Clear Channel is a pretty big statement that Google is in the radio industry to stay and have a big impact," said Google Audio's national sales director.
Financial details were not released but the move is a significant step for Google, which is looking to branch out from search marketing as it takes on rivals Yahoo and Microsoft in the online arena.
Last year the company launched Google Print Ads, designed to allow online advertisers to easily access newspapers in the States.
Meanwhile, last week Google acquired online marketing company DoubleClick in a deal worth more than $3 billion.
"Together with DoubleClick, Google will make the internet more efficient for end advertisers, users, and publishers," said Google co-founder Sergey Brin.
Companies wishing to boost their own online presence should engage in link building.
Google recently bought internet ad firm DoubleClick for more than $3 billion, and rivals Yahoo and Microsoft are thought to be worried about antitrust issues.
online advertising world.
Seeing Microsoft - often accused of being a monopoly itself - voice antitrust complaints against Google has been viewed as ironic by critics, but there is certainly a powerful argument to suggest that Google will become dangerously powerful if it is able to dominate both the search ad and display ad markets.
Yahoo is currently the leader in the latter, but Google's $3.1 billion tie-up with leading ad firm DoubleClick could change that quickly.
However, some believe that the search and display markets should be treated as separate entities and that Google will therefore not monopolise any one sector. "It seems there is a clear distinction between Google's business and the business it is entering with the acquisition of DoubleClick," Gartner analyst Andrew Frank told the Financial Times.
However, Brad Smith of Microsoft claims Google clearly wants to integrate the two forms of online advertising, partly so that clients can better understand the effectiveness of overall internet ad campaigns.
It could also mean that Google is able to directly influence the revenues of other internet companies that may be its direct competitors - a situation that many would see as unfair.
However, big rivals will not give up in the online marketplace and the likes of Microsoft and Yahoo will have a huge influence for years to come.
Recent research from SearchIgnite and RBC Capital Markets indicates that Yahoo's new, improved internet advertising platform, Panama, has had a positive effect on the company's fortunes.
Meanwhile, the internet continues to thrive as a medium for driving revenue, and web owners can claim their own share using link building.
As the BBC recently pointed out, the more links there are to a site, the more important it is seen to be. "One of the most important factors in deciding how relevant particular sites are is to count how many other sites link to it."
Direct Link Ads.
using Direct Link Ads allow web owners to put their websites to work and generate income.
paid the vast sum to acquire DoubleClick as it looked to get a hold on display advertising and challenge the likes of Yahoo in this marketplace.
However, a source told the Times that Microsoft had also been prepared to pay more than $3 billion for DoubleClick, the largest independent broker of online display ads.
This was despite the fact that Microsoft spokesman Don Dodge had previously said that a much smaller sum of $2 billion would be far too much for the firm.
However, the deal will greatly expand Google's already massive influence in online advertising. It is already the largest player in terms of search ads, where links to company websites are provided with a snippet of text next to relevant content.
Display ads are those that contain more pictures and logos, with a clickable link to the relevant site.
To make the most out of your own website, use Direct Link Ads.
DoubleClick.
However, its rivals are not likely to let up, and Microsoft last month managed a larger increase in internet traffic than Google - increasing from 10.5 per cent to 10.9 per cent. Yahoo dropped slightly, from 28.1 per cent to 27.5 per cent, although it is still very much Google's number one rival in this area.
Ask was in fourth position, increasing its share from 5 per cent to 5.2 per cent. Time Warner was in fifth, growing its own share from 4.9 per cent to 5 per cent.
To take advantage of these firms' huge success, use link building.
Direct Link Ads.
purchasing DoubleClick Google stole a march o
Google News posted on 16 April 2007
