Tuesday, August 08, 2006

Digital Broadcasters | XM Satellite Radio with Google

XM Satellite Radio, the United States’ leading satellite digital broadcast radio service with more than seven million radio subscribers, (NASDAQ: XMSR) and Google is to introduce and make available commercial advertising on XM’s non-music radio channels to Google’s extensive advertising base through its dMarc media network (http://www.dmarc.net).

Google (NASDAQ: GOOG) bought out dMarc in January 2006.

As part of the deal, Google advertisers will have a simple, automated way to reach XM’s millions of radio subscribers nationwide and XM will have access to Google’s large and small advertisers to offer relevant, targeted messages to their subscribers. After months of trials, the new broadacst 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.

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 satellite channels, helping to increase revenue with a wealth of new advertisers, while decreasing the costs previously associated with processing advertisements.

Google's move takes its business model into digital radio and I am sure will rollout worldwide within months with other digital radio stations and networks, particularly in Asia.

XM Satellite Radio is already the leader in satellite-delivered digital radio entertainment and data services for the automobile market through partnerships with General Motors, Honda, Toyota, Hyundai, Nissan and Porsche, is available in more than 130 different vehicle models for 2006. XM's industry-leading products are available at consumer electronics retailers nation-wide.

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