Google Audio and TargetSpot have dramatically increased the efficiency of radio, and in so doing, created opportunities for new advertisers to invest in the medium. While the media on these two platforms, remnant terrestrial and streaming spot inventory respectively, is less desirable than the prime spots available on the same stations, the turnkey process of placing an ad, setting the demographic criteria and instantaneous reporting might just justify the quality difference to an interactive media buyer.

It boils down to having data in a language that’s easy to analyze and compare across media. Google Audio and TargetSpot makes it easy to measure the ROI of spot radio in the same language as an interactive campaign. That’s their greatest asset. And it doesn’t hurt that you can place an entire buy in minutes…