Google Dumps Radio Advertising; Will Cut 40 Jobs
According to a posting on the Google Traditional Media Ads blog, Google will cut 40 jobs as a result and will close Google Audio Ads and AdSense for Audio—automation programs for audio advertising—by May 31. Google is looking for a buyer for its Google Radio Automation, the software that automates all of its broadcast radio programming.
"In 2006, we launched Google Audio Ads and Google Radio Automation to create a new revenue stream for broadcast radio, produce more relevant advertising for listeners and streamline the buying and selling of radio ads," wrote Susan Wojcicki, vice president of product management, on the Google Traditional Media Ads blog. "While we've devoted substantial resources to developing these products and learned a lot along the way, we haven't had the impact we hoped for."
According to Wojcicki's posting, existing Google Audio Ads and Ad Sense for Audio products will be phased out and Google will work to develop "Internet-based solutions that will deliver relevant ads for online streaming audio." Wojcicki also said that Google will continue to invest in TV advertising.
She confirmed in the posting that while some members of Google's Radio Automation and broadcast radio ad team would be reassigned to other departments, as many as 40 would be let go.
"We have always accepted that if you take risks, not all of them will pay off," she wrote. "Deciding to close products is never easy, but we will continue to focus on advertising products that provide measurability for advertisers, and are relevant and useful for users, listeners and viewers."