Leveling of the playing field

Google has announced that it will acquire a company that specializes in radio buys in local markets. Now people are probably wondering why, and it would seem that they want to own not the production, but the distribution. What this means from a marketing standpoint is simply that once Google figures out how to do it you will be able to place an add with them that will get a spot on their video site, have links in text searches and now will be able to place your radio adds in select markets. This is some power for advertisers and gives that power to the small guy. It may be time for some entrenched agency to start listening to their clients and do work for them as opposed to for their reel. Google has the muscle to go toe to toe with the big guys and will use that muscle. Another convergent strategy to watch.