I thought this was intriguing: Google and XM will collaborate on advertising via recent acquisition dMarc. Looks like XM gets great ad inventory and Google/dMarc gets to refine and improve its technology on 7 million subscribers. Cool. About a month ago, Zachary Applegate visited dMarc in the IrvinePlex and wrote up his reactions.
I am an XM fan. I’ve actually got three active XM radios (two in our cars, and one XM100. But that’s another post entirely 
). dMarc, if you’re looking for me, I’ll usually be on Channel 150 (Comedy). Plus for some reason I can’t explain, lately I’ve been hanging out on Channel 131 (BBC World Service). I’d welcome more variety in the commercials; I’ve heard enough GoToMyPC pitches, and now I’m ready for something completely different. Exciting stuff. 
Via Loren.
{ 15 comments… read them below or add one }
Matt,
Thanks for the post, we are always excited to see what Google is up too.
Thanks!
-Zach
This is really exciting stuff. This should change advertising in radio and could carry over to television too perhaps?
XM Radio has commercials? How lame…
Channel 31, Matt. It’s all about Channel 31.
Wastin’ away again in Margaritaville…
Suggestion, don’t advertise until you get rid of the massive SPAM and fix the sub-domain, and site: stuff. The last thing you want is more people calling Google, SPAMoogle.
I say you start with the SEO contests if you’re going to get rid of spam.
Matt
This is a little off topic, but Gord Hotchkiss asked me to make sure to ask you about your life as a dress up doll. I can’t make SES San Jose to ask you in person….so what’s a blog for, anyway.
http://www.cartoondollemporium.com/mattcutts.html#12
Here is the Official Press Release Announcement by Google
http://www.google.com/press/pressrel/xm.html
Yikes – you are running fake ads and telling advertisers where to find you ? Is this taking Googlish enthusiasm for contextual advertising a bit too far ?
Joe
I still say SIRIUS is better! :p
I think this is pretty interesting… I’m curious exactly how this will be implimented! As text on the screen?
Consider this as a possibility – XM uses dMarc to fill advertising inventory. Since satellite radios have PAD data displayed on the receivers, you can support the audio advertisement with a textual reference as well (phone number, URL, etc – this is already being done on both XM and SIRIUS).
Using XM’s “push to buy” technology (in development), listeners will not only be able to hear/read a sponsor’s message, but also act immediately as well. Traditional radio needs to brainwash you to get their message across (repeated commercials, jingles, yelling car salesmen, etc). Satellite radio instead gives immediate satisfaction, to both the sponsor and the listener.
XM also has more demographic information that dMarc/Google can utilize. It’s a subscription service, so they inherently have more information about you than the local radio station does (which only have demographic info based on extrapolated data – suspect to say the least). Eventually with more advanced system that provide GPS-based data (traffic, weather, parking spot locator – all available or in development), XM will be able to provide geo-targeted ads.
So an auction-based ad inventory system + relevant/targeted/segmented ads + an immediate measurement for CPM and CTR? Sounds good to me.
XM also has more demographic information that dMarc/Google can utilize. It’s a subscription service, so they inherently have more information about you than the local radio station does (which only have demographic info based on extrapolated data – suspect to say the least). Eventually with more advanced system that provide GPS-based data (traffic, weather, parking spot locator – all available or in development), XM will be able to provide geo-targeted ads.
Sirius is better ?? No way, that is old news maybe, XM’s is much better than Sirius imo
Sirius what? They cannot compare with XM voice.