Google's "Audio Ads" platform, an extension of AdWords, automates the process considerably, giving customers with an easy way to designate the time, station format, geographic market and demographic audience they are trying to reach and providing them with an "ad creation marketplace" where they can collect bids from ad specialists who can work with them to create their radio spots.

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While the automated elements of Audio Ads may be new to existing radio advertisers, Google's online ad sales platform is one that many other advertisers new to radio are already familiar with, he says.

FORBES: Bumps In Google's Road To Radio

Drew Hilles, national director of audio for Google, points out that some of the company's radio ads won't be sold online but rather via a direct sales force focused on "relationship-based sales" with big clients, just as the company does already with some of its online ad sales.

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