All media outlets are going to pay per performance and targeting their audiences, even radio. This deal between Google and Clear Channel will help save a hurting radio industry, but expand the PPC targeting offering that Google can provide. According to the NYT article, Clear Channel isn’t exactly diving into bed with Google, only giving them up to 5% of their inventory to sell.

Think of all the AdWords clients, bidding away on keywords through Google.com and the millions of AdSense partnering websites and blogs. Now imagine that these clients can post a :30, :10, or even :60 second audio file to their account and place targeted radio ads based on a show’s topic, timeslot, or MSA.

Spotrunner.com is already offering targeted television media buys around the country with a similar model, minus the keyword targeting of course. I’m doing some tests in Branson where we are hosting a two-day writers conference in late May. I’ll report back on how they perform.

Full story from New York Times