Digital streaming used to be an afterthought; now it’s important enough that radio stations are increasingly looking for how best to monetize those streams. And there’s no better way to do that, industry execs say, than digitally inserting ads into your stream.
Simply put, stations can no longer just set it and forget it with digital and, if they do, they stand to lose out on significant revenue opportunities. New technology is making the digital advertising game increasingly exciting and high stakes.
Don Albert, North American president of ad tech company AdsWizz says his radio partners replace some or all of their on-air ads with digitally targeted spots. He says radio broadcasters are tailoring ads to digital “both to ensure a great listener experience, and to optimize their revenue opportunity.” AdsWizz’s options include targeting ads based on a listener’s location, known as geo-targeting, and also delivering ads for gender and age preferences, as well as behavioral segments. Most digital advertising solutions offer similar features for broadcasters, broadening advertising capabilities.
Along with fewer ads, Univision’s senior VP, Sales Operations & Development, Fernando Rodriguez, says digital-exclusive content can be more valuable to advertisers because it is highly targeted and capable of delivering niche, hard-to-reach audience segments. That, in turn, can help raise CPMs and generate more revenue for broadcasters, who are eager to monetize their digital efforts and defray high streaming costs.