iHeartRadio Names Tim Castelli EVP/Digital Sales
March 14, 2012 at 2:45 PM (PT)
CLEAR CHANNEL has appointed TIM CASTELLI EVP/Digital Sales for iHEARTRADIO, reports AD AGE. He'll be in charge of creating an ad platform for iHEARTRADIO's custom stations, which are currently commercial-free. Previously, he headed up AOL's Eastern U.S. region.
The story, however, notes that ad platforms on custom online radio stations have not been greeted with universal acceptance. "Custom radio stations have become an upgraded version of iPod shuffles or the mixed tape," KATZ RADIO GROUP EVP/Radio Analysis MARY BETH GARBER said. "In this type of experience, listeners do not want or expect commercials. They just want uninterrupted music."
"We are working to figure out the right way to incorporate ads into the customer experience and see what resonates," CASTELLI said. "I am looking for innovative and creative ways that are natural and make sense and are not disruptive to the consumer.
"I am not seeing anyone do this well at a massive scale," he continued. "There are people doing pieces of it, but nowhere near the power of the platform we have available. Since custom is just one part of the business, we have the luxury of taking our time before we introduce an ad platform."