iHeartMedia's Brian Kaminsky Talks Programmatic, Digital At Ad Age Data Conference
October 9, 2015 at 4:00 AM (PT)
AD AGE reports that at its Data Conference in NEW YORK THURSDAY (10/8), iHEARTMEDIA Pres./Programmatic and Data Operations BRIAN KAMINSKY discussed his company's approach to digital and programmatic, saying that iHEARTMEDIA is "taking radio and dragging it into the digital age."
KAMINSKY, who joined iHEARTMEDIA from the HUFFINGTON POST in 2013 and has also worked at YAHOO! and REUTERS, said that programmatic sales for radio are not about "changing the way radio is delivered or creating a one-to-one impression" but instead trying to move buyers from ratings points to understanding the audience they are buying, using the company's research on "musical tribes" of consumers -- fans of particular artists -- as examples.
He noted that iHEARTMEDIA is following consumers' listening patterns and matching the information with social patterns; he also asserted that listeners to broadcast radio in the car and listeners to apps and online streams are the same people, adding that iHEARTRADIO's growth came purely from on-air promotion via the company's broadcast stations.
He also noted that many EAST COAST residents -- like the ad agency reps -- don't drive to work, "We sometimes forget that the rest of the country -- and it's a big big country -- drives to work every day," and the "digital dashboard" is a long way from wide adoption.
Read AD AGE's coverage of KAMINSKY's presentation here.