iHeartMedia Introduces 'SmartAudio' Data Product For Programmatic Ad Sales

Programmatic

At its "SoundFront" advertising industry event last night (3/15), IHEARTMEDIA announced the latest addition to its programmatic ad sales platform, "SmartAudio," which mines data from iHEARTRADIO's 95 million registered users and third-party sources to offer more information about audience segments, numbering over 700 at the moment. The system also allows dynamic ad insertion based on real-time triggers like weather, sports, pollen counts, mortgage rates, and other occurrences to change ads based on what's happening at any given moment in any location.

“Broadcast radio has the unparalleled advantage of real-time connection with consumers, giving the ability for advertisers to reach enhanced audiences at scale, and even tailor their creative messages for real-time,” said iHEARTMEDIA Pres./National Sales, Marketing and Partnerships TIM CASTELLI. “We’ve been testing SmartAudio with some of the top brands and we’re already seeing additional impact for those using it. They’re able to leverage the product’s flexibility to decide which specific ad to run based on something as simple as whether the local sports team won or lost last night’s game.”

iHEARTMEDIA's SoundPoint programmatic platform was launched in APRIL 2015 using JELLI as a basis.  CASTELLI said, “We launched our programmatic platform with the specific goal of bringing the best resources, unprecedented accountability and speed to our advertising partners.  Industry response to our SoundPoint platform has been so well received that we’re now unveiling SmartAudio which allows audience segmenting and dynamic creative capabilities all in one planning and buying tool.”

« see more Net News