Dynamic Ad Insertion: Trick or Treat?

When it comes to terms like Dynamic Ad Insertion (DAI) or Server Side Ad Insertion (SSAI) technology, most non-for-profit CCM/Worship stations managers hold up a cross at me as if “DAI” somehow has become Linda Blaire from “The Exorcist.” I still hear Max von Sydow chanting “The Power of Christ Compels you” from the last NRB Convention I attended.

I get it.

First, really anything with “Ad” in it, when it comes to non profit radio sounds cringey; secondly, depending on how your radio station is streaming, inserting any kind of sponsorship messaging that is not simulcast over the air, can be considered a violation of certain songwriting and performance licenses. But what if I told you that you can increase donor opportunities with DAI/SSAI technology?

The truth is that DAI technology allows for better location, day-parting, and device targeting which allows the radio station to reach the ideal listener at the ideal time. Additionally, DAI technology offers an abundance of data points that your team can use to understand and tell your listeners' story.

For example, you can traffic different pre-roll messages to different zip codes. Where some zip codes have higher income generating families than others, you can better target your ask. You can ask for a “donation of $25” from one zip code and a “donation of $50 from another, knowing that the appropriate listener will get the right message.

Take it one step further, and add day-parting to your pre-roll message, ensuring the listener will hear the message during their work hours, where listening to your station at is moving more and more online.

What about targeting a smart speaker, or your mobile app? The possibilities of how you can send your message is near limitless, as are the people you can reach with more unique and curated messaging that will sound more personable to them.

Please don’t even get me started on targeting age groups and education levels!

Beyond the targeting capabilities that DAI offers, the reports you can get just by adding pre-roll messages to your stream are pretty astounding as well. Think about it, all the targeting parameters you have available are now available by reports. See how many unique listeners are listening to your station at 9am in Franklin TN, on a smart speaker. “But my station is in Dallas,” you say.

EXACTLY!

Now you target your messaging to those that are beyond your station signal or P1 circle and increase your donor opportunities.

So the next time you hear the terms DAI or SSAI, I promise it is not a trick, rather a treat for your sponsorship development team.

Happy Halloween!!!

Matt Kellogg is VP of Buisness Development at MediaCreek, which offers digital audio solutions to all broadcasters.
matt@empirestreaming.com