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Monetising podcasts

16 September 2017
Monetising podcasts

The streaming media specialist is demonstrating how its solutions help broadcasters maximise the scope and effectiveness of their monetisation efforts, using dynamic ad insertion within on-demand content such as podcasts.

Complementing the company’s dynamic pre-roll and mid-roll advertising capabilities for live streams and part of its evolving SaaS toolset, the on-demand functions use the latest advances in targeting technologies to deliver advertisements most likely to resonate with each listener, while keeping ads timely and relevant for consumers downloading ‘long-tail’ evergreen content.

Less effective approaches to advertising in podcasts and other on-demand content insert ads into the downloadable media when the files are initially published. As a result, all listeners hear the same ads regardless of their location or interests, and someone downloading the content years later would still hear the same, now-outdated commercials.

In contrast, StreamGuys’ dynamic advertising capabilities insert ads into the on-demand files only at the time the content is requested, making use of available information about the listener – from geographic location to other demographic data – to select current campaigns from advertisers or underwriters that best align with that particular subscriber or consumer.

Embedded within the company’s SGrecast system for podcast and side channel creation, StreamGuys’ AdsWizz-enabled, server-side ad-insertion tools enable publishers to deliver dynamic advertising to listeners across a wide array of playback platforms without requiring specialised client software for each target consumer device.

StreamGuys’ browser-based audio editing and ad break tagging tools also improve operational workflows, avoiding the need for additional software applications while accelerating turnaround times.

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