StreamGuys has launched SGcreative, a new audio advertising service developed in partnership with multi-platform audio company Nueva Network. The companies say the platform combines national advertising reach with locally relevant audio messaging.
StreamGuys says it will demonstrate the service at the 2026 NAB Show in Las Vegas, April 19–22.
According to StreamGuys, SGcreative uses real-time data and dynamic ad insertion technology to create location-specific sponsored audio segments for broadcast and digital audio platforms. Dara Kalvort, vice president of digital sales and strategy at StreamGuys, said the service reflects the company’s approach to combining technology with commercial opportunities for publishers. “We always aim to take a holistic approach with new technology, and SGcreative very much aligns with that ethos,” she said. “Nueva Network saw a gap in the market for audio advertising, and StreamGuys had a clear vision for the technology.”
We always aim to take a holistic approach with new technology, and SGcreative very much aligns with that ethos
Dara Kalvort, StreamGuys vice president of digital sales and strategy
Nueva Network focuses on the U.S. Latino market through terrestrial radio, digital streaming, podcasting and social media. According to the companies, the SGcreative platform enables Nueva Network to deliver real-time, location-specific sponsored content to Hispanic and multicultural audiences. Nueva Network brands the listener-facing format created on the platform as “Que Onnda Today,” a time-sensitive audio format built around geo-targeted segments.
Creating a scalable revenue model
José Villafañe, founder and CEO of Nueva Network, said the collaboration is intended to create more culturally relevant advertising opportunities for Latino audiences. “Radio advertising has always been about connection and resonating with audiences in a way that reflects their daily lives, language and culture,” he said. “For Nueva Network, serving the Latino community means delivering content and advertising that feels authentic, timely and meaningful. Working with StreamGuys, we can elevate that experience by pairing real-time relevance with creative storytelling, giving brands a more powerful way to engage our audiences at the local level while creating a scalable revenue model.”
According to StreamGuys, the system uses real-time information, such as weather, traffic and local updates, to generate sponsored messages with AI. Through dynamic ad insertion, listeners receive ads tailored to their location. The company says, for example, that a listener in Los Angeles might hear a sponsored message followed by a local forecast or traffic update. In contrast, a listener in Chicago would hear a similar message containing Chicago-specific information.
StreamGuys says campaigns can run across its ad network in major U.S. markets, in both English and Spanish.
Kalvort said the initiative is also intended to help publishers access new advertising opportunities. “This ties into our broader approach of helping publishers get more value from their streams and podcasts by connecting them with premium sources of demand,” she said. “Publishers with relevant audiences can easily participate in the network and get access to new revenue.”
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