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Radio stations looking to improve their monetization and fill unsold ad inventory in their digital offerings have a new ally with programmatic ad services from StreamGuys. Particularly suited for stations with limited in-house advertising sales resources, StreamGuys’ independent, programmatic services leverage multiple demand-side platforms (DSPs) and provide customers with combined scale to maximize their revenues and profits while delivering high value to advertisers.
“For years, many stations have been offering streaming and podcasting at a loss simply to make their content accessible on all of the platforms their audiences wanted,” said Tyler Huggins, director of advertising, StreamGuys. “Many large-market stations and enterprise groups have successfully turned their digital offerings into profit sources, but the complexity and infrastructure requirements of the advertising landscape left smaller broadcasters struggling with digital monetization. Our programmatic ad services help small- and mid-market stations increase revenues and generate profits from their online streams and podcasts.”
Leveraging relationships
StreamGuys utilizes server-side ad insertion (SSAI) and a waterfall method to target available inventory in real-time and connect any unfilled impressions to StreamGuys’ ad marketplace.
“Clients don’t need to change anything they’re doing on a day-to-day basis. They continue to sell as much inventory as they can through their existing methods, and anything they can’t fulfill goes to StreamGuys automatically for us to try to fill through the marketplace,” explained Huggins. “Our programmatic services look through all the different ad networks we support to match top positions and top-paying advertisers to fulfill open positions optimally. Clients don’t need to approve individual ads, talk to the advertisers, or schedule and craft their own creatives. They essentially tell us they want to get more revenue from the inventory they’re not filling, and we take care of the rest.”
Unlike services aligned with or favor specific ad networks, StreamGuys’ programmatic advertising offering is independent and leverages relationships with multiple demand-side platforms. With dozens of ad groups concurrently bidding on the same priority level, StreamGuys can help clients maximize revenue for their campaigns and fulfill more requests than possible working with a single ad group. By grouping and categorizing the inventory for multiple client stations, StreamGuys can also make more attractive offers to advertisers than individual stations could achieve on their own.
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