Radio broadcasters looking to improve their monetisation and fill unsold ad inventory in their digital offerings have a powerful new ally with programmatic ad services from pioneering streaming and podcast solutions experts StreamGuys. Particularly ideal for mid-market and smaller 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 maximise 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 monetisation. Our programmatic ad services help mid-market and even small-market stations increase their revenues and generate profits from their online streams and podcasts.”
Broadcasters can take advantage of StreamGuys’ programmatic ad services with minimal effort. 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 fulfil goes to StreamGuys automatically for us to try to fulfil 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 optimally fulfil open positions. Clients don’t need to approve individual ads, talk to the advertisers, or schedule and craft their own creatives. They essentially just tell us they want to get more revenue from the inventory they’re not filling, and we take care of the rest.”
Unlike services that are aligned with or favour 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 maximise revenue for their campaigns and fulfil more requests than would be possible working with a single ad group. By grouping together and categorising the inventory for multiple client stations, StreamGuys can also make more attractive offers to advertisers than individual stations would be able to achieve on their own.
StreamGuys’ programmatic advertising offering also continues the company’s renowned ‘white glove’ customer service philosophy. “Rather than connecting clients to a programmatic network and stepping away, we work closely with them on an ongoing basis to optimise their advertising performance to maximise fill rate and CPM. We also help match clients with advertisers whose spots align with the client’s content guidelines, which is particularly important for public, religious, and family-oriented broadcasters. Our programmatic services are yet another way that StreamGuys is growing to be a single source for all of our clients’ streaming and podcasting needs, from delivery through to monetisation.”