NPR Digital has teamed up with Triton Digital to offer new services to member stations. The new tools will include audience measurement and sponsor management tools that are intended to help stations grow their digital sponsorship revenue by more effectively presenting listeners with audio sponsorship messages, while at the same time providing measurement of audience and sponsorship impact.
Bob Kempf, Vice President of NPR Digital Services, (and an old friend – hi Bob!), says “these new tools will help stations to better identify and quantify the rapidly growing number of listeners that are accessing their programming through online streaming, and to translate that into metrics that are meaningful to potential sponsors.”
Triton’s Webcast Metrics will provide the audience measurement piece and Ad-Injector ad insertion will enable the corporate sponsorship tools. Combined, these tools will provide NPR stations with the ability to coordinate, measure and confirm corporate sponsorship campaigns in a similar way to ad campaigns.
This seems like a natural for NPR, rounding up their network of stations online for measurement of audience and sponsor campaigns – so much so that I’m kind of wondering what took them so long – my guess there is that it smelled a little too much like commercial station behavior and that kept them away for a while.