Abacast has announced a new cloud based ad insertion technology that offers significant enhancements to streaming broadcasters. Generally, broadcasters deliver their online audio product in a single stream where all listeners are hearing the same thing at the same time. This is different than the technology that more interactive services like Pandora use, where each listener is hearing a personalized stream. The single stream approach, while cost efficient, has offered limited targetability of ads. With Abacast’s patent pending cloud-based ad insertion, each listener can receive individualized in-stream audio ads.
ESPN’s Digital Audio division will use the system to enhance the targetability of audio ads across its platform, “targeting listeners by device, location, age and gender in real time across live national broadcasts.” Abacast’s targeting capabilities make it possible to choose options that, for example, include “all smartphone listeners,” “all listeners in the top 20 DMAs that are on iPhones,” “all male listeners in the 25-34 age range in a group of zip codes,” “all listeners listening on the TuneIn player,” and more, according to Rob Green, Abacast CEO. Abacast’s cloud-based ad insertion is specifically designed for all broadcaster sizes and is deployed on the Abacast streaming network as well as on Akamai and Amazon.
“This was a huge hole in the radio industry,” ESPN Digital Audio senior manager Blair Cullen told Adweek. “Before, it was one stream to thousands of people, and it didn’t make sense that we were targeting women with a lot of the ads that were running. Now, hundreds of thousands of people are going to get different ad breaks. You could be in the same car as your friend wearing different headsets, and you’ll still be served a different ad than that person,” he said.
This is impressive news from Abacast that has game changing potential for single stream broadcasters with large, geographically or demographically diverse audiences. More targeted ad delivery nets higher cpms, and positions those services to better compete for digital dollars.