It’s press release week – err, I mean CES week – in our industry this week, a time when lots of folks gather in Vegas for the Consumer Electronics Show, and announce innovative products and projects. I don’t mean to belittle the announcements, some of which sound very promising. But it’s kind of a shame that it all has to be condensed into one week.
In any event, two announcements in particular caught my attention yesterday. First, an announcement by AdsWizz and Aha by Harman, who have partnered to deliver ads. Aha has a strong foothold in the automotive market – in some 50 car models by 14 manufacturers. The AdsWizz piece enables audience targeting based not only on the usual age/gender demographics, but also including location, make and model of the car.
Pandora‘s announcement yesterday concerned similar innovations – rolling out in-car audio advertising that enables advertisers to target listeners who are listening in their cars. Ford, BP, State Farm and Taco Bell are national brands that are targeting Pandora listeners in their cars. More than 4 million unique users have activated Pandora through a native integration in a car.
Streaming audio services continue to refine their ability to deliver ads to consumers with precision, enhancing advertiser impressions by doing so. Increased targetability creates increased value for the advertiser by boosting an ad’s return on investment, and that’s a great place for our industry to focus innovative energy..
Arbitron has announced a deal with Euorpean based online audio ad serving and measurement company Adswizz which signals their intention to return to server based streaming audience measurement. During an earnings call, EVP/COO Sean Creamer reported that Arbitron signed an agreement with Adswizz last week.
“AdsWizz will process the server-based, streaming log files exclusively for our planned digital radio service. This collaboration is designed to help us to realize our vision for providing standard reporting metrics for over the air and digital streaming audiences on behalf of our current radio broadcast customers and for digital music service clients. We are currently working with both our radio station clients and the digital service providers to develop the first report deliverables.”
Arbitron departed from server based streaming audio measurement when it purchased and subsequently shuttered Measurecast in 2004. Earlier this year they announced a plan to develop a comprehensive streaming audio measurement solution. A server based streaming audio measurement solution would put Arbitron in direct competition with Triton Digital’s Webcast Metrics, which currently measures services including Pandora, iHeartradio, Slacker, CBSRadio, AccuRadio and others.
Creamer’s announcement also promises a solution for current radio broadcast customers and digital music service clients. While it may seem obvious that the only way to produce a credible streaming measurement platform is to include both streaming broadcast and online only services, I had heard rumors that some of the broadcast clients of Arbitron were opposed to a solution that included online services like Pandora and Slacker. I’m hoping everyone has come to their senses on this point.
Competition in audience measurement of streaming can only be a good thing as it will encourage continued development of each solution’s capabilities. It’s also a good sign of a thriving industry…