Most Popular Articles
Targeted ad insertion
A recent collective bargaining agreement by AFTRA, the American Federation of Television and Radio Artists, now requires that union talent are paid additional fees when their on-air ad spots are also broadcast on the Web. These fees can increase the cost of a single ad by up to 300 percent, so the original question of “How can I make money Webcasting?” has taken on the new twist of “How can I afford it?” Ad insertion systems, which were originally an evolutionary step toward creating new revenue sources, are now in the spotlight as a means to manage these new fees.
Many vendors sell ad insertion systems, and each one works differently. The basic principal of operation is that advertisements from your on-air signal are replaced with a separate set of ads for your webcast audience. Targeted ad insertion systems take ad replacement one step further, in that a separate set of ads can be sent to each individual listener. The ads are tailored to each listener based on their demographic. Because the system has information on each listener, both the broadcaster and advertisers have more detailed feedback on listening habits, which isn't available with non-targeted ad insertion systems. Also, because the advertisements are tailored to each listener's specific demographic, they are more effective.
Targeted ad insertion delivers specific ads to individual listeners.
At some point you must ask your listeners for information. This extra step usually happens the first time a listener clicks the listen link on your website. From there, they are prompted to enter information about themselves. Usually this is limited to their gender, age group, and zip code or other geographic information. In some vendor's systems, this initial step may also install additional client software.
Because ad insertion systems must interrupt the station audio with the inserted ads, the systems need additional mechanisms to make transitions as smooth as possible. Players always buffer a small amount of the audio before playing it to smooth over the bursty nature of the Internet. When a player switches between a live stream and an ad file somewhere on the network, there is normally some dead air while the ad file is buffered and before it starts playing. To address this problem, some vendor's systems include client software that pre-buffers ads while the live station audio is playing. In some systems, all the ads are downloaded and stored on the listener's computer entirely in advance. When the ad insertion system instructs the player to disconnect from the live stream and play the ad, the locally cached or pre-buffered ad starts playing immediately. In this way, the user suffers no interruption in audio when the inserted ad plays.
Ken Nosé is chief software architect of NeoSonic Industries, Cleveland.
Acceptable Use Policy blog comments powered by Disqus
[an error occurred while processing this directive]
Today in Radio History
The history of radio broadcasting extends beyond the work of a few famous inventors.
EAS Information More on EAS
The feed provides feeds for all US states and territories.
Need a calendar for your computer desktop? Use one of ours.
Information from manufacturers and associations about industry news, products, technology and business announcements.
When Northern Community Radio set out to build a new community radio station in rural northern Minnesota 38 years ago, naysayers said that it would be broadcasting “only to a bunch of gophers
Browse Back Issues[an error occurred while processing this directive]
Also in the July Issue
- Trends in Technology: Robust IP STL
- LPFM on The March
- RF Engineering: Modern Modulation Techniques
- Field Report: Tascam TH-2000 Headphones
- Battery Maintenance: Testing and Charging