Communicorp introduces targeted online ads

Dublin based digital advertising network Adforce has teamed up with Communicorp to deliver adverts online.

These include live and on-demand radio broadcasts and podcasts for Today FM, Newstalk, Spin 1038, Spin SW and 98FM.

Adforce will connect advertisers to highly targeted streaming audio listeners using pre-roll and in-stream ad formats operated by Triton Digital, with which Adforce recently agreed a partnership.

Unlike FM ads, multiple digital audio ads can run simultaneously to cater for different target listeners. Audio ads can be delivered in sync with companion display ads served on the device, allowing a message to be simultaneously seen and heard.

Deborah Carpenter, Head of Solutions and Insights at Communicorp said: “The collaboration with Adforce is a first for the radio industry in Ireland and we are delighted to have brought this innovation to the Irish market. Radio has always been a high-engagement medium and digital audio takes this to a new level because of the customisation and control it offers. The launch represents an exciting opportunity for the radio and media industry. We selected for its proven track record in identifying pioneering digital advertising opportunities and helping broadcasters maximise revenues across these.”

Speaking of the deal, Rob Kinsella, Director of Sales at commented: “The advertising potential of digital audio has remained largely untapped by radio broadcasters in Ireland, until now. Communicorp will be the first to market in Ireland with in-stream advertising customised for digital audio listeners and we are delighted to be working with them in rolling this out. Research after research points to the same conclusion: digital audio is growing and the creative available now in the audio space is much more innovative and emotionally impactful than ever before. Not only are more people listening to digital audio, they are also listening for longer periods. The takeaway for marketers is that digital audio should be considered an essential part of every integrated marketing campaign.”

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1 Comment
  1. Brian Greene says

    sounds like digital visual ads for an audio listener – audio listeners expect the screen to time out and go dark when idle. Youtube prevents dark screen on video. wonder how this will resolve for communicorp. if it is digital audio the adverts sound needs to be made for audio and the screen ought not go dark for visuals to be seen, but is anyone looking at digital audio while it plays?

    Podcasting is 12 years on the go and the only pre roller that rotates the ads that pre roll that I ever heard was Radio Canada. And it may rotate but that is useless after I have downloaded my copy. Podcast streaming is on the rise but downloading isn’t dead.

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