What Happened
More programmatic ads are coming to radio as iHeartRadio, one of the largest radio networks in the U.S., is making its entire ad inventory available for programmatic buying. This change is made possible by iHeartRadio’s new partnership with Jelli, which recently launched a programmatic platform for radio ads. Besides typical demographic segments, brands using Jelli’s platform will be able to target audience segments based on political affiliation, mobile device types, and even what kind of car the listener drives.
What Brands Need To Do
According to IDC, programmatic radio advertising is growing rapidly, from $7.5 million in 2014 to $37.5 million in 2015. For brands seeking to reach consumers on the road, radio ads offer a well-tested way to do so. Now with iHeartRadio diving into programmatic ads, brand advertisers will be able to enjoy some of the advanced targeting capabilities of other programmatic ad formats.
Source: AdWeek
