iHeartRadio Dives Into Programmatic Ads

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

Iheartradio family app

iHeartMedia Launches iHeartRadio Family App Targeting Kids

What Happened
iHeartMedia is expanding its brand to reach an underserved audience segment – kids. Today, the radio conglomerate launched iHeartRadio Family, a stand-alone iOS and Android app that features a variety of stations with content curated for children ages 4 to 11. This marks iHeartMedia’s first big launch outside the core iHeartRadio app. Looking for launch partners that fit with the family-friendly positioning, the company struck a partnership with children’s retailer Build-A-Bear Workshop, which will get its own branded radio station in the new app.

What Brands Need To Do
iHeartMedia describes the new family app as its first “multi-app brand extension,” which opens the door for more iHeartRadio apps targeted at specific audiences in the future. Its partnership with Build-A-Bear at launch showcases how brands with a specific target audience, be it kids, nerds, or stay-at-home moms, can team up with those interest-based emerging digital channels to effectively reach the right audience with brand messages.


Source: TechCrunch

Header image courtesy of iHeartMedia’s promotional image