iHeartMedia is telling its clients
about a new digital data ad product called SmartAudio.
is a feature of its SoundPoint programmatic
offering. The company says the feature “combines the massive scale of broadcast radio with the power of digital
data and more informed audience targeting.”
In 2015, iHeartMedia launched SoundPoint, a programmatic
and automated ad buying solution for its broadcast
radio stations, built on cloud technology from supplier Jelli.
brands with even more effective ways to reach their audiences,” the company
said in an announcement. “iHeartMedia can now mine its unparalleled
digital data from more than 95 million registered iHeartRadio listeners, along
with leading second and third-party digital data, consumer and behavioral
resources and social networks, to create robust audience segment profiles — including
Millennials, auto intenders, mothers and more.”
can use these “enhanced profiles” to choose broadcasting schedules and methods
to reach targeted consumers. “By utilizing the product’s capabilities, brands
will receive the massive scale of broadcast radio and the targetability of
According to the announcement, the company said it has developed approximately 700
SmartAudio audience segment profiles, “and will continue to create more based
on advertisers’ requests.”
An interesting feature of the system is that advertisers can use “dynamic ad
creative” that uses triggers to deploy various messages based on what’s happening
in a given market at a given moment. It cited the examples of weather, pollen
counts, sports scores and mortgage rates.
“Now, with radio
ads, brands will be able to dynamically serve the most relevant message in each
market at each moment just as they have done with digital to ensure increased
relevance and impact. For example, advertisers can serve one message in Los
Angeles when it’s sunny, a different message in New York when it’s snowing or
even a different message in the same market later that day when the weather
changes automatically without any back-end work on their part.” An ad could
vary based on whether the local sports team won or last the night before.
The announcement was made by Tim
Castelli, president of national sales, marketing and partnerships.