Entercom Expands Use of Dynamic Ad Technology

The pitch to advertisers is that this gives them more reach and access to a “hyperlocal” consumer audience that is spending more time online.
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AdMission Corp., an online display ad technology company, signed Entercom to a “rich media” online deal.

The radio group will make the AdMission dynamic ad platform available to all of its station Web sites.

Sandy Smallens is senior vice president of digital at Entercom. The first phase of AdMission ad sales features branded inventory from local auto dealers; Entercom will go after the real estate niche next.

Its hope is to expand revenue opportunities for its radio sales staff. The pitch to advertisers is that this gives them more reach and access to a “hyperlocal” consumer audience that is spending more time online.

The ad platform provides dynamic display ads that feature inventory in “branded, media-rich” rotating ad formats, including video, pix, text and interaction tools.

“The IAB-standard ad units allow publishers to target and distribute ads within their network as featured ads, or across the AdMission ad network to reach a broader audience,” AdMission said. “Utilization of live inventory in AdMission ads has proven to perform 50% better than standard online banner ads, and engages consumers to interact with the ad units for an average of over one minute.”

Sarah Pate founded the California-based company.

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