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Entercom Partners With Veritone for AI Marketing Solution

Software will analyze both prerecorded and live media

Radio advertising can be a cutthroat business, as stations and groups are searching for new ways to use technology to gain a competitive edge. Entercom Communications believes it has found one through the use of artificial intelligence. The broadcaster has announced a partnership with Veritone Inc. which involves the use of their aiWARE platform at Entercom’s over 235 stations.

Entercom elaborates that it expects that aiWARE will deliver actionable insights from previously unstructured data, as well as critical capabilities such as indexing for search and discovery. It is claimed that this will be accomplished via verifying, monitoring and repurposing aired content, and not just preproduced material, but also live streams. The software is already used by major sports broadcasters and organizations to maximize their audience reach, fan affinity, and ultimately, sponsorship revenue.

“The market for radio broadcast is evolving rapidly, and continued and major growth is expected,” adds Bob Philips, chief revenue officer at Entercom. “We’re expect to begin delivering new value to our listeners and partners, and focusing our efforts on new projects that will continue to drive us forward.” He adds that they expect to use aiWARE to verify campaign deliveries, reaffirm sponsorship value with shareable analytics, and monitor in-game detection of speech, sentiment and more.

Broadcasters are familiar with Veritone through its work with the media, but this artificial intelligence company’s software is also used to analyze structured and unstructured data for clients in a variety of markets, including legal, compliance and government. Their open platform integrates an ecosystem of cognitive engines, which can be orchestrated together, and a suite of proprietary applications, to reveal previously undiscovered multivariate insights from linear files such as radio and TV broadcasts, surveillance footage as well as public and private content globally.