GWR Introduces Streamed Global Audio Advertising

GWR group’s new media arm, ecast ventures, is to offer new, highly targeted opportunities for advertisers on its internet-streamed radio stations. The technology, being introduced for the first time in the UK, will allow advertising to be inserted into the audio stream being broadcast via the internet, in order to target particular groups who are logged on.

The new service is the result of a deal struck between US company Hiwire and GWR. Hiwire is the only company which can target adverts in a live stream. This will mean that advertisers on GWR’s internet brands, including Classic FM, will be able to target listeners tuned into stations via the internet according to their age, sex and location.

Simon Ward, GWR commercial director and chief executive of ecast ventures said: “Streaming technology and one-to-one broadcasting is an extremely expensive business, but by offering advertisers the opportunity to reach every listener with specific ads, we can take their advertising into a new and far more economic dimension.”

The streamed audio advertising insertion will be sold by Opus and 24/7 Media, which sells banner inventory on the radio websites. Ecast ventures is preparing to increase its streaming capability to allow an unlimited number of people to listen to its stations via the web by the end of next month.

GWR: 020 7284 3000