Media workflow software provider vCreative has partnered with Frequency, an audio ad management platform, to give radio broadcasters what it calls “next-generation tools to produce, manage, and deliver contextually-relevant ad creative in radio.”
Frequency uses data to control ad distribution, and delivers audio ads based on context and performance. “These capabilities give broadcasters flexibility and control over the ad listening experience and enable real-time decisions on the creative for target audiences across any radio station,” says vCreative, which notes it will give end users of vCreative’s vProMedia platform the ability to tag audio produced for advertisers with data signals available within Frequency.
Once tagged, Frequency handles the ad decisioning and manages the distribution to the broadcast automation systems for each broadcast client.
“Our clients are constantly searching for the latest and greatest tools to streamline operations, reduce the number of systems their AE’s need to utilize, bring added value to advertisers, and enhance the listening experience for their audiences without adding more work to already busy teams,” Mary DelGrande, CEO of vCreative, said. “vCreative and Frequency are bringing an integrated workflow that will deliver a revolutionary end-to-end solution for dynamic creative personalized for the listening audience.”
Pete Jimison, CEO of Frequency, added, “We’re really excited to bring our technology to US broadcasters and vCreative is the perfect partner to help accelerate adoption,” said “Using digital tools like Frequency will increase revenue and improve operational efficiencies for broadcasters while also improving the effectiveness of radio as a channel for advertisers.”
Frequency has been delivering contextually relevant ads in streaming audio since 2017 and debuted the technology to broadcasters in 2021 with Southern Cross Austereo (SCA) in Australia.
Frequency recently ran a campaign with McDonald’s across local SCA stations that changed the creative based on real-time sports scores for Australian Rules Football, enabling McDonald’s to share in the joy of local fans’ favorite teams winning.
