Does your broadcast radio operation have a plan that involves content regionalization, giving your audio streaming a revenue boost through targeted pre-rolls and mid-rolls? If so, a recent partnership between StreamGuys and a sports broadcasting network Down Under may be of interest to you.
The Humboldt County, Calif.-headquartered streaming and podcasting audio technology company contracted with Australia’s Sports Entertainment Network (SEN) and implemented a custom SaaS-based package that includes the SGcontrol product. SGcontrol is an integral component in the content regionalization needs SEN has. It also controls access to premium content through a tokenization feature.
Server-side dynamic ad insertions are designed to monetize the live streams, with StreamGuys’ programmatic ad marketplace powering the need to fill out-of-region ad inventory.
StreamGuys’ in-country partner, Agile Broadcast, brought the two companies together to help the SEN — which was recently in the news for its arrival in Brisbane on what had been the world’s No. 1-rated all-music AM radio station — enact its vision. “Localized sport is very important for the communities of the different cities and states we serve,” said Simon Chapman, SEN’s Digital Director. “As a rights holder to the AFL (Australian Football League), NRL (National Rugby League) and other professional sports leagues, we target specific matches to the appropriate communities. In addition, Australia has seven states, each of which has different regional wagering laws which makes geographical targeting a legal requirement. We are also careful about what we provide globally both in terms of content and advertising structures since audiences outside Australia can’t act on these wagerers.”
SEN is now evaluating the same services for their audio podcasts.
— With reporting by Brian Galante
