As 2026 began, former SBS executive Dara Kalvort settled in to her new role as VP of Digital Sales at StreamGuys. Focusing on digital audio revenue growth through agency and brand relationships, Kalvort has already established herself as a lure for Spanish-language media partners. This sees StreamGuys partnering with the multiplatform audio company led by José Villafañe in creating a new ad service that combines national reach with “local relevancy.”
With a launch timed to coincide with the 2026 NAB Show in Las Vegas, scheduled for April 19-22, StreamGuys has launched SGcreative, an AI-fueled ad-insertion technology product.
Kalvort commented, “We always aim to take a holistic approach with new technology, and SGcreative very much aligns with that ethos. Nueva Network saw a gap in the market for audio advertising, and StreamGuys had a clear vision for the technology.”
Nueva Network’s assets include terrestrial radio stations in Boston and Washington, D.C., along with on-demand and live digital streaming through the “Qué Onnda” brand.
“StreamGuys developed SGcreative to help Nueva Network do something unique in audio advertising: deliver real-time, location-specific sponsored content to Hispanic and multicultural audiences at scale,” the company headquartered in Humboldt County, Calif., said. “That listener-facing product is branded by Nueva Network as Que Onnda Today, which is a format built around time-sensitive, geo-targeted audio segments.”
Villafañe shared, “Radio advertising has always been about connection, and resonating with audiences in a way that reflects their daily lives, language and culture. For Nueva Network, serving the Latino community means delivering content and advertising that feels authentic, timely and meaningful. Working with StreamGuys, we can elevate that experience by pairing real-time relevance with creative storytelling, giving brands a more powerful way to engage our audiences at the local level, and creates a strategic and scalable revenue model.”
How does SGcreative convert real-time data into audio ads? StreamGuys explains, “It pulls in things like weather, traffic and local updates, then uses AI technology to quickly generate sponsored messages. Because SGcreative uses dynamic ad insertion, each listener hears ads tailored to their specific location.”
For example, listeners in Los Angeles might hear a sponsored message followed by the latest Los Angeles forecast or traffic update, while someone in Chicago hears the same type of message with details specific to Chicago. The ads are automatically updated in real-time, so they stay current and locally relevant. Campaigns run across the StreamGuys Ad-Network in top U.S. markets in both English and Spanish.
This partnership, StreamGuys asserts, helps publishers get access to national advertising campaigns that they otherwise might not participate in. “This ties into our broader approach of helping publishers get more value from their streams and podcasts by connecting them with premium sources of demand.” said Kalvort, “Publishers with relevant audiences can easily participate in the network and get access to new revenue.”
