StreamGuys’ growing programmatic advertising business is getting a boost just in time for the NAB Show in Las Vegas, thanks to the introduction of a professional consulting service designed to aid broadcasters and content publishers.
How so? StreamGuys structured the service so that it may build upon a client’s baseline advertising revenue through a series strategic support options.
In short, the new consulting service assigns a team of StreamGuys revenue experts as advocates for clients that lack the internal resources and external relationships to manage programmatic campaigns, audience extension strategies and ad tech infrastructure.
The same team will then be tasked with helping clients find more creative solutions to build advertising revenue.
Creative solutions include audience extension, whereby StreamGuys will help a client meet a specific advertising goal – such as unique listener impressions, or total number of impressions – by plugging the client into its programmatic ad network to enable enough traffic to meet goals.
StreamGuys can also convert live streams into on-demand files (or vice versa) using its SGrecast system while retaining all existing ad breaks, allowing for dynamic ad replacements within the files or streams.
“There are the essential details, such as making sure that the impressions are happening,” said Tyler Huggins, Director of Advertising at StreamGuys. “That means performing technical audits that prove ad triggers have been properly transposed into ad servers, and that inventory requests turn into live impressions. We bring that technical knowledge through year of experience managing ad insertion and server-side technology with the streaming infrastructure. At the higher level, we have strong relationships with demand side partners to negotiate contracts, and we have the resources to implement programmatic campaigns in diverse ways that meet the needs of different publishers. Fpr example, we have helped our Spanish language partners more than double their six-figure monthly earnings with our partnerships and audience extension deals.”
StreamGuys launched its programmatic ad services department in 2022 to help broadcasters improve their monetization and fill unsold ad inventory in their digital offerings. The service has helped commercial radio partners grow digital revenue by more than 50 percent. One of these customers, Dick Broadcasting, reports that it has quintupled its monthly advertising revenue across its 19 radio stations since signing on in 2024.
The StreamGuys programmatic ad service is independent and leverages relationships with multiple demand side platforms.
— Reporting by Brian Galante
StreamGuys is offering their new consulting services to new and existing advertising and/or programmatic clients, or as part of a more comprehensive CDN or contribution network service. StreamGuys will demonstrate several of their advertising services on the ENCO booth (W1743) in the West Hall of the Las Vegas Convention Center from April 6-9.
