While NPR fights a defunding battle, the network unleashes a new weapon: A proprietary advertising network that will allow geo-targeted sponsoring of live streams.
While NPR is facing funding battles in Congress (that as of press time they may have won), the public radio network has been quietly laying the groundwork for a nationwide online advertising network that could massively increase underwriting dollars at member stations. The move is part of a much larger and audacious plan on NPR's part: The idea that local public radio affiliates can be transformed into news portals on par with local newspapers.
As for the advertising network, NPR's new project one-ups Google and other giants of the online ad industry. One of the keystones of the network will be the ability for NPR to place locally targeted sponsorship buys inside audio streams--essentially allowing advertisements to be placed inside live streams of NPR affiliate programming.
While NPR is facing funding battles in Congress (that as of press time they may have won), the public radio network has been quietly laying the groundwork for a nationwide online advertising network that could massively increase underwriting dollars at member stations. The move is part of a much larger and audacious plan on NPR's part: The idea that local public radio affiliates can be transformed into news portals on par with local newspapers.
As for the advertising network, NPR's new project one-ups Google and other giants of the online ad industry. One of the keystones of the network will be the ability for NPR to place locally targeted sponsorship buys inside audio streams--essentially allowing advertisements to be placed inside live streams of NPR affiliate programming.
- 4/12/2011
- by Neal Ungerleider
- Fast Company
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