RL Radio expands audio ad-serving platform

In a bid to make online radio advertising more “marketing-friendly” and accessible to online advertisers, Ronning Lipset Radio is partnering with Corstarr for its ad-serving technology.

by Helen Leggatt

corstarr%20logo.jpg The system, called Adcor, will allow broadcasters to schedule ads to run across their entire network or on specially selected channels. Ads can be scheduled to run in various day-parts or on specific channels to maximize geographic, gender or demographic targeting.

Tasks such as scheduling, ad targeting, broadcast insertion and reporting issues have long been issues surrounding online radio advertising.

"It is incredibly complex to build a platform around audio ad serving, so the fact that Adcor has conquered this medium means it will be able to expand into other categories too and has huge potential for future growth," said Andy Lipset, co-managing partner of Ronning Lipset Radio.

Around 11 percent of people in the U.S. listen to online radio on a weekly basis, found Arbitron and Edison Media Research in a recent study, and they tend to be higher income earners. According to their report 'The Infinite Dial 2007: Radio’s Digital Platforms', “Advertisers looking to reach people who use digital radio platforms should consider online radio because it continues to garner the largest audience. Online radio delivers nearly 29 million people each week and no other digital radio platform comes close today.”