Pattison Media launches dynamic ads for audio

The real-time tool combines the reach of traditional radio with the targetability, scalability and analytics of digital.
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On the tails of its recent rebranding, Pattison Media is rolling out real-time ad targeting for live and on-demand audio streams across all 48 of its radio stations.

The new Dynamic Ad Insertion service will be available to Pattison Media clients in Western Canada by the end of the week, via Canadian Broadcast Sales’s AudioVelocity platform.

The new offering aims to combine the reach and impact of traditional radio with the targetability, scalability and analytics of digital channels. More specifically, DAI makes it easier for clients to track campaigns, target ads based on behavioural metrics, optimize based on performance, and scale ads from local to regional to national exposure.

The AudioVelocity platform works with operators in both streaming and podcasting, including Pattison, Golden West, Rogers, Corus, Cogeco and Blackburn, according to Gerry MacKrell, president of Canadian Broadcast Sales. “As a result, we can offer penetration all across the country, at a national, regional, or local level.”