Inside Radio looks at "tangled" state of online radio ad sales

Monday, June 3, 2013 - 11:40am

Inside Radio today has an extensive piece on the "tangle" of Internet radio advertising sales.

"Different vendors often touch the same stream and multiple third parties pitch the same ad inventory to buyers," Inside Radio writes. "Increasingly, broadcasters are installing filters and scheduling rules to help untangle the digital ad web for traffic departments and buyers." What's more, companies like TuneIn and AdsWizz themselves will run ads in the streams they aggregate (and those ads could be coming from rep firms like Dial Global or Katz360, which may also be repping the original streams in the first place!). Broadcasters move inventory from vendor to vendor. Webcasters often get less revenue (as more "middle men" are part of the process), and it's harder to make sure listeners aren't getting overloaded by repeated airing of the same ads or campaigns.

"We’ve created a big mess for buyers," Eric Ronning, EVP and chief digital revenue officer at rep firm AdLarge, told the news source. "We’ve unintentionally created a trick welcome mat."

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Ronning takes exec post at AdLarge Media

Tuesday, September 18, 2012 - 11:15am

Radio and digital ad firm AdLarge Media has named industry veteran Eric Ronning its first-ever Executive Vice President, Chief Revenue Officer of its Digital Division.

In 2003 Ronning and Andy Lipset formed Ronning/Lipset Radio (later RL Radio) to serve the Internet radio industry. In 2008 the company was acquired by TargetSpot, where both served (Ronning until early this year).

AdLarge Media services servicing traditional radio, digital and mobile content providers.

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