Clear Channel Radio and media rep firm Katz Media Group have formed a streaming radio ad network they claim is three times larger than any other.
Called Katz Online Network, it includes Clear Channel stations; stations owned by radio groups Cox, Cumulus and Emmis Communications; syndicated content from Air America; and Internet radio content from Club 977, Accuradio and other online broadcasters.
Brian Benedik, president of Katz 360, Katz Media Group’s digital arm, said there are three ways advertisers can use the network.
“Big national advertisers can buy run of schedule and get a presence in all major cities, they can buy regionally, or they can buy spot coverage in certain cities,” he said. “We can customize the network depending on their need.”
The network replaces Katz Net Radio Sales, a five-year-old division. Ads will be sold by Katz 360 and two Clear Channel divisions: Clear Channel Online Music Radio and the Premiere Radio Network.
The network will sell audio and video pre-roll inventory that plays at the beginning of an online stream. Audio and video ads can also play during regular breaks in programming. Synchronized banners will also be sold; these can accommodate coupons listeners can print and take to stores, Benedik said.
Clear Channel, the largest terrestrial radio broadcaster with over 800 stations, has adapted to changes in listening habits. Each of its stations is streamed online and the company offers a range of on-demand content.
“We’ve sold it across categories from retail to local auto dealers to restaurants and big name advertisers like Fox who take over station sites to promote American Idol,” said Clear Channel EVP Evan Harrison.
Brands that have bought streaming media placements from Katz in the past include Home Depot, Esurance, Webex, Visa and the United States Tennis Association.
Ando Media will support the network with ad serving and audience measurement services.