"It's a buyer's market for many ad categories" when it comes to streaming ads, reports Inside Radio. The publication reports streaming CPMs are flat or marginally rising, probably due to an "abundance of inventory... advertiser demand has yet to catch up." Katz360 president Brian Benedik says CPMs range from $3-5 for national/network ads to as high as $15 for hyper-targeted ads.
Diana Anderson, VP of ad buyer Carat, tells Inside Radio, "There is duplication among the audio aggregators and we have found that we can use fewer partners and leverage our spending for better pricing."
Benedik recommends reducing the in-stream spotload to help increase CPMs (which would also improve the listening experience). Radio One digital VP Dan Shelley is considering doing just that, though the idea is only "in the contemplation phase."
You can subscribe to Inside Radio's daily newsletters here. Katz360's Brian Benedik will be a panelist in our discussion about digital advertising at RAIN Summit West 2012 (more info here).
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