Sports Entertainment Network (SEN) are utilising US streaming and podcast solutions provider StreamGuys towards geo-targeted, geo-location and dynamic ad insertions for live audio streams.
Simon Chapman, SEN’s Digital Director was seeking ways that SEN could better commercialise their live streaming platforms with a more effective geographical structure for content delivery and consumer access. StreamGuys’ in-country partner, Agile Broadcast, brought the two together to help the SEN team enact that goal.
Chapman said:
“As a rights holder to the AFL, NRL and other professional sports leagues, we target specific matches to the appropriate communities. In addition, Australia has seven states, each of which has different regional wagering laws which makes geographical targeting a legal requirement. We are also careful about what we provide globally both in terms of content and advertising structures since audiences outside Australia can’t act on these wagerers.”
“We hadn’t gone down the dynamic ad insertion path before StreamGuys. We have a very large global audience of Australians that live in Hong Kong, North America, the UAE and the UK. While they want access to the games that are meaningful to their home communities, it doesn’t make sense to serve them ads for local Australian businesses. StreamGuys allows us to tap into their programmatic inventories so that we can fill slots with ads that are meaningful to where listeners live today. That goes hand in hand with how we personalise content for each individual that subscribes using the tokenisation feature. We can create a set of preferences for each listener and provide a true market-facing commercial offering based on demographic, location and more.”
SEN are now exploring the same services for their podcasts.