Canadian adtech company Acurity Ads announced today it has entered into a partnership with Newcap Radio of Canada that will enable radio advertisers to target listeners via desktop and mobile devices.
The importance for radio to tap into a wider audience and reach consumers programmatically through digital campaigns is seen as an important addition to traditional offline radio advertising efforts.
"We continue to see more offline media companies looking to leverage the online digital advertising channel to complement their existing advertising offerings," stated Tal Hayek, chief executive of AcuityAds. "Using digital advertising in combination with offline efforts is critical to making lasting connections with consumers today."
AcuityAds sees the partnership as a way for Newcap Radio to offer its advertisers immediate access to a programmatic marketing platform. The idea is that it will complement the traditional radio advertising medium and lead to a higher ROI for advertisers.
"The partnership we've entered into with AcuityAds provides our advertiser community with an industry leading digital advertising platform to compliment our radio advertising solutions," said Scott Broderick, vice president of revenue at Newcap Radio. "Our radio listeners will not only be able to hear our advertisers' ads, now they will also be able to see them on their devices going forward. This represents an important opportunity for our advertisers to grow their audience reach and share of attention with consumers and achieve a greater return from their advertising spend."