TalkSport launches in-stream ad geo-targeting globally

TalkSport has launched an in-stream audio ad platform designed to tailor ads to international listeners based on their location.

The sports radio broadcaster has been working with digital audio specialist AdsWizz and sister company Tibus to develop a platform which geographically targeted campaigns to sports fans across all of the station’s international broadcast radio partners including Canada-based Bell Media and Radio Sport in New Zealand.

TalkSport won the global audio rights to all Barclays Premier League football matches last year. This means fans outside of Europe can access commentary to all 380 games each season in multiple languages including English, Spanish and Mandarin.

Advertisers will now also be able to target international audiences for the UK’s leading sports radio shows such as The Alan Brazil Sports Breakfast, Call Collymore and the Sony Award winning Keys and Gray show. TalkSport already generates several million monthly listening sessions outside the UK across its internet and mobile platforms.

TalkSport managing director Calum Macaulay said the new in-stream platform will provide advertisers with a “powerful” new tool to reach sports fans around the world with territory-specific campaigns.

“TalkSport already works with some of the world’s leading brands, and now advertisers will be able to target TalkSport’s rapidly growing international audience with the right messages in desired key territories,” he added.

AdsWizz is the same company behind commercial radio network Absolute Radio’s own in-stream ad targeting product, which forms the backbone of its one-to-one ad and content targeting strategy. This involves encouraging people to register for accounts and provide more personal data, in return for fewer, better targeted ads and tailored, additional content.

TalkSport previously told The Drum it was eyeing location-based ad targeting for its global football service TalksportLive following its launch last year.

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