Yandex Launches Internet Radio with Audio Advertising and Targeting
Today at the conference Yet Another Conference on Marketing , Yandex announced the launch of Yandex.Radio . This is a music streaming service that uses a new way to monetize - audio advertising. Thus, advertising on the service will exist in the form of an audio clip, in addition to the usual text ad and banner.
Such parameters as geography, socio-demographic characteristics (gender, age, income), frequency of contacts per unique user, category of users will be available for advertising targeting. In addition, genre targeting is under development. Yandex.Radio already has its first advertisers - companies from the construction industry.
According to the representative of Yandex, Asi Melkumova, for Yandex.Radio, the relationship with copyright holders will be based on a model of deductions from advertising revenues.
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Yandex.Radio will successfully complement the subscription-based service Yandex.Music , Vedomosti reports. Service users will be able to choose soundtracks for listening by several criteria: “genre”, “mood”, “occupation”, “era”, and “as on the radio”.
Roem.ru referring to Yandex’s promotional materials lists the benefits of audio advertising:
• 100% visibility / audibility of advertisements,
• Qualitative context for advertisements through personalization,
• No advertising noise
• Innovative, precisely measured cross-platform format,
• Extended contact with the ad,
• Nativeness.
The publication, also referring to promotional materials, explains why Yandex.Radio is launched as a separate service:
• Against the background of increasing mobile Internet penetration, mobile advertising formats are needed;
• The audience of classic FM stations flows to Internet broadcasts. 17.5% of listening to radio in Moscow falls on the Internet.
The company's blog says that Yandex.Radio, as well as Yandex.Music, uses a recommender technology developed by Yandex specialists: It “takes into account your actions (listening and skipping facts and“ like ”scores don't like "), makes a picture of musical preferences and, referring to her, determines what kind of music to broadcast on the station"
Such parameters as geography, socio-demographic characteristics (gender, age, income), frequency of contacts per unique user, category of users will be available for advertising targeting. In addition, genre targeting is under development. Yandex.Radio already has its first advertisers - companies from the construction industry.
According to the representative of Yandex, Asi Melkumova, for Yandex.Radio, the relationship with copyright holders will be based on a model of deductions from advertising revenues.
')
Yandex.Radio will successfully complement the subscription-based service Yandex.Music , Vedomosti reports. Service users will be able to choose soundtracks for listening by several criteria: “genre”, “mood”, “occupation”, “era”, and “as on the radio”.
Roem.ru referring to Yandex’s promotional materials lists the benefits of audio advertising:
• 100% visibility / audibility of advertisements,
• Qualitative context for advertisements through personalization,
• No advertising noise
• Innovative, precisely measured cross-platform format,
• Extended contact with the ad,
• Nativeness.
The publication, also referring to promotional materials, explains why Yandex.Radio is launched as a separate service:
• Against the background of increasing mobile Internet penetration, mobile advertising formats are needed;
• The audience of classic FM stations flows to Internet broadcasts. 17.5% of listening to radio in Moscow falls on the Internet.
The company's blog says that Yandex.Radio, as well as Yandex.Music, uses a recommender technology developed by Yandex specialists: It “takes into account your actions (listening and skipping facts and“ like ”scores don't like "), makes a picture of musical preferences and, referring to her, determines what kind of music to broadcast on the station"
Source: https://habr.com/ru/post/291250/
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