Sportradar is strengthening its advertising capabilities through a new partnership with aireal, the Hamburg-based audio advertising business.
The partnership enables brands to use broadcast radio as a modern channel to reach sports fans with contextually aligned messaging placed into ad breaks close to key sports moments.
aireal’s technology identifies when broadcast or digital audio programming features sports content by recognizing context like commentary, match previews and sports news.
Sportradar adds ‘sports moments’ signals such as goals, momentum changes and penalties, allowing advertising into upcoming blocks through aireal’s sell-side platform and real-time insertion tech.
“Audio is critical in any sports-focused advertising campaign as brands need scalable channels that keep them connected to sports moments throughout the day,” said Ralf Ollig, Sportradar vice president of product marketing and advertising services. “We know that radio is a primary channel for match-day build-up, commentary, travel-time listening and fan gatherings and radio consumption surges during major sports cycles such as the FIFA World Cup, Euros, Bundesliga, winter sports and cycling.
“Our partnership with aireal turns broadcast radio into a digitally activated, programmatic channel and is the next evolution in our sporting moments approach to campaign planning and execution.”
aireal managing director Markus Adomeit said: “We’re bringing automation and contextual intelligence to one of the most important media channels. Working with Sportradar allows advertisers to align their audio campaigns with sports programming and sports signals in a way that’s scalable and relevance driven.
“Broadcast radio remains one of the strongest mass-reach media channels worldwide. Radio has high trust levels and is repeatedly ranked as one of the most credible advertising channels, meaning this partnership enables advertisers to reach millions of listeners across international markets with unparalleled brand safety.”
Shares in Sportradar Group AG (NASDAQ:SRAD) closed 1.57 per cent higher at $17.46 per share in New York Thursday.