Abacast, provider of digital radio streaming and monetization software and services, announced the allowance by the US Patent and Trademark Office of a patent pertaining to ad and song insertion in online radio streams. There are a number of patents in this area that cover only one-for-one ad replacement; this patent is unique in that it covers the replacement of ads with ads and additional content types such as songs.
Dynamic ad insertion answers many of the problems that broadcasters have had with some ad replacement systems where, due to the different lengths of inserted and broadcast content, dead air or clipped ads can result. Abacast’s ad insertion system produces a seamless stream, with the same superior quality consumers are used to with broadcast radio.
“We are pleased that the USPTO has recognized our innovation in this area,” said Rob Green, CEO of Abacast. “Broadcasters need the flexibility to dynamically serve a variety of content types, including ads and songs, to their Internet audience in place of their broadcast advertisements.”
The patent for the invention titled “CONTENT INJECTION SYSTEM AND METHODOLOGY,” which will grant shortly, allows for the broadcast ad to be replaced with ads, songs, and other Internet-specific content and is inclusive of mobile devices and tablets, in addition to PCs.
RBR-TVBR observation: Some broadcasters would literally play the same song clips on their streams to fill up the extra time. Not only would you hear the same ads inserted in local stop sets, but the same group of filler songs as well. We’ve come a long way from those days, and this patent will pave the way for even more advancement. Bottom line: streaming broadcast station listeners have to endure a good amount of commercial time too. While it may sound polished on the terrestrial broadcast, it can sound terrible online with botched ad insertion. The latest news, although, is some stations and groups are now playing their full over-the-air signal on their stream—while that may please the listeners more, it doesn’t make the station extra ad dollars.