RealNetworks Debuts Broadband-Ready Live Internet Advertising

RealNetworks Inc. Monday announced the deployment its first live Internet ad insertion program over broadband platforms.

Internet broadcasters can put RealNetwork’s robust new server to work on inserting advertising messages into live TV and radio broadcasts.

Martin Plaehn, RealNetworks (RNWK) senior vice president of media systems, said its Real Broadcast Network offers Internet broadcasters a wide range of advertising solutions with unparalleled access to Internet users.

“The worldwide deployment of RealSystem G2 and the more than 115 million unique registered users of the RealPlayer, an audience growing by 200,000 a day, combine to provide a compelling platform for Internet broadcasters,” Plaehn said.

“With these live-ad insertion capabilities, broadcasters have a clear opportunity to extend the reach of their broadcasts via the Internet and accelerate their business by doubling their advertising inventory,” he added.

RealSystem G2’s open standards-based architecture provides integration of TV and radio broadcast systems for use with all major Internet ad delivery and management solutions. Its system integration is scalable to provide Internet broadcasters with the opportunity to deliver broadband ads coupled with targeted local Web advertising.

The system integration means that an Internet broadcaster can double its advertising inventory by creating a separate class of advertising, in addition to existing over-the-air inventory.

The Ackerley Group owns or operates 17 television stations nationwide. The Seattle-based media and entertainment company is scheduled to be one of the first firms to put the new ad service to work on its Rochester, NY-based ABC station WOKR-TV.

Chris Ackerley, Ackerley Group co-president, said the RealNetwork’s live ad insertion service would be integrated into its Rochester Internet broadcasts early in May.

“Through market-leading news resources and convergent technologies, we are able to offer our advertisers the leading edge in webcasting and offer viewers local news where and when they want it,” Ackerley said.

For local radio broadcasters, Internet-only ads can be seamlessly inserted into a Web broadcast from a 24-hour, live terrestrial feed. Support for local ad replacement complements the existing ad replacement solution for nationwide syndicated radio broadcasts.

Geoff Rich, ABC Radio Networks executive vice president, said the live ad insertion program takes opportunities for local radio broadcasting on the Web to the next level.

“We see this as a huge step forward for local radio to reach our global Internet audience,” Rich said.

The first two stations deploying the service will be ABC Radio’s WKHX, 101.5 Kicks in Atlanta and BroadcastAmerica.com’s KAAK of Grand Falls, Mt.