ATLANTA America Online has selected Lightningcast to provide ad insertion technology for its Web service, Radio@AOL, the client confirmed.
The Dulles, Va.-based interactive service will use MediaThunder technology developed by the software developer.
"Lightningcast gives our advertisers the opportunity to reach an entirely new audience of AOL members," said Lisa Brown, president of interactive marketing for AOL. "It provides them with the ability to deliver broadcast-quality advertising over the Internet, as well as the means to target specific customer segments."
That ability, according to Brown, represents a radical departure from the advertising that has been delivered online. With the technology, video and audio ads are inserted by market, daypart and demographic, enabling AOL and its advertisers to target consumers by ZIP code, age and gender.
A recent study conducted by Lightningcast and research partner Dynamic Logic to quantify the impact of an Intenet ad campaign for the Hyundai Tiburon indicated that Web users exposed to the online ad were 80 percent more likely to be aware of the model than a control group that did not view the ad. Additionally, users exposed expressed a 46 percent higher likelihood of purchasing the Tiburon compared with the control group.
Lightningcast is located in Alexandria, Va.