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LOS ANGELES Online music-streaming network Mercora this week launches what it calls “the first highly targeted advertising framework for music and audio,” according to the company’s chief executive officer.
The interactive ad service, called MadWords, relies on “a Google-style fill-in-the-blanks” interface to allow marketers to create, target, deploy and measure the results of text and in-line, music-centric ads, said Srivats Sampath, president and CEO of the Santa Clara, Calif., company. Advertisers, he explained, buy music-oriented keywords such as genre, artist or band names, then post click-through copy that is displayed as users perform searches or listen to music on Mercora’s free, 50,000-station online radio network.
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