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As part of a companywide effort to up its digital ad game, ESPN is looking to innovate in an area often shunned by tech advancements: radio.
For the sports giant, the online radio and podcasting arms of the business are surprisingly robust. The ESPN Radio mobile app has registered over 3 million downloads while popular podcast titles like Bill Simmons' B.S. Report have attracted tens of millions of downloads over the years. To take advantage of this audience, ESPN digital audio is unveiling a dynamic cloud-based ad insertion program with the hope of targeting listeners by device, location, age and gender in real time across live national broadcasts.
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