A New York-based firm is betting that users will want to receive both streaming audio and advertising on their cell phones. Technology developed by a company called Savos allows providers of streaming news, weather, sports and music to stream to cell phones.
Users dial a local number and select their content channels.
Now, Savos says it MediaCrossBar technology can imbed content-targeted ads into those audio streams. The product will enable advertisers to repurpose their existing radio spots, and content publishers to create an additional revenue stream. Those types of consumers, says Savos, are in the position to want information quickly and while traveling. It's also gambling that those listeners will want to use the features of their phone to get more information on the advertiser. Listeners can respond to a spot by pressing a button on their phones that will open a call to the company, or show a message about how to get more information.