vCreative and Frequency Partner for Dynamic Creative

RADIO ONLINE | Monday, December 11, 2023 | 4:31pm CT

vCreative and Frequency

vCreative, a media workflow software provider for the broadcast industry, has partnered with Frequency, an audio ad management platform that provides better workflows and smarter delivery, to enable radio broadcasters with next-generation tools to produce, manage and deliver contextually-relevant ad creative in radio. Frequency uses data to control ad distribution, and delivers audio ads based on context and performance.

The partnership with vCreative will give end users of vCreative's vProMedia platform the ability to tag audio produced for advertisers with data signals available within Frequency. Once tagged, Frequency handles the ad decisioning and manages the distribution to the broadcast automation systems for each broadcast client.

"Our clients are constantly searching for the latest and greatest tools to streamline operations, reduce the number of systems their AE's need to utilize, bring added value to advertisers, and enhance the listening experience for their audiences without adding more work to already busy teams," said vCreative CEO Mary DelGrande. "vCreative and Frequency are bringing an integrated workflow that will deliver a revolutionary end-to-end solution for dynamic creative personalized for the listening audience."

"We're really excited to bring our technology to US broadcasters and vCreative is the perfect partner to help accelerate adoption," added Frequency CEO Pete Jimison. "Using digital tools like Frequency will increase revenue and improve operational efficiencies for broadcasters while also improving the effectiveness of radio as a channel for advertisers."

Frequency has been delivering contextually relevant ads in streaming audio since 2017 and debuted the technology to broadcasters in 2021 with Southern Cross Austereo (SCA) in Australia.