Case Study

Building a Robust Streaming Podcast Monetization Strategy for OMS

OMS, now known as Talpa Media Solutions (TMS), is a Dutch media sales house owned by Talpa Media, a consortium consisting of a strong combination of well-known media brands, technological knowledge, and effective reach. Talpa Media owns a number of leading radio stations (Radio 538, Sky Radio, Radio Veronica, Radio 10) and web radios. Talpa Media Solution represents Talpa radio stations as well as Radiocorp stations (100% NL, SLAM!), SubLime, and others.

The Challenge

Talpa Radio has a number of broadcast radio segments that are popular with their loyal listening audience, in addition to their advertising partners. In order to take full advantage of the popularity of this content, Talpa Radio created an innovative strategy to make its most popular broadcast segments available on-demand in the form of streaming podcasts, whereby TMS could monetize that content a second time to advertisers. With this in mind, Talpa Radio and TMS turned to Triton Digital for a solution to help them create, manage, distribute, and monetize streamed podcast content from their broadcast feed.

The Solution

By leveraging the turn-key Omny Studio platform from Triton Digital, Talpa Radio was able to fully-automate the process of creating streamed podcasts from their broadcast content in near-real time, with targeted pre-roll and mid-roll audio ads inserted into the streams in real-time.

The Results

The arrival of streaming podcast content coincided with the launch of a new website for the station, which allowed for maximum exposure of the content. As a result, Talpa Radio saw an increase of over 200% in listenership of the content, and they are confident that their listening audience will continue to embrace streamed podcasts, and that this increase in consumption will continue to attract new advertising partners.