Instreamatic

The company in which staff 18 employees work already conducts the activity. Instreamatic develops technology of automatic placement of targeted audioadvertising. A system will allow to connect audioadvertising to any categories of an audioproduct (music, an air, audiochats, audiobooks, games, navigation systems and dating services) provided to networks on any type of platforms, including both mobile versions, and desktop computers.

Users of a system will get access to targeting of audioadvertising on classroom and social and demographic characteristics. Also possibilities of a remarketing (repeated communication with a brand for the audience which once is already covered within the campaign) and cross-media optimization with other advertizing formats (banner and video advertizing) are provided. Subscribers of service will get access to the interface allowing to start advertizing campaigns and to receive the reporting.

This advertizing format will allow the Russian radio broadcast holdings, developers of games and mobile applications to gain an additional income from advertizing, without refusing other advertizing formats which they already integrated on the platforms.

In Russia one of partners of Instreamatic is the seller of audioadvertising — the Unisound company integrating services in a single advertizing network and platforms of Runet which work with a sound first of all is specialized musical services and popular online radio stations (Zvooq, 101.ru, Moskva.fm and others). In foreign markets of Instreamatic it also intends to work with local platforms. The company is going to attract transnational advertisers, having set up cooperation with such international communication to groups as Vivaki, WPP, Havas which already showed interest in purchases of audioadvertising in the automatic mode. In plans of the company by 2018-2019 to bring the turnover to $100 million.

At the same time for the Russian online projects also monetization of foreign traffic as the product Instreamatic is demanded in international markets is possible. Similar European and American projects are focused on musical and services of Internet radio today and do not propose complete solutions on all types of audiocontent.

Instreamatic is going to start a system in the USA, the countries of Europe where formats of audioadvertising are already demanded at advertisers and also in Belarus and Kazakhstan. So, recently the Apple company stated that it intends to start advertizing in iTunesRadio. According to eMarketer, world expenses on audioadvertising in network will grow in 2015 by 28%, to $2.8 billion. At the same time the volume of this market in the USA is estimated this year at $1.3 billion while the audience of mobile formats in the country makes about 155 million people.

"Audioadvertising has the enormous business potential which even in the developed markets is not completely disclosed — the CEO of Instreamatic company Tushino Stanislav says. — Audio — the easiest advertizing format for perception, especially on mobile devices: other formats, including video, cause irritation, and onpozvolyat to continue interaction with service during playing of rollers, working for a scope, growth of knowledge of advertizing and a brand. Formats of audioadvertising are suitable for almost all views of Internet platforms which can technology work with a sound. One more advantage — the low cost of creation of promotional materials".

"The domestic Internet companies keep all innovation trends of the market of interactive advertizing in focus, successfully compete with global players in the Russian market and, in my opinion to opinion, are capable to offer the innovation products to global market — the president of Interactive Advertising Bureau (IAB) Russia Omelnitsky Boris notes. — Within similar strategy start of the Instreamatic platform - a logical step in violently growing market of stream audio. Now the ecosystem of interactive audioadvertising just develops, and the player with experience has constructions of products and business processes there is a chance to occupy a significant share on any emerging markets".