Cable Network Discovers Streaming Audio Advertising

Bucking a notion that online advertising is done only by online companies themselves, media services firm Cybereps announced this week that cable network, The Discovery Channel, has added streaming advertising to its overall media plan.

As part of a current campaign to promote an upcoming documentary entitled, "Land of the Mammoth," the cable network will run streaming audio spots identical to the broadcast radio copy on two of Cybereps sites, Radio wave and The Dial.

"Cable television has been one of the fastest growing categories for [advertising on] broadcast radio," said Emily Byes, vice president of Cybereps in a statement. "Now, forward-thinking advertisers are recognizing that if it works on radio, it can work on streaming audio."

According to Creative Media, the firm who developed the advertising campaign for The Discovery Channel, plans are to run the spots the week prior to the documentary's March 11 showing, and targeted toward adults age 25-54.