MeasureCast Deployed On Real Broadcast Network

MeasureCast (www.measurecast.com) officially announced that Real Broadcast Network (RBN), the webcast hosting solutions division of RealNetworks ( www.realnetworks.com), has agreed to deploy the MeasureCast Streaming Audience Measurement Service on its network servers.

MeasureCast has been working with RealNetworks since this past summer. However, the announcement is an affirmation of Real's belief in the quality of Measurecast's service, according to Bill Piwonka, VP of marketing at Measurecast.

"After rigorous testing, RBN installed our proprietary streaming audience measurement technology on its servers. This is great news for MeasureCast, and it's terrific news for RBN customers needing the most accurate and timely audience and demographic data available,'' said MeasureCast CEO, Edward T. Hardy in a statement.

According to Ian Freed, RBN's general manager, RBN hosts over 650 online radio stations. Measurecast's services will allow RBN's clients to receive next day reporting on audience size and demographics, which will hopefully translate into more advertising dollars.

In addition, RealNetworks and Measurecast have agreed to conduct joint marketing programs designed to promote and grow the streaming media market. The reality of the streaming media industry is that currently very few ad agencies are committing their advertising budgets to online audio and video advertising, states Piwonka.

In order to evangelize the cause of streaming advertising, Real and Measurecast will be sending their message out to advertising professionals. Potentially these marketing initiatives will include joint seminars, direct mailings, and the distribution of white papers.