• by Wayne Friedman , March 27, 2012

Looking to glean more advertising revenue from its streaming programming, National Public Radio stations are moving into more sponsorship messaging.

An agreement with Triton Digital, a technology provider to traditional and online radio, will help to push more digital sponsorship with “audio sponsorship messages,” as well as providing measurement of that audience and sponsorship effect.

An NPR Digital Services executive says NPR radio stations have been challenged to grow revenue in the new space.

“These new tools will help stations to better identify and quantify the rapidly growing number of listeners that are accessing their programming through online streaming," stated Bob Kempf, vice president of NPR digital services. He says it will help "translate that into metrics that are meaningful to potential sponsors."

Dominick Milano, COO of Triton Digital’s Streaming Division, said of the NPR stations: “They produce a vast amount of high-quality content -- both local and national." He says the companies' webcast metrics and ad injector will "enable better audience measurement and deliver more effective corporate underwriting across their streams.”

The company says stations will be able to produce instant proof-of-performance affidavits that include impression metrics.