All radio stations use some type of automation system to help run the technical back-end of the station and to manage the audio playout. In some cases, the automation system (often referred to as the RAS, or "radio automation system," or the "playout system") allows for hands-off broadcasting, where no human is required to queue the music and advertising breaks. Popular RAS systems include RCS NexGen, Wide Orbit, Audio Vault, and BSI Simian. In almost all cases, the RAS is used to play out, or "trigger," the scheduled breaks for ads, PSAs, and recurring events such as hourly news breaks.
Virtually every RAS allows for a metadata stream to flow alongside the broadcast media. The metadata stream triggers scheduled functions such as going into and coming out of breaks, and can also provide useful information for the listener if their player is capable of reading the metadata and displaying its messages. The most popular and useful metadata from the listener's point of view is the "Now Playing" information that tells listeners the name of the song that is playing and the performing artist. This enhances the listener's experience and can help keep them engaged and tuned in to your station.
RAS metadata is important and useful for broadcast radio, but is really important and useful for live streaming radio on the internet.
"Now Playing" Information
Web browser players, mobile devices, and smart speakers are far more capable of delivering the benefits of RAS metadata than are most conventional broadcast radio receivers. Digital live streaming has metadata capabilities built in, and listeners are more likely to be engaged with their device than are listeners of a traditional table-top radio receiver. 
Listener enhancements include the ability to see the artist and song title for the currently playing song ("Now Playing") as well as the option to review the playlists for the previous 24 hours or more. Album cover art can be displayed, and – depending on the player – there can be click-through capabilities allowing the listener to purchase the song online through a music service without leaving the live stream. The result is happier and more engaged listeners.
On the back end, the metadata stream is necessary for royalty reporting of your online streaming, which is reported separately from your broadcast reporting. This is required by law and is the publisher's reponsibility; Triton Digital's streaming services have royalty reporting features via SoundExchange (for the U.S. market) built in.
Ad Insertion and Revenue Opportunities
Your RAS triggers your station's ad breaks already. With the proper configuration, it can work with Triton Digital's streaming network and advertising platform to coordinate a separate advertising and revenue stream for your online digital presence. The beauty of online digital advertising is that it is delivered and measured on a one-to-one basis, not the one-to-many model of conventional broadcasting. This opens a number of new possibilities for reach and revenue.
For example, you can split your online advertising on an in-market/out-of-market basis, in which listeners within your station's market hear the same ads as broadcast listeners while distant listeners hear a completely different set of ads tailored to them. Alternatively, you can run distinctive and tailored ads for all of your online listeners.
The advantages of running a separate ad stream for online listeners go beyond market and geography. It's obvious that listeners in a different city don't care to hear ads for businesses and events in your station's market, so the possibility of running non-localized ads, such as for national brands, is clearly an advantage. But that's just the beginning.
The advantage of one-to-one delivery and measurement is targeting. Depending on various factors, Triton Digital's advertising platform can target ads based on the listener's location, as well as their age and gender (if the listener is logged in to their player and has provided this information). You can also target ads according to the listener's device type, their player's capabilities, and even their audience segment (sports fans, fine diners, big-box shoppers, income level, etc.).
You have the option of selectively replacing only some of your broadcast ads with online ads. This hybrid model lets you sell some spots for broadcast only and others for both broadcast and online streaming. While the actual targeting and delivery are managed by Triton Digital's advertising platform, you need to properly configure your metadata stream to enable the advertising to be delivered correctly and seamlessly. Correct metadata configuration lets you take advantage of Triton Digital's robust buffering logic, which ensures smooth and graceful transitioning between your live stream and ad breaks, and between individual ads.
Targeted ad delivery commands higher advertising rates than non-targeted delivery.
If you are streaming your station's content online, you owe it to yourself and your listeners to use your system's metadata to its fullest potential.
Remember; your RAS already has this capability. If you are not using it now, it's just a matter of configuring it correctly and you're in business.
Speak with your Triton Digital solutions specialist about how we can work together to extract the full value from your radio automation system and its metadata output. Your solutions specialist will have some questions for you about the system you are using and how it is configured. They will work with your station's engineers to tune that configuration so it works best with Triton Digital's solutions in order to achieve the best results. The questions will include:
- What automation system are you using? (Brand, version number if applicable, etc.)
- Are you or your station engineers familiar with your automation system's metadata capabilities and how the system is configured?
- Do you or your station engineers know how to configure your automation system to export the metadata?
- Do you know what format you plan to use for exporting the metadata?