Ocelot for radio

A hybrid approach

The BCi Digital approach to addressable radio advertising is hybrid by design.

Broadcast remains the primary distribution mechanism, preserving the reach, reliability and efficiency of radio. Connected vehicles provide the intelligence layer, using embedded connectivity, local storage and in-car software to selectively replace broadcast advertisements with targeted alternatives.

Broadband connectivity is used to deliver ad assets, audience segments and campaign rules, while also enabling impression reporting and analytics. Audience targeting can be based on socio-demographic data, location, time of day, journey characteristics and other contextual signals, subject to appropriate consent and privacy controls. Where appropriate, ad decisioning can be performed within the vehicle itself, reducing the need to share personal data externally.

The result is a solution that enables different listeners to hear different advertisements within the same commercial break, combining the scale of broadcast radio with the targeting and measurement capabilities of digital advertising.

Key benefits

• For broadcasters: Increase the value of advertising inventory while maintaining audience reach.
• For advertisers: Deliver more relevant campaigns with enhanced measurement and accountability.
• For automotive manufacturers: Create new opportunities to participate in the advertising value chain.
• For listeners: Improve the advertising experience through more relevant and less repetitive ads

• Ocelot: The central orchestration platform, distributing audience segments, campaign rules and ad assets to vehicles, and collecting impression data for reporting and reconciliation.
• Opportune: The ad decisioning service, selecting the most appropriate ads for each vehicle based on audience segments, campaign objectives and delivery rules such as capping and spacing. Can also route requests to third-party decisioning platforms.
• Car Manufacturer: Provides vehicle owner identity and consent data in a privacy-safe manner, enabling audience segmentation and targeted advertising.
• Audience Data Provider: Enriches audience profiles with demographic, behavioural or contextual data to improve campaign targeting, subject to appropriate consent.
• BCi Digital Radio Client SDK: Integrated into the vehicle infotainment platform, the SDK incorporates Dabify.io technology to detect replacement opportunities in the broadcast stream and seamlessly substitute targeted advertising, enabling dynamic ad insertion within broadcast radio services.

• Vehicle: Receives radio services via DAB, FM or satellite and uses broadband connectivity to receive ad assets, targeting data and software updates.
• Broadcaster: Delivers the radio service and integrates BCi Digital signalling technology to identify advertising replacement opportunities.
• BCi Digital Event Insertion SDK: Integrated into the broadcaster workflow to insert secure event markers that signal replacement opportunities within the broadcast stream.
• Advertiser: Delivers targeted advertising campaigns and benefits from enhanced audience targeting and detailed impression reporting.