A recent article in Ad Age speaks to the appeal of dollar
savings through programmatic buying; IHeartRadio is looking into streamlining
ad buying with Programmatic Radio.
The ad platform for radio advertisers, Jelli, a cloud-based
SpotPlan will allow clients to target their audience similar to programmatic
digital options.
The goal to wire nearly 1300 stations to the platform
since their release last year, has the
attention of IHeartMedia, who will be partnering by placing its inventory in
the programmatic pool.
Although there is streaming media, there majority of buyers
investments are in traditional radio, this program to buy programmatically will
allow agencies the ability to buy programmatically.
There are only 25% of the agencies currently taking
advantage of programmatic buying through the current platforms according to Forrester and the Association of National Advertisers. Apparently most do not
understand the process and are not comfortable with the concept. That leaves a vast network of marketers and media buyers that are available to
tap by those groups savvy enough to teach and convince them of the efficiency
and savings for their clients using this method of media purchasing. With programmatic TV and Radio buys available with the traditional digital
ad buys, this process may become more readily understood and utilized in the near
future.Source: ADWEEK
https://www.adweek.com/digital/iheartradio-aims-streamline-ad-buying-programmatic-radio-170652/
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