Is there anything substantial happening with regard to programmatic radio ad buying? I know there is a little of it going on but it looks pretty small. I think about this from time-to-time but an article I just read about ESPN's upcoming experiments got me to thinking about how it could apply to radio as well.
"In a few weeks, ESPN will begin selling some ads for its SportsCenter highlights show through a Web-based auction, instead of the old-fashioned yet enduring methods such as taking orders over the phone. The 30-second spots bought this way will air during telecasts on a giant video wall, a feature of the show’s expensive new set."
http://blogs.wsj.com/cmo/2014/12/08/espn-tries-programmatic-auction-for-tv-ad-sales/
I was on the sales management side of radio and even then it seemed like the process was ridiculously inefficient at the national level. I hope I'm wrong but it just seems like radio managers and executives are resistant to these kinds of innovations.
"In a few weeks, ESPN will begin selling some ads for its SportsCenter highlights show through a Web-based auction, instead of the old-fashioned yet enduring methods such as taking orders over the phone. The 30-second spots bought this way will air during telecasts on a giant video wall, a feature of the show’s expensive new set."
http://blogs.wsj.com/cmo/2014/12/08/espn-tries-programmatic-auction-for-tv-ad-sales/
I was on the sales management side of radio and even then it seemed like the process was ridiculously inefficient at the national level. I hope I'm wrong but it just seems like radio managers and executives are resistant to these kinds of innovations.