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Rich in heritage, increasingly sophisticated and proud as punch sums up the thriving radio scene in Australia. It’s safe in its own skin yet remains fiercely competitive, but where does radio pit itself in the innovation and tech stakes and what are some of the core commercial networks doing?
Once upon a time, radio may have got the short end of the stick when it came to a brand’s media plan – largely linked to ‘traditional’ old world media stigmas. It may have even been chopped off in recent times thanks to its bigger, more disruptive, social and digital media budget–swiping sisters. However, that was then and those who know radio’s wares, its major advancements, ROI stats and its increasing thirst for innovation, are the ones tuned in and turned on to the benefits.
Programmatic radio buying – what’s your definition of this and where are you as a company in relation to this?
APN CEO news and media Ciaran Davis: “ARN is currently looking at the next phase of automated buying that allows for complete trading control and time efficiencies for both agencies and their sales teams. This is being driven by the agency and clients’ need for real-time buying capabilities and data collection.”
SCA CEO Grant Blackley: “SCA sees programmatic buying as automated and optimised buying based on the audience we are offering across our radio, television and digital businesses. Specifically in relation to radio, we are looking at solutions as an industry through CRA.”
Nova Entertainment CTO Mark Downes: “Programmatic radio buying is the placement of radio inventory into an automated, digital marketplace to achieve transaction volumes and prices acceptable to both publishers and buyers. Nova Entertainment is represented on the Commercial Radio Australia-led Automation and Programmatic Committee to progress programmatic trading technologies and processes between broadcasters and advertising agencies.”
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