SCA is to sell its digital inventory programmatically through private marketplaces. The broadcaster has done a deal with Rubicon Project and video reseller platform TVN.
While headwinds are causing some drag in other areas of the business, Southern Cross Austereo sees digital as a strong growth area. Citing Nielsen data, the firm says its average daily online traffic has increased 671% since the start of 2013, with social media helping to bring in wider audiences and amplify content.
SCA digital innovation director Clive Dickens recently told AdNews that the company now wanted to take digital and social budgets as well as a better share of radio dollars. Video content, with higher prices than static content, was a particular focus, he said. Trading online inventory programmatically will also mean SCA can create efficiencies within its sales operation, while private market places can protect yields.
SCA digital sales and operations director James Bayes said SCA's scale in sports and entertainment content with data and automation would deliver results for advertisers.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Need a job? Visit adnewsjobs.com.au.
Have something to say? Send us your comments using the form below or contact the writer at brendancoyne@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.