Programmatic trading is going mainstream with Australian outdoor inventory and radio the next sectors off the blocks. APN has joined the ranks of publishers seeking programmatic talent.
TV companies such as Ten and Foxtel and Telstra sales house MCN, have already automated elements of inventory trading and with the other networks plans at various stages. The grail for media owners and buyers is to make the process as efficient as possible. As trading of spots and dots becomes commoditised, it leaves staff on both sides of the fence to work on higher value components, such as integrated advertising, branded content, advertiser funded broadcasts etc.
Digital media has been traded programmatically in Australia since 2011, when agencies started to build out trading desks. Around $150 million of advertising was transacted programmatically in 2013. Some suggest that figure could triple by the end of next year.
That suggests more traditional and regional media companies entering the fray.
Digital out-of-home companies such as Val Morgan Outdoor and Adshel have already flagged their intentions to start trading programmatically this year while IPG Mediabrands trading desk Cadreon last month announced that it was adding out of home to its pool of digital inventory.
While outdoor is not part of the remit, following the sale of the remainder of its outdoor assets late last year, APN is now ramping up across its regional business and nationally.
The company is hiring a programmatic trading manager who will be tasked with implementing and managing the trading strategy, posting a job ad three weeks ago.
However, demand for talent is tight. Fairfax last week recruited their latest programmatic head from AOL in the UK. Mediabrands unit Anomaly found its latest recruit in the banking sector.
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Programmatic advertising and its impact on the media market will be explored in depth at the AdNews Media Sales Summit, held 22 May at Royal Randwick, Sydney. Tickets remain on sale. Find out more here.
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