Marketron works with clients like Univision and Cox, in addition to smaller, independent broadcasters.
In a live demo at the Radio Ink Conference in San Jose, Calif., on Wednesday, Marketron executed two programmatic transactions showing the tool at work. The first showcased a buy for Marketron client Hubbard Broadcasting, in which a Hubbard-owned station sold 20 spots per week to Aloft Hotels. The second was for a local radio station in Idaho, SKI-FM Sun Valley, which sold inventory programmatically to local insurance provider Wood River Insurance.
According to Haley, broadcasters are sitting on a large amount of audience data that comes in through their digital streaming activities. Those audiences engage by opting in for texting, buying tickets online or interacting with radio stations on social media. There exists an opportunity to project data from those digital interactions across into the broadcast environment, even if the targeting is still in aggregate.
For now, Haley hopes Marketron’s development will boost the efficiency of terrestrial radio advertising and increase ad spend in the industry.
“The consequences of this is that national advertisers now have an efficient means to buy very deep into markets,” said Haley. “Instead of making a top-20 buy, they can make a top-100 market buy.”
“The net effect will be more dollars flowing into [terrestrial] radio, as opposed to splitting the existing dollars, simply because it gets easier to buy,” he added.
Marketron's offering is not the first attempt to bring programmatic sales to the radio channel. In April, iHeartMedia debuted a real-time programmatic offering for broadcast radio, powered by Jelli’s cloud-based ad platform. When it surfaced, ZenithOptimedia, Universal McCann and Horizon Media were the only agencies to trial the solution, and iHeartMedia COO Brian Kaminsky told AdExchanger it would take four or five months to roll Jelli’s hardware and software into its radio stations.