Fewer than two months after announcing its plans to launch a programmatic ad platform for its broadcast radio stations, iHeartMedia has invested in Unified for analytics and targeting data. ÛÏThe integration of UnifiedÛªs social data will give iHeartMedia advertisers enhanced capabilities for identifying audience segments, measuring the impact of advertising, and understanding attribution for digital ads,Û wroteåÊErik Sass in MediaPostÛªs Media Daily News.
"iHeartMedia has enhanced audience-targeting data and measurement as well as a platform for programmatic radio selling," Tyler Loechner wrote in Real-TimeDaily's "Radio Static Clearing: Programmatic's New Puzzle Piece." "In addition, its national sales firm — Katz Media Group — is launching a programmatic ad exchange for broadcast radio inventory."
"iHeartMedia is not, however, the only company responsible for the materialization of programmatic radio. Marketron says it executed its first automated spot buy for radio using Jelli, the same ad tech platform used by iHeartMedia and Katz.
Marketron explained then that it ÛÏdefine[s] programmatic trading as the use of software with data inputs to facilitate a media transaction,Û per Jeff Haley, CEO. ÛÏThis becomes programmatic and different than traditional selling because it does not involve direct communication between buyer and seller."
"These transactions are not happening in real-time auction environments like they do with real-time bidding in the digital world," Loechner explained. "The better comparison to make between the digital world's application of ad tech and radio's is "programmatic direct" ad platforms, which use ad technology and automation for negotiating, targeting, delivery, etc., but not in a real-time auction."
"Perhaps the most significant implication is that as more channels get the automation treatment (radio, TV, out-of-home), the stronger cross-channel marketingÛªs gravitational pull gets. The vision includes reaching the same, verified audience across all channels — automatically. The industry may be a ways off from turning that vision into a reality, but more pieces of the puzzle keep falling into place."
It's good for your marketers to know that 11% of adults are listening to iHeartRadio, according to AudienceSCAN. These listeners are 91% more likely than average listeners to attend film festivals this year, so try getting some cinemas to advertise. Think small: 38% shopped at locally owned businesses on Small Business Saturday (Saturday after Thanksgiving). 37% saw ads on their mobile smartphone apps or text messages that made them take action in the past month!
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.