Inside Radio: Automated ad buying could drive up demand and CPMs for Net radio

Monday, March 18, 2013 - 12:20pm

In January we reported Triton Digital announced its a2x "programmatic buying" solution for streaming audio ads (here), and the launch of Xaxis Radio -- a "digital trading desk" -- on the agency side (here).

Today Inside Radio predicts automated auction buying to grow and help generate revenue for online radio.

"As more shops and broadcasters take a seat at the exchange, multiple buyers would bid against each other for the same audience impressions, driving up demand and tapping into digital budgets. The goal for broadcasters is to extract higher costs per thousands (CPMs)," reads the Inside Radio coverage.

Earlier this month, CBS Radio became the first major service to sign on to Triton Digital's a2x service (press release here).

"It's opening up the door to whole new budgets that we haven't touched before," says CBS Local Digital Media president Ezra Kucharz. "There are certain advertisers that are only going to buy this way in the future."

Inside Radio points to automated buying first in paid search advertising, then in digital display, as the trend.

"Now that executives who rose through the ranks from digital are in charge of planning and buying all media at Universal McCann, Starcom USA and Zenith," watch for automated buying to increase.

There's more on a2x from Triton Digital here.

Side benefit of original CBS football digital content: It's theirs

Monday, October 1, 2012 - 4:55pm

CBS Radio has developed and launched several NFL-related original content streams to deepen fans' engagement with their brands (including radio) on football Sunday.

One benefit of this original content (as pointed out by both Inside Radio and CBS Local Digital Media president Ezra Kucharz) is that CBS isn't constrained by royalties and rules about how it can be used, as they are with copyright music. "We’ve put together a very lean but efficient studio model where we’re developing content in house that we own and have the ability to put onto multiple platforms," Kucharz told Inside Radio. "With music there is an incremental expense on a royalty basis. With content that we create and own, there’s a fixed cost and that’s it."

Football fans can try:

Tailgate Fan: A web/mobile video series showcasing fans' pregame party and food, in a different NFL city each week, hosted by comedian Nick Stevens

Sports Verdict: Two sports experts debate a football topic, and fans decide the verdict.

Pregame Playlist: Video series in which a different NFL player each week gives fans a glimpse into his digital music player.

Player Style File: Video feature covers different players' off-field lifestyle.

CBS Radio’s mobile audience is up to 10 million monthly uniques across its apps and the mobile web. CBS Radio's sports station's streams time-spent-listening is up 43% on Mondays over other weekdays so far this NFL season.

Kucharz is the recipient of the 2012 Triton Digital RAINMaker Award, which was presented at our recent RAIN Summit Dallas event. The CBS Local Digital Media studios "employ a small staff bolstered by on-air talent from the company’s radio and TV stations. They’re part of a digital strategy that leverages fast-changing technology for products that tie in with the company’s on-air and online businesses," explains Inside Radio.

Syndicate content