In recent years, the traditional booking processes in radio have hardly changed and programmatic radio was unthinkable. For a long time, therefore, a solution was sought to optimize the processes in the linear audio sector as well and to make them more contemporary. Until now, however, there has been a lack of technology to programmatically manage the chain from the agency to the marketer to the broadcaster.
After DOOH, cinema and print, however, the audio market has now also been connected to the programmatic ecosystem: The national marketer STUDIO GONG, in cooperation with Virtual Minds, aprile consulting, the technology platform operator RAUDIO.BIZ as well as One Tech Group, now realized the first use case, in which radio campaigns for GALERIA Karstadt Kaufhof and Kentucky Fried Chicken were programmatically booked into the radio group’s inventory through the media agency network GroupM.
For this Programmatic Radio first mover case, STUDIO GONG worked with aprile consulting to develop the amy digital commerce platform, which provides a programmatic buying approach to handle linear ad bookings in FM and DAB+ in an automated, faster and more efficient way. On the buying side, the Active Agent DSP was used, making it the first DSP to implement programmatic buying of linear audio inventory. The One Tech Group platform was used as the SSP.
Dirk von Borstel, Managing Director Virtual Minds explains: "With its media technologies and adtech platforms, Virtual Minds has specialized very early on in the integration of all media genres and channels, in particular also the classic, linear broadcaster media, into programmatic marketing. We are therefore very pleased to support the development of linear radio for programmatic advertising with our solution and to continue the success story of programmatic advertising in the classic media world together with our partners in this exciting project."
