Commercial Radio Australia appoints AudioNet to automate radio buying
Commercial Radio Australia has announced a “fully operational, all-of-industry automated holdings system”, appointing AudioNet as the industry partner to automate the radio buying process.
AudioNet, selected by the CRA Automation and Programmatic Committee, which was established late last year and chaired by Nova Entertainment CEO, Cathy O’Connor, will create automated holding software that will allow agencies to interact with all radio stations’ traffic management systems.
The system will allow a media agency to view radio spots that are perfectly matched to their system, as well as spots that have been changed and allow them to accept the changes or query them with the station.
O’Connor said: “An industry-wide automated holdings system will make radio easy to transact with and is the first step for radio as an industry to move forward into the automated transaction space.”
Cathy O’Connor chaired the CRA Automation and Programmatic Committee
Testing of the software between agencies ands stations will take place in the first quarter of next year with roll-out to follow, with the aim of having the system operational across the entire industry by the third quarter of 2017.
Joan Warner, CEO of CRA, said: “We’re very pleased to be partnering with AudioNet on this exciting development for the radio industry, which we believe to be an Australian and possibly world first.
“It’s an all-of-industry approach allowing automation and simplification of the of the interaction between the media buyer and a radio station.”
CRA says the automated holdings system will reduce the enormous amount of paperwork generated by the ad booking process.
Joan Warner: All-of-industry approach is possibly world first
AudioNet CEO, Dave Cox, said: “AudioNet is passionate about making radio advertising more attractive, relevant and profitable. Together with CRA we’re creating solutions to allow agencies, advertisers and radio networks to seamlessly deliver effective radio campaigns.”
The second phase of the automation process will investigate data segmentation within the industry. This will kick off early next year with research data already available such as GfK ratings, online and app statistics and consumer insights research to be reviewed.
In partnership with agencies, the industry aims to identify and establish data segments that integrate the massive amount of data already collected in relation to commercial radio for use by advertisers and agencies.
The third phase will build on the achievements and feedback of the first two to develop an appropriate approach for the commercial radio industry to programmatic trading.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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