Radio ad platform RadioMATRIX expands capabilities with briefing platform launch

The radio industry’s ad platform, RadioMATRIX, has expanded its capabilities with the addition of an industry-wide media briefing platform, which is now live.

The briefing portal allows media buyers to log in and brief multiple radio networks through a single, cloud-based, platform. It is an important update to the RadioMATRIX platform which will work towards making buying ads across radio as simple as possible.

Commercial Radio Australia (CRA) exec Joan Warner said the new addition will help buyers save time and get the best results from their campaigns, as well as standardising the briefing process across the industry.

“The radio industry has united and worked closely with media agencies to develop a world-leading solution that removes complexity, ramps up efficiencies and makes it easier for advertisers to consider radio for every campaign. We want radio to be a valuable innovation partner for marketers as the industry moves into recovery,” said Warner.

CRA worked closely with several agencies in preparation for the launch, including Carat, Dentsu, Havas, Mediacom, OMD and The Media Store.

Michael Harvey, chief operating officer at Australian Radio Network (ARN) and chair of CRA’s automation and programmatic committee, said the goal is to improve the line between agencies and the radio industry.

“This solution will be the first stage of simplification of the radio buying process and will enable more efficient communication between agencies and radio networks. The solution will ultimately enable agencies to plan and buy across the whole radio ecosystem in one place – broadcast, radio streaming, podcasting and more.”

CEO of the Media Federation of Australia, Sophie Madden, said the development of the new platform has the support of media agencies.

“It’s exciting to see this initiative come to fruition. It’s another big step forward in streamlining the radio media buying process and takes collaboration between agencies and the radio industry to a new level. Radio has shown a strong commitment to innovation that will allow agencies to work more efficiently and to ultimately deliver better results for advertisers.”

RadioMATRIX first launched in 2017 and is currently in use by 200 media agencies. Initially, the platform was built to enable buyers to move from paper to online bookings. In its next stage, planned for early 2021, the platform will allow broadcasters to respond to advertising briefs with media proposals, using individual or multiple media agencies concurrently.

GfK radio survey data will be incorporated into the RadioMATRIX workflow, so that agencies and networks can test and estimate the audience, reach and frequency of each proposal while shaping the best campaign structure to achieve maximum results for clients.

Future stages of development will also enable large direct advertisers and smaller agencies to use the platform.

While some broadcasters are currently working on their own programmatic or small buy platforms, the consensus is that these will work alongside the RadioMATRIX platform. At Nine’s upfronts event earlier this year, Richard Hunwick, director of sales for television and radio for the media business, said the company was very excited for the future of radio with RadioMATRIX.

“It has been a big year at Nine Radio. We’re asking marketers and agencies to examine our radio proposition – it is talk radio for a new generation. We are asking you to put us onto each and every brief and let us come back to you with a solution, and with innovations like RadioMATRIX it has never been easier to do so,” said Hunwick.


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