TV, radio and outdoor media buying to embrace automation technology in 2014

October 31, 2013 12:18

The industry push toward automated buying will take major steps forward next year with confirmation television, radio and outdoor advertising will launch, or further develop, automation platforms for media agencies.

Sophie Madden, CEO of the Media Federation of Australia (MFA), told Encore discussions with various industry bodies are well advanced, with outdoor advertising and radio set to follow television in allowing automated buying.

“We are looking at automating the transacting part of buying. At the moment we are focusing on television because that is the bulk of where time is spent,” said Madden.

The MFA has been working to establish its proposed Electronic Transactions Hub, which will be the backbone of an industry-wide transactional platform for TV buying.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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