Programmatic buying is migrating
from the online world to traditional media. Now, broadcast radio is getting the automated treatment thanks to Jelli, which has announced the launch of SpotPlan, a Web-based programmatic buying
platform for buying radio ads.
Jelli previously focused on “social radio,” with listeners controlling broadcast airplay with online voting.
The new platform
combines Nielsen data and proprietary algorithms to enable media buyers to run ads automatically nationwide. Buyers can browse available inventory from stations and networks by location, audience and
ratings to produce plans that optimize station lineup, daypart, impressions, GRPs and audience targets.
SpotPlan is compatible with third-party buying and selling software from
broadcasters, networks and advertisers. It is also integrated with Jelli's RadioSpot ad server and RadioDash reporting service, enabling full automation of buying, running and reporting for
Jelli co-founder and CEO Mike Dougherty stated: “SpotPlan disrupts how network radio has operated for decades, replacing inflexible network 'vehicles' and antiquated
spreadsheets and email-driven processes. Media buyers can now target audiences with SpotPlan and its powerful data-driven tools, buy optimized plans with dynamically generated lineups and run ads
According to Jelli, SpotPlan has already been adopted by over 350 radio stations in 128 cities nationwide, reaching 44 million unique listeners per
week. It has struck deals with operators and networks, including Townsquare, Emmis, and Entercom.
As noted, other traditional media are also experimenting with automated sales.
Earlier this week, Interpublic Group invested in ADstruc, a technology platform that automates some of the out-of-home media planning and buying process. ADstruc consolidates out-of-home inventory,
including digital out-of-home from major outdoor providers as well as numerous independent, regional owners.