Programmatic ad buying has caught on for desktop and mobile ads, and it has slowly crept into the more traditional worlds of radio and television. For the latter two, a more data-driven approach to
buying coupled with some automation constitutes “programmatic."
It’s not real-time bidding (RTB), but it’s more programmatic than previous methods.
That new-age approach is attracting marketers, at least according to Jelli's Q1 success.
Jelli is a programmatic ad platform for the radio industry. The company formally launched its platform in January, though it was in operation in 2013. On Wednesday, Jelli released figures outlining the growth it saw in Q1.
With the help of recent partnerships with some of the biggest companies in radio broadcasting -- including Marketron, Townsquare Media, Entercom and OMD Worldwide -- Jelli added 188 new radio stations to its platform during Q1 2014, representing 109% growth over Q4 2013. The company also doubled the number of impressions served through its platform quarter-over-quarter.
The company says it continues to automate more of the radio buying process, which it claims led to a 133% reduction in "time to launch" in Q1 2014 compared to 2013. That is, the company saw a major decrease in the amount of time it took advertisers to launch campaigns through the platform, something Jelli attributes to further automation.