Phoenix Launches Media Xchange For Radio

Radio

While the last couple of years have seen growing interest in online exchanges for buying and selling offline media, many of the early attempts fell flat, due to limited inventory availability and lack of buyers.

However, a new generation of online media exchanges is gathering steam, hoping to bring the same ease and transparency enjoyed by online media to offline media transactions.

One of the newest entrants is Phoenix Media Xchange, whose emediaXchange.com platform for radio advertising launches this week. The emediaXchange.com platform allows advertisers large and small to place ads directly with radio stations for standby (discounted) or flighted negotiated-price spots -- all through an online interface that replaces email, fax and phone conversations.

advertisement

advertisement

Campaigns can be planned using geographic and demographic data. A special feature for political advertisers allows them to overlay polling data on campaign data to determine which messages are most effective. The platform also helps small advertisers or advertisers new to radio to create professional-quality digital audio ads.

Like some other exchanges, Phoenix Media’s emediaXchange.com is focused on remnant ad inventory, which is sold to “standby” advertisers. President Daniel Nienhauser stated standby advertising provides "a huge value proposition. ... Small companies can promote their product and services at reduced rates, building business and driving traffic at preferred pricing.”

A number of companies and industry trade groups have supported the creation of media exchanges for traditional media dealing in premium ad inventory, but with limited success. Back in 2006-2007, online e-commerce platform eBay was selected by an advertising industry consortium to create an online exchange for traditional media, but the effort flopped in the face of resistance from the TV business, especially cable TV networks that feared cable ad inventory becoming commoditized.

Next story loading loading..