Radio stations are eager to cash in on the rise of mobile media and advertising, judging by the popularity of the new mobile programming ad
sales platform for radio launched by Marketron in October 2010.
More than 1,200 radio stations have joined Marketron Mobile in the last year, bringing the total number of radio stations with
licenses to 1,950, the company said this week. That’s about 14% of a total 14,000 radio stations nationwide.
The Marketron Mobile Platform has partners and clients including Cumulus
Media, Beasley Broadcast Group, Radio One, ESPN Local, Heineken, and Microsoft, and currently executes about 18,000 mobile campaigns per month, per Marketron.
The platform can handle a variety
of ad formats, including traditional spot, Web display, social media and mobile communities; it also enables text to win contests, loyalty programs, and programming features including dedications and
requests via mobile.
Earlier this year, Marketron added more capabilities including a mobile site builder, ad creation tools, social media connectors and APIs to enable deeper integration with
existing mobile and digital systems.
Marketron’s mobile platform is integrated with Mediascape, the company’s integrated online platform for reporting, analyzing, planning and
buying radio inventory. Officially launched in April 2011, Mediascape allows users to execute campaigns across multiple channels, as well as build in data integration from third-party services, such
as online or mobile measurement and ad-serving.
Since it is an open platform, Mediascape can be expanded to interface with online exchanges for buying and selling other kinds of media,
including print, TV, online, out-of-home.