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 campaigns.
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 automatically nationwide.”
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.