Significantly, the new demand-side platform includes a pair of digital agencies that are new to radio. Both IPG Mediabrands’ Cadreon agency and Varick Media have added broadcast radio to their programmatic solutions as participants in the platform’s Early Access Program. The ability to buy radio as quickly as a Facebook or Google ad, using similar targeting strategies, could help radio more meaningfully tap into digital budgets.
InsideRadio reports agency buyers, too, see an opportunity for radio to expand its client list. “The real opportunity is with the clients who may not be currently spending in traditional radio but do have a portion of their overall media buys in programmatic channels,” says Melissa Colon, VP, group account director, Havas Media. “This arrangement allows to potentially tap deeper into those budgets.”