Imagine a radio or television program director sitting out
at the pool, checking the ad and program lineup on an iPad and making changes
as needed on the fly via the Web. Of course, program directors wouldn't be
caught dead doing their work in this manner, but in theory it's possible. This
is now made real through a company called Marketron.
Marketron is a veteran of the communications business,
consisting of a rollup of previous companies totaling about 40 years in
operation. For years, broadcast media companies relied on client-based software
to handle ad traffic: where and when the ads ran, what they cost, at what
frequency, and so on.
Marketron's Mediascape platform is a SaaS solution in the
cloud -- or on-premises, whichever a client prefers -- that allows media
organizations to operate their stations' processes easier and more efficiently.
"Marketron has moved over the last two or three years
to a more open platform -- a business-intelligence business where we are moving
that data seamlessly through the organization," CEO Jeff Haley told eWEEK.
"We've become more of a business information provider, versus a
traditional trafficker."
Even though the Internet has become the de facto go-to
source for media in the second decade of the 21st century, enterprises still
spend more than $18 billion on radio advertisements in the U.S. An amazing 80
percent of that ad spend -- approximate $15 billion -- flows through
Marketron's systems, which clearly makes it the No. 1 ad-traffic software
provider in an industry that is typically perceived as antiquated.
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