Global Radio is pioneering a new application that allows advertisers a new way to buy ad space. Radio Runner allows advertisers to buy and create their advertising completely online.
Radio Runner is to be tested out in the Anglia region, before being rolled out across the UK.
Stephen Miron, Chief Executive of Global Radio who is behind the initiative said: "I am absolutely convinced that if commercial radio is to move from being a 6 per cent to a 10 per cent medium we’re going to have to come up with ground breaking initiatives.”
He continued: “Radio Runner is one of these innovations and I’m delighted that we have the skills within the business at Global Radio to create these solutions. There may be some people who knock this idea but to be perfectly honest they’re not people who should be in the radio industry if they can’t see the opportunity”