An automated online ‘trading desk’ for the broadcast radio industry has launched today.
RadioTradingDesk.com has been created by US technology solutions company, HYFN, following its 2015 acquisition of the radio marketplace auction service Bid4Spots. Ashley Heron, EVP HYFN (US) explains: “The media industry is moving increasingly faster towards technology assisted decisions and automation. Radio Trading Desk reflects this trend. We are excited by the future potential of our platform, a bespoke design to help the radio industry.”
The website includes a self-service dashboard facility built for agencies or advertisers, who can access low advertising rates via a proprietary market exchange model. Supply side arrangements are in place with the majority of UK broadcasters, who benefit from direct access to advertiser demand in market.
Whilst inheriting a client base of multiple independent buying points and advertisers, the newly launched Radio Trading Desk are opening discussions with network agency groups and clients direct with regards to adopting the service.
To mark the UK launch, Radio Trading Desk are sponsoring Radiocentre’s 2016 event ‘Tuning In’ conference, taking place tomorrow (Tuesday 17th May). The US and UK Radio Trading Desk teams will be joined at London’s Ham Yard Hotel by figures from the UK radio and advertising industry at this year’s event themed ‘See Radio Differently’.
Ian Marsh, Head of Inventory Management at Bauer Radio said: “We’re looking forward to seeing how Radio Trading Desk can improve our use of unsold inventory. We’ve worked with its predecessor, Bid4Spots for a number of years, it’s been a really useful tool and there are a wealth of opportunities still to be explored in this area.”