Daily Archives: February 8th, 2010

Better Digital Inventory Insight for Broadcasters

Broadcasters are selling more and more ads across multi media platforms – according to a report in Inside Radio last week, about 80% of Clear Channel’s on-air advertisers now include a digital component — streaming or otherwise — in their buys. That’s good news for the industry that needs to expand content distribution to multiple channels and learn to manage and monetize ad inventory on all of them.

Marketron, the leading provider of inventory management software for radio stations, is rolling out a new application that significantly improves radio’s ability to sell and manage comprehensive cross-media advertising campaigns. Marketron’s new Revenue Builder enables better inventory management across media platforms, which will definitely spur sales growth.

Cox Radio will install Marketron Revenue Builder across its entire group of 86 radio stations.  “Cox has a very successful digital strategy,” states Neil Johnston, CFO of Cox Media.  “Marketron Revenue Builder gives our local stations a great advantage and an opportunity to increase sales, streamline processes and provide an unlimited array of services to our advertisers.” Cox has always had a sophisticated interactive platform and approach to sales, they were one of the first groups to stream all of their stations.

Marketron Revenue Builder is a market-changing application for radio groups. Some radio organizations have done a great job selling their digital assets but are challenged by complex and labor-intensive processes at the operational level.  Revenue Builder enables stations to track and manage cross platform inventory from sales through billing in the same way they manage their broadcast business. Any radio company competing for online dollars should consider this solution.

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