Broadcast business solution provider Marketron timed their announcement that they purchased mSnap to hit during the Radio Show last week. With all the buzz about mobile at the show, it was good thinking. Marketron, owned by Wicks, is a powerhouse in the broadcast radio business solutions marketplace – last week separate employees of the company were telling me that their market share is 70 or 80%.
Marketron’s been focused on integrating their platform, which provides tools to broadcasters for scheduling, tracking, inventory management and billing, with other solutions providers that enable new types of inventory, including streaming and mobile. Earlier this year they announced a partnership with AndoMedia to facilitate the scheduling, delivery and billing of broadcasters’ streaming assets.
The mSnap acquisition enables companies to sell and fulfill both mobile and broadcast assets in the same single, integrated platform. This will eliminate the operational complexity of managing the sale of diverse advertising assets through multiple systems and processes.
“Mobile is one of the fastest growing advertising segments in our industry and mSnap has established itself as an innovative leader in the category,” said Mike Pallad, Executive Vice President of Sales for Citadel Broadcasting. “The acquisition of the company by Marketron, which offers a host of cross-channel solutions for media companies, will increase mSnap’s capabilities and development. We’re proud of our partnerships with Marketron and mSnap and look forward to the benefits this merger will offer our stations and advertisers.”
This is a really wise move for Marketron, one that will benefit them and their clients as well as the industry as a whole. Tools that make it easier for broadcasters to manage their inventory will inevitably increase the value of those assets. As broadcasters adopt revenue strategies that include more and more diverse inventory sets, smart platforms like this make that inventory manageable, trackable, and therefore more valuable.
(In the interest of full disclosure, which I believe the bloggers in our industry need to be more respectful of, I have done some consulting with Marketron in the past.)