Commercial radio announces continued Audionet rollout

Commercial Radio Australia has used today’s Radio Alive 2018 conference in Melbourne to announce Phase 2 of an industry-wide project to automate and simplify the buying of radio.

Phase 1 saw the rollout of the AudioNET automated holding software RadioMATRIX in October 2017. It’s been paperless since July and is now used by 131 advertising agencies and 380 radio stations.

Cathy O’Connor, chief executive officer of NOVA Entertainment and inaugural chair of the CRA Automation & Programmatic Committee says it’s a big step forward.

“As an industry we are extremely pleased with progress to date and the on-time rollout of Phase 1. The Board of Commercial Radio Australia (CRA) has now approved extending the partnership with AudioNET to move forward with Phase 2 of the project.

By this time next year, the industry will have three additional modules – Mini Holdings, Direct and Electronic Bookings.

Also, by this time next year we expect to be talking to agencies about programmatic trading trials to collaboratively explore the most effective way of trading not only broadcast but digital and podcast inventory.

The sophisticated software allows agencies to interact with radio stations’ traffic management system electronically and without the burden of a previously excessive paper trail.

Driving take up within the industry is the double confirmation security strategy that ensures advertisers are correctly and securely linked to agencies.

AudioNET chief executive officer Dave Cox says it’s a ‘world first’ for radio.

“We’re thrilled to be moving forward in partnership with the commercial radio industry. Feedback on Phase 1 has been positive highlighting improved security for station, advertiser and agency data and a significant reduction in double handling for agency staff.”

“Over the next 12 months, Phase 2 will introduce an electronic bookings module for agencies and large direct clients. At the completion of Phase 2 the industry will be ready for the development, and testing with agencies, of a live e-trading platform.”

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