A ‘new era’ for radio advertising as RadioMATRIX briefing portal goes live

Staff Writer

Commercial Radio Australia’s (CRA) industry-wide media briefing platform is now live.

The briefing portal exists within ad buying platform RadioMATRIX, and allows media buyers to log in and brief multiple radio networks on their campaigns once through a single cloud-based platform.

CRA said this simplification of audio buying ushered in a “new era” for radio advertising.

“The radio industry has united and worked closely with media agencies to develop a world-leading solution that removes complexity, ramps up efficiencies and makes it easier for advertisers to consider radio for every radio campaign. We want radio to be a valuable innovation partner for marketers as the industry moves into recovery,” CRA CEO Joan Warner said.

Michael Harvey, ARN’s chief operating officer and chair of CRA’s Automation and Programmatic Committee, said the module would benefit the entire radio ecosystem.

“This solution will be the first stage of simplification of the radio buying process and will enable more efficient communication between agencies and radio networks. The solution will ultimately enable agencies to plan and buy across the whole radio ecosystem in one place – broadcast, radio, streaming, podcasting and more,” he said.

Media agencies including Carat, Dentsu, Havas Media, Ikon Communications, Initiative, MagnaGlobal, MediaCom, Mindshare, OMD, Orion, PHD, Rufus, Spark Foundry, Starcom, The Media Store, UM, Wavemaker and Zenith were consulted throughout the product’s development, with some participating in a recent trial.

Sophie Madden, CEO of the media agency industry body the Media Federation of Australia (MFA), said it was exciting to see the initiative come to fruition.

“It’s another big step forward in streamlining the radio media buying process and takes collaboration between agencies and the radio industry to a new level. Radio has shown a strong commitment to innovation that will allow agencies to work more efficiently and to ultimately deliver better results for advertisers,” she said.

Parts of RadioMATRIX launched three years ago with automated holdings. It enabled buyers to shift from paper to online mamagement of bookings.

It is now used by over 200 media agencies to manage radio campaigns across 370 stations. It has, according to CRA, processed more than 1.5 billion items of inventory since October 2017.

The next roll-out will be the proposal module which will enable broadcasters to respond to briefs and submit and manage media proposals. Its slated to be operational in the first quarter of 2021.

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