Ad buying platform RadioMATRIX passes 1 billion in inventory

Staff Writer

RadioMATRIX has processed more than 1 billion items of radio inventory since launch in October 2017, reports Commercial Radio Australia.

The commercial radio industry’s advanced ad buying platform, RadioMATRIX allows buyers to easily connect with every commercial radio station on one powerful platform.

The platform updates and synchronises thousands of radio bookings daily, and is now being used by 190 media agencies to manage radio campaigns running across 360 stations.

RadioMATRIX also enables buyers to receive online booking confirmations, monitor changes and see where and how frequently their ads have run.

“RadioMATRIX has surpassed the 1 billion milestone ahead of target and transformed what has been a largely paper-based and labour-intensive process into a model of transparency and efficiency,” said CRA chief executive officer Joan Warner.

“Alongside the productivity benefits, the move from paper to digital confirmations has resulted in the saving of 2.9 million reams of paper, or the equivalent of more than 174,000 trees.”

Warner said the development of RadioMATRIX was a top priority for the industry in 2020.

CRA will be beginning work on a purpose-built digital workspace, where agencies can create a brief, receive proposals from broadcasters and collaborate on the campaign.

“We are working closely with our developer AudioNET and the Media Federation of Australia to ensure we build a world-leading solution that is attractive, easy to use and anticipates the future needs of media buyers and the radio industry,” she said.

The cloud-based solution will be powered by GfK radio surveys data so agencies can check spots against audience segments, while radio networks will have real-time insight on availability of ad spots, explained Warner.

Magna Australia managing director Victor Corones, who chairs the MFA’s Systems Taskforce and is a member of CRA’s Programmatic Committee, said RadioMATRIX would transform the relationship between buyers and broadcasters.

“2020 will be big year for audio. RadioMATRIX will be front and centre of that because it makes it easier for buyers to navigate the opportunities, take a more strategic approach and ultimately optimise their spend and results.”

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Metrofirst again
6 Feb 2020 - 7:24 am

Given there are more stations on an Xtra Research than GFK is there a plan for this data to be incorporated into the system… and when?


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