The Spanish Broadcasting System saw more than 50% growth in CPM after a pilot test for programmatic digital audio advertising. The broadcaster witness the spike after participating in the WO Programmatic Digital Audio platform from ad-tech company WideOrbit. SBS also experienced an increased demand for digital audio advertising inventory after the three-month pilot. The pilot phase ran from December 5, 2016 to March 5, 2017.
“Programmatic also had a halo-effect on our other inventory because the business intelligence from programmatic bidding informs pricing for our direct sold, and partner-sold spots,” Eric Garcia, general manager and radio revenue chief at SBS, said. “Our philosophy is that it’s inevitable that a significant portion of our advertising transactions will be programmatic. We have embraced programmatic technology from its inception and expect it to help us drive revenue and tighten our inventory control.”
“SBS’s pilot results show the power of programmatic platforms to help radio broadcasters and audio pureplays realize the value of their digital inventory,” said Ian Ferreira, WideOrbit’s executive vice president of programmatic. “While we can’t guarantee that every media company will enjoy this level of pricing growth, there’s little doubt that opening a programmatic demand channel will benefit media owners as advertisers turn to data-driven solutions for pinpointing listeners with attractive attributes.”