The Virtual Minds Media Manager, which is already used by various TV companies for digital and programmatic advertising campaigns on classic, linear TV, has now been used for the first time as an SSP for a programmatic linear radio campaign. Together with the Active Agent DSP, the Media Manager formed the programmatic tech stack for the playout of a commercial for the sports retailer Decathlon on linear FM radio.
The programmatic campaign on classic radio was implemented by audio marketer RMS in cooperation with Virtual Minds, the full-service agency pilot and audio ad management provider aireal for the client Decathlon.
About Media Manager
In addition to the inventory of the entire broadcaster program, such as the allocation of commercials at commercial break level, the Media Manager, which is designed for programmatic advertising marketing of typical broadcast or one-to-many media such as TV and radio, can also assume responsibility for revenue-oriented optimization of the commercial break composition in the case of programmatic bookings.
The 15-second commercial was broadcast from October 16 to 21 on the BigFM radio station, reaching four million contacts within the target group of 14- to 49-year-olds. The campaign, which was booked as a programmatic guaranteed deal, was fully automated and implemented in real time, including the spot retrievals.
Dirk von Borstel, Managing Director of Virtual Minds, explains: “With the Media Manager, we are opening up the great potential and efficiency benefits of programmatic marketing to classic linear broadcast media, thereby strengthening them in competition with digital players.”
After cinema, TV and print, radio also increases its attractiveness as an advertising medium with Programmatic Radio in terms of planning experience and control options, innovative media products as well as high-quality budget and yield optimization
Recording of the Decathlon commercial
How the traditional medium of radio can be optimized through programmatic processes is illustrated not only by the current Decathlon campaign, but also by Studio Gong’s Programmatic Radio Case, which took place in September 2023. Both campaigns show that the automation of booking and delivery processes opens up the possibility for advertisers to precisely address complex target groups without additional effort and to play out campaigns efficiently according to digital logics even in linear advertising media.
