Spanish Broadcasting System sees more demand for inventory, ad prices soar in three-month test
SAN FRANCISCO, Calif., March 28, 2017 – WideOrbit Inc., the media platform for connecting ads and audiences everywhere, said today that Spanish Broadcasting System (SBS) experienced digital audio CPMs grew more than 50% and demand increased for its inventory as a result of participating in WideOrbit’s WO Programmatic Digital Audio platform.
The results were drawn from a three-month pilot program that ran from December 5, 2016 through March 5, 2017.
“While we expected to see CPM growth for our digital audio ad inventory, we were pleasantly surprised to see an increase of more than 50%,” said Eric Garcia, general manager, radio revenue chief at Spanish Broadcasting System. “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.”
Garcia continued, “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, executive vice president, programmatic at WideOrbit. “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.”
WO Programmatic Digital Audio enables participating media companies to employ a variety of marketplace styles to avail inventory and execute automated advertising transactions.
In the “open marketplace” model, media companies avail digital audio advertising inventory through WideOrbit’s WO Streaming digital audio platform. Like other real-time buying (RTB) digital display or video exchange, ad buying demand partners can use any data source to evaluate and secure spots offered through the platform. Participating media companies are not required to reserve inventory for programmatic channels. This assures that they have operational flexibility to fulfill requests for premium inventory from direct sales and outside representatives, while enabling unsold inventory to be monetized through programmatic channels.
WO Programmatic Digital Audio also supports a “programmatic direct” buying model, in which ad sellers can invite selected ad buyers to transact on the platform within established business terms.
WideOrbit is the leading provider of advertising management technology for cable networks, local television stations and radio stations. More than 3,200 broadcasters and networks leverage WideOrbit solutions to streamline operations, maximize revenue from traditional, digital and programmatic channels and extend their business across distribution platforms. Our clients include Entercom Communications, Entravision Communications Corporation, Gray Television, Inc., Meredith Corporation, NBCUniversal, The E.W. Scripps Co. and Tribune Media. WideOrbit is headquartered in San Francisco with offices across the United States as well as London, Paris and Gothenburg, Sweden.
About Spanish Broadcasting System, Inc.
Spanish Broadcasting System, Inc. owns and operates 17 radio stations located in the top U.S. Hispanic markets of New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico, airing the Spanish Tropical, Regional Mexican, Spanish Adult Contemporary, Top 40 and Latin Rhythmic format genres. SBS also operates AIRE Radio Networks, a national radio platform which creates, distributes and markets leading Spanish-language radio programming to over 100 affiliated stations reaching 90% of the U.S. Hispanic audience. SBS also owns MegaTV, a television operation with over-the-air, cable and satellite distribution and affiliates throughout the U.S. and Puerto Rico. SBS also produces live concerts and events and owns multiple bilingual websites, including www.LaMusica.com, an online destination and mobile app providing content related to Latin music, entertainment, news and culture. For more information, visit us online at www.spanishbroadcasting.com.