Is Clear Channel Looking At Automating The Sales Department?
August 20, 2013 at 3:59 AM (PT)
Everyone is aware of the impact of automation on the programming side of radio -- but is the sales side the next to be targeted? Maybe, says THE WALL STREET JOURNAL, which reports, "Ad giant INTERPUBLIC GROUP is teaming up with TV and radio companies, including A&E NETWORKS, CLEAR CHANNEL, TRIBUNE CO. and CABLEVISION SYSTEMS CORP. to build and test an automated ad-buying system for television and radio ads."
INTERPUBLIC says the system could be up and running in six months.
"There is so much intelligence and data out there, we have to capitalize on that and it cannot be restricted to digital media," said IPG MEDIABRANDS CEO MATT SEILER, whose INTERPUBLIC division is building the system. "Digital has paved the way for the reinvention of the rest of the media."
The report explains, "executives involved in the IPG plan say a more automated system will allow a media buyer to go into a computer system to see what inventory each TV or radio outlet has available and select the best ad placements based on data that the ad buyer has on its customers and their media habits."
"If you have the right targeting and the right data then I think you can drive yield and this doesn't have to be a race to the bottom," said CCM+E Pres./National Sales and Marketing Tim CASTELLI.