Programmatic advertising is here to stay. Although traditional bookings, the so-called IO business, will never completely disappear from the scene, the shift towards data-driven, fully automated booking and playout processes can no longer be stopped.

Media agencies and advertisers have converted their purchasing systems to this new operating system of the advertising industry, both technically and in terms of personnel. Sooner or later, this development will continue even more strongly than before in the regional markets through to SME customers. Easy-to-use Facebook and Google ad booking tools have created both the basis and the demand for this.

Programmatic buying has established itself

Up to 70% of the digital advertising market* in Germany is currently booked programmatically. And traditional media channels have already adapted to this type of advertising buying. TV and, above all, poster advertising have done their homework and established a high-quality position in this new market. Addressable TV and digital out of home are established and very well booked programmatic advertising channels.

Radio now also works programmatically

Now is the time for one of the most popular and most used media to make itself future-proof and connect to the new sources of revenue. aireal has already proven that this works technically very well. As the first terrestrial and convergent audio SSP, aireal, together with international market partners, has proven that the programmatic booking and playout route can be technically fully automated and implemented in real time. Programmatic radio therefore works and is increasingly being demanded by agencies and customers.

All audio channels - one solution

aireal's technical audio management solutions offer publishers, marketers and advertisers the opportunity to implement audio advertising campaigns easily and programmatically with little effort. The playout channel is of secondary importance. Whether FM, DAB+, digital audio or convergent - aireal is the solution for all playout channels.

Despite all the dynamics in the programmatic market, radio marketing remains a people business! Emotionality, regional relevance and strong advice will continue to require conversations between people. And traditional bookings will also continue to have their justification.

The programmatic future has already begun

To make this even more effective, cost-effective and, above all, convergent in future, aireal has developed technical solutions that publishers can access within the aireal ad management platform. With this innovative service tool, radio stations and audio marketers will also be able to create, book, play and manage both classic and programmatic bookings at regional level and in self-marketing in future.

The programmatic, convergent future of radio has therefore already begun. The time is ripe, because the market waits not. That's why it's important to take big steps forward now.

Would you like to find out more about aireal? Then visit us online at www.airealgroup.com/ or at Radiodays Europe in Munich from March 17 to 19, 2024.

*Statista model OVK advertising statistics 2022