RMS opens a new chapter in the audio market and presents the first programmatic radio case.The company is thus once again taking on a pioneering role among the competition, setting standards in further development and strengthens the position of the radio industry.

The audio marketer is now the first provider to succeed in playing out a functioning programmatic radio case in real time. "With the programmatic connection of linear radio, RMS is now setting the next standard in audio media planning. Only real-time access to linear radio reach offers the optimization possibilities in campaign management that the market is accustomed to from digital media planning. This puts us one step ahead of the other linear genres," explains Matthias Schenk, Head of Partner Management RMS.

The successful implementation was made possible in part by the technology of audio-tech provider aireal. With its innovative software solutions, aireal ensured that terrestrial inventory information, data and transmission confirmations could also be transmitted fully automatically and in real time between the sell-side and demand-side. Founding Managing Director Markus Adomeit sees great potential in programmatic radio: "So far, the booking process in radio has changed little. The campaign makes it clear that digital reach can now be supplemented by linear reach. Together, we enable all inventories of radio publishers or broadcasters to be available convergently and programmatically for real-time playout."

The Decathlon test campaign, a programmatic guaranteed deal, was broadcast from October 16 to 21 and reached a total of four million contacts between the ages of 14 and 49.

"We are proud to be a 'first mover case' in this innovative approach and to supply our customers with up-to-date advertising. With RMS as a competent audio expert, we are able to achieve our goals," says Nicole Bürkle, Head of Branding and Campaigns at Decathlon.

Decathlon received support with the campaign design from the full-service agency pilot. Verena Schmiedichen, Head of Digital Operations on the campaign: "Programmatic radio shows that the classic medium of radio can be fully automated and enriched with data-based targeting. The automation of booking and delivery processes enables advertisers to address complex target groups without additional effort and thus leads to a significant increase in advertising efficiency."

The 15-second spot was broadcast nationally by the radio station BigFM. Kai Fischer, Chairman of the Management Board of Audiotainment Südwest (including bigFM), on the advantages of the new format: "Programmatic radio increases the efficiency of radio advertising and opens up new sales potential.

The first programmatic radio case in real time is therefore a real revolution in the audio advertising market."

This FM campaign was the first time that Virtual Minds' new Media Manager was used as an SSP in linear radio. The innovative media solution makes classic, linear advertising media such as radio not only bookable, but also manageable and optimizable according to programmatic decision-making logic. On the buying side, the Active Agent DSP from Virtual Minds was used to book and control the spot on the linear inventory. The entire process, including spot call-offs, takes place digitally and in real time. "With the Media Manager, we are opening up the great potential and efficiency benefits of programmatic marketing to traditional linear broadcast media, thereby strengthening them in competition with digital players. After cinema, TV and print, radio is also increasing its attractiveness as an advertising medium with programmatic radio in terms of planning experience and control options, innovative media products and high-quality budget and yield optimization," comments Dirk von Borstel, Managing Director of Virtual Minds.