Reverse thrust: Together with Decathlon, RMS implemented a programmatic audio campaign in which live radio was also booked programmatically for the first time. Booking via Virtual Minds' SSP opens up a new level of granularity and timely control of audio advertising, in which on-air radio does not always have to play first fiddle.

A few weeks ago, RMS partner manager Matthias Schenk in a MEEDIA interview still somewhat cautious. Programmatic audio is on the rise, but it will still take time for agencies and advertisers to embrace the new opportunities. Ultimately, it also requires a tactical rethink in the more traditional radio advertising sector.

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

And for the Hamburg agency, Verena Schmiedichen, Head of Digital Operations, says of 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.

And that's what's behind it:

RMS has integrated Aireal's technology. Aireal has developed a software solution to transfer terrestrial inventory information, data and transmission confirmations fully automatically and in real time between providers and buyers. This makes on-air channels visible and bookable in the SSP. Markus Adomeit, founding Managing Director of Aireal, sees great potential in programmatic radio and describes the paradigm shift: "Until now, the booking process in radio has changed very 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 a real-time playout."

The Decathlon spot was booked as "Programmatic Guaranteed". In other words, the logistical solution of the programmatic system was primarily used to control a large number of channels from a single source and thus increase booking efficiency. The economic part of programmatic, the actual auction for the individual advertising space, is independent of this. Many radio stations are cautious about this because they are afraid that existing, directly addressed advertisers will book more cheaply or that the auctions will simply not generate enough revenue.

There is obviously little fear of programmatic in Mannheim. Audiotainment Südwest, the makers of BigFM and Radio Regenbogen have already caused a sensation in the summer with their AI radio BigGPT and their penchant for technology. Kai Fischer, CEO of Audiotainment Südwest, emphasizes the advantages of the new format: "Programmatic radio increases the efficiency of radio advertising and opens up new revenue potential. The first programmatic radio case in real time is therefore a real revolution in the audio advertising market".

The technical middle solution is still missing. This comes - unsurprisingly - from Virtual Minds. Active Agent is the top dog on the demand side and the Media Manager should play the same role on the supply side. Right from the start, Virtual Minds benefits from a very broad portfolio of connected inventories, which makes the Media Manager a one-stop solution for large-scale campaigns. 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.

Matthias Schenk, Head of Partner Management at RMS, is rightly pleased: "This puts us one step ahead of other linear genres."