Clear Channel Teams With Interpublic For Automated Advertising System
August 20, 2013
Clear Channel is among a number of national media companies helping to build and test a new automated ad-buying service from Interpublic Group. According to the Wall Street Journal, Clear Channel is working with Interpublic, alongside A&E Networks, Tribune Co. and Cablevision, among others. NBCUniversal is in discussions with Interpublic but hasn't signed on yet.
The WSJ says that Interpublic's system could be operational within six months, and would allow advertisers to use more data about consumers for better targeting of their ads.
"There is so much intelligence and data out there, we have to capitalize on that and it cannot be restricted to digital media," said Matt Seiler, chief executive of IPG Mediabrands, the Interpublic division building the automated ad system. "Digital has paved the way for the reinvention of the rest of the media."
Executives involved in the project told the paper that an automated system would let media buyers look at a database of inventory to see what a radio or TV station has available, and then choose the best ad placement based on data about consumers 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," Tim Castelli, CCM+E President of National Sales and Marketing told the WSJ.