Marketron Opens New Revenue Door for Radio

7-21-14

This year Gartner estimates mobile ad revenue will hit $18 Billion, a 37% increase over the $13.1 Billion spent in 2013. By 2017 Gartner estimates that number will reach $42 Billion. As a Manager with the responsibility of increasing revenue every month of every year, how much of that huge mobile advertising revenue figure is coming through your door, helping you achieve those increases? Digital revenue is growing for radio, however it still represents a small percentage of radio's overall revenue with traditional over-the-air spot revenue still dominating, although for several years that number has been experiencing relatively flat growth. Mobile revenue is exploding. Marketron executives say at least one radio group is bringing in over $100,000 every month using its brand new location-based advertising product that becomes available to everyone today.

An important point about the new Marketron product is it does not take up any over-the-air inventory. Using the technology Marketron already has in place, radio sellers can now go into local clients and sell campaigns that target consumers on their mobile devices within a radius the advertiser desires. For example, your sellers can now go into a car dealer with a campaign that delivers a display ad on mobile devices to all consumers within one mile or two miles or five miles of that car dealer. That client can also target X number of miles around a competitor to try to draw in customers who may be in the market for their product but just happen to be shopping somewhere else. As long as those consumers have agreed to receiving mobile ads or agreed to accept geo-targeted information from an app like CNN, ESPN, The Huffington Post, Angry Birds or Candy Crush. Marketron has the scale of about 10,000 apps in their system.

The process for the sale is also simplified by Marketron. Once your rep completes the sale, an online order form is filled out and uploaded with the details on the banner ad, website link, etc. that the client wants. Marketron then creates and launches the campaign for you. Marketron also optimizes that campaign as its in progress. The new solution will provide full transparency to reporting and campaign overview for both stations and their advertisers as well as support all ad units including rich media, video, and native ads. Marketron also has an in-house design team to handle broadcasters? clients? creative as well as in-house advertising operations to handle campaign optimization for all live campaigns. With location-verified inventory from close to 10,000 publishers in North America and direct access to trading desks and ad networks, targeted campaigns can go live in a matter of hours instead of weeks.

For more information on the product, e-mail mobile@marketron.com

(7/22/2014 12:13:38 PM)

We have had wonderful success with mobile Geo Fencing, if you would like a free video on how it works and how to sell it, pop us a note!

Ralph at Getty Ad
1-800-Getty Ad
The leader in NTR for broadcasters!

(7/22/2014 10:01:54 AM)
Very good article. The ability to target specific demos and user profiles is and will always be the future of mobile advertising. The need for specific measurement will no doubt be the most important aspect of the full ad solution over the next 24 months

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NRG Expands Relationship With Marketron

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NRG Expands Relationship With Marketron 4-22-14Marketron announced today that NRG's 45 Midwest stations have renewed and expanded their contract with Marketron. In addition to the existing use of Marketron?s traditional radio traffic system at all of their stations, NRG will supplement their capabilities with Marketron?s mobile marketing platform, SMS service, and interactive digital systems.
NRG CEO Mary Quass said, ?As a predominant media company, we chose to continue our relationship with Marketron because of their proven track record to deliver comprehensive and valuable business tools and software. The Marketron Triple Play enables us to look to the 360-degree media environment and reach our listeners on a number of platforms, while keeping the back-end business streamlined and efficient.?

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Imagine Partners With Marketron

3-31-14

Imagine Communications and Marketron have announced a strategic partnership to provide both TV and Radio with end-to-end ad sales, traffic and scheduling, and automation solutions. The partnership will provide cross-media revenue operations and reporting for companies with multiple properties and markets. Marketron CEO Jeff Haley (pictured) says, "This integration enables our customers to easily run their cross-media business from Marketron?s Mediascape platform, a single, end-to-end, integrated platform, enabling streamlined, efficient business operations.?

Imagine Communications CEO Charlie Vogt said, ?We are thrilled about our partnership with Marketron, as together we will deliver the industry?s most feature-rich, end-to-end enterprise business and playout solutions designed for TV and radio broadcasters, TV networks and content distributors. Last week we unveiled MediaCentral, our reference architecture for the integration and virtualization of our media software, playout and automation functions. Our partnership with Marketron signals an industry ecosystem required to accelerated innovation and best-in-class solutions.?

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Marketron Unveils PayNow

9-9-13

Today, Marketron will launch a new Electronic Payments program called PayNow, which allows advertisers to electronically pay invoices from a secure portal. Marketron estimates the radio industry collectively spends more than $40 million a year on processing payments and adds, "Digital payments can save the radio industry millions ? as much as 75% in accounts receivable costs."

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Marketron Restructures, Promotes Esayian

8-19-13

Marketron has appointed Deborah Esayian Chief Revenue Officer. Adding to her duties as Co-President of Marketron Interactive, Esayian will now also oversee the sales and business development operations of all three of Marketron?s product lines, including radio traffic, mobile, and interactive. Esayian came to Marketron when the company purchased Emmis Interactive.

Marketron CEO Jeff Haley said, "As our customers' business has become more sophisticated, it is important that Marketron is equally equipped to meet the evolving demands of the marketplace. Deb is a recognized leader in our industry and I am confident she will fill this role with the smart client-centric approach she is known for."

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243 Townsquare Stations Now Use Marketron

2-4-2013

Marketron announced an expanded, multi-year and multi-million dollar agreement with Townsquare Media to deploy Marketron software and services across the company's entire business.

Executive Vice President and CFO of Townsquare Media Stu Rosenstein said, "Marketron's open platform delivers on Townsquare's goal to improve efficiencies and increase the revenue potential of all our stations. By optimizing the backend of our business with Marketron, we will be better able to utilize data-driven business intelligence to run a smarter and more efficient organization."

Marketron President and CEO Jeff Haley said, "We are very proud to add Townsquare's 243 stations to our fast-growing list of customers who are utilizing our expanded suite of services. Townsquare's increased investment in Marketron is a strong confirmation of our commitment to leadership and innovation in the business software and solutions space for the media industry."

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Former RIM Executive Mark Springfield Joins Marketron

8-29-2012

Marketron says a new position has been created for Springfield, Vice President of Product Management. He will lead the company?s Product Management team and oversee Marketron product lifecycles, long-term product strategy and development. For ten years Springfield was at Research in Motion where he was Senior Product Manager.

Marketron CEO Jeff Haley says, ?with Mark?s appointment we have completed the evolution of our leadership team to create the best possible business outcomes for our customers. It's our goal to leverage Mark?s expertise in product management to help guide the roll out process of some very exciting products in the coming months.?

Marketron recently announced the reorganization of its leadership team to better serve and support its customers and partners, with the appointment of Susie Hedrick as SVP of Sales and Business Development, JeffLondon as SVP of Client Services, and Tony Gaughan as SVP of Products and CTO.  Mark joins Jeff Haley?s leadership team as the fourth player under the new company structure. .

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(AUDIO) Saga Uses Marketron to Engage Listeners

7-15-2012

Saga recently incorporated a program called the "Saga Collecting Texting Contest" and the results were incredible according to Saga Executive Vice President Steve Goldstein. Over 178,000 new members were added to the Saga text club. The success of this program is just another indication that consumers are going mobile and they love interacting with their favorite radio station with their cell phone. We spoke with Saga's Goldstein and Marketron CEO Jeff Haley about how the two compnies are worked together on this texting campaign and how its changing the way Saga radio stations interact with listeners. Listen to our interview with Goldstein and Jeff Haley HERE

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Marketron and Univision Make a Deal

6-7-2012

Univision will begin to use Marketron?s Mediascape platform, integrating it across it 69 stations in the United States. Univision Radio President Jose Valle said, ?Marketron has been a strategic partner of Univision Radio and as we continue to incorporate new sources of digital revenue into our strategy, it is becoming more important than ever to have a way to track all revenue types. Mediascape is a critical tool needed to deliver on this strategy.?

Univision Radio will employ the Insight Reporting capability across all of its stations. It will also incorporate the Triton Digital functionality in order to track digital streaming to improve execution, reporting and visibility.  In addition, Univision Radio will replace its existing client notification technology with Proof of Performance services.

Marketron President and CEO Jeff Haley says, ?The expanded services of the Mediascape platform across Univision Radio?s stations, exemplifies the strength of Marketron?s relationships with its customers?and in this case, one that has existed for nearly three decades. Marketron continues its commitment to providing the leading technology to its customers and the media industry, in order to facilitate accretive advertising spends.?

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Haley To Run Marketron

4-5-2012

On Wednesday it was announced that Jeff Haley, who just resigned from the RAB, has taken the top job at Marketron. Former CEO Steve Minisini left Marketron just a few months ago to pursue other opportunities, and the company has been being run by interim CEO Roger Paradis. Haley starts his new job on April 16th. 

Haley said, "I've admired Marketron for their insight and work in recognizing the need for a more robust and open business platform.  And, for investing both their expertise and capital in that endeavor. I'm honored to play a role in this transformative time in the market and I am looking forward to growing revenues and business efficiency for our customers."

"We are thrilled to have the level of experience Jeff brings in his new role at Marketron," said Matthew Gormly, Managing Partner at the Wicks Group. "His proven track record in driving growth across multiple media platforms dovetails with Marketron's strategy in providing the industry with the most robust and advanced media platform in the market today. Jeff's track record speaks for itself in driving value for broadcasters and attracting accretive ad spend to the industry."

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Harris And Marketron Collaborate For Customers

Harris Corporation and Marketron have announced they are working together to provide media organizations with a combined view of advertisers, revenue, inventory and other data across various media assets. The collaboration brings two competing media software providers together to develop a consolidated business solution for customers working across multiple mediums.

The two companies say they are "integrating the Harris NetGain business intelligence and analysis system with Marketron?s Mediascape open ecosystem platform to provide clients analytics capabilities across multiple platforms.  The Mediascape integration also allows data from Harris? market-leading OSi-Traffic? system to fuel Marketron Insight Reporting for detailed transactional and operational level reporting.  This gives clients the freedom to choose best-in-class transactional systems, regardless of the provider, to manage their various inventory types, while enabling comprehensive insight and visibility across their entire cross-platform advertising business."

For more information visit http://www.marketron.com/  or http://www.harris.com/.

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Marketron and Emmis Interactive To Partner

7/20/2011

Emmis Interactive will partner with Marketron to integrate its suite of products including BaseStation, GeoStation and TagStation into Marketron?s Mediascape open ecosystem platform. The two companies say this collaboration "will help media companies tap into the technologies and services required to build profitable digital businesses while enhancing more traditional advertising opportunities through superior accountability, targeting and audience interaction.

According to the press release, "The open platform that Mediascape provides for information exchange, data management, digital and mobile services will complement Emmis Interactive?s focus on providing advanced digital platforms and detailed audience behavioral intelligence in an industry fighting for its share of ad budgets. Marketron?s Mediascape platform and Emmis Interactive?s digital solutions support all media platforms including radio, television, cable, newsprint and more."

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