KFOG, a Real-World Example

By Chris Preimesberger  |  Posted 2012-09-01 Print this article Print


Here's an example of how Mediascape works.

"Let's take radio station KFOG, a popular station in San Francisco," Haley said. "They do about 14 minutes of commercials per hour, 24/7. The trafficking of those spots historically was kind of a post-sale organizational task for the business, just to be sure the spots ran.

"Today, KFOG operates on a cloud-based platform where the initial proposal, to the order, to the trafficking of the spot, to the pacing of where the spot plays, runs on one system called Mediascape."

Transparent View of All the Data

The account manager can use Mediascape's yield management tool to assess what price to propose for spots -- and whether or not they have inventory to sell, Haley said.

"Then they electronically transfer that proposal and the orders back and forth between them and the advertising agency. Eventually, something gets bought, and that goes into a traffic module that schedules the spot and ensure that it runs, and so on," Haley said.

At the same time, sales managers and C-level executive can track each or all of these transactions and see what's in the pipeline, or what ran historically. "This gives them much better visibility into the business," Haley said.

Haley, a 20-plus-year veteran of the industry, is a former president of the RAB (Radio Advertising Bureau).

Marketron Quick Facts

  • Founded in 1969
  • What it does: Radio/TV media controls and continuity
  • Serves about 7,000 media organizations globally
  • 80% of the $15 billion in U.S. radio advertising spend flows through Marketron solutions
  • Products: Mediascape cloud-based media platform; Marketron Traffic, Visual Traffic and DeltaFlex brands and TV sales leadership under the TvSCAN and REP-PAK brands.
  • 43 of the top 50 radio organizations use Marketron
  • 150 employees
  • CEO: Jeff Haley
  • Privately held
  • Headquartered in Sun Valley, ID
 Chris Preimesberger is Editor of Features and Analysis at eWEEK. Twitter: @editingwhiz

Chris Preimesberger Chris Preimesberger was named Editor-in-Chief of Features & Analysis at eWEEK in November 2011. Previously he served eWEEK as Senior Writer, covering a range of IT sectors that include data center systems, cloud computing, storage, virtualization, green IT, e-discovery and IT governance. His blog, Storage Station, is considered a go-to information source. Chris won a national Folio Award for magazine writing in November 2011 for a cover story on Salesforce.com and CEO-founder Marc Benioff, and he has served as a judge for the SIIA Codie Awards since 2005. In previous IT journalism, Chris was a founding editor of both IT Manager's Journal and DevX.com and was managing editor of Software Development magazine. His diverse resume also includes: sportswriter for the Los Angeles Daily News, covering NCAA and NBA basketball, television critic for the Palo Alto Times Tribune, and Sports Information Director at Stanford University. He has served as a correspondent for The Associated Press, covering Stanford and NCAA tournament basketball, since 1983. He has covered a number of major events, including the 1984 Democratic National Convention, a Presidential press conference at the White House in 1993, the Emmy Awards (three times), two Rose Bowls, the Fiesta Bowl, several NCAA men's and women's basketball tournaments, a Formula One Grand Prix auto race, a heavyweight boxing championship bout (Ali vs. Spinks, 1978), and the 1985 Super Bowl. A 1975 graduate of Pepperdine University in Malibu, Calif., Chris has won more than a dozen regional and national awards for his work. He and his wife, Rebecca, have four children and reside in Redwood City, Calif.Follow on Twitter: editingwhiz

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