Broadcasters renew push for U.S. AM radio legislation on Capitol Hill
Marketron has added new avails and priority rate card features to its REV sales growth platform. Marketron says these features are crucial for radio broadcasters working with agencies and local direct advertisers and help eliminate manual data re-entry that can lead to errors.
Marketron says the avails functionality saves time and significantly improves efficiency by allowing sales teams to use a single platform to respond to avail requests, build proposals, submit orders, access real-time inventory data, and perform post analysis.
The priority rate card feature allows sales teams to reference real-time rates for different inventory types while simultaneously allowing managers to bypass the process of setting rates manually. Instead, REV automatically creates rate cards to ensure that the rates offered to advertisers account for demand and inventory sellout. With the priority rate card feature, managers can set the selling rules, the system automates the process, sellers can get their deals done, and management can review any exceptions. Furthermore, managers can set different pricing strategies based on the priority level of the inventory type.
Marketron adds that the avails and priority rate card features also lay the foundation for broadcasters considering offering pay for performance (P4P) to their agency clients. P4P is a buy-sell transaction workflow wherein the broadcaster determines the ratings for a spot, and the agency accepts that value. Broadcasters deliver on impressions as a combination of linear and digital.
“Having real-time information when responding to agency avails is critical to profitability,” said Renee Ingenito, vice president of enterprise sales at Marketron. “Now, because the REV avails feature integrates with traffic management, sellers get access to real-time inventory that leads to more profitable orders. Plus, we’re continuing to chip away at the ‘swivel chair’ effect sales teams often experience when bouncing between different technology platforms to convert an avail request to an order.”
“What’s more, the priority rate card feature saves sales teams so much time,” Ingenito continued. “Streamlining and simplifying the sales process means the sales team can get back to selling, while exception reporting ensures proposals and orders meet set guidelines or have approval to move forward if they are out of bounds.”
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