“Unlocking Programmatic’s Potential” – RAB Releases White Paper on Programmatic for The Radio Industry

New York, NY – The Radio Advertising Bureau (RAB) announced “A White Paper on Programmatic for The Radio Industry”, released in conjunction with the General Session presented at the 2015 Radio Show entitled “Unlocking Programmatic’s Potential”, which took place Wednesday, September 30th, in Atlanta.

In keeping with the organization’s mission to focus on enhancing radio’s perception in the advertising marketplace and providing tools and resources to elevate radio’s sellers for continued growth, the RAB pro-actively commissioned the white paper which is designed to educate all constituents on the programmatic landscape, its opportunities, challenges and implications.

“Programmatic radio is at a tipping point and is quickly beginning to impact our industry,” said Erica Farber, President and CEO, RAB. “We felt it important to provide an overview on today’s landscape and include as much information as possible to our members,” noted Farber.  “We wanted to help guide their decision of how to plan for and when to incorporate programmatic as part of their company’s business strategy.”

The white paper identifies a number of emerging trends that are coming to broadcast radio and will help shape the future of transacting with radio including:

  • Radio is well positioned to grow in ways it has not traditionally, but will require the Radio business to continue to evolve.
  • Programmatic capabilities are key to enabling broadcast radio to grow its share of the overall media pie.
  • Programmatic in the broadcast radio industry is happening on two fronts: the automation of the buying process and the marketplace implications of buying inventory.
  • Sellers and buyers are learning equally across broadcast radio with a fast-developing ad tech ecosystem.

The White Paper prepared by Prohaska Consulting and commissioned by the RAB is available for download to RAB Members at www.RAB.com.   Matt Prohaska, Principal at Prohaska Consulting will be presenting findings from the White Paper and facilitating the General Session on programmatic at the Radio Show.  To register for the Radio Show: www.RadioShowWeb.com  The RAB is offering a free webinar to RAB Members only on October 6 and 8 where findings of the White Paper will be covered as well. To register for the webinar: http://www.rab.com/webcasts/webinars.cfm

About RAB
The Radio Advertising Bureau serves more than 6,000 member Radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance Radio as a primary advertising medium. Learn more at www.rab.com.

About Prohaska Consulting
Founded in 2011, Prohaska Consulting empowers publishers, agencies, brands, ad tech firms, industry groups, and investors with roadmaps to programmatic and overall digital success. Top media organizations and industry groups like Univision, Under Armour, Toyota, and IAB rely on Prohaska Consulting for strategic guidance, project leadership, and/or operating street teams, all to drive more revenue and/or spend marketing budgets more efficiently.

Prohaska Consulting is led by 23-year media veteran Matt Prohaska with a leadership team of 7 and full team of more than 50 senior executives in 15 cities across the globe. For additional information, visit ProhaskaConsulting.com.