Feeds

eBay goes for broke with Radio ads

Just like Google

Choosing a cloud hosting partner with confidence

After its online efforts to broker off-line television ads were spurned by the major cable networks, eBay is trying the same trick with radio ads.

Yesterday, The Wall Street Journal reported that the company was allowing more than 2,300 radio stations to sell ad time via the eBay Media Marketplace—the same marketplace where the company has struggled to grab a piece of the TV ad dollars. Arch-rival Google offers a similar online market, brokering radio ads on behalf of Clear Channel Communications, America’s largest radio station owner.

The eBay Media Marketplace launched in March, and by April, the Cabletelevision Advertising Bureau (CAB) announced that its members would not use the service. "We don't believe that eBay is going to get this right," Sean Cunningham, the bureau's president and chief executive told The New York Times. eBay didn't secure its first TV network until late last month, when Oxygen - a CAB member - announced that it would use the marketplace in spite of the edict.

But eBay already has a bit more traction on the radio side of things. In partnering with Bid4Spots, a site that has brokered radio ads via the Web since 2005, the company has immediate access to over 2,300 radio stations in more than 300 major markets - including Clear Channel stations. Advertisers can auction their ads these stations using either the eBay Media Marketplace or Bid4Spots.com.

In essence, eBay is supplying the big advertisers - including HomeDepot and HP - while Bidspot supplies the stations. "Since the middle of last year, I've been looking for an partner that had already attracted advertisers but was looking for someone who had access to lots and lots of radio stations," says David Newark, the president and CEO of Bid4Spots. "eBay was the perfect fit."

After purchasing dMarc Broadcasting, a Bid4Spots competitor, Google is brokering radio ads through its AdWords service, and it plans to expand into other off-line advertising markets, including TV ads. ®

Choosing a cloud hosting partner with confidence

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
YARR! Pirates walk the plank: DMCA magnets sink in Google results
Spaffing copyrighted stuff over the web? No search ranking for you
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.