Feeds

eBay goes for broke with Radio ads

Just like Google

High performance access to file storage

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. ®

SANS - Survey on application security programs

More from The Register

next story
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
Record labels sue Pandora over vintage song royalties
Companies want payout on recordings made before 1972
MtGox chief Karpelès refuses to come to US for g-men's grilling
Bitcoin baron says he needs another lawyer for FinCEN chat
Number crunching suggests Yahoo! US is worth less than nothing
China and Japan holdings worth more than entire company
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
prev story

Whitepapers

SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.