Feeds

eBay goes for broke with Radio ads

Just like Google

Beginner's guide to SSL certificates

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. ®

Providing a secure and efficient Helpdesk

More from The Register

next story
Scrapping the Human Rights Act: What about privacy and freedom of expression?
Justice minister's attack to destroy ability to challenge state
WHY did Sunday Mirror stoop to slurping selfies for smut sting?
Tabloid splashes, MP resigns - but there's a BIG copyright issue here
Google hits back at 'Dear Rupert' over search dominance claims
Choc Factory sniffs: 'We're not pirate-lovers - also, you publish The Sun'
EU to accuse Ireland of giving Apple an overly peachy tax deal – report
Probe expected to say single-digit rate was unlawful
Inequality increasing? BOLLOCKS! You heard me: 'Screw the 1%'
There's morality and then there's economics ...
Hey Brit taxpayers. You just spent £4m on Central London ‘innovation playground’
Catapult me a Mojito, I feel an Digital Innovation coming on
While you queued for an iPhone 6, Apple's Cook sold shares worth $35m
Right before the stock took a 3.8% dive amid bent and broken mobe drama
EU probes Google’s Android omerta again: Talk now, or else
Spill those Android secrets, or we’ll fine you
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual 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.