Jelli Hails Progress of Its Programmatic Platform
of this week’s fall Radio Show, programmatic provider Jelli says its SpotPlan
“self-service” ad platform, which launched in April, is now available in
general release, allowing more marketers and broadcasters to access it. The
company also highlighted data regarding its early use.
calls itself an ad platform for the $40 billion audio market. It says its large footprint is appealing to marketers, citing audience reach of
about 245 million people per month, approximately 37% of radio listeners in the
United States. Currently, 1,509 stations are using its technology, and it has a
presence in the top 50 radio markets and 198 of the top 200. IHeartRadio has a
notable partnership with Jelli.
The San Mateo, Calif.-based company says SpotPlan has brought
new ad dollars to radio, converting digital spend to broadcast radio. Co-founder
and CEO Mike Dougherty, right, says SpotPlan has brought money to radio because “we
made it similar to digital — and easy like digital — to buy.”
Dougherty declined to give specific examples of companies that have
altered their budgets but said that a “major retailer” and a media company were
among recent success stories.
According to Dougherty, programmatic radio’s appeal to
advertisers is simple. Despite naysayers, radio still has an appealing and
broad reach, and despite the evolution of the digital dash, broadcast radio
still dominates during rush hour. Therefore, if marketers wish to reach
consumers during that time period, radio — not digital — offers the best
opportunity, he says.
Although SpotPlan may not be able
to offer the micro-targeting capabilities of Pandora, Spotify or Facebook,
Dougherty says the one-to-many approach is valuable. He said that partner
iHeartMedia makes its listener demographics available to SpotPlan users via the
iHeartMedia Private Marketplace, enabling marketers to choose criteria when
choosing what live inventory to purchase. Jelli also has a partnership with
Katz Media, Expressway from Katz, which is an industry-wide marketplace owned
SpotPlan gives marketers the “ability to
target programmatic audience cohorts for behavioral and intent-based
categories,” and “the first agency buy was completed using enhanced targeting
data ran and reached 43 million targeted customers across two campaigns,”
according to a release.
Dougherty said SpotPlan
simplifies and streamlines the ad buying process for advertisers and
broadcasters through automation and algorithms, replacing some functions that previously
had to be performed individually by employees. According to Jelli, “the average
plan took Jelli’s algorithm 2.8 seconds to calculate versus days or weeks using
the normal RFP model.”
The company said about 125
marketers and agencies have expressed interest in signing on to use the
platform. Marketers must pay a licensing fee (typically tied to some percentage
of the ad campaign) in order to utilize SpotPlan, while broadcasters can list
inventory on the platform for free, Dougherty explains.
CEO Bill Ross, whose company began using SpotPlan as part of the early access
program was quoted in a press release that his company was “able to go from
purchase to on air in less than 48 hours.”
Jelli, customers involved in the early access “launch collectively represent
approximately $1 billion of annual radio ad spend in the United States” and “hundreds
of millions of dollars of inventory [is] provisioned in the programmatic
marketplaces of Jelli’s broadcast partners, including more than 65 billion
impressions and 16 million spots.”
In 2015, the company
went through a major round of funding, raising $21 million in capital as it
prepared for SpotPlan’s general release. Dougherty said that it has no current
plans to seek additional financing anytime soon, but he said that the next
round will be focused on bringing SpotPlan into international markets.
Radio Show attendees can learn more during a session called “Programmatic
Unlocked” on Thursday. Jelli is not exhibiting at the show. Senior Vice
President of Partner Marketplaces Tom Perry will attend, according to a spokesperson.
Receive regular news and technology updates. Sign up for our free newsletter here.