Bid4Spots said its SpotFill service will let advertisers supplement their auction results by picking up remaining spots in target markets after the close of an auction.
For stations that didn’t completely sell inventory in an auction itself, this offers another opportunity to obtain business and sell last-minute airtime, it said. SpotFill launches Dec. 20.
The company says it created this in response to requests from large ad agencies that need to achieve certain rating point goals in specific markets.
Bid4Spots holds “reverse auctions” for last-minute radio airtime on Thursdays from 8 a.m. to noon, PST. The SpotFill program will run for 15 minutes immediately after the close of the auction.