Company Sees Huge Opportunity in Online-Only Radio Ads

Bid4Spots said it is adapting its reverse auction model to the buying and selling of advertising for “independent online radio.”
The company called it a move to create a marketplace where none currently exists. After a year in operation, Bid4Spots said its service for terrestrial radio is used by 2,300 radio stations, 900 advertisers and 180 ad agencies, “effectively making it the largest radio advertising network in the country.” The company says now it will apply the reverse auction principle, in which stations compete for advertisers’ dollars and bid the ad rates down, to online-only radio advertising.
The first auction will take place Jan. 16, 2007, and will continue each Tuesday thereafter. Online demos are available.