Big FM is planning to invest in a programmatic solution designed to enhance and catalyze the advertiser experience. By providing definitive guidance and market intelligence through the ad inventory buying process, the integrated ad-tech platform will be modelled to achieve faster time to market by ensuring operational efficiency and cost effectiveness.
Asheesh Chatterjee, Chief Financial Officer, Reliance Broadcast Network Limited (Big FM), said, âBig FMâs intention to invest in an ad-tech platform is a defining milestone in our digital-first journey, as we aim to enhance our advertiser experience and integrate it within our technologically evolving ecosystem. The highly scalable platform is revolutionary as it will drive programmatic buying of ad spots and seamlessly lead to linear radio transmission whilst managing peak loads smoothly. By investing in cloud-based services, itâs a step towards being ready for tomorrowâs media landscape centered on digital consumption. We are already in talks with leading tech partners in this space to help us build a robust programmatic solution.â
The technology-first platform will enable the radio network to unlock the funnel of demand, allowing them to sell ad inventory by offering customized plans based on target audience (TG), region, city or cluster. Advertisers from remote locations would also be able to access the portal and leverage these features with ease:
The ad-tech platform will host all the upcoming spikes and shows by Big FM, aiding brand integration and maximum stakeholder impact. The network has already initiated conversations with leading ad-tech solution agencies like Affle, Surewaves and is looking at launching it soon for all its brand partners.