Frequence Provides Digital Audio To Its Native Media Repertoire


Though radio has lengthy been a mainstay of native media, radio broadcasters face more and more steep challenges promoting their audio stock to native advertisers as a result of rise of digital and programmatic advert stock.

Now, omnichannel promoting workflow platform Frequence claims it has a brand new method for audio corporations to court docket advertisers.

On Tuesday, Frequence introduced an integration with iHeartMedia-owned Triton Digital, a streaming audio and podcast tech firm.

Audio corporations can do viewers attain extension by means of the combination, promoting advertisements to focused audiences outdoors their owned-and-operated websites. Through the attain extension, audio-only purchasers can promote CTV/OTT and search advertisements alongside their radio advertisements, going omnichannel as a substitute of simply spending on their audio stock.

The combination, Frequence’s first within the audio area, can even give media corporations extra details about how their advertisers’ audio advertisements are performing, mentioned CEO Tom Cheli. As an illustration, they’ll be capable to see a visible map breakdown of the stations the place the advertisements performed and the way impressions load in numerous ZIP codes.

Frequence is already built-in with DSPs like Cadent and The Commerce Desk, Google and order administration techniques.

Finish to finish

Including these capabilities brings Frequence nearer to its objective of being an end-to-end platform for broadcast radio and TV, cable, print and out-of-home corporations, which use Frequence to automate duties from promoting gross sales proposals to marketing campaign planning, administration and optimization to reporting, in keeping with Cheli.

The corporate’s purchasers embrace native media conglomerates like Spectrum, Lee Enterprises, Hearst Newspapers, Beasley Media Group, Cumulus, Mediacom and Marketron.

Within the show Lumascape, Frequence sits below the media administration techniques and operations class alongside the likes of Foundation Applied sciences (which expanded its partnership with Triton in June to let manufacturers purchase programmatic advertisements in broadcast radio), Bionic and Theorem. The corporate has all the time been fully self-funded and plans to proceed reinvesting in and constructing the enterprise, Cheli mentioned.

Frequence was born in 2010. To start with, it examined the platform with advertisers, however, just a few years in, it began working with media corporations and acquired “obsessed” with automating and configuring workflows in an omnichannel method. The corporate operates on two foremost enterprise fashions: enterprise SaaS based mostly and managed service.

“Integrations are key for us,” Cheli mentioned, “as a result of they’re the one method you’re going to have the ability to streamline these workflows.”


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