RadiumOne brings programmatic advertising tech platform to Australia

Technology company announces Ninemsn as its first local publishing customer and sets its sights on brands, agencies and rights holders

Programmatic advertising technology provider, RadiumOne, has set-up shop in Australia and revealed ninemsn as its first publisher customer.

The company, which already operates in the US and UK, has appointed former Microsoft commercial director and industry notable, Kerry McCabe, to lead its Asia-Pacific operations and claims it is set to change the face of automated media buying in Australia.

RadiumOne offers what it calls an end-to-end programmatic platform for advertisers, agencies and rights holders. This incorporates a fully integrated data management platform (DMP) and demand-side platform (DSP), along with real-time bidding and the ability to automate media buying across digital display, video, social and mobile advertising. The OS also covers online and offline data integration, native content, social fans and sponsorship activities.

While the integrated functionality is being positioned as a differentiator for RadiumOne, McCabe told CMO the biggest game changer for marketers is the company’s ability to tap into social sharing networks and the ‘dark social’ data previously considered inaccessible. He pointed out about 80 per cent of content shared by people globally is not through social media channels, but through individuals copying and pasting links into an email and sending them to important colleagues, close friends and family members.

“We realised some time ago that what people share and who they share it with, how often they share and what happens with content once it is share, is very important from a marketer’s perspective,” he said.

McCabe explained RadiumOne has built ‘sharing widgets’ that can be embedded by any brand with owned media assets on their sites, which provide data on how that piece of content is being shared socially, including which parts of the content are shared most, who shares them (as anonymised data), how often it’s shared, when it’s shared, and what happens to the content afterwards.

“By virtue of their behaviour online, these are their next customers and at the upper funnel of the buying cycle,” McCabe claimed. Not only is RadiumOne allowing brands to track these potential customers, they can also retarget and action campaigns and initiatives based on these insights, he added.

Initially, RadiumOne will target three market segments in Australia. The first is publishers through its RadiumOne's Po.st products, which analyse and provide insights around how a publisher’s audience is sharing content from their properties.

The company’s first publishing partner locally is Ninemsn. The group’s CIO, Kelly Ferguson, said RadiumOne’s OS platform allows it to shine a light on ‘dark social’ activity, as well as grow its organic audience. Ninemsn is also going to offer advertisers access to that audience both across its owned channels as well as the Web.

“Using data to understand our audience value, their brand preferences, intent to purchase and relationships with those most important in their lives, helps us to produce more relevant and engaging content, offering deeper and more effective channels for advertisers to connect with their most valuable audiences,” Ferguson said in a statement.

RadiumOne is also targeting media agencies and trading desks, along with rights holders, such as the sports and entertainment industry, to help them monetise active social audiences and fans, McCabe said.

According to McCabe, his vision in joining RadiumOne is to deliver a much needed injection of actionable proprietary data and connected programmatic technology, giving advertisers and partners a single view of their customers across the Web and mobile.

“With the intense programmatic ‘noise’ of 2013 I decided to go and see for myself which global operators were seriously creating something valuable for brands; rather than merely dressing up re-targeting in RTB,” he said. “This is a combination of capabilities not seen before in Australia.”

McCabe said the group is launching with five dedicated staff in Australia, supported by a global team that manages RadiumOne’s ‘Sharegraph’, its propriety segmentation intelligence on online sharing behavior via real-time campaigns.

He expected the team could grow to 30 people locally in the first year combining customer service, campaign management, sales and traditional programmatic advertising management rooes.

RadiumOne was founded in 2009 by noted tech entrepreneur, Gurbaksh Chahal, who also founded ClickAgents and BlueLithium. Globally, its customer base includes Verizon, Porsche, United Airlines, Universal Music, Conde Naste and The Football Association.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in