The Australian commercial radio industry’s new industry-wide media briefing platform is now live and operational.

The briefing portal is a key part of the industry ad buying platform RadioMATRIX and allows media buyers to log in and brief multiple radio networks on their campaigns once through a single, cloud-based platform.

Commercial Radio Australia chief executive officer Joan Warner said the new module standardises the briefing process and allows advertisers to save time and get better results for their radio campaigns.

The rollout of the briefings module follows extensive collaboration with agencies including Carat, Dentsu, Havas Media, Ikon Communications, Initiative, MagnaGlobal, Mediacom, Mindshare, OMD, Orion, PHD, Rufus, Spark Foundry, Starcom, The Media Store, UM, Wavemaker and Zenith.

“The radio industry has united and worked closely with media agencies to develop a world-leading solution that removes complexity, ramps up efficiencies and makes it easier for advertisers to consider radio for every campaign.  We want radio to be a valuable innovation partner for marketers as the industry moves into recovery,” Warner said.

Following the roll out of the briefings module, the next major stage of development of RadioMATRIX is the proposal module.

This is now underway and will enable broadcasters to respond to briefs and submit and manage media proposals with individual or multiple media agencies concurrently.  The proposals module is expected to roll out in the first quarter of 2021.   

GfK radio survey data will be incorporated into the RadioMATRIX workflow, so that agencies and networks can test and estimate the audience, reach and frequency of each proposal.