RadiumOne Enters Australian Market

written by: Richard Kastelein

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radiumonelogoChanging the face of automated media buying, RadiumOne officially launches in Australia today – introducing the local market’s first programmatic advertising operating system that bridges both linear broadcasting and digital currencies. 

Already well-established in the US and UK, RadiumOne is breaking the mould with its promise to make programmatic more meaningful for Australian advertisers. The company offers advertisers, agencies and rights holders a complete end-to-end programmatic solution – including online and offline data integration, the ability to amplify native content, activate fans and extend sports/entertainment sponsorships, as well as real-time buying delivery across digital display, video, social and mobile.

The company will be led across Asia Pacific by well-known industry leader Kerry McCabe – who brings a wealth of advertising and technology expertise to the business. His vision is to deliver a much needed injection of actionable proprietary data and connected programmatic technology to give 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,” said Kerry McCabe, Managing Director APAC, RadiumOne.
“What impressed me at the outset with RadiumOne was the quality and depth of its propriety data asset. Globally, RadiumOne partners with over 200,000 publishers who already engage over 6 million Australian unique visitors sharing over 2 million pieces of content each month.
“Once I saw how the integrated data management and delivery platform was performing for many of the world’s leading brands, I decided to bring this operating system to Australia and the broader APAC region.”
Initially, the company will service three key market segments in Australia – for publishers RadiumOne's Po.st products offer a means to analyse and monetise extended audiences through content that is shared from their properties. For media agencies and trading desks, they offer the same tools for brands’ owned and earned media along with an integrated DMP-DSP across all channels. For rights holders, such as the sports and entertainment industry, they enable the monetisation of their large, active social audiences and fans.
“This is a combination of capabilities not seen before in Australia,” said McCabe.

First publisher partner announce

To coincide with today’s launch, RadiumOne has announced publishing powerhouse ninemsn as its first official publisher partner.

Kelly Ferguson, CIO at ninemsn commented:

“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.

“We are now able to a shine light on “dark social”, grow our own organic audience and offer advertisers access to this audience both on our network and across the open web.”

Addressing Australia’s data deficiencyThe intelligence layer, known as the RadiumOne ‘Sharegraph’, derives and segments its propriety data based on what Australians share online, the interactions with that content once shared, the audience’s interests, online behaviours and intimate social networks. This data is then translated by RadiumOne into meaningful insights and delivered via real-time campaigns across all RTB channels.

Transparency through intelligence

Cutting through the uncertainty often associated with programmatic, RadiumOne provides full transparency around every aspect of data ownership and control, inventory sourcing and pricing of programmatic buys.

Already serving some of the world’s biggest brands including Verizon, Porsche, United Airlines, Universal Music, Conde Naste and The Football Association (FA), RadiumOne is excited about making programmatic advertising more meaningful for Australian brands.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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