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A beta version of the online buying and selling marketplace for TV time, powered by eBay, is complete and is being reviewed by networks, marketers and agencies. The target date to go live is set for March 15.
No networks have signed on as yet to participate in the marketplace, but a number of marketers are committed. Wal-Mart, for example, will still participate, even though it was the retailer’s ousted Julie Roehm who was the most outspoken champion of the marketplace. Speculation had it that the retailer might wish to distance itself from any of Roehm’s initiatives, MediaPost points out.
Revlon is also on board for what has come to be called the eBay Media Marketplace.
The March launch is timed to play a role in the second-quarter scatter market, according to a member of the committee spearheading development of the marketplace. However, unless a network comes onboard to sell its inventory, the system will have no inventory to sell.
The auction works in two ways: buyers can submit an RFP for networks to respond to, and networks can post inventory out for sale. The buyer’s RFP can request that a network offer it a deal based on desired GRPs or budget. It can also request preferences such as primary or secondary demographic targets, length of spots it wants to run, programming genres it prefers, flight dates and day parts.
RFPs can also request complementary product placement, web placement and/or billboards.
Buyers and sellers can then negotiate electronically, ideally bypassing the time-consuming current process of back and forth phone calls and faxes.
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