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Media buyers and planners are getting their own search engine come October. A three-year-old firm based in Boise, Idaho, is launching Balihoo, a site that aims to help media buyers and others looking for places to advertise.
“Up to the early nineties, you could buy three spots on prime time and reach 85 percent of your target audience. Today, those same three spots will only reach somewhere between 35 and 40 percent of your audience,” company founder and CEO Peter Gombert is quoted as saying in the Idaho Statesman.
According to the company, seven of the top 10 media buying firms are currently testing the search engine, and response has been “mostly positive.”
The program searches the web for media opportunities, looking at content and other factors that determine if it is a media site. The system also allows users to catalog and organize media properties in one central location.When the site officially launches, it will list all media companies meeting the search criteria as a free service.
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
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