Imagine Communications, renowned for its advertising technology solutions in TV broadcasting, has recently finalized a deal to acquire Marketron REV, a celebrated platform specializing in broadcast sales and order management.
This acquisition is set to revolutionize Imagine’s ad tech offerings by incorporating Marketron REV’s sales enhancement capabilities, thereby offering a robust monetization solution. This solution is tailored for North American broadcasters, aimed at transforming their sales operations, boosting revenue, and gearing them up for a future that blends traditional and expanded audience measurement methods. The enhanced product, rebranded as CrossFlight™, is anticipated to launch in early 2024, targeting broadcast TV.
CrossFlight: A Comprehensive Cloud-Based Solution
CrossFlight, as a cloud-based sales platform, streamlines the management of advertising sales, from proposals and pricing to audience forecasting. It complements Imagine’s OSI™ traffic and billing system, creating a modern, unified approach to monetization. This integration empowers sales teams to generate higher revenue more efficiently. With ongoing developments, CrossFlight is poised to assist broadcasters in capitalizing on cross-platform opportunities, including linear and streaming platforms, through a singular, integrated system.
Comments from Leadership
Rob Malcolm, Imagine Communications’ General Manager of Ad Tech, expressed enthusiasm about incorporating Marketron’s cutting-edge technology into their portfolio. He emphasized that this addition would bring immediate benefits to OSI clients, easing sales team workloads and enhancing business efficiency. Malcolm highlighted the strategic timing of this integration for the North American broadcast market, especially in navigating the combined linear and digital broadcasting future.
CrossFlight’s Advantages and Features
CrossFlight boasts a suite of advanced sales tools designed to help broadcasters maximize revenue. Its pipeline management feature simplifies the handling of prospects and client accounts. The platform’s efficiency is evident in its ability to convert avail requests and proposals into orders in one step, using a contemporary, web-based interface. It also offers dynamic pricing, ensuring optimal pricing for inventory. An interactive dashboard provides comprehensive insights into various performance metrics like pipeline status, committed orders, top sellers, and station performance against set targets.
Marketron’s Perspective
Jimshade Chaudhari, CEO of Marketron, praised the REV platform for its unparalleled sales efficiency. He expressed confidence in Imagine Communications as the perfect partner to elevate the platform further. Chaudhari also mentioned Marketron’s continued focus on innovating within the radio industry. He acknowledged Imagine’s strong presence in broadcast TV as a key factor for swift development and meeting industry demands for audience-based and converged linear and CTV sales solutions.
News source: https://imaginecommunications.com/press-release/imagine-acquires-marketron-rev-ad-sales/
