The largest multimedia company based in Western Canada has brought to market a new programmatic platform that the company expects to bring broadcast radio into the modern programmatic advertising ecosystem.
“With resonate, advertisers can now buy over the air radio using the same platforms and workflows they use for digital, video, connected TV, and out of home—representing a significant step forward for broadcast radio,” says Pattison Media.
The announcement came on Wednesday (5/6) at Radio Days North America, being held in Toronto. At the affair, Pattison Media demonstrated what it claims to be the first confirmed instance of an ad purchased programmatically and delivered directly over broadcast radio using a major demand side platform.
“For years, we’ve watched programmatic buying transform one channel after another—but broadcast radio was left outside that system,” said Andrew Snook, Chief Innovation Officer at Pattison Media. “Resonate gives advertisers a way to access the scale and impact of radio using the same tools, metrics, and buying models they already use every day.”
Pattison added that development of resonate was inspired in part by the evolution of out-of-home advertising, one of the most traditional media categories in the industry. Over the last several years, OOH experienced renewed growth by shifting how it is bought—not by selling locations and fixed schedules, but by offering impressions based buying, CPM pricing, and programmatic access through major platforms.
“That transition showed the industry something important,” said Snook. “Advertisers don’t want to buy formats or schedules—they want reach, accountability, and efficiency. We saw a clear parallel for radio.”
Advertisers can now access broadcast radio through platforms such as Google DV360, eliminating manual process and reducing barriers to entry.
“This is about making radio easier to access, not changing what radio is,” said Rod Schween, President of Pattison Media. “Radio already delivers trust, reach, and impact. resonate simply allows it to be bought in a way that matches how advertising actually works today.”
