As it celebrates 18 successful years, PHD’s Cathy Lowe explains how the radio trading system is set to evolve
Before I say a word about J-ET’s future, I have to say a few words about how far we have come in 18 years.
J-ET was an industry system so ahead of its time. It was an early adopter of the internet and unique in that it connected buyers and sellers via a single industry-wide trading system which we all jointly owned.
This meant that we had a say in what we needed and how the system developed, and we still do. Initially J-ET just gave us a post-campaign analysis. Fast forward 18 years to a fully rounded, constantly evolving future proofed system we are all immensely proud of.
As radio and digital audio continues to evolve rapidly, J-ET has been working hard to enhance and improve the systems as well as exploring new, smarter ways of working.
A great example of this is J-ET Exchange, an exciting new development which will offer the opportunity to automate the audio briefing process. This has the potential to revolutionise radio planning and buying.
J-ET Exchange has the potential to revolutionise radio planning and buying”
Agencies will be able to select specific planning and buying parameters and receive briefs immediately, based on live availability. This will simplify the process and ensure radio remains relevant by offering an automated trading route in line with or ahead of other industry developments in an increasingly digital world.
J-ET exchange is a really exciting development that has the potential to become a real time audio trading system with integrated digital and programmatic capabilities. Again J-ET has demonstrated a commitment to future proofing radio trading with the potential to combine linear radio with digital audio buys.
J-ET exchange may not suit everyone’s needs, but it will hopefully mean that radio can be considered as part of a multi-platform automated digital plan.
Other developments include J-ET Copy +, which has already simplified the copy distribution process, and continues to offer creative agencies confidence that copy has reached the right place at the right time.
J-ET lite has enabled smaller agencies who use radio sparingly to take advantage of the trading system in a ‘simplified’ form which suits their limited needs. J-ET are also working on other system enhancements which will all make our lives easier such as electronic invoicing and mid campaign reporting.
A staggering £5bn of radio revenue has been traded through J-ET over the past 18 years, with 170m spots bought through the system over 110,000 campaigns. Radio is in great health and J-ET’s future facing developments will continue to ensure that the medium is well placed to embrace future exciting communication opportunities with confidence.
Here’s to the next 18 years, thank you J-ET and Mediatel.
Cathy Lowe is head of radio at PHD UK
