MediaEquals to launch with press in first of four planned markets this year

LONDON - MediaEquals, the trading platform for offline media that claims to be an online stock market for ad space, will launch with press, its first market, next month, followed by an outdoor ad market in October.

Gary Goodman, MediaEquals managing director
Gary Goodman, MediaEquals managing director

The platform, the first details of which were revealed by Media Week in April, has secured partner media agencies from within Aegis Media, Publicis Groupe and Interpublic, and is in talks to sign up WPP agencies.

MediaEquals allows media owners to detail their ad inventory on its system, including price and positioning. Media agencies and advertisers can then log on and purchase ad space or even bid against rivals for ad spots.

"We will launch four markets in total this year," said Gary Goodman, MediaEquals managing director. "We will launch with consumer press, national press and local press next month and outdoor in October."

Goodman added that three quarters of the main consumer publishing groups would be on board when the press platform launches next month.

To date, the company has publicly confirmed that, among all consumer publishers, BBC Magazines and Bauer Media are on board.

"We will start the consumer [press] platform with inserts and then move on to display," said Goodman.

Regarding the outdoor platform, he said "practically" all the major outdoor players were expected to be on board by its October launch. To date, CBS Outdoor has been confirmed as an outdoor partner.

Looking ahead, radio will be the next platform to be launched by MediaEquals, a move expected to happen early next year, although Goodman admitted that the planned launch of a TV platform "will take a bit longer", while online is also not likely to launch soon.

The new venture aims to generate revenues by taking a commission of between 4% and 8% on all transactions. It offers media owners and agencies free sign-up to the project.

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