S1 is going to sell space in its Media Playing Unit through an online auction system. The online auction will be on its Scottish recruitment site s1Jobs.


S1 is going to sell space in its Media Playing Unit through an online auction system. The online auction will be on its Scottish recruitment site s1Jobs.com.

Mark Smith, Managing Director of s1, said: “he success of s1jobs in Scotland has meant that demand for the MPU space has far outstripped the supply of available inventory.

Rather than simply hitting advertisers with rate-card hikes we realised that a better solution was to allow the market to set its own price. Online technology is what makes the auction model feasible and it will become commonplace over the next few years for all types of media.” [Source]

The MPU space will be sold in two-week lots, starting March 20, 2006. Advertisers can bid up to a year in advance.

The system will automatically discount the winning bid to a price just above the next highest offer. Competing bidders will be informed when a new bid is received.

Mark Smith said: “Online pay-per-click networks such as Overture and Google Adwords have been successful with bidding models that determine how ads are ranked and how much exposure, or clicks, each ad receives.

But as far as we’re aware this is the first time that a major publisher has introduced a “˜winner takes all’ system for valuable display inventory, where one advertiser will have full ownership of the space for each two week period.” [Source]

For more information on the s1 online auction, click here.

 

 

 

 

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