A new website for media buyers and sellers wishing to trade online
is set for launch this week.
Called iMediapoint.com, the site is the brainchild of Jean-Louis
Velaise, who was a key figure in the setting up of Pay-TV (for Canal+)
Pan European Satellite Television (BBC World) and Broadcast Television
(SBS Broadcasting). It is also backed by Mike Smallwood, managing
director of Western International Media, Europe.
Much like successful American site Adauction.com, the site is a secure
system that allows media owners and buyers to trade. However, unlike its
US counterpart, it is hoped that it will carry all different types of
media. Adauction.com launched as an internet advertising trading site,
although it has recently expanded to include outdoor and ambient, and is
expected to move into print soon.
While Velaise was not yet able to reveal the names of his ’media
partners’ in the venture, he does expect several major media owners to
start selling on the site soon.
’I do think this could radically change the fringes of media,’ he
’There is an 80/20 rule in selling media, and what we are talking about
here is the last 20 per cent of space or airtime, the 20 per cent that
is expensive and tiresome to sell, and in which margins can be poor.
That is the arena in which this system will operate. It will be a
valuable service for media buyers because it will take the stress out of
booking the more complex media.’
Media sellers will be expected to post their own inventory on the site,
with details such as quantity available, product exclusion categories, a
price at which a sale can be transacted immediately, and a minimum
price. Recognised media buyers can then review the inventory and make an