For cable operators, Bid4Spots offers an efficient, risk-free way to sell available airtime and attract new advertisers.
Advertisers gain a cost-effective, convenient way to buy premium cable TV airtime, and the ability to create their own custom network with buys that are national, regional or local in scale.
Bid4Spots has a successful track record: the company's online marketplace for radio airtime, launched in 2005, roughly doubled in size last year - even as both the radio and the advertising industries struggled.
Industry sources estimate that roughly 10 percent to 25 percent of local cable TV airtime typically remains unsold.
Advertisers get premium inventory at great rates, the ability to buy time just a week before airtime, transparency into the actual costs of their media buys, and the ability to target by demographic, geography or specific cable network.
By maintaining a razor-sharp focus on one particular segment of inventory - last-minute, unsold airtime - Bid4Spots has become an optimization engine for whatever ad medium it is tackling.