LONDON: A new UK media trading system, in the pipeline for two years, is to begin online testing. MediaEquals offers access to real-time print, outdoor and radio inventory for which agencies and advertisers can either buy or bid.

Those signed-up to the pilot are BBC Magazines, Aegis Group, Starcom, Initiative and CBS Outdoor. The company hopes to add further members following the test period and says it will eventually offer television and web ad space.

The consortium's ceo is Martin Banbury (pictured), founder of media and marketing group The Mission, part-owner of insurance firm Insure & Go, and former brand manager at Procter & Gamble.

MediaEquals expects to generate commission revenues of between 4% and 8% on all transactions, while media owners and agencies can sign up free.

Comments Banbury: "Offline media is in trouble and the time is right to do something about it. Google is getting its business from somewhere and, as a consequence, press is in real trouble."

Data sourced from Media Week (UK); additional content by WARC staff