Short answer. Three billion euros of local advertising in Italy are bought today in six different places. Google and Meta sell only their own online inventory; agencies and media centres are not self-serve and work on large budgets; broadcaster self-service tools sell only their own TV inventory; Azerion orchestrates digital media only. None of these alternatives sells local FM radio and cinema inside the same plan as Google and Meta: that is the quadrant where Alchemyx operates alone.
| Alternative | Self-serve | Online | Local offline (FM radio, local TV, cinema, DOOH) | Buys the space | Cost model |
|---|---|---|---|---|---|
| Alchemyx | yes | Google Search, Google Display, social | yes, with sales mandates on 154 media across 20 regions | yes, online and offline | 13.98% included in the budget, minimum EUR 2,000 per campaign, no fixed contract |
| Google Ads | yes | Google network only | no | Google inventory only | auction, no minimum |
| Meta Ads | yes | Meta network only | no | Meta inventory only | auction, no minimum |
| Advertising agency | no | depends on the agency | usually a few media, often none | through manual negotiation | agency fees and usually higher minimums |
| Media centre | no | yes | yes, but for large advertisers | yes | big-spender budgets, not built for SMEs |
| Sky Advertising Manager | yes | own inventory only | own TV only, no FM radio, no cinema | own inventory only | TV self-service |
| Self-service tool of Italy’s leading commercial TV group | yes | own inventory only | own TV only; over one thousand business clients since 2024, proof that SME demand for traditional media exists | own inventory only | TV self-service |
| Azerion (France, 2026) | yes | yes, conversational brief and AI creative | no: radio is streaming, not FM; non-programmatic offline is not handled | digital media only | digital self-service |
One plan instead of six suppliers. An SME that wants local radio, cinema, DOOH and Google today deals with four or five counterparts, each with its own quote, contract and report. Alchemyx unifies briefing, purchase and reporting.
Direct purchase, not just planning. Media planning tools recommend; Alchemyx books the space and buys it directly, under the sales mandates received from the media.
Clear pricing. The 13.98% fee is always included in the declared amount, never added on top. Minimum EUR 2,000 per campaign, no mandatory subscription, no fixed contract.
Time advantage. Replicating Alchemyx’s non-programmatic offline inventory takes just as many negotiations with broadcasters, circuits and sales houses, and negotiations cannot be bought.
When the SME wants an online-only campaign (every Alchemyx plan always includes an offline component), when the budget is below EUR 2,000 per campaign, or when offline media need to be changed mid-flight, which is not possible once a campaign has started.