Radix has developed an Advertising spot optimizer (ASO) for the broadcast media industry. It is used by the broadcast media houses for deciding on each channel, which set of spots are to be aired on a given day, on which program, in which break and in what sequence. Advertisers release orders to the media house to air their campaigns in the form of specific spots (advertisements) to be aired according to the deal terms signed (say using ARO). On a given day, there may be more ad requests to be aired than the available advertising time (FCT). ASO decides the set of spots to be aired, while maximizing revenue for the channel and ensuring that the overall commitments to the advertiser are not breached.
Typically, a user can set minimum commitments at a day level in the system to support advertising campaigns. On a single click the entire set of spot requests are allocated to the day’s FPC (programming schedule) giving maximum possible revenue.
Allocated spots can be then distributed across breaks (once the break-FPC is finalized by the content programming team), and sequenced within the break, such that sponsorship spots and spots giving higher rates or having higher viewership commitment are placed closer to the break ends etc.
While being fully automated, the user can take control at every stage of the ASO. We have demonstrated a revenue gain of about 5% across multiple channels using ASO.
