Advertising revenue optimizer (ARO) is a part of a suit of applications developed by Radix for the broadcast media industry. It is used by the broadcast media houses for pre-sales. They create proposals for advertising deals in this software. Entire approval workflow is managed through ARO. The proposals created in ARO have visibility into the existing deals, inventory commitment, and prices offered to other clients which enables the optimiser to customize proposal to each advertiser’s need (budget, viewership in particular market & target group, overall CPRP, mix of prime / non-prime etc) while ensuring that the deal remains serviceable over the deal period.
A rich variety of deals can be constructed in ARO, like multi-channel deal with combined CPRP, SD-HD combo deal, differential deal for large and scatter advertisers etc
Further, ARO enables comparison of rates and ratings across content, timebands and can be used to seasonally mark-up or discount rates.
Users can compare committed GRPs with delivered GRPs in the Post-Eval module, and subsequently, re-structure the deal to offer make-goods using the Make-Goods module.
ARO has been shown to increase revenue by about 15% through improved pricing and better utilization of inventory.
