Optimizing the Schedule

04 March 2014 | Blog

The public generally thinks of TV buying in terms of specific fixed commitments—an advertiser buying the first spot in the first pod of the Super Bowl, for example. Inventory holders know, however, that many of their contractual obligations are more fluid. A cable company, say, will have spots that it has contracts to play a certain number of times but without any specifications as to which daypart or network the spot must air on. It’s a difficult exercise, weaving in contractual spots with fixed ones, and it’s made more complicated by the fact that most inventory holders have cross-channel marketing of their own to do. That cable company not only must make its ad sale clients happy, it needs to do its own advertising to maintain and increase its subscriber base. It’s not an easy balancing act to pull off. But today’s technology is making schedule optimization a lot more effective.

The ability to monitor and forecast on an impression basis is changing everything. Now, operators can forecast audiences to optimize the placement of specific spots within the available inventory. Visible World’s Schedule Optimizer can help maximize the number of relevant impressions an ad receives to meet specific goals. Adjusting the schedules daily ensures that there is no under or over delivery at the end of a campaign.

As the TV world moves gradually from units towards impressions, new possibilities for optimization are opening up. Optimizing schedules can dramatically improve ad performance without adding a single unit of inventory. Likewise, tracking performance on an impression-level makes it possible to understand what makes ad campaigns successful at a greater level of detail than was ever available before. The technology is here; now we just have to use it.