Broadcast News

Bookmark and Share
11/10/2018

On the Way to Programmatic Advertising

News Image
How often have you missed that last available seat on the plane because your credit card was declined at first attempt and your second attempt only showed no further bookings available?

Well, if you are a busy ad manager in a top-flight advertising agency, you will want to know on a real-time basis, the changing availability and bookability of ad slots in the major broadcast stations. For sure, you will not want your team to keep ringing or e-mailing the air-time sales department of the stations. Fortunately, 21st century technology is now able to efficiently smooth out these processes for the benefit of both parties. Ad sales software for broadcasters now exists which allows ad agency managers to monitor and book ad space slots on a continually updated basis, totally on line, without the need for communication with advertisement sales staff at the station. Even more interesting, is the fact that this software can be customised to meet the varying demands of different broadcasters, TV or radio, in terms of what information they are willing to give to accredited agencies. An added benefit of this software is that it helps to control the predatory instincts of the advertising sector and cut down on the number of business lunches.

So what are the specific details of this game-changing software?
Firstly, the ad agency can see on-line the future playout “ad-in-time” matrix including e.g. the name of the programme, specification of the ad block, predicted ratings, slot availability and sometimes even, the price. It is fully up to the broadcaster to decide what information to release. Secondly, the comprehensive overview of available ad space allows the users to model more sophisticated campaigns in a fraction of the time previously required. Thirdly, whilst booking and confirming the time slots, agencies can upload the advertisement content without further delay, directly to the servers of the broadcast station. The ad sales software then automatically handles the workflow processes required to ensure that this content is in the right place on the playout server, at the right time. Finally, once the advertisement has been broadcast, the software handles the issuing of the invoice and subsequent collection.

Since 2010, programmatic advertising has received a lot of hype with particular reference to its use on the internet, but, the general feeling today in this industry is that quality has been sacrificed at the expense of quantity. By contrast, modern research in the broadcasting sector is revealing better and better information concerning the demographic viewing profile analysed according to viewing time, programme content, age and gender of viewers, etc. This allows modern broadcasters to combine the attributes of this ad sales software with the latest viewing statistics in order to reclaim the quality in this most important aspect of the business.

"Provys, a leading developer of this state-of-the-art ad sales solution have successfully installed their software in a number of European broadcast stations with particular success in the Baltic states where a major media group is exploiting the power of this solution across many of its channels, allowing access by twenty leading ad agencies," said Daniel Komarek, Ad Sales Product Manager, Provys. In a nutshell, this solution improves efficiency, reduces communication time, operates 24/7, and increases the ad sales revenue of broadcasting stations, thereby improving their profitability QED.

Martin Junek, Provys
www.provys.com

This article is also available in the October edition of Broadcast Film & Video here.
Solidmate Ltd Memory Card Hire London

Top Related Stories
Click here for the latest broadcast news stories.

27/04/2017
Lawo Adds SOUL To Broadcast IP Network
Lawo has announced the debut of its new Seamless Orchestration and Unification Layer (SOUL), an overarching orchestration service for IP-based product
21/04/2017
Omnitek Debut New Broadcast Waveform Rasterizer
Omnitek has announced that it will launch its new Broadcast Waveform Rasterizer at NAB 2017, Booth C7915. The Ultra TQ is a fully equipped waveform ra
10/12/2018
Grass Valley Announces Sales Growth
Grass Valley has announced that Q3 sales of its sQ 1000 Series Media Servershave seen a 155 percent year-on-year increase. This uptick is backed by a
29/11/2018
Finepoint Broadcast Announces Strong Sales In Broadcast Equipment
Finepoint Broadcast Ltd has announced strong sales both of new and pre-owned broadcast equipment throughout 2018 with accelerating demand for cameras,
03/10/2017
Gearhouse Broadcast Makes Two Key Sales Appointments
Gearhouse Broadcast has made two key sales appointments in North America as part of its growth strategy in the region. Based in Gearhouse Broadcast US
18/09/2017
Marquis Broadcast Transforms Its Business With Hybrid Cloud Production
The company aims to decouple people and operations from infrastructure and technical complexity. There's been a big shift in the industry recently, fr
15/09/2017
Densitron Introduces 'Technical Excellence, Tailored For Broadcast'
Leader in display, monitor and embedded computing solutions, Densitron will be making its IBC debut with a stunning range of high quality, HD and 4K m
13/09/2017
ES Broadcast Announces New Appointments
ES Broadcast has announced the appointment of Chris Williams and Jonathan Lyth as company directors to lead its systems integration division. Lyth joi
08/09/2017
TVLogic To Exhibit New Broadcast Monitors
TVLogic will have four new broadcast monitors on display at IBC2017, Stand 10.C27, it has been revealed. The monitors will include the company's 5.5-i
04/09/2017
dB Broadcast Announces IBC Line Up
dB Broadcast will be showing a range of its products at IBC and visitors will be able to meet experts from the company to discuss their applications.
01/09/2017
Gearhouse Broadcast Involved In Shure Radio Microphone Platform Launch
Gearhouse Broadcast has launched the new Shure Axient Digital radio microphone platform. The company's Australian-based, in-house Event Communications
22/08/2017
Digigram: Building Advanced Broadcast Solutions
In 2017, after 32 years of sustained history in the radio broadcast arena, Digigram will gain new momentum through a major change to its management bo
18/08/2017
BT's Media & Broadcast Division
Getting content from glass to glass – from capture to end audiences – may sound like an easy thing to deliver, but for those in the media and broadcas
13/06/2017
ES Broadcast Hire Adds To Operations
ES Broadcast Hire has announced the addition of a new office in Madrid, as well as the appointment of two regional business development staff. The new
09/06/2017
Marquis Broadcast Heads To MPS 2017
At the Media Production Show 2017, Marquis Broadcast will showcase its latest developments and solutions. Exhibiting on stand 544 (the Altered Images