RSG Media - Yield Optimization, Revenue Management, Revenue optimization

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Delivery Management

In the short term, Delivery Management sets out to:

Reduce under-delivery
Reduce delivery of non-guaranteed impressions
Reduce ADUs

In the long term: this module provides managers insight to:

Free up inventory by delivering same number of impressions using fewer units
Attach cost/value to constraints and other factors
Make strategic shifts in planning to increase revenues

Optimization Approach: Optimize the schedule log rather than swapping:

Select proportion of spots to be scheduled
During manual phase must balance yield vs. effort

Model Optimization: Optimize existing log to:

Maximize estimated impressions delivered for guaranteed units, or
Maximize effective dollar value yield of all spots scheduled including guaranteed and unguaranteed
Improve granularity of strategic placement decisions
Align unit placement with demos within rotators
Minimize delivery of non-guaranteed impressions

Feedback to appropriate systems is key:

Traffic, Forecasting, Deal Planning, Stewardship, other

This is a tunable system that can be adjusted to meet evolving needs

Dynamic approach: “Dials” and toggles to change key parameters and weight decision factors
Fast rollout and continuous improvement from RSG Media’s dedicated optimization team

Case Study

When advertisers and agencies purchase “run of schedule” during a rotator (the network can place the ad any time during a specified day-part) they usually demand “equitable rotation” to ensure that different viewers have the opportunity to see the ad. The difficulty is that audience demographics change dramatically, even during a single daypart. The audience makeup at the start of “Mornings” or Afternoons & Early Evening” is very different from the people watching just before lunch. People go off to work; kids come home from school. This means that network inevitably airs ads during shows that do not deliver the desired audience. Even when ads are sold per program, RSG is demonstrating ad revenue lift by optimizing the placement in the various breaks.

RSG’s Deal Management module threads the needle, adhering to rotation promises while placing each spot where the right audience will see it. It manages delivery across campaigns to make sure that networks fulfill their promises and honor advertiser constraints, while placing each spot optimally on the traffic log.

All of this helps to meet guarantees for delivered impressions without under or over delivery thus freeing up units and reducing ADU risk.