Linear advertising optimisation by RSG media

Linear Advertising Optimization

Linear Advertising Optimization
Summary

Linear advertising optimization is a combination of techniques and strategies used to maximize the effectiveness and reach of timed adverts in order to increase the number of viewers or listeners (potential customers) and revenue.

Dictionary

Linear advertising optimization can be referred to as the effective mode of scheduling timed adverts in terms of audience demographics and within specific programs in order to generate results such as a larger audience and returns on investments (ROI).

To understand linear advertising optimization, it is important to know the meaning of linear advertising.

Linear advertising refers to a systematic schedule in which adverts are designed to run for a specific time on a particular medium. The viewers or listeners would have to tune in to a particular channel at a specific time to receive such a program and the accompanying adverts. An essential feature of linear advertising is that the adverts are scheduled to run for a specific time. Examples include TV Commercials, radio adverts, advert slides on electronic boards, etc.

Thus, the optimization of linear advertising would involve usage of data such as:

  • the demographics of the audience
  • the largeness of the audience (estimated)
  • the time of the day (some TV commercials are targeted for morning programs e.g. news time, while some are for evening programs)

The essence of collecting these data is to understand how many potential customers will likely see or hear the advert while it is being aired. The data will also be used to maximize the reach and impact on sales and revenue.

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