InTune | OPTIMISATION

The Challenge

In more and more TV markets, the planning task is migrating from media agencies to TV stations. Run-by-station packages have gained more ground, to the detriment of specific spot selling. For
example, channels in some European countries now sell 80% of their air time as run-by-station packages or ‘floating placements’. This trend introduces a dual challenge for TV stations: How to ensure accurate rating predictions for future schedules and how to optimise simultaneous plans for multiple brands.

The Solution

InTune|OPTIMISATION is a unique technology, designed to handle the complex task of break-level optimisation for multiple campaigns and brands simultaneously. InTune|OPTIMISATION, unlike other products, includes a prediction facility that produces break-by-break estimates for future schedules.

Every brand has its unique brief in terms of package size, target audience, effective reach or minimum spend levels per day-part. InTune|OPTIMISATION allows for different qualitative goals per
campaign, such as affinity levels, as well as for clashing restrictions across campaigns. As a result, the planner is able to war-game with different objectives for each campaign and to ask the system
to provide optimised scenarios where total GRPs are distributed.
Finally, InTune|OPTIMISATION’s optimisation routines, which can manage millions of combinations of breaks, have been refined and improved until their speed is second to none in the industry.

Combining a range of specialist techniques refined over an eight-year period,
InTune|OPTIMISATION uses multiple layers of modelling. Pointlogic is continuing to add new features and planning options to the product, in line with ongoing development of the airtime markets and growing pressure for accountability.

In the Workplace

InTune|OPTIMISATION is designed for the professional planner, enabling more efficient and effective generation of  optimized plans  whilst providing increased time for creative thinking around multiple tasks. At a corporate level, the TV stations that will get the most out of InTune|OPTIMISATION are the ones that integrate it into their workflow.  By putting time into fine-tuning rating predictions and building links into administration systems, the efficiency payoffs of InTune|OPTIMISATION are maximised.

The Results

With InTune | OPTIMISATION professional TV planners and buyers can:

• Achieve multi-campaign air-time optimisation in a flexible way
• Develop new products, by adding affinity or other performance
  objectives to their run-by-station packages
• Integrate the usage of this optimiser into their workflow
• Optimise selling of available airtime

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