Archive notice: This article was originally published on September 11, 2009. Links and embedded videos are preserved as part of the historical record.
With its four television channels RTL 4, RTL 5, RTL 7 and RTL 8, the leading Dutch radio station “Radio 538” and its rapidly growing activities in the digital sector, RTL Nederland is a major player in the Dutch media market. Seven days a week and 24 hours a day, the media company supplies Dutch viewers with a variety of national and international programmes. To manage all activities relating to advertising for the different channels and various forms of advertising, RTL Nederland sought a latest-generation media-sales system. The most important requirement: the software had to be able to perform even the most complex automated booking and optimization procedures. These requirements are met by S4M’s S4AdSales advertising-time scheduling system.
Paul Siero, Chief Commercial Officer at RTL Nederland: “We chose S4AdSales because it allows us to manage and place advertising time with great flexibility and transparency. The system enables us to improve both our customer service and, of course, the efficiency of our television stations.”
At the core of the application is the “Spot Optimizer”, which enables automated planning: RTL Nederland usually does not sell its customers advertising time in specific programmes, but gross reach, known as gross rating points or GRPs. In line with the desired number of contacts within a selected target group, the “Spot Optimizer” automatically determines how many advertising spots must be broadcast at what time and in which programmes. S4AdSales then proposes a possible scenario and simulates the corresponding results. This scenario can then be changed, supplemented and tested as often as desired.
The advantage of this process: the simulations make it possible to influence bookings and consequently revenue. The optimization process enables customers’ placement requirements to be met while using less advertising time.
Further Links:
- S4M - Solutions for Media
