TITLE

Ad world was ripe for its conversion to optimizers

AUTHOR(S)
Ephron, Erwin
PUB. DATE
February 1999
SOURCE
Advertising Age;2/22/1999, Vol. 70 Issue 8, special section ps16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the use of optimization in advertising. Optimizers are computer programs used for buying reach. The programs work well with fragmented television. The optimizer selection decision is made entirely on the cost-per-new-viewer-added, so the resulting schedules are driven largely by cost per thousand. This is why optimizers thrive on fragmentation. When television viewing is dispersed, they can reduce the cost of buying reach by using a wide-ranging mix of cheaper spots. Optimizers do not use daypart budgets. They ignore rating-level and make no provision for exposure-value. They turn all of television into a commodity priced on reach. They optimize cost, which may not optimize response. INSET: How value-weights affect optimization.
ACCESSION #
1588621

 

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