Ad world was ripe for its conversion to optimizers

Ephron, Erwin
February 1999
Advertising Age;2/22/1999, Vol. 70 Issue 8, special section ps16
Trade Publication
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.


Related Articles

  • GLOBAL HOT SEAT.  // Advertising Age's Creativity;Oct2001, Vol. 9 Issue 8, p18 

    Focuses on the television advertisements on the Who Wants to be a Millionaire game show in Slovenia. Story and plot of the advertisement; Design layout of the advertisement; Humorous association of the advertisement with in-game questions.

  • GRiP It system tracks promos. Lafayette, Jon // Electronic Media;04/21/97, Vol. 16 Issue 17, p6 

    Features the computer software GRiP It developed by George Feldman, president of Effective Media Services, for making promotions much more efficient and effective. Ability of the software to put the right spots in the right time slots and to organize the stations promotional efforts; Benefits...

  • Sex appeal.  // Campaign;06/26/98, Issue 26, Campaign Report p4 

    Focuses on the use of computer software in the post production of television commercials. Information on the FrameStore company; Work produced by the company; Views that advertising agencies are taking an interest in post production work on commercials; Comments from Sharon Reed, managing...

  • ITV's schedule: where next? Reid, Alasdair // Campaign;3/9/2012, Issue 10, p18 

    The article offers information on the selection of type of programming for television advertising.

  • New hope for the dead. Gromer, Cliff // Popular Mechanics;Jul97, Vol. 174 Issue 7, p64 

    Comments on the technology that enables advertisers to use dead celebrities in commercials. Dead celebrities who have appeared in commercials; How the commercials are shot; Use of the software packages Inferno and Animotion.

  • PCW Forum. Miller, Patrick // PCWorld;Jan2012, Vol. 30 Issue 1, p9 

    Several letters to the editor are presented in response to articles in previous issues including "First Look at Windows 8" in the November 2011 issue, "Boost the Range of Your Car's Key Fob" in the November 2011 issue, and "Top TVs of 2011" in the November 2011 issue.

  • Leaving pop-up 'family' Rapoza, Jim // eWeek;10/25/2004, Vol. 21 Issue 43, p48 

    This article advices on avoiding pop-up ads Web-browsers. Despite using Firefox and Mozilla, Internet Explorer with Service Pack 2 and pop-up blocking add-ons such as the Google Toolbar, pop-up advertising was once again invading my Web-browsing turf. These pop-up vendors and the sites that use...

  • ClickOver serves ad management. Moeller, Michael // PC Week;03/24/97, Vol. 14 Issue 12, p44 

    Relates the intention of ClickOver Inc. to release a suite of Java development tools to help World Wide Web administrators manage and target Web advertising. Features of ClickWise 1.1; Pricing structure.

  • Your ad where? Daragahi, Borzou // Money;Jun2001, Vol. 30 Issue 6, p24 

    Focuses on software called Web Washer, which rids browsers of banner advertisements. Concern that Web Washer could stifle the growth of the Web; Contact information.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics