Author: vasco

adremes auf der IBC in Amsterdam

12 – 17. September 2019

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Through personalised policies configured by the inventory manager, adremes allows radio stations´ customers and partners to make an enquiry, to access and, if desired, to book or reserve advertising spaces. By doing so, adremes takes into account all the predefined rules and conditions for each client, in real time and for each individual action.

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With the added data module, adremes offers a way to enhance the advertising inventory. This can be accomplished in both an automated and a manual way. Examples of the automated enhancement of advertising spaces with centrally-available data include weather information, traffic reports as well as flu warnings. Manual input of added data can be accomplished, for example, thanks to the provision of information on health, technology or sports. This makes it possible to determine and display additional data, via adremes, for any advertising space. This kind of enrichment increases the value of the radio advertising space and makes it more flexible to manage. It provides marketers and radio stations with a way to create together new offers for the advertising market.

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For partners who have been granted access, the Booking Tool (Booking) in the web portal can be used to input search criteria (such as campaign time period, spot length, timelines and, if desired, added data suitable for the campaign) to display the advertising spaces that are available in the contingent. For a selection of desired advertising spaces (campaign) it is possible to use “Booking” to transfer the booking data directly to the scheduling system of the station.

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In order to make communication between market players – both on the supply and the demand side – faster and more effective, the existing systems (scheduling and broadcast systems) are linked up technologically via adremes Exchange (interface). As a result, automated and bidirectional communication is established between the systems, which means, for example, that marketers are provided with a direct link to the scheduling systems of the radio stations. This also implies that – subject to the application of the rules (policies) defined by the owner of the inventory – they receive direct replies and access to available advertising spaces. This networking strategy via adremes replaces the common and time consuming coordination process via telephone and email that currently manages the radio advertising booking process, making that latter more efficient in terms of time and resources.

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The Inventory Manager (Inventory) can automatically receive data on contingents and availability from a scheduling system, for example, but also offers the option of manual or semi-manual acquisition of the advertising inventory. In addition to the added data that can be supplied automatically by adremes, further information related to program environments and editorial content can be added here too, to supply additional enhancement parameters for the advertising spaces.

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The Dashboard (Dash) constitutes the entry point to the adremes web portal. The Dashboard can be used to view relevant organisations of campaigns, bookings, load distribution and revenues of the associated radio stations at any time, and to retrieve comparison assessments. In a separate configuration section it is also possible to adjust the settings of policies.

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Das Dashboard (Dash) bildet den Einstieg in das adremes Webportal. Über das Dashboard können jederzeit relevante Auswertungen zu Kampagnen, Buchungen, Auslastung und Umsätzen der zugehörigen Radiosender eingesehen sowie Vergleichsauswertungen abgefragt werden. In einem eigenen Konfigurationsbereich lassen sich zudem die Einstellungen der Policies vornehmen.

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Der Inventarmanager (Inventory) kann Angaben zu Kontingenten und Verfügbarkeiten z.B. automatisch aus einem Dispositionssystem empfangen, bietet aber auch die Option einer manuellen bzw. teilmanuellen Erfassung von Werbeinventar. In Ergänzung zu den automatisch von adremes zulieferbaren added data können hier weitere Angaben zu Programmumfeldern und redaktionellem Content hinterlegt werden, um zusätzliche Anreicherungsparameter für die Werbeplätze zu liefern.

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Um die Kommunikation zwischen den Marktteilnehmern auf der Angebots- und Nachfrageseite gleichermaßen schneller und effektiver zu gestalten, werden über adremes Exchange (Schnittstelle) die Bestandssysteme (Dispositions- und Sendesysteme) technologisch angebunden.

Im Ergebnis entsteht eine automatisierte, bidirektionale Kommunikation zwischen den Systemen, so dass z.B. die Vermarkter eine direkte Anbindung an die Dispositionssysteme der Radiosender und damit, unter Anwendung der vom Inventarinhaber festgelegten Spielregeln (Policies), direkte Rückmeldungen und Zugriff bei Anfragen zu verfügbaren Werbeplätzen erhalten. Diese Vernetzung über adremes löst die derzeitig gängigen und zumeist langwierigen Abstimmungsprozesse der Radiobuchung per Telefon und E-Mail ab und ermöglicht eine deutliche Verkürzung der Prozesse.