Let the Sales Force Be With YouSystems for managing and receiving ads will display notable advances at NAB 4/08/2013 12:01:00 AM Eastern
The push to streamline and improve the
efficiency of TV operations will be top of mind
at NAB in the form of upgrades to major systems
for managing ad sales and the delivery of ads to
stations and channels.
On the ad sales management side, some of the key developments
will be in software tools that will help sales
executives better analyze their efforts and build revenue.
Upgrades to Matrix Solutions’ ad management platform,
which currently counts about 4,500 users at more
than 600 stations, will include new features to help execs
see what would happen if they shifted accounts to
different reps, notes Matrix CEO DJ Cavanaugh.
Matrix will also be showing improvements to its customer
relationship management tools and deeper integration
into systems from other vendors for traffic and billing.
“We started doing that late last year with Harris’ OSI
traffic solution, and we are looking for more integration
as the technology evolves,” says Cavanaugh. “We want
to be best of breed in CRM [customer relationship management]
and reporting and then marry our solution
with close integration into traffic systems.”
Also at NAB, both Harris Broadcast and WideOrbit
will be showing improvements to their software for
business intelligence and analytics.
The new version of Harris Broadcast’s NetGain business
intelligence and analytics software will include
new visual analytics, interfaces to Wisdom Professional
for analyzing Facebook user data and access to thirdparty
data mining capabilities with more than 300 predefined data mining and predictive analytics functions.
The updated NetGain will also allow users to send
dashboards and reports to mobile devices via email or
portal, and it includes new “visual foresight” tools to
help customers develop their budgets and plans from
anticipated revenue and media buys.
In ad delivery and management developments,
Yangaroo has launched its Reporter automated traffic
management, which automatically sends reports to the
advertiser. Yangaroo also will be announcing a new
end-to-end ad solution at NAB.
Extreme Reach recently announced an upgrade to its
platform that will allow users to get combined measurement
for live TV and online video, notes Robert Haskitt,
chief marketing officer. The product is initially targeted
to advertisers and ad agencies but will have value for
broadcasters, which often have to use separate, incompatible
research results for TV ratings and digital media.
“It provides broadcasters with a way to show the added
benefit of their Web traffic,” Haskitt says.
The combined measurement would also help advertisers
analyze how they can best split media budgets
between TV and online, demonstrate how the combination
of TV and online buys can increase results, boost
the reach and frequency of their spots and improve the
creative used in TV and online campaigns.