Dayparts are a critical component in the negotiation and sales of OTA (over-the-air) spots. Advertisers often request that ads run between specific times within a daypart, which sellers define as preferred times. Media sales solutions often don’t offer the ability to narrow dayparts and view hour-by-hour ratings and audience data. As a result, they don’t have a complete picture of the data, and the process can be very inefficient.
Having such functionality within your sales platform enables sales professionals to have instant access to this information so they can meet advertiser requirements.
The Benefits of Preferred Times to Narrow Dayparts
Most stations have a set list of dayparts, but advertisers often want more specificity within this broad period. For example, a drive-thru coffee shop might be promoting their “morning rush hour” special that goes from 8 a.m. to 9 a.m., so they want their radio spots to run between 7:15 a.m. and 8:45 a.m. instead of within the full morning drive daypart of 6 a.m. to 10 a.m. Their requirements become a preferred time (also called a restricted time), which is a session with restricted flight times within a program or daypart. The ability to define these is often challenging or impossible. The enablement of this also allows sellers to review more granular data, including ratings and audience data points.
Functionality regarding this transparency allows users to easily create a preferred time to add to the order, accelerating the workflow. That’s good news for your sellers who want to spend less time on orders and more on revenue-generating activities.
Having such a process can also make you easier to do business with in the eyes of customers. It can be a competitive advantage for your station.
Capabilities like this drive efficiency in the process, help you meet advertiser wants and ensure more data-driven decisions. Your sales team can do these things with Marketron REV.
Marketron REV Enables Preferred Times to Narrow Dayparts
Marketron REV is a comprehensive sales platform designed for broadcasters and media companies. It optimizes daily operations, pricing, inventory, pipeline visibility and more. One key feature is the ability to create a preferred time through the analysis of data within a daypart. Users have ratings and audience information at their fingertips and can click into intervals for more granular insights.
You have the ability to choose from many options for narrowing, such as stations, avail types and durations. What you’ll see are graphs that display the hour-by-hour data based on your selections, so you compare these elements and define the best start and end times per the advertiser’s request. Once you determine this, you can add it to an order. In all, it takes only minutes.
Be More Data Driven with REV
This feature is just one of the many ways REV helps media companies be more data driven. The value of any data-focused functionality is driving the future of local advertising spot sales. You can explore more on this topic and see how REV is revolutionizing the industry by watching our on-demand webinar, Data Is Your Crystal Ball: How It Guides the Modern TV Seller.
