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Capabilities of Linear Media Planning
Explore the capabilities of linear media management and discover how different persona can benefit from this feature. The system offers tools for managing complex TV and radio pricing structures and handle scheduling through a spot calendar. These features are useful for media planners, buyers, and sellers who make informed decisions based on accurate and up-to-date information.
| Available in: Lightning Experience |
| Available in: Enterprise, Performance, and Unlimited editions with Media Cloud- Advanced |
Create comprehensive media plans that support both digital and linear media types, ensuring a well-built workflow from opportunity to media plan. When setting up your linear TV and radio campaigns, include specific attributes like media type, specific budget splits, and linear calendar parameters. Media plan headers and line items support to maintain clarity and organization throughout the linear context.
Use the improved catalog and placement experience tailored for specific linear product structures and hierarchies. The bundling options, including linear-only and mixed (linear and digital) bundles, along with a configurable placement journey that adapts to the specific media type. This option helps you customize the linear media feature to meet your customers' needs.
Product filtering capabilities supports granular geographic and demographic data specific to television, including hierarchical values, such as Designated Market Areas (DMA), zones, and postal codes. During placement, the side-panel provides specific targeting selection at the individual media plan or quote line item (QLI) level. It supports configuration for ad space selection, pricing, and data per line item.
Use the Spot Calendar, an interface for managing ad spot distribution across daily or weekly periods. The calendar supports CSV import and export, validation, and automatic calculation of spot counts. You can edit spot counts directly on the grid or calendar.
Pricing and rate cards helps you to manage complex TV and Radio pricing structures through dedicated rate cards. These rate cards support product and pricing information based on market, channel, station, day part, and demographics. The system also includes the capability to handle Per-Spot-Pricing aggregated across dates, spots, and ad-spaces, along with functionality to check availability for inventory management.
Use ratings KPIs to measure the projected performance and reach of linear media products. To effectively plan and sell linear media, planners can use Gross Rating Points (GRPs) and share. While GRPs measure the total exposure of an advertisement relative to a specific target audience, share measures the percentage of viewers watching a specific program out of the total audience watching television at that specific time. Ratings-based metrics are essential for maintaining pricing integrity and operational efficiency in a converged media environment.
| Persona | Role | Primary Goal |
|---|---|---|
| Media Planner | Plan ad campaigns | Design optimal campaign plans based on budget, availability, and audience reach. |
| Sales Executives | Sell advertising inventory for television and radio | Access real-time availability and rate info to close deals. |
| Advertiser | Approve media plans | Receive clear, outcome-driven proposals. |
