Finland’s largest private TV broadcaster optimises media sales with arvato
Finland’s largest private TV broadcaster made the decision to implement the arvato Systems media sales solution. S4AdSales and S4AdOpt were selected to optimise the IT-driven workflows in the advertising spot sales department. After a successful test phase, the complete solution is now live at advertising-funded broadcaster MTV Oy.
MYV Oy is one of the leading private broadcasters in Scandinavia and has played a crucial role in the Finnish media sector since 1957. The TV provider is set apart by its consistent future-facing orientation and its innovative use of new media. All content is broadcast across a wide range of distribution channels so as to meet the needs of a highly demanding audience.
Within this context, spot placement creates an ever-increasingly complex set of requirements for all broadcasters who rely on advertising revenues. MTV Oy relies on the arvato Systems media sales applications to ensure efficient administration and the best possible spot placement, so meeting the requirements of profit-orientated media companies.
After a rigorous selection process Finland’s largest private TV broadcaster selected arvato Systems to optimise the media sales process. MTV Oy were especially impressed by S4AdOpt, the fully functioning spot optimizer in the RBS Rating based TV market. The ability to create separate packages within the system, unique to S4AdOpt meant that MTV Oy were able to deal with geographical variations, in fact creating 17 customised regional packages.
S4AdOpt also provides the ability to work with a variable range of parameters: this means broadcasters can use simulations to analyse various optimization scenarios in advance, giving them a great advantage in the marketplace.
By the end of the test phase it was clear that many processes could be highly automated.
With S4AdSales and S4AdOpt, MTV Oy spots are now automatically positioned and managed across the various broadcast platforms.
Petri Haverinen, Development Manager MTV Oy, was especially pleased by the close partnership of the two companies even during the tricky phases of the project: “The way the project group worked together to ensure that our Air Time Sales system was configured in the best way possible was extremely encouraging. After this challenging but successful installation phase, I am delighted that the system has gone live and that we are able to build on our good work with arvato Systems.”