WideOrbit Launches ADO to Enhance TV Network Advertising Profits
‘Audience Delivery Optimizer’ increases profitability by improving spot placement
SAN FRANCISCO, Calif., October 11, 2016 — WideOrbit Inc., the leading provider of advertising management software for media companies, introduced ADO (“Audience Delivery Optimizer”), a new feature of its WO Network traffic and sales solution for maximizing the profitability of TV network advertising.
ADO assesses advertising commitments and Nielsen quarter-hour ratings with sophisticated algorithms to determine the optimal placement of every spot from millions of possible combinations. After running the spot, the software reports the financial benefit of using ADO to the network’s traffic and financial teams.
Networks participating in beta tests of ADO found that optimizing placements to reduce audience liabilities increased the profitability of their ad businesses by 1.5% to 3.0% without any other changes to sales volume or workflows.
“In just a few weeks, WideOrbit’s ADO had an obvious and measurable impact on our bottom line,” said Cynthia Ponce Abrams, Senior Vice President, Sales Strategy and Operations at GSN. “By allowing us to maximize audience delivery and reduce liability, ADO makes the performance of our ad units more predictable and profitable.”
“ADO is another example of how WideOrbit is always striving to help media companies maximize the value of their greatest asset: their audience,” said Eric R. Mathewson, Founder and CEO at WideOrbit. “Combining ADO with WO Network provides networks with a proven, automated solution for increasing the profit potential of their advertising business and reducing the risks associated with audience liabilities.”
ADO is available immediately to networks that manage their advertising businesses with WO Network, which include more than a third of the top 50 cable networks by viewership.
WideOrbit is the leading provider of advertising management technology for cable networks, local television stations and radio stations. More than 3,200 broadcasters and networks leverage WideOrbit solutions to streamline operations, maximize revenue from traditional, digital and programmatic channels and extend their business across distribution platforms. Our clients include Entercom Communications, Entravision Communications Corporation, Fox Sports, Gray Television, Inc., Meredith Corporation, NBCUniversal, The E.W. Scripps Co. and Tribune Media. WideOrbit is headquartered in San Francisco with offices across the United States as well as in London, Paris and Gothenburg, Sweden.
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