Bridge builders in the digital age
Advertising is still the number one source of income for most media companies.
However, these days, the various different forms of advertising are no longer planned separately but coordinated across all media and linked to each other. This calls for a clever strategy that integrates all channels – from TV and the Internet to smartphones. Innovative digital solutions developed by Arvato Systems and implemented for TV customers worldwide make it possible.
Saturday evening in Germany. Primetime on all TV channels. "Deutschland sucht den Superstar" (or “DSDS," as its fans call the popular show, the German equivalent of "American Idol") is running on RTL. An audience of millions follows the jury – headed by Dieter Bohlen, Heino, DJ Antoine and Mandy Capristo – and the candidates as they perform their pop songs. Commercials advertising chocolate, beauty products, cars and mobile communication providers are shown in the breaks. Because of its young audience, DSDS is a promising advertising platform for these branded products. Arvato Systems’ media sales solutions and modern broadcast management tools ensure that the commercials reach the right target group at just the right time and in just the right place.
Our solutions help TV channels with such tasks as optimizing commercial broadcasting time schedules. We are basically bridge builders for the digital TV age – enabling advertising customers to use their commercial broadcasting times more efficiently, ensuring that consumers are shown relevant content at the right time, and helping our TV clients to increase their revenue.Marcus Metzner, Chief Marketing Officer with arvato Systems
TV broadcasters in over 30 countries – including several commercial and public TV channels in Germany, M6 in France, TVNZ in New Zealand, and Rogers Media in Canada – use the broadcast management solutions developed by Arvato Systems. They rely on the extensive expertise of the 3,000 Arvato Systems specialists at 25 locations. "The broadcasters know that we understand the media, and that we have done so for over 30 years," Metzner says. This is an important aspect, because modern broadcast management calls for a thorough understanding of the complexity of communication in the era of digital TV.
The whole process actually starts with the licenses for TV content. TV channels not only use Arvato Systems software to manage the rights for films such as the blockbuster “Titanic," popular series or even TV magazines; they also use them to closely examine and analyze the contracts in order to plan their broadcasting content or to make them available for the purpose of setting up program logistics. This applies to "conventional" TV broadcasting as much as to Video on Demand (VoD) platforms where consumers decide themselves what they would like to watch, and when. All of this happens with the help of systems developed especially for this purpose – such as Avatega, S4Rights and S4Schedule – which make it possible to plan such things as annual broadcasting time schedules or VoD content. And then, of course, the commercial spots and times also have to be marketed.
Arvato Systems has various solutions on hand for this. These not only help to manage commercial spots or advertising banners in the best possible way; they also make it possible to place and market complex advertising campaigns on several channels, thanks to the marketing platforms AdStore and the systems S4AdSales and S4AdOpt. They are also used to market available advertising slots and to broadcast commercials at the perfect time. This allows the TV channels to successfully offer their commercial break slots and usually also to significantly increase their revenue.
The Arvato Systems involvement does not end once the commercials and programs have aired. After all, both the advertising and the broadcasting customers are interested in information about the success of their campaigns. An Arvato Systems solution analyzes the TV ratings and reach and summarizes these in a diagram. This makes it possible for TV broadcasters to see which content the audience liked, where there is room for improvement, or which content they should consider dropping in the near future. In combination with the S4AdSales system, it is even possible to forecast ratings trends. "These forecasts are helpful, for example, when it comes to improvements in terms of addressing the right target group with TV programs broadcast in the conventional way, too," says Metzner.
Incidentally, the TV business areas of license management, media sales and media research are only some of the diverse media industry services offered by Arvato Systems. The media specialists at Arvato Systems are also involved in media asset management; they provide systems for the production and archiving of TV programs and can also create, manage and edit videos for multiple channels. In the digital age, TV broadcasting is not the only industry that calls for such an experienced bridge builder; indeed, the Arvato Systems team also offers solutions for media agencies, book and magazine publishing houses, and many others – proving they are true media all-rounders.