Digital Ad Order Management Solution with Data Analytics
Integrating business analytics to enable real-time asset booking for a UK-based DOOH leader
About
Our client is a leading outdoor advertising company with over a million digital advertising panels across the world. With a vision to reach a broader range of consumers, maximize inventory allocation and boost sales, the UK-based client approached us. We helped in developing an online advertising booking system by leveraging our data analytics capabilities that would help them respond to booking requests immediately, leverage sales opportunities, and maximize revenue.
Capability
Analytics
Industry
Advertising
Country
UK
Key Features
The developed digital solution helps with efficient managing of bookings by leveraging analytics statistics from missed sales opportunities, predict trends, meet the needs when demand cycles peak and make more ad slots available.
Faster & timely data access
Improve ad slots management and hence increase revenue opportunities with quick access of accurate data to the sales teams for better interaction with customers
Unlock new sales opportunities
Allow teams to align and assess the emerging sales trends by analyzing market movements and determining market conditions
Increase customer acquisition & retention
Engage in more meaningful conversations with data insights on customer buying patterns, customer preferences, previous customer feedback and ad slots buying habits
Central repository for global ad inventory management
Effectively manage and address the inventory of ad booking requests generated across the centers with several digital ad panels to keep the costs optimized
Challenges
- Unclear understanding of the real-time needs of the customer’s business
- No available integration of booking requests from multiple applications
- Overlapping and duplication of bookings with concurrent user access
- Delayed response time to bookings
Solution
We developed a custom AdTech software that provided a balanced inventory to meet increasing demand and allowed better controlling to spend for additional stock purchases. The ad order management system honored the strict business rules and predicted in real-time for the reshuffling of bookings. With a unique mix of software and hardware optimization, the servers were vertically scaled with a dynamic load-balancing cluster implemented for managing real-time bookings.
Ad slot booking with real-time management
Responds to booking request immediately and allows you to address resources based on the global traffic efficiently
Ad inventory optimization
Improves accuracy of ad inventory orders with a view of priority orders to help you save time and money while avoiding manual recount
Automated process
Responds to inquiries immediately without spending time on managing the inventory for any panel, any region, any segment
Real-time advertising booking system
Provides insights based on historical sales patterns to align and address current and future efforts to reduce the chances of stock-outs of slots or digital panels
Technologies Used
Project Snapshots
80%
reduction in unsold Inventory items
<2 minutes
booking response time as compared to 30 minutes earlier
Real-time monitoring
of bookings as per region, segment and point of sale mechanism
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