Next generation TV advertisement scheduling
Beyond-demographic segmentation using fused data

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Author(s): Hiroshi Onishi, Akito Nakai
Collection: Asia Pacific Conference 2005
Keywords: Statistic Analysis, Audience Research

ESOMAR Excellence Award Nominee - Best Paper 2004/2005
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This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology.

It is derived from the empirical application results of TV advertisement scheduling in the actual situation that the proposed beyond-demographic segmentation using fused data develops more effective schedules in terms of higher 'media ROI improvement' than does the current demographic based method. The authors also developed in-house software which enables providing the fused dataset and analyzing effective time slots of TV advertising schedule.

The proposed methodology will be helpful for media planners of advertisers and advertising agencies to resolve target segment issues of the conventional demographic based method.



Date of publication: 13.03.2005
ISBN: 92 831 1374 8
Order Code: S295-05
Number of pages: 19

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