02 — Capability · BC-1470.10
Ad Inventory & Yield
Know how much sellable audience each program, channel and digital placement will deliver, price it to demand and allocate it so total advertising revenue is as high as it can be.
- Avails Forecasting
- Yield Management
- Inventory Planning
In scope
- Audience and impression forecasting by placement
- Rate cards and dynamic pricing of spots and impressions
- Allocating inventory across buyers and packages
Out of scope
- Consumer pricing of subscriptions (see BC-470)
- Company-wide demand forecasting (see BC-610)
Decomposes into · 4
- BC-1470.10.10Avails ForecastingForecast the audience and impressions each placement will deliver so sales sells what can be delivered and no more.
- BC-1470.10.20Ad Rate Card SettingSet and adjust prices for spots and impressions by daypart, audience and demand, within the guardrails sales leadership agrees.
- BC-1470.10.30Inventory Packaging & AllocationBundle placements into packages buyers want and decide which buyers get scarce inventory first.
- BC-1470.10.40Yield OptimizationShift unsold and underpriced inventory toward its best use as the air date approaches, without breaking commitments already made.