Broadcast scheduling for mobile advertising

• Main Authors: REYCK, Bert De, DEGRAEVE, Zeger
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2003
• Subjects: Marketing; advertising and media; mobile marketing; Production/scheduling; advertisement broadcast scheduling; Advertising and Promotion Management; Operations and Supply Chain Management
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7626; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8625/viewcontent/reyck_degraeve_2003_broadcast_scheduling_for_mobile_advertising_pv.pdf
• Institution: Singapore Management University

We describe a broadcast scheduling system developed for a precision marketing firm specialized in location-sensitive permission-based mobile advertising using SMS (Short Message Service) text messaging. Text messages containing advertisements were sent to registered customers when they were shopping in one of two shopping centers in the vicinity of London. The ads typically contained a limited-time promotional offer. The company's problem was deciding which ads to send out to which customers at what particular time, given a limited capacity of broadcast time slots, while maximizing customer response and revenues from retailers paying for each ad broadcast. We solved the problem using integer programming with an interface in Microsoft Excel. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues.