What the users say...

In today's Traffic and Revenue Management System Intel Brief, we've gathered some quotes from radio and television traffic personnel responding to selected Traffic Directors' Guild of America (TDGA) questions.

This is a bit of a "wish list," although they were welcome to get up on their soapboxes as well! We've asked vendors in the space to respond, where relevant to their product offering.



The participants:
Dave Scott, RadioTraffic.com CEO
Mary Blair, Division Manager, Business Systems, VCI Solutions
Michael Ambrose, Product Manager, WideOrbit's WO Traffic
Pete D'Acosta, Marketron's CEO

RADIO:

Laura Adamson, Traffic Manager, KPLU - Seattle-Tacoma WA :  Radio Traffic software needs to be able to manage and reconcile inventory that is no longer "just" radio. Web sales such as banners, skyscraper, audio greeters, and tile ads are difficult to track and reconcile. We had to resort to creating an Excel document for managing copy due and avails for web sales. Real time online access to this data would be best.

Scott: RadioTraffic.com is a commercial and underwriting order entry, scheduling and billing software designed for radio broadcasting, radio NTR and Internet.  However, we do have some LPFM, LPTV, translator and digital signage clients (mostly who also own radio stations). 

RadioTraffic.com easily manages and reconciles all types of NTR inventory, well beyond over the air radio. We easily handle Internet web site sales such as banners, skyscraper, audio greeters, video pre-rolls and tile ads.  We track, enter orders, schedule ads, reconcile, handle all aspects of copy and avails for websites, NTR, remotes, sports, etc.

RadioTraffic.com permits real time Internet order entry, sales orders, copy entry/editing/due reminders and all other functions.  In other words, RadioTraffic.com features true online access.  One can work at lightning speed anywhere without anything other than our (quickly downloadable) RadioTraffic.com software.  

However, all data is stored both on RadioTraffic.com geographically redundant servers and on one or more computers within the station(s).  Most work can be done on-line or off-line, with data synched up when connectivity is available.

Blair: VCI Solutions' Orion(r) Business System application has the ability to traffic and report on multiple revenue streams including web sales, we eliminate the need for manual tracking tools such as excel.  Real time access to data is only a click away with our many reporting tools and options, our customers have the ability to customize their reports to their needs. 

Ambrose: In WO Traffic, users can create an unlimited number of "inventory codes" to represent virtually anything that can be sold to an advertiser, including banners, product placement, talent appearances, booth space, etc., which can be included on the same contract as an on air schedule.  Further, if these sales opportunities require inventory tracking there are tools in WO Traffic that would allow users to monitor sellout, average rate, and remaining units for such situations. 

D'Acosta: Marketron's Campaign Manager product was designed to handle the exact issues that Laura is experiencing with radio inventory that is not traditional airtime. Campaign Manager allows stations to create their own inventory categories and the types of inventory they will sell within these categories. Orders can be easily entered for tile ads, banners, skyscrapers, or any type of non-airtime sales that your station sells.  Because Campaign Manager is integrated with the complete Marketron software suite, real time inventory levels, sellout statistics and revenue figures for all inventory types are included in Marketron Reports. 

Campaign Manager tracks the creative media associated with each sale, communicating URLs, keywords or production instructions.  Missing copy as well as  completed production  reports are available for non-airtime sales and proof-of-performance information is available both within the Campaign Manager order and on your station invoice. 

Production Report to track media:

Sarah Udell, Traffic Manager: KRDO-AM/FM/TV, Colorado Springs CO: I'd like to see a "smart placer" (i.e. places :15 second spots in :15 second holes, packs breaks). And, how about true online access - to be able to work from anywhere without special things loaded onto the computer to access it.

Scott: RadioTraffic.com includes a "smart placer" (i.e. schedules 15-second spots in 15-second holes or in any available times and fills breaks for satellite and network programs).

Blair: Orion offers a real-time spot placement engine that utilizes various custom settings to better fit with station specific needs.  For example, finding natural holes for odd length spots is a setting that can be easily enabled by the client. 

Ambrose: In WO Traffic, we make improvements to the placer engine with each new version based on client feedback.  WO Traffic supports easy remote access from anywhere based on industry standard hardware requirements.  Any added complexities in accessing the database, such as VPN's, firewalls, etc.,  are generally due to security policies administered by the client's own IT department.  

D'Acosta: Marketron provides a hosted platform where all applications can be accessed through the Internet - clients have found the 'work from anywhere' aspect of our HSP invaluable in everyday business and especially during  inclement weather, travel or personal situations where we simply need to stay close to home.  Marketron products also provide the functionality that Sarah is requesting with regards to placing spots in a 'smart' way.  The system scheduler will always fill breaks with spots that match the avail and spot lengths first.  In addition, breaks can be set to allow or prefer specific spot types, ensuring that sponsored breaks are filled with spots that match that specific sponsorship.  Marketron's Autofill feature will also schedule or fill any open time left in your log with your selection of commercial, PSA or promo spots.
 
Boardfile with Autofill feature:

TELEVISION:

Therese Murphy Schutzman, Sales Service Traffic Manager, WLS-TV, Chicago IL:  Ability for station to format and choose options for their own "query" programs for sales data; Priority scheduling by section first and percentage second. (This way only say 50% of a lower priority account will get bumped); Ability to generate one invoice from various platforms: (Web, TV and all digital sub-channels, local program sponsorship, etc.); Speed- Systems are lagging and business information questions are more frequent and rapid than ever; 24-7 access from anywhere; How about real-time internet help desk support during certain hours?  I would like to be able to IM someone and get immediate attention when I need it. More flexible customizable features... such as enhancement requests that are addressed quickly and efficiently on a per station basis.

Blair: Orion offers a wide-variety of custom reporting tools that allow a station to format their own data, as well as provide accessibility of that data from third party reporting tools.

Our software provides effective and customizable spot scheduling options with advanced overrides to assist with fair and even placement across accounts and products.

With the Orion software from VCI Solutions a station has the flexibility to include various platforms, such as web on a single invoice or can be separated depending on the client's needs.  

Our Orion system also supports remote access capabilities.  Currently, we have several clients who work on a daily basis with this technology.

VCI Solutions prides itself on excellent customer service and is always willing to investigate new methods for supporting our client base.  Currently, our clients receive immediate responses via our on-line CRM system, email or direct phone support.  In addition, our enhancement request review process enables us to continuously improve our software systems to meet the growing needs of our clients. 

Ambrose: In WO Traffic the user has access to an SQL window to run custom queries against their database.  WO Traffic also offers a custom reports module to allow users to specific unique reporting needs. 

WO Traffic offers a dynamic placer engine that is entirely user configured by station/channel.  User can identify/rank the criteria most important for bumping spots and can also establish varying levels of bumping behavior on future logs. 

Users of WO Traffic can consolidate airtime and non-airtime schedules on a single contract and single invoices.  If schedules require discreet A/R, individual schedules can be "bundled" under a master header to produce consolidated contracts and invoices. 

WO Traffic supports easy remote access from anywhere based on industry standard hardware requirements. 

WideOrbit Product Support offers round the clock phone and email support, and often uses IM and online meetings to communicate and troubleshoot clients questions or problems. 

WO Traffic offers many customization options to allow user to set up and save individual preferences throughout the application.  Users can also share preferences with other users. Enhancement requests are prioritized in order to deliver the most important features in a timely basis.