A multiobjective approach for maximizing the reach or GRP of different brands in TV advertising

This paper focuses on a multiobjective optimization problem in TV advertising from an advertising agency's perspective, which involves deciding on which commercial breaks to air the ads of various brands to jointly maximize reach or gross rating point (GRP) for the different brands subject to b...

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Bibliographic Details
Published in:International transactions in operational research Vol. 27; no. 3; pp. 1664 - 1698
Main Authors: Evangelista, Vivian M., Regis, Rommel G.
Format: Journal Article
Language:English
Published: Oxford Blackwell Publishing Ltd 01.05.2020
Subjects:
Advertising
Algorithms
Decision making
gross rating point
Integer programming
multiobjective optimization
Multiple objective analysis
Operations research
Optimal advertising
Optimization
Pareto optimum
Pareto‐optimal
reach
Television advertising
ISSN:0969-6016, 1475-3995
Online Access:Get full text
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Summary:This paper focuses on a multiobjective optimization problem in TV advertising from an advertising agency's perspective, which involves deciding on which commercial breaks to air the ads of various brands to jointly maximize reach or gross rating point (GRP) for the different brands subject to budget constraints, brand competition constraints, and other scheduling constraints. We present a multiobjective integer programming formulation of this problem and develop and implement algorithms for generating provably Pareto‐optimal solutions. We also develop reduction and visualization procedures to aid a decision maker in choosing suitable subsets of the Pareto‐optimal solutions obtained. Numerical experiments on five TV advertising problems involving 20–40 objective functions and thousands of decision variables and constraints demonstrate the effectiveness of the proposed formulation and solution methods in generating Pareto‐optimal objective vectors that reflect brand priorities and that are well distributed along the Pareto front.
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ISSN:0969-6016
1475-3995
DOI:10.1111/itor.12481