Demand changes daily – should your media plan change too?
Solution
We not only have to respond flexibly to demand, we have to stay ahead of it. Traditional media plans are too rigid for this. We need a system that makes real-time, regionally differentiated, data-driven decisions about where, when, and whether advertising pressure should be applied.
AI utilization forecasts control media usage
Solution
We used the AI tool myrate for the first time to make capacity forecasts specifically for media planning – instead of just for pricing, as we had done previously.
Our strategy: When utilization forecasts are low, we increase advertising pressure in the relevant catchment areas, while advertising is reduced or stopped when a forecast threshold is exceeded – fully automatically and in real time on desktop, mobile, and digital out-of-home.
This data-driven mechanism ensures maximum budget efficiency, effectively supports capacity management, and demonstrates how the right use of smart data can transform the tourism sector.
Results
“For the first time, we have not only analyzed AI-based utilization data, but also actively used it for media control – thereby opening a new chapter in tourism communication.”
General Manager
Mediaplus Austria
Awards
AI AWARD for Better Marketing
VAMP Award
in the category "DOOH Data"
Internationalist
in the category "Innovation in Media"
