Business Challenge 

In the life of a commercial media company, one of the most critical business processes is negotiating with advertisers and planning and measuring ad placements optimized for specific target audiences. 

To support this process, the company had previously relied on a market-leading software solution. However, it did not fully meet their requirements — change requests were implemented slowly, workflow automation was not supported, and the overall cost of operation was high. 

To address these challenges, management decided to implement a newly developed, custom-built application tailored to their unique business needs. 

Solution

Following several months of detailed business analysis, Abesse’s business analysts designed the architecture of the new application, selected the most suitable technology platform, and initiated development. 

One of the key features of the system is the automated planning of advertising blocks and spots based on predefined criteria. 

The application developed by Abesse supports the entire business process — from initial sales agreements with advertisers to financial settlement. 

Based on the agreed advertising objectives and parameters, the system assists in designing optimal advertising blocks that meet the combined expectations of numerous advertisers. Once the plans are finalized, the system provides the necessary data for broadcast scheduling and playout. 

Finally, after comparing the actual broadcast programs with the contractual commitments, the system supports billing, reconciliation, and financial settlement with advertisers. 

Results 

By managing the entire value creation process within a closed system and introducing automation across several critical process steps, the need for manual intervention has been significantly reduced. 

As a result, a smaller sales team can now operate far more efficiently than before, while the company is able to meet its commitments to advertisers with greater accuracy and reliability.  

The system can be easily and flexibly extended with new features, enabling the company to respond more quickly to changing business needs.