Release order (RO) in advertising refers to the scheduling of ad spots in a specific order. It is a way of planning and organizing the release of different ads to a target audience. Release order is often used in AVOD (Advertising-based Video On Demand) platforms, where ads are shown to viewers in exchange for access to the video content.
In AVOD, release orders can be used to control the frequency and timing of ads, to increase their impact and effectiveness. For example, an AVOD platform might release a series of ads for a new product at the beginning of a campaign, followed by a series of ads for a different product later on. This allows the platform to maximize the exposure and impact of each ad, and to reach different target audiences at different times.
The importance of managing a release order for an OTT business lies in the fact that it allows them to effectively monetize their content by showing the right ads to the right audience at the right time. It also allows them to optimize their ad inventory and maximize revenue. Additionally, by managing the release order, OTT providers can avoid over-saturating the audience with ads and maintain a good user experience.
Simply put, release order in advertising is a crucial aspect of organizing and implementing advertising campaigns, particularly in AVOD platforms.