Survey on Revenue Management in Media and Broadcasting

Shinjini Pandey · Goutam Dutta · Harit Joshi

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Supply Chain and Inventory Management Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Advertisements are a key source of revenue for companies in the broadcasting and web industries. However, because of increasing competition, advertisers and web publishers have been forced to find innovative ways to increase their profits and gain competitive advantages. Revenue management is a useful operations research and management science tool that may be used to do so. In this paper, we provide an updated review of revenue-management research conducted in the broadcasting and online advertisement industries, highlighting the strategies and techniques adopted to maximize advertising revenue. We also identify mobile advertising as an emerging revenue-management application and review current research on it. We conclude by identifying potential gaps that future research might address.

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References

2003Dynamic Pricing in the Presence of Inventory Considerations: Research Overview, Current Practices, and Future Directions 1999Revenue Management: Research Overview and Prospects 2003An Overview of Pricing Models for Revenue Management 1992A Taxonomy and Research Overview of Perishable-Asset Revenue Management: Yield Management, Overbooking, and Pricing 2006An overview of research on revenue management: current issues and future research 2014Estimating Demand for Mobile Applications in the New Economy 2003Revenue Management and E-Commerce 2005Optimal Search Engine Marketing Strategy

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