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3 Common Mistakes Sellers Make with Addressable TV and How to Course-Correct

Posted by Ashley J. Swartz on Oct 20, 2020 10:00:00 AM

For more than two decades now, programmers and operators have wanted to emulate digital publishers’ ability to offer dynamic advertising to targeted audiences. The notion of applying sophisticated targeting on top of linear TV’s appeal and mass reach has been the holy grail, and it’s starting to come to fruition.

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Topics: Addressable Linear Advertising

3 Common Mistakes Sellers Make with Traditional Linear and How to Fix Them

Posted by Ashley J. Swartz on Oct 6, 2020 7:35:54 AM

The enduring appeal of traditional linear TV to national advertisers has lulled many sellers into a false sense of security—and no small amount of denial about the headwinds they face.

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Topics: Addressable Linear Advertising

How to Package Inventory This Fall to Make Up for Lost High-Value Programming

Posted by Ashley J. Swartz on Sep 22, 2020 9:00:00 AM

The marketplace for TV and video advertising is incredibly dynamic right now, and it’s hard to be certain of anything. On the one hand, major sports have all returned, which is great news for buyers and sellers alike, but we can’t necessarily count on an uninterrupted NFL season. And while studios are finding ways to safely resume production, we’re still left with much less premium primetime programming than we can usually count on in the fall.

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Topics: Advertising Pricing & Planning

How to Activate Your VOD Library If Premium TV Doesn’t Come Back Soon

Posted by JT White on Sep 15, 2020 1:00:00 PM

We continue to live in a weird time with high uncertainty. Although it sometimes feels like a semblance of normalcy could be returning, it’s also clear that things can quickly turn the other way.

Likewise, the fate of premium content this fall is still very much unknown. Although studios should theoretically be able to limit access and institute intelligent procedures in order to resume production, one virus carrier can set off a chain of events that puts everything in jeopardy—as we’ve seen with Major League Baseball.

For that reason, content providers need to have a thoughtful plan B. Although networks might be inclined to lean on recent reruns or old standbys like “How I Met Your Mother” or “The Big Bang Theory,” now would be a smart time to look into the extent of your catalog and make more of it available on VOD.

If we’ve learned anything from the streaming wars, it’s that a range of content can have a firm place in the hearts of millions of viewers—from decades-old movies and shows to recent programming with small but intense cult followings. Obtaining VOD rights may be less expensive and easier than airing rights for linear TV content, and there’s no time like the present to start converting traditional linear advertising dollars into digital ones. Given the prevailing uncertainty, going all in on your VOD library is a smart idea.

Here are three steps to get started.

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Topics: Advertising Pricing & Planning

Why There’s Reason to Be Optimistic About the 2020 Fall TV Season

Posted by Darrin Helfers on Sep 8, 2020 1:00:00 PM

Like everything else in 2020, the fall TV season will be an exercise in creativity and adjusting on the fly as uncertainty reigns supreme.

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Topics: tv-advertising-trends

Why Sellers Need to Roll Back the Tide of Increasing TV Ad Loads

Posted by Ashley J. Swartz on Aug 18, 2020 1:00:00 PM

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Topics: TV Advertising Sales

Why Linear TV Advertising Won’t Be Devoured by CTV Despite the Flight of Viewers to Streaming

Posted by Ashley J. Swartz on Aug 11, 2020 1:00:00 PM

No matter what data source you consult, the flight of TV viewers from traditional linear TV to Netflix, Roku, Hulu, Disney Plus and any number of other VOD platforms is unmistakable. Consider that 40% of adults in U.S. TV households are now watching video on a TV set via a connected device on a daily basis, compared to just 1% in 2010.

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Topics: tv-advertising-trends

3 Focus Areas to Make Your Addressable Linear Ad Business More Profitable

Posted by Ashley J. Swartz on Aug 4, 2020 1:00:00 PM

Addressable CPMs can be 10 to 20 times higher than a seller’s effective CPM across the rest of their linear portfolio, naturally leading sellers to want to sell as many addressable impressions as they can. But sellers need to be strategic in their approach to this channel because blindly offering as much of it as possible can negatively impact the value of remaining core inventory.

Providing addressable linear advertising is neither easy nor cheap for sellers. When you factor in headcount to manage extra volume, complexity of sales and execution, expense of data sourcing and data management, and legal compliance surrounding data privacy and security, the costs can wipe out the profit potential of selling inventory at high prices—particularly when inventory remains limited.

Here are three areas sellers should focus on to ensure that their addressable linear ad business is profitable in the context of their portfolio as a whole:

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Topics: Addressable Linear Advertising

What Are the Risks of Over-Indexing on Addressable TV?

Posted by Ashley J. Swartz on Jul 21, 2020 1:00:00 PM

Given the limited supply of addressable inventory and the high value to advertisers of a narrowly defined audience, it follows that many linear TV sellers view addressable as their most valuable inventory and want to sell as much of it as possible. Remember that addressable CPMs can be 10 to 20 times higher than a seller’s effective CPM across the rest of their linear portfolio. Sounds like a win-win/can’t-lose bet, but here’s the catch:

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Topics: Addressable Linear Advertising

Why Data Science Should Drive Your NBA and NHL Playoff Rates

Posted by Darrin Helfers on Jul 14, 2020 1:00:00 PM

As of press time, the NBA and NHL are poised to return for the playoff season, which is a huge boon for the TV advertising ecosystem and for sports fans.

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Topics: Advertising Pricing & Planning