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Ashley J. Swartz

Recent Posts

Why Is the Supply of Linear Addressable TV Inventory So Constrained?

Posted by Ashley J. Swartz on Jul 7, 2020 1:00:00 PM

Brands and media buyers want their TV ads to reach specific consumers (think yogurt-eating moms in Duluth, not women between 18 and 54), just as they can do with their digital buys. And sellers with the data and targeting capabilities to offer addressable are eager to sell more of it due to the high CPMs it can command.

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Topics: Addressable TV

Video: Is CTV Siphoning Off Dollars from Linear? It’s Complicated. (Part 9 of Learning Series)

Posted by Ashley J. Swartz on Jun 25, 2020 1:00:00 PM

This video explores the rise of CTV and whether it’s growing at the expense of traditional linear television. It’s the ninth in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 9.

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Topics: TV 101

Video: Why the Media Industry Must Shake Its Addiction to ‘Panic Porn’ (Part 8 of Learning Series) 

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

This video explores how “panic porn” came to dominate the TV airwaves and why viewers are burned out, as well as how brands will need to reinvent themselves to show they’re purpose-driven. It’s the eighth in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 8. 

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What is Addressable TV and Why Are Buyers and Sellers Eager for More?

Posted by Ashley J. Swartz on Jun 9, 2020 1:00:00 PM

To put it simply, addressable TV advertising makes it possible to deliver different commercials to different households as they watch the same show or live sports event.

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Topics: Addressable TV

Video: How TV Sellers Can Maximize Yield by Hedging Their Bets (Part 7 of Learning Series)

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

This video explores the ways in which portfolio optimization in media is similar to investing in securities as well as the principles TV sellers should follow to maximize their yield. It’s the seventh in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 7.

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Topics: TV 101

Video: Why Demand for Addressable TV Far Outpaces Supply (Part 6 of Learning Series)

Posted by Ashley J. Swartz on May 28, 2020 1:00:00 PM

This video unpacks why buyers are hungry for addressable, why supply is so constrained and the potential risks for sellers of over-indexing on this one type of inventory. It’s the sixth in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 6.

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Topics: TV 101

Video: How Linear TV Sellers Should Respond to the COVID-19 Crisis (Part 5 of Learning Series)

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

This video unpacks how sellers of linear TV advertising should adapt their inventory management, pricing and data practices in response to the COVID-19 crisis. It’s the fifth in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 5.

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Topics: TV 101

How Pricing Controls Can Prevent Revenue Leakage in the Era of COVID-19

Posted by Ashley J. Swartz on May 19, 2020 1:00:00 PM

I’d like to begin with a bold statement. If you haven’t redone your rate card across your entire portfolio of linear, spot-sold inventory during this lockdown period, you’re missing revenue opportunities.

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Topics: Yield Optimization, Inventory Management

Video: Why the TV Advertising Industry Will Embrace Consolidated Measurement (Part 4 of Learning Series)

Posted by Ashley J. Swartz on May 14, 2020 1:00:00 PM

The following video provides an overview of traditional TV systems and workflows, job functions in TV buying and selling, and ruminations on the future of TV advertising. It’s the fourth in a series of educational videos Furious has produced in collaboration with Beet.TV. To explore Furious’ TV101 Dictionary, which is a companion piece to this series, please click here. Here’s a sampling of Part 4: 

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Topics: TV Advertising, TV 101

Resetting in the Wake of COVID-19: Why Active Inventory Management Is Crucial

Posted by Ashley J. Swartz on May 12, 2020 1:00:00 PM

The marketplace for buying and selling TV advertising has never looked like this before.

As if struck by a tornado, the majority of Tier 1 programming was wiped out. Live sports are gone entirely with no certain return date, and the volume of new primetime programming available for networks to unveil in the fall will be limited due to ongoing production delays.

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Topics: Inventory Management