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Ashley J. Swartz

Recent Posts

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

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 Is the Supply of Addressable Linear 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 Linear Advertising

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-advertising-trends

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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Topics: tv-advertising-trends