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Ashley J. Swartz

Recent Posts

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: Addressable TV

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 TV

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 TV

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 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