Ashley Swartz

Recent Posts

5 Takeaways for Buyers as Macro Shifts Continue to Disrupt the TV Landscape

Posted by Ashley Swartz on Jan 14, 2020 1:00:00 PM

image credit: metamorworks /

Transformed by changing audience behaviors and the proliferation of data on both sides of the value chain, the TV advertising industry is in flux. As a result of increasing complexity, television has gotten harder to buy and harder to sell.

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Topics: TV Advertising

More Signal, Less Noise: 4 Predictions of How Media Will Evolve in 2020

Posted by Ashley Swartz on Dec 20, 2019 11:21:59 AM

I spent last week in London at the Future of TV Advertising Forum. These were the final days leading up to the election to determine the future of Brexit, and in speaking to British colleagues, I noticed a similar sentiment to what I hear in the U.S. about politics: fatigue. They had lost interest in the outcome and just wanted it to be over. 

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Topics: TV Landscape, Media

Understanding the Broadcast Portfolio Monetization Challenge

Posted by Ashley Swartz on Oct 1, 2019 1:00:00 PM

image credit: mrmohock/

We all know that TV has gotten more complex—or, from my perspective, ripe with more opportunity. There are more commercial and distribution models than ever for TV (hello content!), which, in other industries, would spell opportunity to most incumbents with a strong portfolio of assets. 

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Topics: OTT, Broadcasting

Building the TV Rate Card of the Future: Part 2

Posted by Ashley Swartz on Jul 30, 2019 1:00:00 PM

image credit: chainarong06/

Change your sales processes (i.e., don’t hamper your rate card changes before you’ve begun)!

Last week, we talked in detail about building a TV rate card of the future, built on data-driven decision-making to result in more optimal pricing. But, as we advised, making improvements to your pricing logic will mean nothing if you don’t hold people to the integrity of your rate card.

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Topics: Yield Optimization, TV Advertising, Rate Cards

Building the TV Rate Card of the Future: Part 1

Posted by Ashley Swartz on Jul 23, 2019 1:00:00 PM

image credit: chainarong06/

There are two levers you can pull to affect TV media yield: price and inventory allocation. Here, we’re going to focus on price. When working with clients who sell linear television on a spot basis, the most significant form of revenue leakage that we see is due to price variability—which itself is a symptom of pricing inefficiency. In other words, fixing your pricing optimization is the most meaningful, fastest way to make a significant impact to yield. And yes, if we’re talking about pricing efficiency, we’re going to be talking about TV rate cards.

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Topics: Yield Optimization, TV Advertising, Rate Cards

4 Ways That TV and Digital Can Learn From Each Other

Posted by Ashley Swartz on Jun 18, 2019 1:00:00 PM

image credit: Andrey_Popov/

At Furious, we eat, sleep and breathe arming TV sellers with the tools they need to incorporate the lessons of digital and ultimately to keep TV ascendant in this next era of media. We see it as a matter of adaptation, of retooling the organization, the business, the stakeholders, and the sellers in the trenches with a new set of tools with which to fight what is essentially a new battle.

Throughout the next month, we’ll be releasing content to give TV sellers tools they need to stay on top. Look for learnings on addressable TV (i.e., thinking beyond CPP), our thoughts on the unduplicated reach curve (spoiler alert: it’s a myth!), and our take on the rate card of the future.

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Topics: TV vs. Digital

Video: TV is Racing F1 With a Datsun

Posted by Ashley Swartz on Jun 4, 2019 1:00:00 PM

For local television, the 2018 election cycle was tantamount to an early Christmas present. And although 2020 promises to be even better sales-wise, TV providers have to speed up their efforts to roll out targeted, impression-based advertising without cannibalizing their “core bread and butter traditional linear inventory,” says Furious Corp. CEO Ashley J. Swartz.

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Topics: TV Advertising, Inventory Management

TV’s Renaissance: Thank You Digital

Posted by Ashley Swartz on May 28, 2019 1:00:00 PM

image credit: rarrarorro/

One of my favorite hip hop artists, LL Cool J, describes TV advertising today the way that I see it at a moment in time, better than anyone:

“Don’t call it a comeback. I’ve been here for years.”

I have considered framing my argument in a variety of ways. I could trash digital and discuss fraud, fake news, a lack of trust, etc. Or, I could simply use the size and inertia of TV and the stellar Q3 2018 Political revenue (which not only threw TV a bone but changed the power dynamic of our country). I could speak about upper funnel versus lower funnel, the power of reach for a brand marketer only attainable in TV, etc.

All of these would make for a potentially interesting blog post but would ultimately not be the whole story.

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Topics: TV Advertising, TV vs. Digital

Video: Lack Of Yield Optimization By TV Sellers Carries A Big Cost

Posted by Ashley Swartz on May 7, 2019 1:00:00 PM

This week's Furious video blog is a conversation I had with the team in Miami last year. The video provides a framework for yield optimization for sellers of Linear Televisions and ultimately how the introduction of yield management can help minimize risk and maximize revenue during times of increasing complexity, change and uncertainty. 
Although more than a year old, the message remains relevant; connecting system, data and the use of data science to power revenue and inventory management processes will be essential for TV sellers to continue to thrive during the rough waters that lie ahead. 
As always, we welcome your thoughts and invite you to the conversation. 

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Topics: Yield Optimization, TV Advertising

Don't Call it a Comeback - Traditional TV Advertising Hasn't Gone Anywhere

Posted by Ashley Swartz on Apr 23, 2019 1:00:00 PM

image credit: Vasyl Shulga/ 

The growth [which is always impressive from base of 0] of digital media created a temporary [and artificial] bubble and offered investors and entrepreneurs a shiny object to chase. It was long believed there was more upside to be had in innovation that ‘blew stuff up’ or disrupted traditional TV businesses by shifting time and attention to new, digital platforms.

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Topics: TV Advertising, TV vs. Digital