Ehud Trainin, PhD

Recent Posts

Discover the Secret Sauce for TV Forecasting

Posted by Ehud Trainin, PhD on Aug 27, 2019 1:00:00 PM

Image Credit: Wright Studio/shutterstock.com

As any media planner will tell you, forecasting views for TV can be overwhelming—and the consequences for mistakes can be huge. Underestimating the number of views means lost opportunity to sell inventory; overestimating results in a failure to deliver advertisers the guaranteed impressions promised and exposes a seller to liability risk.

We need to predict viewership days, weeks, sometimes months in advance, to carry out sales deals. Since views for linear TV can change drastically—even within the same series from week to week—what is a planner to do?

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Topics: Television Advertising, Forecasting

Breaking Down What Truly Drives Yield

Posted by Ehud Trainin, PhD on Aug 13, 2019 1:00:00 PM

image credit: one photo/shutterstock.com

Now that we’ve established that maximizing yield is crucial for video advertising businesses, let’s break down what actually impacts yield—and what solutions exist to help media sellers maximize it. Yield has two levers: price and inventory allocation. Media yield management—and ultimately successful improvement in yield—requires a strong foundation in two key areas: forecasting and optimization.

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Topics: Forecasting, Yield Optimization

7 Rules for Superior Video Yield

Posted by Ehud Trainin, PhD on Aug 6, 2019 1:00:00 PM

image credit: G-Stock Studio/shutterstock.com

The data is in: time spent with video each day is flattening—which means overall consumption is flattening as well. Tighter numbers mean now is the time to pay special attention to yield, making the most of revenue per spot. Since every media company is unique—with its own programming, ad inventory, and data—the business logic that predicts and determines the right pricing must be unique as well.

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Topics: Yield Optimization, Video Yield