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JT White

Recent Posts

Why Packaging Should Be Treated as a Yield Process, Not a Sales Function

Posted by JT White on Apr 14, 2020 1:00:00 PM

As a seller, you presumably have collections of content that you bundle together based on audience, event type, and other variables (e.g., programming related to birds or cars). Then, you offer those bundles to clients for a “package rate.” That rate is usually either discounted to entice clients to buy at volume, or it’s limited inventory that you can charge a premium for based on availability (think NFL games).

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Topics: Yield Optimization

How to Harness Data From Your Streaming Service for Your Ad Business

Posted by JT White on Feb 18, 2020 1:00:00 PM

As more premium streaming services hit the market, potentially cannibalizing each other’s audiences, it’s important that companies making this sizable investment design their offerings in a way that supports their overall business.

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Topics: TV Advertising, Addressable TV, Data Science

How Traditional TV Stands to Benefit from Disney+ and Peacock

Posted by JT White on Feb 11, 2020 1:00:00 PM

If you work in media and don’t come across at least one “Streaming Wars” article each week, you are either doing something very right or very wrong. Since Disney+ was announced, there’s been great fanfare as to how it will affect the streaming landscape. Whether or not you believe it will steal share from Netflix, Amazon and Hulu or force them into adopting new business models, it’s been excellent fodder for media reporters.

It also brought back one of my all-time favorite headlines: “The Death of TV.” Oh, that old chestnut.

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3 Best Practices to Manage Vendors and Partners in Your Media Company

Posted by JT White on Oct 29, 2019 11:00:00 AM

image credit: ASDF_MEDIA/shutterstock.com

As the media landscape expands and the technical needs of organizations grow, partnering with highly specialized experts is increasingly necessary to succeed. The amount asked of individuals today is so much greater than it was in the past that having true domain expertise in every facet of your role is nearly impossible. But how do you ensure you’re working with the right people? With so much on the line, what steps can you take to set yourself up for success?

Below is a list of questions to ask yourself while engaging with outside resources to set your team up for success.

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Topics: Addressable TV

The Viewability Challenge: What's in Store for TV?

Posted by JT White on Oct 22, 2019 1:00:00 PM

image credit: metamorworks/shutterstock.com

Anyone who lived through the boom of digital video is sure to have opinions, memories, and potentially some nightmares of the creation, growth and eventual adoption of viewability. It was a necessary step but one that was wrought with loosely defined and adopted standards, competing “definitions” and, ultimately, heavy lift for operators and publishers.

And still, to this day, as Open Measurement comes to fruition with an ever-expanding set of delivery standards, there will be challenges ahead.

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Topics: TV Advertising, Addressable TV

4 Ways Automation Can Make Your Media Sales Team More Efficient

Posted by JT White on Oct 8, 2019 1:00:00 PM

image credit: Wright Studio/shutterstock.com

The most important asset to any sales organization is talented salespeople. What’s their most important asset? Time.

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Topics: Addressable TV

Consolidated Measurement for TV - Learning from the Mistakes of Digital

Posted by JT White on Aug 13, 2019 9:03:00 AM

image credit: Proxima Studio/shutterstock.com

News of Nielsen being on the block has been swirling as of late. Couple that with the threat from major broadcasters to walk away from the measurement giant, and the growth of Addressable TV offerings leads us all to the very real potential of a completely reimagined measurement paradigm for TV; but what would that look like?

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Topics: TV Advertising, Addressable TV

The Unduplicated Reach Curve: Urban Myth or Reality?

Posted by JT White on Jul 16, 2019 1:00:00 PM

image credit: Rasulov/shutterstock.com 

As addressable TV comes within reach, you might wonder, “Now, can I know, with certainty, who is seeing my ads on television?” More importantly, “If I know who is seeing my ads on TV, can I understand and manage who sees what ads, on what devices and when with confidence?”

The answer: Maybe.

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Topics: TV Advertising, Addressable TV

Addressable TV Opens More Doors Than You Might Think

Posted by JT White on Jun 25, 2019 1:00:00 PM

image credit: Ola chahrour/shutterstock.com

For those of us who’ve lived in “TV-land” for most of our careers, the word “measurement” can bring up feelings of frustration, confusion and even longing. We are tantalizingly close to knowing exactly who we’re targeting, though taking full advantage of addressable TV still feels elusive.

The promise of addressable TV reads a lot like the promise of digital: the ability to reach known people with the right creative, surrounded by the right content. In previous blog posts, I’ve outlined what we can learn from digital. Here, I’d like to do a deeper dive into what the ability to target and measure can truly unlock:

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Topics: Addressable TV

Video: Legacy TV Sales Systems Need Immediate Progress, Not Disruption

Posted by JT White on May 21, 2019 1:00:00 PM

 

 

Replacing legacy systems that were built to power linear television advertising sales isn’t the answer to cope with today’s increasingly complicated selling landscape. It’s complementing those systems with an enterprise offering that frees up manpower, according to Furious Corp. Chief Product Officer JT White.

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Topics: Yield Optimization, TV Advertising, Addressable TV