JT White

Recent Posts

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: Television Advertising, TV vs. Digital

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: Television 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: Television Advertising, Linear TV, Yield Optimization

Lack of Sales Process Automation is Killing Your Sales Org...

Posted by JT White on Apr 30, 2019 1:00:39 PM

image credit: Photon photo/shutterstock.com

Let’s face it, folks, linear TV is not getting any easier. More screens, more measurement, more rate types all spell more work for your sales organizations. So with all that MORE, you know what there is less and less of…TIME.

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Topics: Automation, Yield Optimization

The Promise of Media in 2019

Posted by JT White on Mar 13, 2019 2:34:43 PM


image credit: Denizce/shutterstock.com

In 2018, media didn't get easier; but maybe we got smarter. 2018 was a fascinating year for media. We collectively moved past the “Blockchain” fad in Media because, well, it’s really hard to coordinate.

We saw more and more advertisers put the hammer down on fraud in ways they had only threatened to do before. We saw OTT/CTV take center stage with some huge announcements around direct-to-consumer offerings. And, maybe most importantly, we saw genuine movement around consolidated measurement; but even still, I find myself writing similar headlines for this article yet again.

Here’s what I learned about media in 2018. 

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Topics: Television Advertising, Linear TV, OTT