Cut Through Complexity with Data-Driven Solutions

Posted by Trish Lemley on Jul 2, 2019 1:00:00 PM

image credit: HAKINMHAN/shutterstock.com

TV ad sales is a high-volume, fast-paced business with many clients to please, KPIs to track and deliver against and sales budgets to hit. As a result, TV sellers are pressured to come up with creative plans to reach their clients’ goals at the right price, all while leveraging their inventory. Too often, they are forced to rely on what they know advertisers will respond to, rather than exploring their entire house of wares. This is mainly due to the inability of systems to deliver quick and accurate information.

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Topics: Television Advertising, Inventory Management

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

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/shutterstock.com

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: Television Advertising, Inventory Management

TV’s Renaissance: Thank You Digital

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

image credit: rarrarorro/shutterstock.com

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: Television Advertising, TV vs. Digital

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

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 Beet.tv 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: Television Advertising, 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

Code Reviews: How to Effectively and Politely Critique Code

Posted by Dylan Brams on Apr 25, 2019 1:00:00 PM

image credit: REDPIXEL.PI/shutterstock.com

Programming is often a team effort for introverts. When working as a developer, you will run into decisions other developers have made that you consider mistakes.

It could be a data structure designed with three tightly bound tables. It could be a massive REST API managing all the company's requests with obsolete technology you need to extend or replace. It could include delicate, untested code that when modified, is likely to cause both personal and technical explosion.

I have built systems that contained all of these flaws, or worked with the (sometimes catastrophic) results. Working with and learning from other programmers is simply easier when you can critique their code effectively without offending them.

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Topics: Programming, Developers

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/shutterstock.com 

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: Television Advertising, TV vs. Digital