To put it simply, addressable TV advertising makes it possible to deliver different commercials to different households as they watch the same show or live sports event.
What is Addressable TV and Why Are Buyers and Sellers Eager for More?
Topics: Addressable Linear Advertising
Video: How TV Sellers Can Maximize Yield by Hedging Their Bets (Part 7 of Learning Series)
This video explores the ways in which portfolio optimization in media is similar to investing in securities as well as the principles TV sellers should follow to maximize their yield. It’s the seventh in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 7.
Topics: Advertising Yield Optimization
Video: Why Demand for Addressable TV Far Outpaces Supply (Part 6 of Learning Series)
This video unpacks why buyers are hungry for addressable, why supply is so constrained and the potential risks for sellers of over-indexing on this one type of inventory. It’s the sixth in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 6.
Topics: Addressable Linear Advertising
Video: How Linear TV Sellers Should Respond to the COVID-19 Crisis (Part 5 of Learning Series)
This video unpacks how sellers of linear TV advertising should adapt their inventory management, pricing and data practices in response to the COVID-19 crisis. It’s the fifth in a series of educational videos Furious has produced in collaboration with Beet.TV. Below is a sampling of Part 5.
Topics: tv-advertising-trends
How Pricing Controls Can Prevent Revenue Leakage in the Era of COVID-19
I’d like to begin with a bold statement. If you haven’t redone your rate card across your entire portfolio of linear, spot-sold inventory during this lockdown period, you’re missing revenue opportunities.
Topics: Advertising Pricing & Planning
Video: Why the TV Advertising Industry Will Embrace Consolidated Measurement (Part 4 of Learning Series)
The following video provides an overview of traditional TV systems and workflows, job functions in TV buying and selling, and ruminations on the future of TV advertising. It’s the fourth in a series of educational videos Furious has produced in collaboration with Beet.TV. To explore Furious’ TV101 Dictionary, which is a companion piece to this series, please click here. Here’s a sampling of Part 4:
Topics: tv-advertising-trends
Resetting in the Wake of COVID-19: Why Active Inventory Management Is Crucial
The marketplace for buying and selling TV advertising has never looked like this before.
As if struck by a tornado, the majority of Tier 1 programming was wiped out. Live sports are gone entirely with no certain return date, and the volume of new primetime programming available for networks to unveil in the fall will be limited due to ongoing production delays.
Topics: Advertising Pricing & Planning
Video: Why True Cross-Platform Measurement Is Still Elusive (Part 3 of Learning Series)
The following video provides an overview of currencies of measurement and sale in TV and video advertising, ad targeting, the ad-tech stack and digital standards. It’s the third in a series of educational videos Furious has produced in collaboration with Beet.TV. To explore Furious’ TV101 Dictionary, which is a companion piece to this series, please click here. Here’s a sampling of Part 3:
Topics: TV Advertising Sales
How PROPHET Uses Data Science to Drive Portfolio Optimization
In a recent post, I described how every media seller should be focused on maximizing yield (i.e., the total revenue available from their pool of inventory), which represents an evolved way of doing business. Managing overall yield calls for continuously assessing the relative contribution of each ad product category to total revenue and rebalancing available inventory allocation to ensure that the greatest total revenue is achieved.
Topics: Advertising Yield Optimization
Video: Why Ad Loads Continue to Inch Upward (Part 2 of Learning Series)
The following video provides an overview of commercial models for TV and video, the rise of digital video, and the growth of ad loads. It’s the second in a series of educational videos Furious has produced in collaboration with Beet.TV. To explore Furious’s TV 101 Dictionary, which is a companion piece to this series, please click here. Here’s a sampling of Part 2:
Topics: tv-advertising-trends