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3 Common Mistakes Sellers Make with Addressable TV and How to Course-Correct

Posted by Ashley J. Swartz on Oct 20, 2020 10:00:00 AM

For more than two decades now, programmers and operators have wanted to emulate digital publishers’ ability to offer dynamic advertising to targeted audiences. The notion of applying sophisticated targeting on top of linear TV’s appeal and mass reach has been the holy grail, and it’s starting to come to fruition.

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Topics: Addressable Linear Advertising

3 Common Mistakes Sellers Make with Traditional Linear and How to Fix Them

Posted by Ashley J. Swartz on Oct 6, 2020 7:35:54 AM

The enduring appeal of traditional linear TV to national advertisers has lulled many sellers into a false sense of security—and no small amount of denial about the headwinds they face.

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Topics: Addressable Linear Advertising

3 Focus Areas to Make Your Addressable Linear Ad Business More Profitable

Posted by Ashley J. Swartz on Aug 4, 2020 1:00:00 PM

Addressable CPMs can be 10 to 20 times higher than a seller’s effective CPM across the rest of their linear portfolio, naturally leading sellers to want to sell as many addressable impressions as they can. But sellers need to be strategic in their approach to this channel because blindly offering as much of it as possible can negatively impact the value of remaining core inventory.

Providing addressable linear advertising is neither easy nor cheap for sellers. When you factor in headcount to manage extra volume, complexity of sales and execution, expense of data sourcing and data management, and legal compliance surrounding data privacy and security, the costs can wipe out the profit potential of selling inventory at high prices—particularly when inventory remains limited.

Here are three areas sellers should focus on to ensure that their addressable linear ad business is profitable in the context of their portfolio as a whole:

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Topics: Addressable Linear Advertising

What Are the Risks of Over-Indexing on Addressable TV?

Posted by Ashley J. Swartz on Jul 21, 2020 1:00:00 PM

Given the limited supply of addressable inventory and the high value to advertisers of a narrowly defined audience, it follows that many linear TV sellers view addressable as their most valuable inventory and want to sell as much of it as possible. Remember that addressable CPMs can be 10 to 20 times higher than a seller’s effective CPM across the rest of their linear portfolio. Sounds like a win-win/can’t-lose bet, but here’s the catch:

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Topics: Addressable Linear Advertising

Why Is the Supply of Addressable Linear TV Inventory So Constrained?

Posted by Ashley J. Swartz on Jul 7, 2020 1:00:00 PM

Brands and media buyers want their TV ads to reach specific consumers (think yogurt-eating moms in Duluth, not women between 18 and 54), just as they can do with their digital buys. And sellers with the data and targeting capabilities to offer addressable are eager to sell more of it due to the high CPMs it can command.

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Topics: Addressable Linear Advertising

What is Addressable TV and Why Are Buyers and Sellers Eager for More?

Posted by Ashley J. Swartz on Jun 9, 2020 1:00:00 PM

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.

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Topics: Addressable Linear Advertising

Video: Why Demand for Addressable TV Far Outpaces Supply (Part 6 of Learning Series)

Posted by Ashley J. Swartz on May 28, 2020 1:00:00 PM

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.

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Topics: Addressable Linear Advertising

Addressable TV: How MVPDs Are Leading the Way Via Linear Insertion

Posted by Ashley J. Swartz on Mar 10, 2020 1:00:00 PM

Though advertisers still tend to view TV as a medium for mass reach, investment in systems that can target specific households is growing, with addressable TV ad spend projected to reach $3.37 billion in 2020, according to eMarketer. That’s a drop in the bucket when you consider how much is spent annually on TV advertising, but a stunning amount given addressable started from zero not long ago.

Scale is still limited, but the growth curve for data-driven TV ad products is unmistakable. It’s now possible to deliver household-specific ads to 64 million U.S. homes, though only for a small percentage of linear inventory.

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Topics: Addressable Linear Advertising

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 Linear Advertising

Video: TV is Racing F1 With a Datsun

Posted by Ashley J. 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: Addressable Linear Advertising