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How a Complicated Supply Chain Leads to an Ad Tax and Other Trends in TV’s Transaction Layer

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

It might surprise you to hear that most linear TV sellers are still driving 80% to 90% of their topline revenue from traditional, Nielsen-measured TV. While the future of TV is surely audience-driven, data-heavy and technology-enabled, it’s coming at us in slow motion. Rome is falling but only one brick at a time.

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Topics: Advertising Pricing & Planning

5 Ways Data Science Can Drive Higher Earnings Per Share (EPS)

Posted by Neil Schaffer on Sep 24, 2019 1:00:00 PM

image credit: Wright Studio/shutterstock.com 

In today’s media organizations, core business decisions are often made using Excel as the habitual tool of choice, overlooking the power of modern data science to improve outcomes. Big data can help you and your team forecast inventory more accurately to reduce makegoods, create data-backed rate cards that maximize value for each placement, and unearth insights from new, proactive reporting.

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Topics: Advertising Pricing & Planning, Advertising Yield Optimization

Harness Your Data to Stem Revenue Leakage and Cost Inefficiency

Posted by Neil Schaffer on Sep 17, 2019 1:00:00 PM

image credit: Gorodenkoff/shutterstock.com

Our recent white paper, “Spinning Data Into Gold with Data Science” lays out how media sales organizations, including broadcasters, operators and cable networks , can turn their data into useful and actionable insights, resulting in higher earnings per share (EPS). Companies that aren’t effectively harnessing their data risk lower performance through missed revenue opportunities and inflated costs.

Here are a few examples of areas that might be leading to “revenue leakage” and cost inefficiency. Gaps that may be closed by effective use of current data management techniques and data science.

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Topics: Advertising Pricing & Planning

Death by a Thousand Pivot Tables: The Problem with Excel

Posted by Trish Lemley on Sep 3, 2019 1:00:00 PM

image credit: suphakit73/shutterstock.com

Across the finance industry, the great Excel debate is alive and well, with ardent supporters on both sides. Why should those of us in media care what the finance industry thinks of Excel? Considering that many would say our businesses are duct-taped together with Excel, I think it’s worth some examination.

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Topics: Advertising Pricing & Planning

Discover the Secret Sauce for TV Forecasting

Posted by Ehud Trainin, PhD on Aug 27, 2019 1:00:00 PM

Image Credit: Wright Studio/shutterstock.com

As any media planner will tell you, forecasting views for TV can be overwhelming—and the consequences for mistakes can be huge. Underestimating the number of views means lost opportunity to sell inventory; overestimating results in a failure to deliver advertisers the guaranteed impressions promised and exposes a seller to liability risk.

We need to predict viewership days, weeks, sometimes months in advance, to carry out sales deals. Since views for linear TV can change drastically—even within the same series from week to week—what is a planner to do?

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Topics: Advertising Pricing & Planning

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: Advertising Pricing & Planning

Building the TV Rate Card of the Future: Part 2

Posted by Ashley J. Swartz on Jul 30, 2019 1:00:00 PM

image credit: chainarong06/shutterstock.com

Change your sales processes (i.e., don’t hamper your rate card changes before you’ve begun)!

Last week, we talked in detail about building a TV rate card of the future, built on data-driven decision-making to result in more optimal pricing. But, as we advised, making improvements to your pricing logic will mean nothing if you don’t hold people to the integrity of your rate card.

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Topics: Advertising Pricing & Planning

Building the TV Rate Card of the Future: Part 1

Posted by Ashley J. Swartz on Jul 23, 2019 1:00:00 PM

image credit: chainarong06/shutterstock.com

There are two levers you can pull to affect TV media yield: price and inventory allocation. Here, we’re going to focus on price. When working with clients who sell linear television on a spot basis, the most significant form of revenue leakage that we see is due to price variability—which itself is a symptom of pricing inefficiency. In other words, fixing your pricing optimization is the most meaningful, fastest way to make a significant impact to yield. And yes, if we’re talking about pricing efficiency, we’re going to be talking about TV rate cards.

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Topics: Advertising Pricing & Planning

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: Advertising Pricing & Planning

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: Advertising Pricing & Planning