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Video: How TV Sellers Can Maximize Yield by Hedging Their Bets (Part 7 of Learning Series)

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

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.

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Topics: Advertising Yield Optimization

How PROPHET Uses Data Science to Drive Portfolio Optimization

Posted by Ashley J. Swartz on May 5, 2020 1:00:00 PM

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.  

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Topics: Advertising Yield Optimization

3 Tenets of Portfolio Optimization Every TV Seller Should Know

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

Similar to investors, sellers of TV advertising should be actively managing their individual “assets” (i.e., their ad products) to ensure they’re optimizing the value of their portfolio, as described in a previous blog post. This calls for continuously assessing the relative contribution of each ad product category to total revenue and rebalancing available inventory allocation to ensure that clients are well-served and the greatest total revenue is achieved.

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Topics: Advertising Yield Optimization

Why Packaging Should Be Treated as a Yield Process, Not a Sales Function

Posted by JT White on Apr 14, 2020 1:00:00 PM

As a seller, you presumably have collections of content that you bundle together based on audience, event type, and other variables (e.g., programming related to birds or cars). Then, you offer those bundles to clients for a “package rate.” That rate is usually either discounted to entice clients to buy at volume, or it’s limited inventory that you can charge a premium for based on availability (think NFL games).

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Topics: Advertising Pricing & Planning, Advertising Yield Optimization

How Portfolio Optimization in Media is Similar to Investing in Securities

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

At Furious, we focus on helping TV sellers maximize the yield of their advertising portfolios. We’d like to unpack that concept for people who are more familiar with portfolio optimization in the context of finance.

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Topics: Advertising Yield Optimization

How to Harness Data From Your Streaming Service for Your Ad Business

Posted by JT White on Feb 18, 2020 1:00:00 PM

As more premium streaming services hit the market, potentially cannibalizing each other’s audiences, it’s important that companies making this sizable investment design their offerings in a way that supports their overall business.

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Topics: Advertising Yield Optimization

Understanding the Broadcast Portfolio Monetization Challenge

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

image credit: mrmohock/shutterstock.com

We all know that TV has gotten more complex—or, from my perspective, ripe with more opportunity. There are more commercial and distribution models than ever for TV (hello content!), which, in other industries, would spell opportunity to most incumbents with a strong portfolio of assets. 

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Topics: Advertising Yield Optimization

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

Breaking Down What Truly Drives Yield

Posted by Ehud Trainin, PhD on Aug 13, 2019 1:00:00 PM

image credit: one photo/shutterstock.com

Now that we’ve established that maximizing yield is crucial for video advertising businesses, let’s break down what actually impacts yield—and what solutions exist to help media sellers maximize it. Yield has two levers: price and inventory allocation. Media yield management—and ultimately successful improvement in yield—requires a strong foundation in two key areas: forecasting and optimization.

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Topics: Advertising Yield Optimization

7 Rules for Superior Video Yield

Posted by Ehud Trainin, PhD on Aug 6, 2019 1:00:00 PM

image credit: G-Stock Studio/shutterstock.com

The data is in: time spent with video each day is flattening—which means overall consumption is flattening as well. Tighter numbers mean now is the time to pay special attention to yield, making the most of revenue per spot. Since every media company is unique—with its own programming, ad inventory, and data—the business logic that predicts and determines the right pricing must be unique as well.

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Topics: Advertising Yield Optimization