Building the TV Rate Card of the Future: Part 2

Posted by Ashley 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: Yield Optimization, TV Advertising, Rate Cards

Building the TV Rate Card of the Future: Part 1

Posted by Ashley 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: Yield Optimization, TV Advertising, Rate Cards