The Viewability Challenge: What's in Store for TV?

Posted by JT White on Oct 22, 2019 1:00:00 PM

image credit: metamorworks/shutterstock.com

Anyone who lived through the boom of digital video is sure to have opinions, memories, and potentially some nightmares of the creation, growth and eventual adoption of viewability. It was a necessary step but one that was wrought with loosely defined and adopted standards, competing “definitions” and, ultimately, heavy lift for operators and publishers.

And still, to this day, as Open Measurement comes to fruition with an ever-expanding set of delivery standards, there will be challenges ahead.

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Topics: Digital Transformation, TV Advertising

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: Forecasting, TV Advertising

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: TV Advertising, TV vs. Digital

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

The Unduplicated Reach Curve: Urban Myth or Reality?

Posted by JT White on Jul 16, 2019 1:00:00 PM

image credit: Rasulov/shutterstock.com 

As addressable TV comes within reach, you might wonder, “Now, can I know, with certainty, who is seeing my ads on television?” More importantly, “If I know who is seeing my ads on TV, can I understand and manage who sees what ads, on what devices and when with confidence?”

The answer: Maybe.

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Topics: TV Advertising, Addressable TV

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: TV Advertising, Inventory Management

Video: TV is Racing F1 With a Datsun

Posted by Ashley 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: TV Advertising, Inventory Management

TV’s Renaissance: Thank You Digital

Posted by Ashley Swartz on May 28, 2019 1:00:00 PM

image credit: rarrarorro/shutterstock.com

One of my favorite hip hop artists, LL Cool J, describes TV advertising today the way that I see it at a moment in time, better than anyone:

“Don’t call it a comeback. I’ve been here for years.”

I have considered framing my argument in a variety of ways. I could trash digital and discuss fraud, fake news, a lack of trust, etc. Or, I could simply use the size and inertia of TV and the stellar Q3 2018 Political revenue (which not only threw TV a bone but changed the power dynamic of our country). I could speak about upper funnel versus lower funnel, the power of reach for a brand marketer only attainable in TV, etc.

All of these would make for a potentially interesting blog post but would ultimately not be the whole story.

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Topics: TV Advertising, TV vs. Digital

Video: Legacy TV Sales Systems Need Immediate Progress, Not Disruption

Posted by JT White on May 21, 2019 1:00:00 PM

Replacing legacy systems that were built to power linear television advertising sales isn’t the answer to cope with today’s increasingly complicated selling landscape. It’s complementing those systems with an enterprise offering that frees up manpower, according to Furious Corp. Chief Product Officer JT White.

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Topics: Linear TV, Yield Optimization, TV Advertising