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How to Activate Your VOD Library If Premium TV Doesn’t Come Back Soon

Posted by JT White on Sep 15, 2020 1:00:00 PM

We continue to live in a weird time with high uncertainty. Although it sometimes feels like a semblance of normalcy could be returning, it’s also clear that things can quickly turn the other way.

Likewise, the fate of premium content this fall is still very much unknown. Although studios should theoretically be able to limit access and institute intelligent procedures in order to resume production, one virus carrier can set off a chain of events that puts everything in jeopardy—as we’ve seen with Major League Baseball.

For that reason, content providers need to have a thoughtful plan B. Although networks might be inclined to lean on recent reruns or old standbys like “How I Met Your Mother” or “The Big Bang Theory,” now would be a smart time to look into the extent of your catalog and make more of it available on VOD.

If we’ve learned anything from the streaming wars, it’s that a range of content can have a firm place in the hearts of millions of viewers—from decades-old movies and shows to recent programming with small but intense cult followings. Obtaining VOD rights may be less expensive and easier than airing rights for linear TV content, and there’s no time like the present to start converting traditional linear advertising dollars into digital ones. Given the prevailing uncertainty, going all in on your VOD library is a smart idea.

Here are three steps to get started.

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Topics: TV Advertising, Inventory Management

Why There’s Reason to Be Optimistic About the 2020 Fall TV Season

Posted by Darrin Helfers on Sep 8, 2020 1:00:00 PM

Like everything else in 2020, the fall TV season will be an exercise in creativity and adjusting on the fly as uncertainty reigns supreme.

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Topics: TV Advertising

Why Sellers Need to Roll Back the Tide of Increasing TV Ad Loads

Posted by Ashley J. Swartz on Aug 18, 2020 1:00:00 PM

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Topics: TV Advertising, Data Science

Why Data Science Should Drive Your NBA and NHL Playoff Rates

Posted by Darrin Helfers on Jul 14, 2020 1:00:00 PM

As of press time, the NBA and NHL are poised to return for the playoff season, which is a huge boon for the TV advertising ecosystem and for sports fans.

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Topics: TV Advertising

How TV Sellers Should Prepare for the Possibility of No NFL This Year

Posted by Darrin Helfers on Jun 30, 2020 1:00:00 PM

When live sports disappeared before our eyes in mid-March, many of us in the industry saw the pandemic in a dramatically new way. The virus became real. Aside from wondering how it would affect us and our families, there was real worry as to what advertisers and broadcasters would do in the absence of sports.

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Topics: TV Advertising, Inventory Management

Why Advertisers Should Take Notice as Golf Returns to the Fairways

Posted by Darrin Helfers on Jun 23, 2020 1:00:00 PM

Golf returned to tournament action with the Charles Schwab Challenge in Fort Worth, Texas, earlier this month, which was a watershed moment for live sports in the wake of the pandemic.

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Topics: TV Advertising, Inventory Management

Video: Why the TV Advertising Industry Will Embrace Consolidated Measurement (Part 4 of Learning Series)

Posted by Ashley J. Swartz on May 14, 2020 1:00:00 PM

The following video provides an overview of traditional TV systems and workflows, job functions in TV buying and selling, and ruminations on the future of TV advertising. It’s the fourth in a series of educational videos Furious has produced in collaboration with Beet.TV. To explore Furious’ TV101 Dictionary, which is a companion piece to this series, please click here. Here’s a sampling of Part 4: 

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Topics: TV Advertising, TV 101

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: Yield Optimization, TV Advertising

5 Takeaways to Help TV Sellers Navigate Changing Macro Conditions

Posted by Ashley J. Swartz on Mar 17, 2020 1:00:00 PM

Changing audience behaviors and the infusion of data on both sides of the value chain are forcing programmers and distributors to evolve from pure content creators and infrastructure owners into technology companies, like it or not.

These companies are making tech investments that would have been unheard of a decade ago. Take NBCUniversal, which is betting big on its own streaming service instead of letting Netflix own the audience for beloved shows like “Friends” and “The Office” indefinitely. Or Dish and Sling, which launched their own vMVPDs to distribute live and on-demand linear TV over the internet.

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Topics: Yield Optimization, TV Advertising, Addressable TV, TV 101

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: TV Advertising, Addressable TV, TV 101