Global  

How Linear TV Sellers Should Respond to the COVID-19 Crisis: #BeetU, Session 5

Video Credit: BeetTV - Affiliate - Duration: 32:43s - Published
How Linear TV Sellers Should Respond to the COVID-19 Crisis: #BeetU, Session 5

How Linear TV Sellers Should Respond to the COVID-19 Crisis: #BeetU, Session 5

The accompanying video unpacks how sellers of linear TV advertising should adapt their inventory management, pricing and data practices in response to the COVID-19 crisis.

It’s the fifth in a series of educational videos Furious has produced in collaboration with Beet.TV.

Below is a sampling of Part 5: Here are three universal truths of linear TV advertising sales: 1.

One of the largest causes of revenue leakage is price variability.

2.

Sellers have tended to be overly reliant on live sports and other high-value programming, resulting in high operational costs and inefficient inventory utilization.

3.

Data isn’t readily accessible to make real-time pricing, revenue and inventory management decisions.

Our industry, like most, is in the middle of a crisis, and the response thus far has been steeped in traditional thinking.

We’ve seen linear TV sellers discount spot prices to drive volume and introduce shiny new objects (i.e., new ad products) to attract incremental revenue.

This is in lieu of doing the more difficult but profitable work of implementing data-driven pricing and inventory management practices.

For starters, if you haven’t redone your rate card across your organization’s portfolio of linear, spot-sold inventory during the lockdown period, you’re leaving money on the table.

And now that live sports and other high-value programming are gone for an extended period, sellers need to redefine premium inventory.

To minimize revenue leakage due to pricing variability, sellers also need to implement pricing controls to ensure that inventory is sold for its correct value.

This is especially important now that the value of some inventory has sharply increased due to constrained supply and less competition for viewers.

To learn more about how pricing controls can prevent revenue leakage in the era of COVID-19, click here.

– Ashley Swartz CEO & Founder, Furious Corp.

This video is part of #BeetU – our weekly educational series for advertising and media during the COVID-19 crisis, hosted by Ashley Swartz, CEO of Furious Corp, longtime Beet contributor and the Dean of #BeetU.

Whether a newcomer or a titan, we invite you to join us for this educational series during this reset – live-streamed Wednesdays at 1p ET on Andy’s LinkedIn and Ashley’s Twitter feed.

Weekly Schedule:* Session 1: “TV: Broadcast and Cable”: An overview and history April 8, 2020 Session 2: Commercial Models for TV & Video; Ad Load; Rise of Digital Video; Video Advertising Products; Data Driven TV Products April 15, 2020 Session 3: Ad Targeting; Ad Tech Stack; Currencies of Measurement & Sale; Digital Standards April 22, 2020 Session 4: Traditional TV Systems & Workflows; Jobs, Roles & Functions in TV Buying & Selling; Future of TV Advertising April 29.

2020 Session 5: Economics of TV: the role inventory management pricing play in portfolio optimization for sellers May 6, 2020 (*subject to change)

0
shares
ShareTweetSavePostSend
 

You Might Like


Tweets about this


Related videos from verified sources

Dunkin’s Keith Lusby: Reacting to COVID with Kindness [Video]

Dunkin’s Keith Lusby: Reacting to COVID with Kindness

How does a brand that depends on customer routines respond quickly to a crisis like COVID? In a Beet.TV interview, Keith Lusby, vp of media for Dunkin’ Brands, discussed how consumers want to align..

Credit: BeetTV - Affiliate     Duration: 05:11Published
Make India self-reliant by turning crisis into an opportunity: PM Modi [Video]

Make India self-reliant by turning crisis into an opportunity: PM Modi

While addressing 95th Annual Day of Indian Chamber of Commerce (ICC) on June 11, Prime Minister Narendra Modi said that self reliant India is a turning point. He said, "Every citizen of this country..

Credit: ANI     Duration: 01:36Published
Is Now the Right Time to Start a Business, and How Can I Manage My Cash Flow? [Video]

Is Now the Right Time to Start a Business, and How Can I Manage My Cash Flow?

In a previous video, Xero U.S. Country Manager Ben Richmond and certified public accountant Amanda Aguillard broke down how business owners can optimize cash flow during a crisis...

Credit: Entrepreneur     Duration: 10:01Published