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Lack Of By TV Sellers Carries A Big Cost: Furious Corp.’s Ashley J. Swartz | Beet.TV

So Swartz and her team took a step back and regrouped. In 2016, Furious on-boarded more than 15 media companies, mostly from North America, including the largest ones, onto the platform. It chose seven of the 15 to use in a revenue linkage analysis involving at least a year of transactional data—campaign-level and in some cases spot-level—to examine pricing and inventory utilization.

“Across most of those clients, what we found was that ultimately, pricing inefficiency and the lack of optimized pricing was what was driving a lot of the cannibalization of yield or the revenue that was leaking as a result of it,” Swartz explains.

One surprise in particular was based on the presumption that media sellers still cling firmly to their advertising rate cards.

“But ultimately, when you start to unpack consistently every client you see such extreme volatility in pricing, and that is ultimately what is driving the opportunity cost of not maximizing yield,” with the exception of syndicated TV, says Swartz, .

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Lack Of Yield Optimization By TV Sellers Carries A Big Cost: Furious Corp.’s Ashley J. Swartz – Beet.TV.