SAN JUAN, Puerto Rico – Media companies can improve advertising revenues by adopting software that helps to analyze sales data and automate workflows. Through the process of yield optimization, they can achieve gains of 8.5% to 10% in the first year.
“The goal is to maximize the value of all those ad products you have to sell, and the two levers of yield are price and volume,” Ashley Swartz, founder and chief executive of software firm Furious Corp., said in this #BeetRetreat interview with Rob Williams, senior editor for Beet.TV. “Ultimately in ad sales businesses, we typically have functions which are pricing and planning or inventory management.”
Swartz said she has seen many cases where media sellers rely on legacy systems to track operations, often keeping transaction histories confined in Excel spreadsheets. Enterprise software solutions can unlock that information. It also can make data more useful in identifying deviations from advertising rate cards and potential sources of waste.
“We don’t have media or ad-tech problems or advertising problems, we have business problems,” Swartz said of the TV industry. “What enterprise software does really well is it connects systems and data, and … offers it up to inform better decisioning.”
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