OTT/CTV
Category
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FunTranscript
00:00Welcome, everyone. Thanks for joining Tuesday Training.
00:04Today, we have a packed 45 minutes.
00:07We are covering CTV and OTT today.
00:11It's part one of a two-part series.
00:14We have Simplify with us on the call, and we're very lucky to have them.
00:19It's going to be a fun 45 minutes.
00:22The way we structured this training for both weeks is,
00:25regardless of your level of competency around OTT and CTV,
00:30we feel like you'll all benefit from the information shared,
00:33and we hope that you'll leave the next two weeks feeling more confident
00:37to share this with your advertisers,
00:38as we really have a big opportunity in front of us.
00:41As we know, more people are streaming than ever before.
00:45One reminder, please post your questions in the chat box.
00:48Since we have Simplify here, I want to make sure
00:51that all your questions are answered and addressed,
00:54so I will be checking the chat box while we hand it off to Simplify.
00:58Today, we have with us Larry Julius, Market Development Manager,
01:02who's been instrumental in putting this together this week,
01:06and our two special guests, trainers at Simplify, David McBee and Anne Krauss.
01:12We are going to start with an adorable Q&A video put together by Larry Julius,
01:20Nick Rowlett, and our really brave participants,
01:24so I'm really happy to share this with you today.
01:27Then we're going to hand it off to Simplify,
01:29and then I'll just wrap up with where to find additional resources.
01:34So I'm going to hand it off to you, Larry.
01:37Why, thank you, Ashley.
01:39So, surprise, there's a lot of people selling OTT and CTV other than us at Beasley.
01:46We have a lot of competition, and it seems that everyone with a laptop
01:50is offering access to the OTT and CTV inventory.
01:54But here's what I discovered, though.
01:56After many in-depth conversations with some top providers of OTT and CTV,
02:01including people at Spectrum, Hearst, Town Square, Sinclair Media,
02:06very few, if any of these people, were articulate
02:09in the intricacies of over-the-top advertising.
02:13My takeaway from these conversations was that here at Beasley,
02:18we could really differentiate ourselves among all of these competitors
02:22by becoming experts, right, is the other people aren't.
02:30The people at Town Square weren't experts.
02:31The people at Spectrum, at Hearst, they could sell it
02:34and probably selling it very well, but they weren't experts.
02:37So I think that's where our opportunity lies, and hence today's training.
02:43So are we experts already?
02:45I thought that we would find out by posing some basic OTT questions
02:49to a few of our brightest, most talented, and most productive sellers
02:53and managers here at Beasley.
02:55And here's what they had to say.
02:57Ha-ha, it's Tuesday morning.
03:12It's time for one thing and one thing only.
03:15Beasley knows best!
03:19That's right.
03:21Today's contestants...
03:22I don't know the answers, I don't know, actually.
03:24Jay Mulligan from Tampa.
03:27Chuck Powell, Charlotte, North Carolina.
03:31Jessica Police, Detroit.
03:34Sounds good.
03:35Joe Zerzolo, Philadelphia.
03:37I know all of this.
03:38Alan Annapole, New Jersey.
03:41I love Diet Coke.
03:42Adam Moscatel, Boston.
03:44Well, CTV stands for Connected Television.
03:50Your television is connected to your neighbor's televisions,
03:55the same programming within a quarter of a mile of your home.
03:59CTV, I'm going to have to go with QTV,
04:03because that's the channels that only show lions, tigers, and bears.
04:07Oh, my.
04:07OTT is anything that you place on top of your TV.
04:14Size definitely matters.
04:16With OTT, you can serve ads on multiple devices,
04:19including, obviously, a TV,
04:21but as well as mobile phones, computers, tablets, etc.
04:24For CTV, it's just on the TV itself.
04:27A very ordinary device.
04:41Always.
04:43He's A-Rod's second cousin.
04:45He plays in the farm system of the New York Yankees.
04:48Always visual off dial.
04:52It's advertiser-supported video on demand.
04:55CNN, ESPN, YouTube?
05:10Oh, that question's for me.
05:13Sling TV, Crackle, Tubi, Hulu, of course.
05:17Well, four ways.
05:27Game Boy.
05:28If you have a Game Boy from back in the day,
05:30you're able to access it through Game Boys,
05:32which is nice.
05:35You don't know that one.
05:39Comcast?
05:39An Amazon Fire Stick.
05:43Roku Stick.
05:45And a Smart TV.
05:46And some game consoles.
05:48We'd like to thank all our contestants here on Beasley Knows Best for playing today.
05:54Contestants will be staying at the luxury suites of their own respective houses.
05:57All contestants will walk home today with a lifetime supply of rice-a-roni they bought for themselves.
06:01No Beasley employees were harmed during the making of this video.
06:04At least we assumed so.
06:04We didn't actually check.
06:06We'd like to thank Jay, Chuck, Ellen, Jessica, Joe, and Adam
06:12for bravely participating in today's video.
06:16We're going to check back in with them all again next week
06:19to see how much better they do after today's training.
06:23You're really not going to want to miss that.
06:26Ashley?
06:32Ashley, you're muted.
06:34Can you hear me?
06:36Yeah.
06:36Okay, great.
06:37Thank you so much, Larry.
06:39Thank you so much, everyone who participated.
06:40That was adorable.
06:42So now I'm going to hand it off to David and Ann to teach us a few things.
06:48You people are crazy.
06:53All right.
06:53So I was asked today to provide you guys some OTT CTV training.
07:00And we went round and round about what content we wanted to cover.
07:04Obviously, there are some webinars in Bullseye.
07:07Hopefully, you guys have taken a look at those.
07:09But we landed on this idea of giving you a quick elevator pitch.
07:14Maybe five or 10 minutes on what we think are the important points of OTT CTV to share with your advertisers.
07:22And then we have some Q&A.
07:25We thought we'd open it up for you guys, ask questions, and just really have kind of a back and forth conversation.
07:31If you guys don't have some questions, Larry submitted about 712 that we can use.
07:36So you guys know me.
07:40I'm David McBee, director of training here at Simplify.
07:44And then I'm going to be chatting back and forth with Ann Krause.
07:47Ann, say hi.
07:48Hi.
07:49You guys have probably seen or met Ann as well in some of the training.
07:54And we're going to start off with me just pretending she is a business owner.
07:59Ann, let's say that you own a swimming pool store.
08:02Would that be all right?
08:03That's great.
08:04It's hot out.
08:04Absolutely.
08:06And I'm just going to share with Ann kind of the big overview of OTT CTV.
08:12To Larry's point, what is an expert, right?
08:18An expert is someone who knows this much more than the person they're talking to.
08:24But I do feel like being knowledgeable about this content and being confident in your knowledge will make a big difference for you.
08:33So as I go through this, I want you to kind of pay attention to that is my confidence and my excitement in the OTT CTV space.
08:42Okay, Ann, we're going to assume for the purposes of this presentation that we have done a proper needs analysis already, that I know a little bit about your business, and that you have asked me to share with you some information on OTT CTV.
09:00Sounds good.
09:00We're also going to assume that we have had conversations in the past about digital advertising in general, and specifically maybe targeted display.
09:11So we've talked a little bit about search retargeting or geofencing.
09:17So we're going to assume we have a base knowledge of that for the purposes of this presentation.
09:21Otherwise, it'll be very, very long.
09:23So Ann, I'm here to talk to you today specifically about OTT CTV, and there's a lot of confusion about what those terms mean.
09:34The IAB actually officially defined these terms, and we could use these official terms.
09:41OTT is an over-the-top is the concept, and it's this idea of content being viewed on desktop computers and mobile devices.
09:51Now, by content, I specifically mean long-form streaming content, so television shows, okay?
09:58Let's not complicate it beyond that.
10:00If a television show is being watched on your phone, your laptop, or your tablet, that's technically OTT.
10:07CTV is also long-form streaming television shows on a connected TV, and a connected TV can be through an Amazon Fire Stick or a Roku or Apple TV or something like that.
10:18The problem with those definitions, Ann, is that they get switched around.
10:26You could be talking to someone next week, and they'll refer to OTT as the television in their living room, or they'll call a TV show on their phone, the connected TV.
10:36That's okay, because there's no official governing body that has decided.
10:42The industry as a whole is just still confused about these terms.
10:45So, as I'm talking to you today, Ann, I'm just going to say OTT CTV to mean television shows on your computer, your laptop, your tablet, your phone, or a big TV, okay?
11:00Okay, sounds good.
11:02All right, now, for purposes of our conversation, do you watch some OTT CTV?
11:06Yeah, I think so.
11:10I think what you mean is, like, things that I stream.
11:13So, I watch Netflix, I watch some Hulu, some CBS All Access.
11:18Yeah, I watch a lot, actually.
11:20All right, perfect.
11:21And what device do you watch those things on?
11:25Usually, we have a smart TV, so we usually watch on that.
11:29But I also have a couple TVs that are not so smart, so we gave them a little Roku boost, and so I have Roku hooked up to two different TVs for the kids.
11:41Okay, and I know you travel a lot.
11:42Do you ever watch streaming TV when you're traveling?
11:45All the time, all the time, yes.
11:47And what device do you use for that?
11:49My iPad.
11:50Your iPad.
11:51Okay, so you're like a lot of folks out there that are watching television any way that they can, right?
11:57Now, I want to show you kind of some statistics about just how big this industry is, starting with this one.
12:04Advertisers, like yourself, are expected to spend about $5 billion in this space this year.
12:10I know that's why you've been asking about it.
12:12You've seen some of your counterparts starting to advertise in this space.
12:15So, this is a really relevant conversation for 2020.
12:18And I'm going to fly through some of these statistics because I don't want to bore you to death with this stuff, but I think it's important.
12:23So, the number of subscription to video demand services has grown globally and is growing ridiculously and will grow ridiculously by 2024.
12:35Now, you see a term there that says SVOD.
12:37That stands for subscription-based video on demand service.
12:41So, that's something that you just shared with me.
12:43That's a Netflix.
12:45That's a Hulu.
12:46That is an HBO Max.
12:49It's anything that you pay for to get that programming, okay?
12:53You have a subscription to it or a monthly fee.
12:56So, that's an SVOD.
12:57And that term is going to become important because the ads that we're going to deliver on your behalf, Ann, are going to be delivered in AVODs, which I'll tell you about here in just a second.
13:08The problem with these SVODs is that people are experiencing something called subscription fatigue.
13:13You know, $5.99 doesn't sound like that much for CBS All Access until you add it to Hulu and Netflix.
13:21And how much would you say you're probably spending on all your different subscriptions, Ann?
13:27You know, probably if you start to add them up, which I haven't done.
13:30Thank you for reminding me of that.
13:32But, you know, it is.
13:33It's like $10 here, $10 here.
13:35You know, eventually, there's probably some people who say, I might as well just go back to cable, you know.
13:41But, yeah, I've got – I've probably spent about $50 a month on a variety of different subscriptions.
13:46Well, here's where I'm going to disagree with you.
13:48Actually, people aren't going back to cable because they're spending too much on these subscriptions.
13:52And this is why I'm telling you this story.
13:55They actually start to search out and discover what I call – well, what is called an AVOD.
14:00And that's an ad-supported video-on-demand service.
14:04So, once we've cut the cable cord, we're pretty much invested in streaming television.
14:08You've got the Roku and the Amazon and all this.
14:10You don't really want to go back to cable, do you?
14:13No.
14:13God, it was – it's so – no, no.
14:16So, I'm going to tell you about AVODs.
14:18And if you don't know about these yet, you're still in the space where you're watching a lot of subscription stuff.
14:25But as you spend more, you're going to start to discover these AVODs.
14:29As an AVOD basically gives you television programming free of charge, your fee to watch them is to also watch commercials.
14:38Does that sound familiar to you?
14:40Yeah, like the 80s.
14:42Hello, 1982.
14:43That's how we watched TV, right?
14:45That's how we did it.
14:45Yep.
14:46Right.
14:46So, these AVODs are popping up all over the place, and people are discovering them.
14:51Here's a couple of examples of them.
14:53Maybe you've heard of them.
14:54Maybe you haven't.
14:55But that's okay if you haven't yet.
14:58You're going to love me because later on you're going to go find these, and you're going to discover the plethora of programming that exists out there on Pluto, Tubi, Crackle, Cheddarplex.
15:06There's hundreds of these AVODs available.
15:08And if you haven't heard of them yet, don't worry about that.
15:12Lots and lots of people have.
15:13And here are the three ways that people are discovering these AVODs.
15:17The first one, look at me, I just transported myself to Times Square.
15:19That's pretty impressive.
15:21The first one is advertising.
15:24You know, look at this.
15:25Tubi is free television, and they basically took out this big ad in Times Square just going head-to-head on Netflix.
15:33How many people have watched enough Netflix?
15:35They're tired of paying $15 a month for it, and they would be happy to just turn on something for free and watch a handful of commercials, right?
15:41So that's the number one way that people are discovering these AVODs is through advertising.
15:46And you can see ads like this on billboards, on taxi cabs, on bus stands.
15:52Even on TV, they're running their own commercials.
15:56Another way that people discover these AVODs, and this is probably something you've actually seen, is that they come preloaded on smart TVs.
16:05And when you plug in a Roku device, it just uploads all these apps automatically.
16:09So you've probably, inadvertently, even if you've got Netflix and Hulu, you've probably seen a Crackle or a Voodoo or some of these other ones, okay?
16:19Yeah, the logos look familiar.
16:21Yeah, right, exactly.
16:23And then the third way people are discovering these AVODs, believe it or not, is really simple.
16:27They just pick up the remote control on their connected TV, and they say something into it.
16:33The other day, my son and I were having a conversation about some of the best 80s sci-fi movies.
16:39And he grabbed the remote, and he goes, the Terminator.
16:42And sure enough, the Terminator came up, and I had a choice.
16:46And I could either pay $14.99 for it on iTunes, or I could hop over to Pluto and watch it for free.
16:54All I had to do at Pluto, of course, was watch a handful of commercials.
16:58So what do you think I did?
16:59I hope you just went to Pluto.
17:01What would you do?
17:02I'd go to Pluto, free.
17:04Exactly.
17:05And you're in the majority.
17:07Four out of five CT viewers watch ad-supported content, and over half of us say that we would watch free content over paying for it.
17:15We're tired of paying for these services.
17:18So what I want you to understand here, Ann, is if you haven't discovered these AVODs yet, you're about to.
17:24There is a lot of people.
17:25There are a lot of people already watching these AVODs, and this is where I'm going to be able to deliver your ads, okay?
17:32Okay.
17:32Now, you mentioned Hulu, so I just want to talk about that real quick.
17:35You could get ads on Hulu if you wanted, but Hulu is what's called a closed system.
17:41They don't let anyone resell their stuff.
17:45So if you wanted an ad on Hulu, you have to go direct to Hulu, and they have this huge waiting list, and the prices are very, very high.
17:52If you wanted to advertise on Netflix, you can't because there's no commercials on Netflix, right?
18:00So just put Hulu right there in the same category as a Netflix or an HBO Max.
18:04It's just not somewhere that we deliver ads, but I'm about to show you why that's not important, okay?
18:10Check this out.
18:12AVOD downloads have increased significantly.
18:14These stats actually came out in April of this year.
18:17Pluto went from 900,000 users to 3 million users, okay?
18:24Tubi went from 3 million to 4 million, and Voodoo was up 55%.
18:27So people are discovering and downloading these wonderful, wonderful free television opportunities.
18:36And then, okay, let's shift gears for just a minute.
18:38Most of us want to be able to advertise or watch television on any device.
18:4481% of us say that we want to watch it anywhere we want, and my slides are out of order.
18:51Son of a gun.
18:53Most of us are watching it on smart televisions, also on phones and laptops, okay?
19:00Yep.
19:00So big picture so far, this is a big place for people to buy ads.
19:07It's not where people immediately think.
19:09It's not these SVODs, but on these AVODs, which people are discovering little by little,
19:13this is where we're showing your ads.
19:14Now, I want to talk to you about why this is so important.
19:18They're very, very effective.
19:19Ads on streaming television are very, very effective because we are targeting a specific audience.
19:25Now, here's where things start to sound a little bit more like the digital conversation that you and I have had in the past, okay?
19:32You know that when you run traditional advertising, whether that's a billboard or radio ad, a TV ad,
19:38you're showing your ad to hundreds and thousands of people, maybe.
19:41You've got this amazing amount of reach, but how many of them want a swimming pool, Ian?
19:47Hard to say.
19:49You know, they just sell you on like this potential audience, and you hope for the best, I guess.
19:54Right, and you, I mean, we both know that if you're showing your ad to a thousand people,
19:59not all thousand of them want a pool or even live in a place where they can have a pool, right?
20:05But with targeted advertising, when you throw a little bit of data into the mix where you can target the right kind of audience,
20:13we're going to show less ads for you, but more of those people are going to be the kinds of people who want to buy a pool.
20:21Okay.
20:22All right, there's the, there's the, okay, I'll skip ahead.
20:28Here we go.
20:29Some of the things that we can measure.
20:31We're going to be able to tell you how many ads we deliver to your prospects, okay?
20:36We're going to show you the completion rate.
20:38That's how many people watch the ad all the way through.
20:40And by the way, that's 98% because the majority of these ads, almost all of them are non-skippable.
20:47People cannot skip these ads, okay?
20:49They have to watch them to get to the next part of their show.
20:52So that's very powerful.
20:54We're going to show you a list of the publishers where we delivered the ad.
20:57So I'll show you if I deliver them on Pluto or Fox News or CNN or HGTV.
21:03Now that's kind of unfamiliar territory for some people who have bought linear TV in the past, who get to pick and choose where they show their ads.
21:13And they get a schedule, right?
21:14Here, your ad's going to be on at two o'clock on CNN.
21:17For us, it's kind of the other way.
21:19We deliver to the right user and then report to you where and when we deliver or where we deliver.
21:24You have to switch your brain a little bit there, don't you?
21:31What's that?
21:31You have to switch your brain a little bit there, don't you?
21:34Yeah, and I'm about to explain to you why this is important, okay?
21:38We are not interested in targeting programs or channels.
21:45Now here's why.
21:48Help me understand what your target market looks like.
21:50Who's buying swimming pools from Ann Krause?
21:54Well, the people, you know, who are buying swimming pools generally are in a neighborhood that obviously that allows it.
22:00There has to be a certain income there because it is pricey, not just for the initial install, but for all of the upkeep.
22:06So there has to be an income level.
22:09And we're finding is generally families with young children.
22:12Also, people, we have found that we were able to find them because we know they were putting up some privacy fences.
22:21And so we had a feeling that maybe the privacy fence was because they were possibly in the market of having something to hide.
22:30And, you know, so there are some things that, you know, we hope when we do a radio or a TV buy that we're getting to the right audience.
22:39All right.
22:39And here's my next question for you.
22:41What TV shows does that audience watch?
22:46Don't know, do you?
22:48No idea.
22:49Yes.
22:49You could say, I want to run my ad on live sports.
22:51Hope, you know, but who knows what that person is, right?
22:55Right.
22:55So what we do, Ann, is kind of backwards.
22:58Instead of picking and choosing the shows and channels and hoping that we're showing your ads to the right audience.
23:04Instead, we build the audience to begin with.
23:06Very much like digital, we use data.
23:08We use the searches that they're doing.
23:11So if somebody's searching for above ground pool versus in ground pool, or if someone's doing a search for, do I need a privacy fence for my pool or HOA pool rules?
23:21Is that someone you'd want me to show your ads to?
23:24Absolutely.
23:25Those are my peeps.
23:27Exactly.
23:28Okay.
23:28So that's part of how we build the audience.
23:30Then we're going to use some geographic data or use geofencing.
23:34Do you have some competitors in town that have pool displays?
23:38Yeah, there's two major competitors that have them out, like some of them even in the parking lot.
23:44If I could show ads to the people who visit your competitors, would that be something you'd be interested in?
23:49Yeah.
23:50Yeah.
23:50Okay.
23:51And then if I could create this ideal demographic that you've just described, maybe it's someone who has a high income, high household income.
23:59Maybe they have a great credit score.
24:00Maybe they're married with kids.
24:03We know they're a homeowner and not a renter.
24:06If I could design that audience and target that audience, would that be of value to you?
24:10Absolutely.
24:11Yeah.
24:12That sounds great.
24:13All right.
24:13So imagine that paired with TV advertising.
24:17We've got this ideal audience and then we reach them in their homes on all of their connected devices, their smartphones, their laptops, their TVs, while they're watching television.
24:28And we can show them your 30-second commercial, help them see your beautiful pools and, you know, just get them all fired up about that.
24:35And then we could actually measure the people who have come to your website after seeing the ad or visit your store after seeing the ad.
24:43How's that sound?
24:46Wait, say that again.
24:47So if someone is watching one of these AVODs, they see my ad and then they go on my website, you can tell me that?
24:58That's right.
25:00And I love how you're feigning that you don't know any of this.
25:04I'm sorry.
25:04I broke character, but that was just awesome.
25:07Okay.
25:07Yes.
25:08If we deliver an ad in their home and then one of the devices in their home visits your website, we use something called cross-device matching to see that that device came from the same household.
25:19And we will report to you that, yes, this person who we delivered an ad to, this household that we delivered an ad to, we can't be sure it's the same person.
25:27But the household visited your website or they leave the house and they take this with them and they have location services on, which by the way, 90% of us leave our location services on and they come to your store.
25:38I'll draw a geofence around your store as well so that we can track that too.
25:43So big picture, people are adopting this new way of watching television.
25:48People are discovering these AVODs.
25:50Meanwhile, we're building you this really relevant audience, delivering ads to that audience while they're watching television on any device.
25:59Then if they act on the ad, if they go to your website or come to your store, we're going to be able to report that and measure it to you.
26:05Pretty exciting stuff, right?
26:08Now, you are in the right place at the right time talking to the right guy, by the way, because the ad volume, the ads, the number of ads that are out there right now has increased by 320%.
26:21Okay.
26:22And here's the crazy part, Ian.
26:25OTT TV accounts for 29% of TV viewing, but has only captured 3% of TV budgets.
26:33Okay.
26:34So this is where you want to invest your money.
26:37This is the audience that you want to reach.
26:40So I'm going to put together a presentation or a proposal for you.
26:47How many pools do you want to sell?
26:49How much money you got?
26:50How much do you want to spend with me?
26:51Blah, blah, blah, blah, blah, blah.
26:52Okay.
26:53So with that, I would like very much to open up the chat and get your reactions and or questions and just see what you guys have to say.
27:07And if we don't get any questions or feedback in the chat, then we'll turn to that list of questions that we have and start answering some of those.
27:18What do you got for us, Ashley?
27:19Anything?
27:20I'm looking at the chat and I haven't seen anything yet.
27:25So while we wait for that, Ashley, do you want to pick out one of the questions on that list or should we just grab some of them and start going down them?
27:33Yeah, just grab some of them and start going down.
27:37Okay.
27:37And I did the heavy lifting for the last 10 minutes.
27:40So why don't you grab one of those?
27:41I was an excellent actress, by the way.
27:45You made me break character.
27:46You were so good.
27:47So we did get a question.
27:49Can we get this deck?
27:51Yes.
27:52Here's a question.
27:53For the conversion fence, can you track which location it's coming from?
27:57For example, can a multiple location franchise check to see what stores are having most success from the campaign?
28:03Yes, they can.
28:04Absolutely.
28:05And that is an excellent question because then you'll be able to see perhaps which neighborhood is performing better.
28:12So in my pool company, I could tell what neighborhoods people were coming from.
28:16I would be able to tell which stores were getting more traffic, the whole bit.
28:21Yes.
28:21How does this differ from what TV stations are offering with their own OTTC TV services?
28:28It's a great question.
28:29In some cases, we don't really know exactly.
28:32But what we can tell you is that with our targeting based on audiences, it's going to be different than if they're going to say you can get the Bachelor on broadcast as well as the Bachelor on OTTC TV.
28:43So you have a much stronger targeting capability when you do it with Simplify than you would if you're doing it with a TV station.
28:56But, you know, unless we see their pitch and see what they're getting, it's going to be hard for us to say exactly how it's going to be different.
29:03And I want to jump in on that one just a little bit.
29:06A lot of the TV stations are just moving eyeballs.
29:09They're just saying you're used to buying these sitcoms or live sports or news.
29:16And because people are shifting to OTTC TV, we're also going to put your ads over there.
29:21So they're just moving the ads to a place where they're just delivering the same thing they've always delivered, but without all that targeting that we just talked about.
29:31And they'll pitch it like it's premium content.
29:34Oh, you're going to be on these really good channels and these really good shows.
29:38But my reaction to that is, who cares?
29:42Who cares what the show is?
29:44Who cares what the channel is?
29:45If the person isn't a homeowner who can afford Ann's pools, I don't care.
29:51If the person hasn't shown any behavior that they're interested in a pool, I don't care.
29:55I would rather show them an ad while they're watching an episode of Fantasy Island from 1979 if they have been to my competitor's pool store than get them on something that's new and current.
30:10So for my money, it's all about the targeting and the audience and less about the content and the premium channels that they like to brag about at the TV stations.
30:20And that's the one thing that I know we find that is the big aha moment for a lot of sellers is that you are not following, you're not selling a network, you're not selling a program, you're selling that audience.
30:32And so if that audience wants to go watch Sanford and Son all day long, let them.
30:36And if they visited my site or if they visited, you know, my pool store, then I want to reach them and I'm not going to judge them by their viewing history, right?
30:50Let's see, do we see, do we ever send a list of places we may serve as an example?
30:56Yes, we do have some of the logos that David had in the script were one thing.
31:01And I think Ashley has the slide that has a whole bunch of the different logos that show the potential.
31:06Ashley, if you don't have that, then let us know.
31:08We can get that for you.
31:10And before we leave that question, it's okay to tell your advertiser you'll be on channels like Pluto and Voodoo and blah, blah, blah.
31:19But then follow that up with, but who cares and here's why, right?
31:23Help them understand that that's not really a relevant question.
31:27It was 10 years ago, but today it's really about the audience.
31:32So it's okay to say, yes, here's your answer, but here's why that's not important.
31:38Okay, the difference between OTT and video pre-roll.
31:42All right, so video pre-roll is going to be something that's going to happen if you are watching the weather channel or a news station
31:50and you click on something and you want to see something within that publisher's site that's video.
31:57Maybe it's a news story.
31:58You are going to have pre-roll, meaning something that's going to play prior to that story.
32:05Say you go and you're looking for a food recipe or something and you want to watch somebody make it.
32:10You might watch pre-roll prior to that happening.
32:14So these are going to be short form.
32:15These are going to be things that are going to be part of a website's content.
32:18OTT-C TV is going to be longer form and it's going to be on a lot of these channels without the use of cable
32:25and it's going to be within a television program.
32:29So it's going to fall in there just like a regular, when you're watching regular TV
32:33in which a commercial falls within the programming.
32:37David, do you want to add anything to that or should we, how do you have this?
32:40How do you nail that? That's great.
32:44Comcast, I don't know about what Comcast is selling.
32:46Are they only delivering through Comcast sources?
32:49I am not familiar with Comcast's operation and how they're selling programmatic.
32:55I would imagine it is probably within their own walled garden.
33:00So they're probably selling OTTs to their own subscribers,
33:04which means they're again selling programming and they're not selling audience.
33:10So before we leave that one, let's have a quick conversation about selling against competitors,
33:18especially when you don't know what they are offering, right?
33:22And if you guys have attended my trainings, you may have already heard this before,
33:26but I always ask the business owner who is considering the competitor
33:30or maybe they've already bought from the competitor,
33:33I always ask them, are you 100% happy with that?
33:36You know, Ann, just role play with me just a little bit.
33:39Tell me you already bought some OTT from Comcast.
33:43Yeah, so yeah, I already have OTT.
33:45I don't need your stinking OTT.
33:49Okay, Ann, are you 100% happy with what you're buying from Comcast?
33:54Be honest with me.
33:55It's okay if you are, but are you 100% happy?
33:58That's tough.
33:59I don't think I am.
34:00No, I would say I'm probably like 90% happy.
34:04Okay, 90% is really, really good.
34:06I'm happy to hear they're taking very good care of you.
34:09Tell me about that 10% though.
34:10What is making you unhappy?
34:13The reporting.
34:15I get this thing in the mail or get this thing in email and I have no idea what it is.
34:20Well, that is ironic because reporting happens to be my specialty, right?
34:26Maybe Comcast is providing you something that's very good.
34:28And I know that what I provide is very good, but my specialty is exactly what you need.
34:34I'm going to make sure to come to you with really good reporting and I'm going to walk
34:38you through exactly what it is and what it means.
34:41So if that makes a difference, can we go ahead and talk about my product?
34:46Sure.
34:47Give it a shot.
34:47All right, guys.
34:48So what I just did there, it's three question, little tactic.
34:51Are you 100% happy?
34:53And when they answer, you ask them, what percent unhappy are you?
34:57And then you ask them about why they're unhappy and they will give you the keys to how to sell
35:03them.
35:03I suddenly was just an expert at what she needed me to be an expert at.
35:07So I don't need to completely understand all of my competitors.
35:12You will be overwhelmed if you try to do that.
35:15You will never be able to keep up with what all of your competitors offer.
35:19So learn those three questions.
35:21And if Ann says, yes, I'm 100% happy and she really means it, just go find an easier
35:26prospect because that's going to be a very, very hard battle to fight.
35:33Okay.
35:34Question here for clients.
35:35They may want to do OTTC TV but don't have quality video.
35:38Can they use a slideshow with voiceover?
35:41The providers of these services, the exchanges that are taking these videos are quite picky
35:49on the quality of what something that happens.
35:52So we have, you know, they may, they, it might just be the exchanges that do not take that
35:59quality video.
36:00We do have specs that we follow for the size of the video and for the length of the video
36:06and that type of thing.
36:07And we are finding that a lot of the publishers are getting a little more finicky that meaning
36:13that you're not going to, you're not going to be able to bid, meaning we're not going
36:16to, your ads will not serve in certain areas because the, the, you're not checking all the
36:21boxes in some of these videos.
36:22There are plenty of services that are actually available to create videos or to, you know,
36:31something that they could actually do so that I would actually make sure that you actually
36:35do the thing, you know, where you get an actual video prior to going, trying to, trying to get
36:43something on rather than slides in a voiceover.
36:48Is that good for that one?
36:49Is this the, the question is, is this, is what we're talking about, is this the equivalent
37:00to Cable's addressable campaigns?
37:03What we have for OTT CTV, remember David talked about the behavioral, then there's the location,
37:09and then there's the demographic.
37:13We have addressable campaigns in which you can choose, you can provide a list for us, or you can
37:18actually choose the demographics that you want within that.
37:22What someone else might be doing with addressable is they might just be sending ads to different
37:29lists that they have as part of their subscription services.
37:33So they may not, again, have that targeting capability that we have because we are creating
37:38a certain list of addresses for you, as opposed to just sending something out blanket.
37:45It's like that difference between direct mail and doing something addressable.
37:48There's much less waste.
37:51David, do you want to add anything to that one?
37:54Yeah, the Cable companies have an advantage when they're, when they have a set top box in
37:59people's homes.
38:00So they really are able to reach specific homes directly, which is fine.
38:06But as more and more people cut the cord, their ability to reach those households just diminishes
38:12every single day.
38:15So also what they use to target someone based on an address is usually the basic information that they
38:22have on that person.
38:23So when I had Comcast, they probably knew a few things about me, my age, my gender.
38:30Maybe they might even know if I was married.
38:33I don't know.
38:33They know what I watch, but they don't really know if I was doing a search on Tuesday for
38:39swimming pools, right?
38:41So until they can pair my online behavior and my external geographic behavior with their
38:50product, they're not going to compare to what we have.
38:52Let's see.
38:58I think we've covered everything.
39:00Let's see.
39:00Do we have a list of the targeting categories and options?
39:04I believe, Ashley, do you have that list?
39:08Yes.
39:09And I'll make sure that all of these answers and questions are organized as well as all of
39:15the targeting capabilities as well.
39:16I think at the end of the day, the message that we really want you guys to understand
39:24is there is an OTT CTV story.
39:27It's about growth.
39:29It's about consumption.
39:31It's about AVODs versus SVODs.
39:34That is part of the story.
39:35You have to tell a business owner, especially if all they have is Netflix and Hulu.
39:40I remember being dragged along on one of my very first OTT CTV calls and the guy said,
39:45well, can you deliver ads on Netflix?
39:47I was like, Netflix doesn't have ads.
39:49And he said, can you deliver ads on Hulu?
39:51And I was like, no, that's a walled garden.
39:53You have to go direct to Hulu.
39:54And he's like, he just shut me down.
39:56He did not want to hear anything after that.
39:58And I struggled with that.
40:00I have come to realize that our conversation is about targeting.
40:04It's about audience.
40:06It's about how we are going to waste less ads by choosing people who have exhibited through
40:13their behavior, their geography, or their demographic, that they're the right audience.
40:17So that's the conversation you want to have.
40:19It's basically the same conversation that you've been having regarding selling display.
40:26All OTT CTV is, is another way to deliver their message.
40:31It's the same thing that we used to say about, you know, I don't want my ads on that stupid
40:34ant smashing app or something.
40:36Well, if that's where your prospect was going, then you need to go there.
40:40Then, you know, who, why do you care what app they're on?
40:42Just because it's not an app that you want.
40:44It's the same thing with a TV show.
40:46You know, if it's the same, same audience, just going to a different channel.
40:51Our research is our research data.
40:54How is our research data source?
40:56Everything is in the slideshow itself.
40:58You'll see that there is the down at the lower part of the screen.
41:02We actually have all of the stuff sourced.
41:04So you don't have to worry about that.
41:06Wait, hang on.
41:07I'm not sure that, Jerry, help us understand that question.
41:12Do you mean the research I shared with you today or the data that we get on our audiences?
41:17Oh, good question.
41:19All right.
41:28Well, if you mean our, yeah, okay, data for targeting our audiences.
41:33Most of our demographic data comes from third-party offline purchases, third-party offline publicly available data, self-reported data.
41:47So every time you fill out a survey or something, you say, I'm a, you know, I'm a male age 40 to 50 or whatever.
41:54It comes from credit bureaus.
41:57A lot of it comes from the credit bureau datas.
41:59And a lot of it is offline purchases.
42:01No, the data for our targeting of our audiences.
42:04That is what I'm answering, actually.
42:06We use that data to create lists.
42:10And then once we've created the list, then we target those people in their homes.
42:16So, okay, let's just back up and rebuild from the beginning.
42:21If Ann wants homeowners, I have that data through a credit bureau, right?
42:26If Ann wants people of a certain household income, that information comes from probably a credit bureau.
42:33If she wants gender or families, that may come from publicly available data.
42:40And so we create the list.
42:42It might be 1,000 people within a 10-mile radius of Ann's store who fit those qualifications.
42:48Then we upload the list of addresses, draw a geofence around each and every single home that was on the list.
42:53And then we target the people in their homes on all of their devices.
42:56So I hope that answers your question.
42:59And the other thing that we can do is if I actually want to make sure that I don't waste any impressions.
43:05Like, say, I just wanted to do a neighborhood and I didn't want to waste any impressions on people who already have a pool.
43:11I can exclude those from a list so that I'm not wasting those impressions.
43:17Another point that I really would like to make is that, you know,
43:20I don't know how long you guys have been selling digital in your careers,
43:24but 10 years ago, targeted display or programmatic was on everybody's lips, right?
43:31Everybody wanted to get in on this idea of targeting based on behavior, right?
43:36A relevant audience.
43:37Before that, you just, if you were selling Nike shoes, you just showed your ad to everyone.
43:42And then programmatic came along and you could start showing your ads to athletes or runners, right?
43:47And then a few years ago, five, six years ago, mobile came along and everybody wanted their ads on these devices because we're so addicted to them.
43:55We're watching, you know, we look at them three and a half hours a day, right?
43:59Today, that is, same thing is happening.
44:01That land grab, it's a gold rush and it's happening with OTT CTV, okay?
44:07So the conversation is really not that different.
44:10It's a behavioral data created audience that we used to deliver display ads on the computer screens.
44:16Then we'd started delivering ads on mobile devices.
44:19And now the conversation has just shifted to OTT CTV.
44:23So hopefully, you know, that minimizes any anxiety you have about learning this new product and being an expert on OTT CTV.
44:34You don't have to be.
44:35You need to be an expert on targeting, on behavior, on data, on digital audiences,
44:41on relevancy of an audience, and realize that OTT CTV is just the delivery method.
44:48And this was already taken off, guys.
44:50This was already, at the end of last year, it was already going like gangbusters.
44:54And then this pandemic just gave this a megaphone in which everything just,
45:00everybody started to say, well, we're all home.
45:02And, you know, there was so much more time.
45:05And that time and then worries about some dollars here and there.
45:10We're watching 60% more content now than we were prior to the pandemic.
45:15And most people are saying they're not going to change.
45:17They're viewing behaviors once we go back to whatever we consider normal to be, whenever that is.
45:22So there's a ton of opportunity there.
45:26And it's not that you have a 24-hour day anymore.
45:29You have an audience and you follow that audience, each individual person, wherever they go.
45:37Awesome, guys.
45:38I can't thank you enough for sharing all of this information, answering all these questions.
45:42I really feel like today was a success and we're better for it.
45:47So I appreciate you guys jumping on today's call.
45:49So I know you guys, someone asked if we have a list of questions that you would like to have
45:57to be able to be better armed in the field.
45:59And Larry did a lot of research and sent over a bunch of questions over to David and Anne.
46:04So we're going to make sure that we have all of that organized for you.
46:08And then also additional resources.
46:11So, oops, I just dropped.
46:14I usually send a recap email at the end of the day with the recording.
46:20And then I'm also going to send live links to additional training videos for OTT and CUTV.
46:26So you guys will have that.
46:28And of course, you can go to Beasley Academy to see today's recording and any other training material as well.
46:34If you have additional questions, reach out to me anytime and we'll see you guys next week.
46:39Thank you so much for today.
46:41Talk to you soon.
46:41Bye.
46:42Bye.
46:43Bye.
46:44Bye.