Beasley OTT_CTV Training.mp4
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00:00Fantastic. Okay. So welcome, everyone. My name is Sarah Bello. I'm Director of Partner Growth at Frequence. Some of you guys have been to some of my trainings. I'm based here in Nashville, so reporting live from Nashville, Tennessee.
00:16This training will probably only be about half an hour. We've blocked an hour, but you guys are probably going to get some time back on your calendar because there's not a ton to dive into, but you guys might have follow-up questions, and that's fine.
00:27If you forgot to ask us something on today's training, just shoot Josh and I a note, and we'll get back to you.
00:32We also have a resource library, and within our resource library, there's tons of FAQ questions.
00:38So when you guys go into the platform, the Beasley Digital Platform, you go to the upper right-hand corner, it will say Resource Library.
00:44Under OTTCTV, it's everything you need to know about it, and if you think we've forgotten something or even today's training, we are happy to update that.
00:53I meet with the resource library every other week, and we're constantly updating that content for you all.
00:58So we'll go ahead and dive right in. We're going to be talking about OTT and CTV today as the main training.
01:06So the agenda, we're going to go over the product knowledge, then we're going to go into how to sell the product,
01:11and then we're going to just go over the tidbits of reporting and whatever everyone else is reporting on in the industry and how we compare to that,
01:18which is very, very big on how we really position ourselves in the marketplace.
01:22So for product knowledge, 83.5% of adults in the U.S. have streamed video in the past 30 days.
01:32That is an insane amount. I will tell you that that was in the 60s and 70s before the pandemic hit.
01:38It is a natural consumer behavior, and that's why you guys need your advertisers to be there.
01:42So that's what we want to be able to do today is really build your confidence up, make sure you guys have all the stats and the facts for you guys to go out there and confidently pitch it.
01:53So when we think about the digital advertising funnel, right, we always kind of have to go over this.
02:00It's important to know that OTT CTV kind of falls between a lot of those top three.
02:08And so awareness, interest, and consideration, evaluation probably further down, and then the purchase, which we'll talk about is more website attribution.
02:18But overall, it's the top part of the funnel, but it can always slowly go down.
02:23Normally, the purchase is more SEM, but as you see with website attribution, we track that more and more, and it's something that five years from now, I think is going to be the primary, like primarily the ROI for conversion tracking when it comes to this product.
02:41So we're going to dive in.
02:42What is OTT versus CTV?
02:46So connected TV is exclusive to television.
02:50So if you guys walk around your house, a lot of you are all probably working from home or at the station.
02:55It's anything that's really connected to the wall.
02:57That's the easiest way I like to describe it.
02:59Anything connected to the wall, that's connected TV.
03:02And it will serve on network-level programming, and we can geotarget interests and demographics for connected TV.
03:10For OTT, this is primarily any device.
03:15It's still the streaming audience, but it's primarily televisions, but any device on top of that.
03:21So, again, that's network-level targeting.
03:23But you could be on your phone and be watching an OTT commercial that's programmatically being served to you.
03:29So it can be your phone, your tablet, but most of that is televisions.
03:35So we'll kind of get into that and how you position it.
03:37But a lot of the times, people kind of put them together when they talk about it, and a lot of people don't fully understand it.
03:46I will tell you this.
03:47I told my husband yesterday, I said, I'm doing a training on OTT TV.
03:50He's like, I have no idea what you're talking about.
03:52I'm like, oh, we're looking at the TV right now.
03:54We're watching Sling.
03:55But a lot of people and a lot of reps and a lot of some of our clients have no idea what that means.
03:59They shouldn't, right?
04:00Because we just want to use it to target a particular audience, and that's why we're here, to help them.
04:06So at Beasley Digital, the options that you guys have, you'll have CTV.
04:12And for target options, you'll have addressable, which Kayla will kind of go over.
04:17So that is, you can apply that to connected TV.
04:20Then we also have OTT.
04:23And when you go in the platform, it will just say OTT.
04:25And that is 65% television and 35% other devices.
04:32You can do addressable targeting on top of that.
04:34And again, we'll dive into that.
04:35And then you'll see when you go in.
04:38And when I say when you go into the platform and you're in the proposal page, this is what I'm referencing.
04:42This is how the products, you can select the products.
04:45So OTT Plus is 90% television and 10% other devices.
04:51And you can apply addressable targeting to that product.
04:54So these are the three product offerings that we have for OTT and CTV.
05:00So I would encourage any of you who haven't sold it before, go into the proposal, select it, see the different options, the different targeting capabilities to get really familiar with it.
05:09Okay, so what is the difference?
05:13This is one of my favorite pages.
05:14This is something that Charlene and Kayla and I use all the time.
05:17But it really just kind of simplifies the products and how they're different.
05:21So we talked about how connected TV is a connected, a television that is connected to the wall.
05:26And then how OTT can really run anywhere on any device, but can also be on TVs.
05:34So when you look at it, CTV on the left is televisions.
05:38OTT is all devices.
05:40When you think of just CTV, pure CTV, it really is premium content.
05:46Where OTT really can be a mix of inventory.
05:49And then when you think of quality, OTT, pure CTV, actually pure CTV is very, very high, high quality.
05:58Where OTT can really vary in scale.
06:00And when you look at that in the analytics, you will notice that.
06:04Another thing is that CTV is more expensive.
06:07And the reason for that is because it's premium content and it's technically like running prime time.
06:12Where OTT, again, has that blend and it can run on multiple other devices.
06:17CTV normally has a more engaging audience because they're sitting at home and they're actually watching the TV.
06:24Where OTT, it can be a little bit harder for that reach of audience because maybe they're multitasking or they're on their phone or they're doing something on their tablet and watching the television.
06:33So this is a fantastic slide if you want to use this, particularly when you're explaining it to one of your clients.
06:41Just to really, really Fisher price it for you.
06:43Now, this is a question that comes up a lot and actually came up in one of my trainings with one of our other team members today.
06:51Is how does it differ from pre-roll?
06:53So how is OTT different from pre-roll?
06:56Well, pre-roll normally serves just on websites and apps.
07:00OK, so that inventory would just run on that.
07:04It will still run on multiple devices where OTT is really just running on the network level programming.
07:11OK, so that is a big difference.
07:13So, again, if you go into our analytic tool and you're seeing where things are running and some of that inventory, you will know that it is vastly different.
07:21Where pre-roll will show websites and apps and OTT will mainly show that network level featured places that it's running.
07:29Also, on pre-roll, you can do geographic targeting, interest targeting, demo targeting, and keyword targeting.
07:37You can't do that with OTT CTV.
07:39And so that is a plus.
07:41Also, when you're thinking about these, one thing that I always like the rule of thumb is when I'm running pre-roll, an actual platform or, I guess, product that I like to run it with is display.
07:52So when you run display, a good product to add on to it would be pre-roll, where OTT CTV can really pair with any other product.
08:01And that goes back to that keyword targeting, some of that stuff that really pulls it all together for your client.
08:08So that's another great ad.
08:10Another thing about this premium content for OTT CTV is that it's non-skippable.
08:14Okay, so a lot of other people out in the industry tout this a lot.
08:19But the great thing is if you go into our analytic tool, you can see exactly who watched what and by completion.
08:27And so here's a screenshot.
08:29But I have personally not seen a breakdown like this.
08:32Having worked at great television, at script, seeing premium, octane, compost, I haven't seen it where it breaks it down like this.
08:41So this is an advantage when you guys can go in there and really set yourself apart from what everyone else is selling.
08:49Okay, addressable.
08:50Kayla, I'm going to throw it to you to do these next two slides because she's really the expert on this.
08:56All right.
08:56Thanks, Sarah.
08:58So I think before I jump into this, I just want to answer a question that came up in the chat.
09:03And quite frankly, I really appreciate the question because I think that many advertisers have the opposite perspective.
09:11They care more about the content than they do finding their customer.
09:15And they don't realize that what we're doing is trying to find the audience.
09:19And in a programmatic world, we do have to be kind of unbiased with the content.
09:22So I think your question is spot on, really, in the sense of you're right.
09:27It is if the audience is accurate, the content should not be, you know, it is relevant.
09:33I think clients still care about and want to make sure that it is, you know, not completely irrelevant.
09:37But variety is a good thing.
09:40And knowing that we're targeting an audience who's, you know, for example, watching sports, we may not necessarily serve that ad while they're watching sports.
09:47But we know they've watched it in the past and we have that data about them.
09:51So I think, you know, that's really a great question to ask and really a good perspective to keep in mind when talking to your clients.
09:58Because usually I think clients have the opposite thoughts.
10:02They want to really focus on the content rather than the audience.
10:06OK, so that being said, I hope that answers that.
10:09If not, feel free to continue, you know, jumping in with those questions.
10:13But addressable.
10:15So with all of our different product mixes, as Sarah mentioned, we have the different models.
10:20It's kind of like the first thing you do is select what device mix do you want by choosing that model.
10:26And then from there, you can really decide, do you want to include addressable targeting, which further narrows down the audience by household.
10:34So if you whether you want to use our data to find that list of granular audience targeting or you can send us your own list, maybe from the client, that first party data, we can just accept that list and target those households by converting those addresses to IP addresses.
10:50So you can either use our widget to find that list again, and it's ultimately going to give you more specific, more granular options.
11:00And keep in mind, if you're not finding exactly what you're looking for, you can always add to that in the notes.
11:06Let our team know as well, because we're always kind of expanding on that list and really trying to grow that those segments that you have what you need right there at your fingertips.
11:16I think from there, we can move on to the next slide.
11:22And this just kind of summarizes, I think, you know, the highlights.
11:26Sarah has covered many of them already, but it is really a powerful product, not only because that's where the audience is, but also because it's an engaged audience.
11:35So the beauty of CTV and OTT and kind of the difference with that and pre-roll is that you're really reaching somebody who's paying attention and engaged.
11:46And they're, you know, in an environment that lends itself to, you know, continue paying attention and watching that ad, right?
11:53So their feet are up in their living room potentially and with a CTV ad and with OTT, as Sarah mentioned, it's still network level programming.
12:02So it's still high quality, longer format, and it has that network name tied to it.
12:07So it really is great for both broad audiences and we can get narrowed down, narrowed down that audience as we go.
12:15Keep in mind, the larger the geography, the more narrowing down we can do with that audience.
12:20So one other thing to keep in mind, too, is with forecasting, you can always send in a request to our team to get a forecast of total available impressions.
12:30That sometimes gives you a good sense of what's out there.
12:34And if you need to know if you're maybe you have a large budget with kind of a tight geography and you're concerned about delivery, that's a great time to send in a request to our team.
12:44Get an estimate of total available impressions.
12:46So that's always an option. And as Sarah mentioned, we have those different models.
12:52It is nice to have. I think I kind of refer to those models as like different flavors, right?
12:58If you're going to get ice cream, do you want chocolate or vanilla?
13:01You can also have a twist, right?
13:04You could have both if you really do want to try both and kind of do some A-B testing with the client.
13:09They are. There's nothing wrong with that, but it really is kind of more about gauging what does the client care about if they really care about their inventory and they're talking a lot about certain programs they want to be on.
13:20I would go with OTT because you're going to have more buying power to get those programs.
13:24If they're really more about caring, more about being for their buck, getting as many impressions served as possible, and they don't care about the network necessarily, then I would go with OTT because they're going to get a better price and more variety to kind of scale those ads and get a larger reach.
13:41So with that, also, we have, of course, it's a great ad or it's a great avenue because of its non-skippable.
13:51So not only is it, you know, that environment where they're more patient, but there is no option for them to skip on a CTV ad.
13:57And we still track completions because they could turn it off.
14:00They could switch the channel.
14:01So that's always, you know, a potential for them to leave the ad.
14:04And that's why we still track completion rates.
14:07But we are serving those ads in non-skippable inventory.
14:10Website attribution is huge.
14:14It's ultimately a very powerful KPI to be paying attention to, to understand how many people saw the ad and then visited the website within 30 days.
14:24That is only tracked with a pixel placed.
14:27So if you're going to do a campaign, make sure you get that pixel placed to track the website attribution.
14:33It's a great selling point, and it's also a great form of retention.
14:36So definitely get those pixels placed when you can.
14:40And as always, we have complete transparent reporting.
14:44One unique element, too, about CTV and OTT is the household reach and frequency data that we have.
14:49So you can see how many households did we reach looking back at a 30-day average.
14:54What's the reach of those households?
14:56And then how many times per household are we serving that ad?
15:00And that would be the frequency.
15:02So just a lot of great, you know, insights.
15:04And ultimately, the reporting that kind of enhances that is just giving you all around a great, powerful product to offer.
15:11And with that, I'll turn it back to Sarah.
15:14Awesome.
15:15Thank you, Kayla.
15:16That's so great.
15:18When we send the follow-up with the deck to all the DSMs, we do have a tracking tag pixel best practices in the resource library that we can share with all of you, because I think that's one thing that comes up quite a bit.
15:30And obviously, we'll be having our training on February 6th.
15:36Shameless plug.
15:37Okay.
15:37So let's dive into selling it.
15:39So now that we've kind of given you the background of it all, what it has to offer, what the difference is, how do we sell it?
15:46Well, this is how we really sell it.
15:48These featured networks.
15:50This is a fantastic list.
15:52And one of the things that we really pride ourselves in is transparency.
15:56And this is how you guys should really position yourself when you're out there in the market.
16:01We can go in and we can show you every single place that that ad ran on.
16:05And the variety is endless.
16:08And so this is something that you guys can really position yourselves as a selling point.
16:12So you guys will have access to the slide if you need to share it with a client when you're doing a pitch.
16:18One question that does come up a lot is, can we run specific placements and networks and if it's available?
16:24So we can't guarantee that you guys can put that in the note field.
16:28One thing that does come up a lot is a lot of reps will say, hey, I have a client, but they want to run sports only.
16:37Well, the thing about that is that there's really not full transparency.
16:40And a lot of the other competitors out there might say that they're running in 100% sports, but ask that advertiser for the reporting, because if it's a programmatically being bid on, most likely there's sports in there, there's entertainment, and they're just saying they're running it on sports.
16:59So really dive in, ask those questions when you are up against that question.
17:07So how do we stack up against the competition?
17:10I love talking about this, particularly because I've been in this space for a long time, and that's how we go out and we win deals, right?
17:17So this is something that we've seen tons and tons of people going out and selling a lot more of, especially during the pandemic because of the inventory.
17:27But I'm going to give you guys just some positioning tips on how you can really position yourselves against a lot of the other competitors out there.
17:35First of all, a lot of the competitors out there that we're talking about, Premium, Compulse, you name it, they're media owned.
17:43And so their priority is to blend in their own media.
17:49When you guys are selling OTTC TV, again, we keep talking about the transparency and the reporting, we are selling a particular audience, and we are making sure that we are buying clear inventory that's fraud-free, and we have nothing in it for us to sell our own inventory.
18:05So a lot of those other competitors out there, they're like, hey, come buy it from me from Compulse, but they have their own motives, too, and selling it.
18:14And so that's one thing to really think about is that we're not here to primarily monetize our own inventory.
18:21We're here for you guys to go out there and help your clients reach your best audience.
18:25We also have brand safety.
18:29We'll be loading that and sharing that today as a leave-behind about the fraud and the brand safety that we use when we buy our programmatic for OTTC TV.
18:39A lot of those other competitors aren't sharing that information because they're trying to sell their own inventory there.
18:46And we're also delivering it to people.
18:48There's no box, okay?
18:49So we really go out there and we verify those impressions prior to bidding on it to make sure that we're giving you guys very clean inventory.
18:59We also have the reach and frequency, which we want you guys to really lean into.
19:04That's a metric that Kayla did mention and that we have reporting on, and we're always going to optimize for that when we're looking at these campaigns with our optimization team.
19:13The performance, we love when it comes to performance because we like tracking that household site visits and video completion rates, everything we mentioned before.
19:25That's something that you guys can help your advertisers measure their KPIs when you go in and you start reviewing the results with the client.
19:32And then, obviously, the technology and transparency.
19:35So when you guys are going in there and you're competing, ask the advertiser, if you are competing against someone else, ask them for reporting and see how it lines up against what we have.
19:47And I will tell you, most of it will line up.
19:50And so if you think about it, talking about targeting, we have geographic targeting.
19:55We have demo targeting.
19:56We have audience targeting.
19:57We have third-party data targeting.
19:59We have lookalike targeting.
20:01We have live performance dashboard by city.
20:03We have site hold website attribution.
20:05You name it.
20:06I have a whole spreadsheet where you guys as reps can go through and be like, check, check, check, check, check, check.
20:11We have that too.
20:13And so that's what we want you guys to really go out there and gain confidence that what you guys are giving your advertiser is the real deal here.
20:21And then here's all this transparent reporting.
20:24So let's go in and just talk about other ways to sell.
20:29So this is something that I know Luz and some of the team has kind of talked about, but another way for you guys to get your foot in the door, and it's offering video production.
20:39We have video production, and your man is Ryan.
20:42He is your point person for any video production.
20:45But the cost for you guys to, for us to create a video for you is $600.
20:50We actually have the video gallery here so you guys can take a look.
20:54This is a hyperlink that we'll share.
20:57We have a one-sheeter that you guys can use for marketing material and then a process doc.
21:02But I will tell you that the video creation that we do is professionally made.
21:07We have script writers.
21:09It's high-quality custom animation.
21:12It looks fantastic.
21:13So if you guys are going out there and you're trying to win a client, go in there and go into the video gallery and pull up something within that industry and show it to the client and be like, hey, look, we can do this for you.
21:23And the thing that can position you to win the business over broadcasters is the cost.
21:30Most of the time when they're going out and building out production, it can be up to $2,000, $3,000 for a video just to have someone go on site and film it.
21:38And we have that here for you to go out there as a positioning point because of the cost savings.
21:44And the other thing is we can create these videos and they can go cross-platform.
21:48So you can run it on OTT, CTV, pre-roll, and YouTube.
21:53So it's a great selling point for you all.
21:55It's something that we really haven't touted much, but we want you guys to go out there and know that that's a resource.
22:01So if you guys do have video production questions, how it works, go ahead and email Ryan and he can answer those questions for you.
22:09So very exciting stuff and take advantage of it.
22:15Okay, reporting.
22:16So we kind of talked about this before, but just want to leave it for you.
22:20And again, this will be a leave behind.
22:21We have the website attribution, which is huge.
22:23That is going to be the leading ROI, KPI in the next five years.
22:28It's going to be more and more consumer, I guess, consumer increasing for most of us while we're sitting there and we're watching a CTV campaign.
22:39And then we go to their website and make the purchase.
22:42So that's something that you want to make sure that you are sharing with your advertisers as a good ROI.
22:48Household reach and frequency is another one.
22:52Geography devices, those featured networks that I mentioned, you definitely want to share those.
22:57And then the completion rate.
22:58So all of that information is in the reporting analytics that you can find in the dashboard and showcase that when you're pitching it to a client.
23:06So here's just a screenshot of where you can find that.
23:09So under quick stats, you can find that website attribution there and it will report on anyone who visited the website after they saw the ad within 30 days.
23:21We do have to place a pixel in order for this to happen and for us to report on that.
23:27And again, I mentioned this, but it is in the resource library and we will include it in the follow up.
23:32So you guys will have a quick link and we will be having more training on that to make it easier for you all to fully understand the process of the pixel placing.
23:41Reach and frequency.
23:42This is what it will look like in the dashboard.
23:44So you can go in there and it's actually under a tab and the Beasley digital instance.
23:49And you can go in there and look for that.
23:53And that is it.
23:54We've made it very simple for you all to digest this product.
24:01If you have questions, obviously shoot those to Josh and I.
24:06We can answer those, put those in the chat.
24:07We'll send a follow up.
24:09I hope this was informative.
24:11I hope you guys got some out of it.
24:12I will also send a list of the competitive stuff, comparisons for what we have and you guys can offer against what the rest of the industry has.
24:23That list of stuff like non-skippable, day partying, any of that kind of stuff I can share.
24:27Josh, do you have anything else you want to add?
24:32I don't.
24:33I'm just going to put all the information on the Academy so it's easy to access for the team.
24:38And one thing I wanted to add is we're working with the Frequence team to add a form that is more digitally friendly.
24:45That way it's living still on the Frequence hub, kind of on the hamburger side of it.
24:53So we'll let you know.
24:54We'll keep you updated when that's ready to go live.
24:57Awesome.
24:58Thank you, Liz.
25:00Great.
25:01I hope this was informative for everyone.
25:03We'll see the rest of you February 6th for the Pixel and Conversion training.
25:08Yeah, thank you.