You Oughta Know #4: Sept 21, 2021
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00:00:00well hello everybody i think tina may have joined us we were worried she wasn't going to be here
00:00:09she's working diligently on the the marketron issues that were that we're having but i see
00:00:16that she's here hi tina yes hi larry i'll still let you do the intro because i'm wrapping my
00:00:24head around marketron and okay okay just just pretend i'm tina everybody and thank you for
00:00:30joining us it's hard to believe this is the fourth episode of you ought to know and i'd like to thank
00:00:36everyone who has taken the time to attend these sessions either live or on demand at beasley
00:00:42academy and uh in in case you you don't want to take copious notes the playback of today's episode
00:00:50will be available midday tomorrow on on beasley academy so today we're going to be talking about
00:00:56streaming video advertising also known as ott also known as ctv it's got a lot of names and and we're
00:01:07gonna we're gonna go through that regardless of what we call it as a matter of fact i saw that todd had a
00:01:11had a poll on linkedin last week trying to figure out what the best thing is to call um call ott slash
00:01:18ctv slash streaming video um and you know maybe maybe uh todd you could send me a chat if you if
00:01:25you got the results of that that would be interesting but joining us today will be our top
00:01:29two sellers of ott advertising at beasley um regina geness who is a member of our las vegas team and
00:01:39mark stegman from our tampa team um will be here between them this year they've sold more than six
00:01:45hundred thousand dollars in ott spots and it's pretty pretty pretty an amazing feat um and also
00:01:52joining us will be ashley grim our director of digital training who'll be sharing the resources
00:01:57available available to us to produce ott spots also we'll talk to chris rutsky our dsm in new jersey
00:02:04about some awesome creative for ott they produced in their markets and in just a second we'll be
00:02:11talking to tony haro he's the vice president of cross-platform insights at nielsen and he's going
00:02:18to share the latest research on how ott is gobbling up bigger and bigger shares of our screen time
00:02:23but first i'd like to introduce our co-host for today jennifer margolis who's a senior account
00:02:30executive on our digital direct team and it's jennifer's job today to be the voice of every person
00:02:37and to help pick clean the brains of our other guests today hey jennifer how you doing oh i'm
00:02:45doing well larry thank you for having me well it's a pleasure to to have have you and just for people
00:02:51who don't know you jennifer how long have you how long have you been with beasley media group um almost
00:02:58a year and a half last april i came right in the middle of quarantine so and and what where were you
00:03:06before i was um i worked for a newspaper company um and i was with them for almost 10 years and i
00:03:15transitioned into digital advertising for the most part um with ad taxi so that was the digital arm of
00:03:22their company and i worked for them which newspaper group was that it was media news group got it and
00:03:29and just just give it give us an example of a few of the newspapers that they that they um the delco
00:03:35daily times and all of the suburban philadelphia newspapers daily local news in westchester
00:03:40um and then they're they're also a national company they have a lot of um you know uh newspapers across
00:03:47the country and what is the new york post one of them did you tell me new york coast yes yeah yeah
00:03:53all right so so so pretty and the boston herald up your way and the boston herald so um
00:03:58then then how long because you you you got into digital while you were there so how long all in
00:04:06have you been been doing online slash digital slash internet advertising um well 12 years is is when i
00:04:14really started but um when i first came in um basically we were selling um spots on the website
00:04:22it was all um run of site impressions was was all we were selling so it's really evolved since obviously
00:04:29since i was there in in 2010 so got it and is it okay if i put you on the spot for one one second you
00:04:37won't you won't be mad at me for the rest of my life so you are a very prolific seller and a very big
00:04:42contributor to our digital sales however i did notice that ott sales are a small part of what you
00:04:51of what you do and i was just curious to know because you know maybe some of uh some of our
00:04:57other aes from across the company who aren't selling a lot of ott is you know what what is the
00:05:03hesitancy what what is keeping you from your ott business from from growing no that's actually a
00:05:09good question um i do have two clients on ott right now but i have found that when i came over
00:05:14to beasley my main goal was to um start bottom funnel um and really um you know establish uh the
00:05:24trust with the client and build roi and show them conversions so as i grew the as i'm growing my
00:05:32current client base um ott is that is the natural next step um as add-ons as they increase their
00:05:40budgets with me but i think the most important thing was to build the trust and i had a new company
00:05:46behind me and i was coming in a lot of these people didn't know me um so it was really about
00:05:52you know starting with smaller budgets where it made more sense to maybe do something else
00:05:57um and really grow with the client yeah in in your mind and mark steckman is going to be joining
00:06:04us in a little while has some thoughts on this too but how big do you think your clients need to grow
00:06:09what kind of spend should do they need in order to uh start start using ott well i mean i would say
00:06:17um you know when you get into um above three thousand a month five hundred i'm sorry five thousand a
00:06:26month um then you would have some budget to put into ott a lot of them they're doing the sem and
00:06:33they're doing the ae and the geofencing i think that's um you know a natural next step for them
00:06:39but you really want to make sure you have enough budget to get them started
00:06:43before you incorporate it into the campaign yeah good good thinking so thank you again thank you for
00:06:50being here and remember it's your your mission is to ask the questions and to get clarification from
00:06:56our guests because if you are thinking it um the rest of the people on the call are probably thinking
00:07:01it as well so our our first guest today is tony haro who is the vice president at nielsen of cross
00:07:11platform insights or i'm not sure if i got all those words in the right order but it's it's it's an
00:07:19important job so um uh so tony i know we're going to be sharing some slides in just just a minute
00:07:25but um i thought it would be interesting you know i've i've known you and of you for a very very long
00:07:31time if you first share a little bit about your background and how you got to be you know in charge
00:07:38of insights for cross platform and nielsen yeah you bet so i'm glad to be with you guys today um
00:07:44i've been with nielsen for uh since the arbitron acquisition and i was with arbitron since 98 so
00:07:51i have i've got radio in my blood but i work on the agency advertiser team and i've been getting into
00:07:58a lot of other things beyond radio which is why my title is now cross platform because uh the lines
00:08:04are starting to blur um so i do a lot with podcasting and now with um ctv ott uh we could get
00:08:12into a debate on what the best topic is for that or the title i should say but this reminds me of
00:08:18podcasting about three years ago everybody was like we should call it on demand audio because nobody uses
00:08:24ipods to listen anymore and then eventually the term podcasting got so hot people completely abandoned
00:08:31on demand audio so um i think we're at a critical point for ott and ctv one will win out and then
00:08:38eventually we won't even use the other term but we'll have to wait and see what that yeah uh ends
00:08:44up as yeah kind of like vhs and um beta max and v chord back in the the i think maybe nobody on the
00:08:55screen right now remembers those maybe it's i think you guys may be all too young but with that said
00:09:01is let me bring up your your slides i need to that's the end slide and i think that's the first
00:09:10slide so um tony the floor is yours all right thanks so uh we're gonna be i guess we're recording
00:09:19this and there'll be a copy of these slides uh if anybody ever needs them uh i'm gonna take you
00:09:24through a couple insights i pulled together from our streaming video uh it's the uh video ratings
00:09:31i might call it ctv you guys call it ott all the same thing so i'm gonna start off with a question
00:09:40for this group and i'd like you to use the chat to enter your question most popular show on streaming tv
00:09:50right now so think of your q and in netflix hulu disney plus amazon prime uh just type it in and
00:10:01uh there is no right or wrong answer um i don't have any prizes this is just for the uh
00:10:07respect and admiration of your peers if you get the answer right um so once i see enough response
00:10:13yeah it looks like looks like a lot of votes for ted ted lasso did did that win at the emmy i didn't
00:10:19see the final results but i know that was nominated for a lot of emmys last night yeah that did win
00:10:23it's it's getting a lot of headlines um i will mention though that ted lasso you know the emmys
00:10:31are great for like quality but we're talking about popularity and there's the two different things
00:10:37and um remember you know hbo max and apple tv plus they they don't have you know a humongous
00:10:44footprint uh they might be popular with wealthy people like us but um think of america here
00:10:50jennifer did you want to venture a guess i don't mean to put you on the spot but
00:10:54that's what you signed up for i actually said ted lasso just because it seems to be
00:11:00trending lately um but i do get that it's it's it's um probably not the most popular um quite yet
00:11:08um but i would say um schitt's creek is one that's um i know a lot of people have been binge watching
00:11:15yeah all right well we're getting lots of good votes here all right i'll give you another 10 seconds
00:11:22and then i'm going to reveal the answer yeah i see that i see the tina tina put in mad men i don't
00:11:29know if that's a good thing or a bad thing tina no i was ted lasso must be another tina
00:11:41all right so the answer is
00:11:45so outer banks is the number one most viewed streaming video show uh this is 736 million minutes
00:11:55viewed uh technically i should point out that this is from uh about a month ago august 16th to
00:12:01the 22nd that's the most recent date i could gather but nine perfect strangers is the only
00:12:07non-netflix title that made the top 10 amazingly um virgin river uh you know the office was popular
00:12:16last year and i've got some slides on that but this is what is current and there might even be things
00:12:20we don't we haven't even heard of on here like brand new cherry flavor what if you know some of
00:12:26the newer shows i think there was a vote for lucifer in there so um didn't see any votes for gabby's doll
00:12:32house uh but make no mistake uh streaming video is the virtual babysitter so there's going to be some
00:12:39kids shows that pop up into here so um this is uh from these are originals so i think that's really
00:12:47what people had on their mind of unique shows that they can see on streaming that they can't see
00:12:51elsewhere um the next kind of category i have it broken out into is um is movies and movies is um
00:13:03definitely something where we see netflix seeing some challenges from a competitor uh disney plus and
00:13:10sweet girl is a brand new uh movie that just came out so it's um i think it's only about a month old
00:13:18uh but there's a lot of other kids titles on here vivo luca moana um jungle cruise technically so that
00:13:26is um that's what it looks like for movies now i'll also mention that we're measuring all this stuff
00:13:32based on like gross minutes like the total amount of minutes times the number of people that watch
00:13:39so that's how we're scoring this you know national television is an average minute audience measure
00:13:46this is a national you know service as well and i will mention that if you do watch the credits of a
00:13:53movie and they last a couple minutes you're technically helping out your favorite movie in
00:13:57these scores so keep that in mind most people don't watch the credits and then the last
00:14:02breakout i have here are for acquired shows these are shows that exist on broadcast television network
00:14:11television that were acquired by streaming services netflix dominates all of them uh but
00:14:17you see coco melon is the number one show not maybe not a favorite of anybody on here but like i said
00:14:25streaming video is the virtual babysitter um i'll also mention manifest uh this one's pretty funny
00:14:34it had one season on nbc and then some genius said oh let's cancel it netflix picks it up and it it
00:14:42becomes like the second most popular acquired show um imagine if you were that genius who made that call
00:14:48one man's trash is another man's treasure so uh in all honesty manifest showed up high on this because
00:14:57there was a whole season three that just debuted right before this measurement period so people were
00:15:02binging it and uh yes coco melon a favorite among families um so manifest uh we also saw during this
00:15:12period of time that there were a lot of people watching season one as well as season three so we
00:15:16were getting new people coming into the show as a new season debuted so you know this is just so different
00:15:23than um the way people typically watch linear television they're accessing this content you know in in new ways
00:15:31so i'm going to share something in this in the chat this is um if you want to cheat you could have
00:15:38looked this up yourself this is where you can see uh the nielsen top 10 every week it's updated i think on
00:15:46wednesdays and you can uh you can see where i got this data from and um you know i'll also mention
00:15:57something about these minutes the minutes viewed um so technically when you put it all together all
00:16:05three of these slides together uh outer banks was number one and coco melon was actually number two and
00:16:11total minutes viewed there was a you know early on netflix had their own measures for how they mention
00:16:17like what shows are most popular and if you go on netflix right now you'll see that they have their
00:16:22own kind of top 10 which is based on like their own like server data but it doesn't really work for
00:16:28kind of evaluating streaming the same way television is evaluated so minutes became kind of the common
00:16:35denominator and um i think there were some votes for the office and i'm going to show you some stats
00:16:42from uh the office later and you can kind of add up the minutes to see how popular it was
00:16:48but one thing that we did not see in the votes was stranger things i'm sure some of us miss it
00:16:55but i wanted to throw this slide in because a it's a popular show but it was really cool to see what
00:17:00happens when an entire season gets dumped upon us as viewers and some of you probably binge something
00:17:08straight through and you're you really pay for it the next day um other people try to savor it and you
00:17:15know enjoy it on their own time the industry is still trying to figure out the best way to do this
00:17:22so here's what we saw for stranger things um these numbers here are in uh thousands so a total of 16
00:17:31million technically people watched stranger things on day one when it was when it debuted and uh this is
00:17:40just in the us and um the the light portion there is just episode one and then as you see there was
00:17:48a whole each one of those stacked bars are people that made it through episode two three four five six
00:17:53all the way to nine on day one um so people with a lot of time on their hands but the majority of
00:17:59people ended up watching it over the next you know day two and day three all of this was before halloween
00:18:05which you see there 10 31 where the viewership started to kind of trail off so in you know with
00:18:11stranger things season two people were just super excited about it and just gobbled it up immediately
00:18:18disney is taking a different approach you know with um mandalorian you know they're doing weekly
00:18:23releases and they're trying to stretch out the value that people get so that they continue to pay more
00:18:29months for the service so people are still trying to figure out the best way to kind of give people
00:18:35what they want but yet keep them paying all right i am going to go to my next section here
00:18:43and i'm going to look back at 2020 as painful as that sounds i think you'll appreciate a full view
00:18:51of what happened in 2020 because it was a major leap forward for streaming video so first we'll just
00:18:57take a look at some major news events that took place in 2020 i'm sure you all recall uh social unrest
00:19:05political turmoil uh elections um along with the pandemic there was no shortage of uh news headlines
00:19:13which you see represented there on the blue line you see spikes most of those are during the week monday
00:19:19through friday conversely the purple line are sporting events uh we really didn't have much of them in the
00:19:27spring and summer because of the lockdowns but once we got to the fall with nfl and ncaa
00:19:34you see sports really kind of pick up so people's appetite for sports didn't exactly go away
00:19:41it was just suppressed for a while so some of these things were driving us
00:19:46our viewing habits during 2020 but when we step back and look at the total use of television
00:19:53over that same period of time that's what you see represented here so we know that during lockdown back in
00:19:58march people couldn't do anything but use toilet paper and watch their televisions uh this is the
00:20:05total use of television um represented here in purple here on the next slide is traditional versus
00:20:14non-traditional viewing so we're measuring everything on the tv glass at nielsen among our national panel here
00:20:22and we're just stacking up the minutes viewed um the blue now represents linear tv usage cable and broadcast
00:20:30so it is still kind of the the elephant in the room it still occupies the main way people use television
00:20:37but now we can layer in non-linear streaming which is essentially avod svod streaming video
00:20:46the one thing i will add in is this little thin stripe here of linear streaming
00:20:51this is when somebody takes a news broadcast and they make it available um where you're literally
00:20:57seeing the same thing kind of simulcast on a stream that you would get over the air um not not as popular
00:21:04it's there it's just um not as big as the streaming on demand streaming um marketplace tony tony quick
00:21:12quick definition break you mentioned total svod avod do you want to just take a second and define svod and
00:21:19avod for everybody i don't i have a slide on it in like one minute okay hang hang on for a second
00:21:25uh what i do want to mention though is in 2020 streaming definitely took a major step forward and
00:21:31uh even though people were not allowed to go into the office they really did go to the office
00:21:38by tuning in and american streamed a cumulative 108 689 years of the office in 2020 uh it was season
00:21:49four episode three is the most popular episode dunder mifflin infinity and in december the most almost 10
00:21:58million people streamed the office while over 11 million watched it on linear tv so streaming for
00:22:05this show became almost as popular as live viewing so um it really was kind of a watershed moment in 2020
00:22:13so with that in mind i'm going to just go into um our third and last kind of section here and we'll
00:22:20fast forward to now uh with the streaming landscape and this is what we call the gauge you might have
00:22:28seen uh something about it you know in the press recently um this is a look at the entire kind of
00:22:35ecosystem ecosystem for august 2020 streaming represents 28 of the viewership of televisions in
00:22:45in america and cable at 38 and 24 for broadcast so when this gauge debuted it was kind of a bombshell
00:22:55because now streaming is bigger than broadcast television it is um pretty amazing but when you
00:23:02look at what happened last year it's really no surprise other uh other represents things like
00:23:08um dvd video games uh things like that um video on demand you know things that are not these types of
00:23:17streaming providers so you see netflix and youtube are the kind of the big dogs hulu prime and disney plus
00:23:26are kind of in the middle and then you have another nine percent of other streaming so there's just a
00:23:31whole basket of kind of long tail providers out there um where we're going to start to see them
00:23:36kind of bubble up and kind of challenge those other big players so i'm going to share a link in the chat
00:23:43and this is another handy link this is a link to the gauge and it's updated on a monthly basis
00:23:53it doesn't change very much from month to month but we know there's a lot happening in the ott
00:23:58streaming space so it's definitely something to kind of bookmark and keep an eye on we we release
00:24:04new data on the 15th of every month all right so let me define some of these terms a little more
00:24:13i teased them earlier svod uh we love our knack acronyms here at nielsen but svod is streaming video
00:24:21on demand it is video that uh video streaming service that requires a subscription subscription is is the the
00:24:28key word there avod that's what you're in uh free video streaming service that includes ads so ad
00:24:37supported video on demand um fast is an acronym which i think is free ad supported television um but i
00:24:45don't think that's catching on it's avod and svod the one that's a real mouthful is mvpd or vmvpd
00:24:55that stands for multi-video programming distributor it's another fancy term for cable uh cable is kind
00:25:03of not a cool term anymore because people are cutting the cord and um you know direct tv and dish
00:25:10they don't even have a cable so they are technically uh mvpd providers but a vmvpd is a virtual multi-video
00:25:20programming distributor uh video streaming services that deliver linear content live and on demand so
00:25:28hulu live youtube tv fubo tv sling tv that's what we're talking about with this um i have a feeling
00:25:36that mvpd will won't really stick and there'll be another term maybe next year but for right now that's
00:25:42what it is uh let me go to the next slide here
00:25:52all right so here's a quick trend of where we see uh what we're seeing across all the nielsen
00:25:57households for all these different types of services so svod over the last five years has
00:26:04climbed to 78 penetration among the nielsen panel netflix is the biggest there at 70 percent of the
00:26:13panel having a netflix subscription uh we have amazon prime at 58 percent and hulu at 37 percent
00:26:23the other thing we track is enabled smart tv so if you go to best buy or wherever to buy your television
00:26:30right now it's almost impossible to not buy a smart tv but not all the people that bring those tvs home
00:26:38like connect them to the internet they connect them to their tv their cable box and they're off and
00:26:43running but people that are enabling their smart tv so that they can go direct and over the top with all
00:26:50of these services uh that's kind of another factor and you see that we've made some major progress with
00:26:56this where we now have um 59 of the panel uh now has enabled at least one smart tv in the home
00:27:05and then there's that vmvpd thing uh it's catching on it is a you know a cord cutter solution and it's
00:27:12at least now hitting the double digits all right so i've given you lots of exciting terms
00:27:21um oh the links that i provided we'll make sure that they're posted and shared but i've got another
00:27:28one for you which i'm going to put in the chat and this is really handy it is the ctv glossary
00:27:38so you see uh terms we talked about mvpd uh svad avad um if you're not familiar with one of the terms
00:27:47click the link you'll get an answer uh probably the most important term on here is global frequency
00:27:53capping uh if your clients do not know about that please inform them because this is what happens
00:27:59when you see the same ad over and over on a streaming service they have not used global
00:28:04frequency capping and they're literally just wasting their money delivering like 60 and 70 frequency
00:28:11uh to the same people so um lots of great stuff to dig into and become an expert on we just released
00:28:19this uh about a month ago so it's brand new so last couple slides here on audience just kind of
00:28:31penetration share so the early adoption phase is behind us and what we're seeing is that older demos
00:28:38which are usually a mainstay of traditional television they are continuing to embrace
00:28:43streaming it's not really a fad it's sticking around here where the number of streaming minutes
00:28:48has increased year over year from december 2019 pre-covid to december 2020 still covid streaming
00:28:56continues to grow but the composition of the audience is becoming older it's the 35 to 54 and 55 plus
00:29:04portions that grew in percentage over that time so it's the boomers and the gen x's that are now
00:29:11making up kind of the critical mass for for streaming video
00:29:18and when we look at the share among these providers over the same time
00:29:24there's fragmentation in the streaming world but despite some share realignment the volume is up for
00:29:30the big five and we're calling those big five amazon prime disney plus hulu netflix and youtube tv
00:29:39you see that the big dogs netflix and youtube actually lost share year over year despite the
00:29:46amazing transformation that video streaming video had during covid there were a lot of upstarts that are
00:29:52making some headway here hulu gained share uh disney popped out of nowhere to you know become
00:29:59one of the top five so there's probably more of that on the horizon
00:30:06and then my last slide here is just based on the audience composition of these groups
00:30:11so if we look from left to right here we just got some breakdowns for uh for young and old far left
00:30:18column here is just the straight up u.s population and this is kind of the breakdown of where they fall into
00:30:24each of these groups linear tv this is people that watch broadcast and cable television uh it skews old
00:30:32this is it means that 58 of the viewership of television is to people 55 and older uh when we look at total
00:30:39streaming on the television we see it's a lot more like that first column it is a lot more demographically
00:30:45balanced to the u.s population not as old as linear tv is then we have prime video this one is um
00:30:56one of the oldest skewing uh streaming video platforms it also happens to be one of the most affluent
00:31:04because they pay for prime video and they're spending so much money on amazon
00:31:07uh next conversely is disney plus one of the youngest skewing streaming platforms almost the
00:31:15opposite of prime video next we have hulu and netflix they almost look identical they really
00:31:22kind of mirror the total streaming uh demographic skew if you will but then there's youtube on the end
00:31:30here and they used to be the youngest skewing streaming platform until disney plus came along as you
00:31:36could see that 28 of the youtube audience is uh teens and kids um and disney kind of eclipsed that so
00:31:43like you said new upstarts are going to kind of chip away at these kind of demographic segments
00:31:48and um they'll do that either through their their pipeline you know what they're known for
00:31:54or with the content that they're going to be developing and providing tony real quick um we just
00:32:00have a question regarding um demographic uh differences do you have any stats as far as
00:32:06people um who who stream versus traditional broadcast cable users anything like that you
00:32:13can show us yeah beyond uh age and demo so yeah i just only have it anecdotally i didn't have anything
00:32:19prepared but okay uh that is definitely something that we'll have to keep an eye on and we track it now
00:32:25so uh yeah good follow-up and and that information is all available um in our in our local markets via
00:32:33scarborough you can you can pull that information by these particular streaming services and look
00:32:38how it compares to broadcast tv and or cable in in our local markets great and speak that it is um
00:32:48so my friend ginger who's in our in in our charlotte station whenever we do something like this and
00:32:53we talk about the national data she always raises her hand and says well what about the local market
00:32:59which is a good segue to that question you just brought up jennifer is what does this look like
00:33:03locally now i didn't do this for all of our markets but all of our markets are remarkably consistent as
00:33:10we look at the scarborough data and um here's tampa for instance i mean take a look at this video content
00:33:18is the number one thing that the people in tampa do on the internet that's the most important thing to
00:33:25them and as you can see video streaming is now rivaling you know local tv and cable in terms of
00:33:33in terms of reach and take a look at the the the uh the viewers is as i think tony slides showed that uh
00:33:43that ott ctv reaches 92.8 percent of all 18 to 39 year olds in the market and this goes to adam who
00:33:52asked that question about the uh about the qualitative this is what's available in scarborough
00:33:57you can see that the biggest reach of ott and ctv is among the most the most affluent households
00:34:05now we're not going to look at that i'm not going to go through that in detail for every market but
00:34:08you can see here charlotte follows the exact same uh patterns las vegas you know almost you could
00:34:16align these on top of each other and they would be would be the same and then and then boston so
00:34:23you know we have this information to talk about how ott ctv stacks up against um the linear tv both
00:34:32cable and and and broadcast in in our markets but i think this was the most telling piece of information
00:34:39is you know tony talked a lot about who's watching netflix and the the you know the subscription-based
00:34:47services but the iab uh has calculated that 45 percent of people who regularly watch ot
00:34:56t and ctv watch advertising supported programming so what we sell is being driven by the vast amount of
00:35:04time and uh reach of who's watching the subscription services so with that said uh any other any other
00:35:13questions jennifer any other thoughts tony i think i have any other questions well thanks for uh inviting me
00:35:24you have the the links that i posted in the chat uh definitely a great resource moving forward and we'll
00:35:30see where this uh whole new business takes us yeah and i will put i will also send out those those uh
00:35:35links when we send the follow-up uh tomorrow with the with the replay so thank you tony thank you so
00:35:41much for joining us thank you tony it was very helpful and next on board live from tampa is mark stekman
00:35:49see here yeah you're good hey how are you hey mark how are you so so mark is our second largest consumer
00:36:04of ott resources in in beasley media group and um he's got a particular category that he uses this in and
00:36:13i thought it would be interesting to to discuss discuss that but just real quick mark how long
00:36:19have you been with uh with with the cluster down in tampa so just just past 12 years 12 years seems
00:36:26to be the magic number i think we've heard we've heard 12 i noticed that yeah yeah um so so tell us
00:36:33you you uh primarily using ott for for what part of your business so as you mentioned i have a franchise
00:36:42group that i'm working with that is in the home service space and it is a part of a full funnel
00:36:48marketing plan that i developed in working with the very first client out of that category
00:36:54as a solution that would allow me to stay engaged with the client from the first time we met through
00:37:02the foreseeable future because it's both scalable and predictable for them so so talk about who can you
00:37:08mention what who the client is sure it's part of the neighborly brands which in this case it's mr
00:37:15electric that uh is you know who i'm working with around the country yeah so just to be clear you are
00:37:21working with the franchise owners and not the franchise ores correct that's right well yeah they the free
00:37:28each of the franchisors uh have the opportunity to create and build their own plan however the company as
00:37:35a whole has a strategy so that when you buy into uh their plan and you go to corporate you learn about
00:37:41how to run the business they have in place vendors that they uh work with and uh we're working on
00:37:48working on becoming one of those preferred vendors matter of fact this week at their event here in
00:37:53orlando nationally so you you were telling me so that you you originally started working this out of an
00:38:00agency correct well so yeah the client the very first client that i had come into contact with uh
00:38:07was working with an agency strictly buying pay-per-click uh scm and was not having very good results right
00:38:14and and and what what was their budget at the time if you remember yeah so so the budget was 15 but she was
00:38:22spending about 1500 a month and uh so i i had offered that we have um our in-house sem expert
00:38:31take a take a take some time and go through their account and just see if there was a way that we
00:38:36could improve it and maybe there was maybe there wasn't it was a no strings attached you know kind of a
00:38:41start to the relationship and immediately we saw it based on their google ads uh that we would be able to
00:38:47improve it dramatically so let's just flash forward real quick to the end so what is that single
00:38:53franchise because i know you do a lot of franchises but that franchise what you took them from what a
00:38:591500 a month budget for sem and seo what what are they spending now just that franchise so that that
00:39:05particular franchise is spending about 28 000 a month on digital advertising that's awesome that is
00:39:11awesome and and then so how did ott come into the into the equation well it didn't come into the
00:39:18equation it was a part of the original original yeah so you know i i one of the things that during
00:39:24covid last year particularly i i needed to reframe my plan much like many of our colleagues that are on
00:39:30this on this zoom have and needed to rethink how i was approaching business owners and so i i say a full
00:39:39funnel marketing plan because radio is not that radio is only a part of that and this time last
00:39:45year or even earlier last year most of my most of my dollars that i was generating for beasley were
00:39:54primarily radio and so thinking in terms of how i could create a full funnel marketing plan for them
00:39:59and i use these two words because this is really what resonates with a business owner predictable and
00:40:04scalable so as uh i know um we've we've talked about the idea of uh a funnel and the bottom of the
00:40:13funnel of course is is sem and pay-per-click ads are really well known they're easy to understand
00:40:20i i look at that funnel as pay-per-click is at the bottom pre-roll and social video is in the middle
00:40:26and then ott which i prefer to call digital tv i know everybody's batting around different ideas i think
00:40:33for a business owner the easiest way to understand this product is just to call it digital tv right
00:40:39they get it they already have sling they have youtube tv whatever so anyway so the the initial
00:40:45conversation larry is i'm going to be your marketing expert from pay-per-click at the bottom of the
00:40:52funnel all the way up to ott which we call digital tv in in developing that know like and trust and that
00:40:59authority amongst your future customers and so that's right from the very beginning we had these
00:41:04conversations and so and so now you've leveraged that if i remember i couldn't get into marketron
00:41:11this morning for obvious reasons but if i remember correctly in 2021 you're up to about 200 and we'll
00:41:17just call it a uh a quarter of a million dollars worth of ott billing but and that's that's across
00:41:23how many different franchisees so we have i have seven franchisees i'm working on right
00:41:30now matter of fact i've got another one in texas that wants to add ott uh he texted me late last
00:41:35night so we'll we'll talk hopefully that number is going to grow and and in your mind jennifer weighed
00:41:41in on her her opinion how much do one of these franchisees what what does their budget need to be
00:41:46before you introduce ott into their into their mix sure and and because we all anybody who's been in
00:41:53marketing for more than a couple of years knows that you know clients can come and go if they
00:41:58don't see results and so i like to start with results oriented kinds of things which is obviously
00:42:04pay-per-click first and then pre-roll pre-roll video in in in social video as an example because
00:42:10they're clickable uh i like as that next add-on and then ott uh i think i think what she had
00:42:16mentioned you know somewhere in that three to five thousand dollar range is necessary to have an impact
00:42:22but the great part about it and everything that everybody should be excited about is ott is actually now
00:42:28becoming clickable so digital tv even on my old roku too you can now start to click on the ads to get
00:42:36more information so you know we're going to be able we're going to get to a point where the attribution
00:42:41is going to be even better for digital tv and um that's exciting especially when you talk about 82
00:42:48of all households have some type of streaming service yeah hey real quick and this is always an issue um
00:42:57so you sell the ott where does your creative come from right because these are tv advertisers so how how
00:43:04how do you get your creative so that was that was a concern obviously week one of covid when you know
00:43:11march of 2020 we're thinking about how we're going to approach this brand new client so i started off i
00:43:17felt like the best thing that i could do knowing that this was coming down the road you know that
00:43:21we're going to have lockdowns and everything we went out to the client just created and just captured a
00:43:26ton of b-roll that we could use down the road and uh the the franchisor uh also had some content
00:43:34that we could use and but i feel like we can do a better job than they can in terms of localizing
00:43:40you know what it is the client really needs out of this campaign so so you produce you produce you
00:43:45produce your own video down down with your with your in-house videographer correct we did yes yeah
00:43:52example of that just gonna bring that up real quick
00:43:54if you've been thinking about adding or upgrading your lighting ceiling fans a home generator landscape
00:44:05lighting or other electrical upgrades mr electric of land of lakes is your licensed electrical contractor
00:44:12click the link to schedule an estimate or go to mr electric of land of lakes.com
00:44:26and then of course date that for each each franchisees with the voiceover correct yeah
00:44:31yeah it's very easy to change the voiceover and uh we've also uh the very at the very that very first
00:44:38shot actually where the truck had the logo on it we pulled that out for the other markets but yeah
00:44:43essentially that's it yeah and and and what what do you what do you gauge the cost of that was did you
00:44:49did you upcharge the client for the for the creative or was that like the typical radio probably should
00:44:54have however we didn't we you know this is this is the thing and you and i talked about this larry uh
00:45:01a couple of weeks ago you know we have a ton of sizzle in-house being radio beam broadcasters we have the
00:45:07opportunity to wow these people and come in and i know this particular client has been presented
00:45:13you know programs that don't include video production and so for us to be able to do it
00:45:18i think was a really it was not value added it really was relationship building and it meant a
00:45:23lot to them to for us to come out there shoot all the video matter of fact we use that that home that
00:45:29you saw there uh we that that homeowner we did install a search protector in their home for free
00:45:36we used the opportunity to uh do a social portion of a campaign again this was
00:45:42was that steve triplet's house could could have been
00:45:49anyway we're we're running short on on time and we want to make sure we get everybody else in but that
00:45:54jennifer any any any last questions that we have for uh for for mark before we no i don't think so i
00:46:01think um kind of what you were saying mark is very much kind of how i was thinking um you know with
00:46:08selling the the digital tv as you say that's actually very helpful um when explaining it to
00:46:14clients i feel like sometimes when you get into the ott thing they kind of get lost and and so i think
00:46:20that digital thing is is a good thing for all of us to maybe borrow from you moving forward yeah thank you
00:46:26for that thanks mark we really really really appreciate that and you know the other thing
00:46:31i'll just just point out is you know so so that's not just one client i forgot how many
00:46:36franchisees but mark goes franchise to franchise across the country and he told me a very small
00:46:43percentage of that is actually in his home market of tampa a lot of that billing happens outside of
00:46:48the footprint of those those radio stations so that's that that's a great opportunity for everybody
00:46:53so next we're going to bring we're going to bring in our director of digital training ashley's going
00:46:57to come on i think ashley are you there there she is excellent and ashley is going to talk a little
00:47:10bit about we we sort of teed up um mark about where they get his creator from but we also have some
00:47:19awesome resources now within within the the digital group for um creative creative
00:47:26templates so do you want to talk about that for a second ashley absolutely yeah your question to mark
00:47:31was a great segue into this um we thought it would be a good time to share our turnkey video solution
00:47:38that we have to offer it could come to my attention that not everyone knows we have this and so i wanted
00:47:45to just showcase what it looks like and all the details around it so let me first showcase what
00:47:50it looks like and then i'll go into all of the details can you go to the next slide sure
00:47:55and then just click play
00:48:05so
00:48:25great okay so we have turnkey video solution it's stock video that we can create 15 to 30 seconds in
00:48:36house if someone does not have a video and they want something a little low cost okay so it's 30 15
00:48:44to 30 seconds we'll create for the advertiser it's stock video and we customize it for the advertiser there
00:48:51is no voiceover it's just some music playing and then we add some of the advertiser elements
00:48:56we have multiple templates to choose from based on the industry
00:49:01this is important when we purchase stock video we also purchase the license with it right and we have
00:49:09to share the reason for the video so the video can only be used for beazley campaigns and so if someone
00:49:15leaves us and wants to run another ottc tv campaign with someone else they cannot but what they can do
00:49:23is they can use this on their website and they can post it to their social media as well so they can do
00:49:29that um some other things so two formats 15 to 30 seconds uh provide copy points we obviously need
00:49:38phone number web address any potential suggestions now the advertiser will get revisions to make
00:49:46opportunity to make revisions but not necessarily on the template um not on the the base footage theme
00:49:54okay we're going to match the theme to the industry um it's low cost right it's 450 for the advertiser
00:50:01and it's a five-day turnaround so this is a great solution for someone who wants a video created
00:50:06something professional affordable and quick um so we have this available as well i will post all of
00:50:15this in finish strong friday also um if you guys want a refresher on our ott and ctv offering on where
00:50:25the ads show up i will i'm going to post that video also on finish strong friday so you guys have that
00:50:31as well excellent do we have examples by category ashley i will gather some examples and i will um
00:50:39showcase that as well the ones we have on finish strong friday good question yeah
00:50:46excellent thank you so much ashley we appreciate you joining us instead of instead of going to
00:50:54the dentist this morning i guess you'll do anything not to go to the dentist hey i'm going to keep this
00:51:00this slide up real quick and we're going to ask um uh our our one other question i'm sorry sure go
00:51:07ahead we're on time um for an additional cost um can they add a voiceover to the stock video
00:51:14not for this solution no okay excellent question so we're going to ask chris rudsky to uh jump on real
00:51:25quick he is our uh digital sales manager in new jersey and he's got an amazing piece of ott video that
00:51:33they that they used for a client and chris could you unmute your video and
00:51:41audio maybe yeah larry it's saying that the host has stopped my video
00:51:47and rightly so i've seen what you look like but just kidding there you go you should be you should
00:51:53be good to go now great thank you excellent um so so give us we're a little short on time but we do
00:52:01want to watch this is is give us sort of a quick background of how the commercial ott commercial
00:52:07came about that we're about to see sure well we originally received the opportunity from a local
00:52:12new jersey buyer that kind of pitted us against the new york stations for iheart so we came in we
00:52:18undercut them on cpm we also really just beat them on the whole concept we did a 360 marketing
00:52:23campaign with gotts who's one of the morning guys on the rat uh he did everything he did the
00:52:28endorsement commercials on air he did streaming audio online we had him in display ads newsletter
00:52:34of course pre-roll video with the ott ad we also ran a social campaign with the co-brand impression
00:52:40campaign then of course targeted display targeted pre-roll and targeted ott generated just over 30
00:52:47000 in revenue over three months we did 200 000 ott impressions which generated just over 300 foot
00:52:54traffic conversions nerd focus is the product they're an energy drink that targets gamers and
00:52:59they were only specific they were only available at specific stores in the new jersey area so that's why
00:53:05foot traffic was a big portion of this campaign the overall campaign generated just over 800 000
00:53:11impressions all in between owned and operated and audience extension we generated just over 1200 foot
00:53:17traffic conversion so the client was very happy uh just two other notes on this i know we're short on time
00:53:23this is a great way for you to market your radio stations at no expense to the station uh you'll
00:53:28see in a second but it's the jock it's the radio station and the product all in the the ott video
00:53:34and then one other note you might recognize the venue from this video uh if you ever watched the
00:53:39jersey shore on mtv this was the famous headliner nightclub that uh i think snooki punched somebody or
00:53:45something and and and just so when you say the rat that's actually the the moniker of the radio station
00:53:52in in in new jersey right yep 95.9 the rat and got is it got or gotts what's it's gots yes g-o-t-t-s
00:54:01gotts is an on-air personality and he he he appears in the ott spot that we're about
00:54:07he's a bit of a character he's well known
00:54:18that's good
00:54:29nerd focus the original thing drink what they carry it stay focused stay focused
00:54:37what an awesome time really love that it integrates integrates the radio station
00:54:45and it's central it's a testimonial for the brand correct yep very cool that's that's off your your
00:54:53phone i don't know who that was but it was a welcome welcome addition and a good a good breaking
00:55:00point on on this so thank you thank you chris for joining us and sharing that with us thank you today
00:55:06and finally we're going to bring up our largest consumer of of ott um in in all of beasley and
00:55:15it's regina ganes regina if you want to and i may have i'm going to ask you to start your video
00:55:22so uh while we're while we're joining hey hey i'm sorry about the background it wouldn't allow me to
00:55:32upload it and but we see your we see your victrola which is which is awesome there's a crazy victrola
00:55:38right there awesome so regina's a member of our las vegas team but you're not actually in las vegas
00:55:44are you i am not no i am not i'm in texas and how long how long have you been with with beasley
00:55:50uh since uh since the end of january first of february ish so about eight eight months and in that
00:55:59time um you in 2021 you are our fourth largest seller of digital advertising in in the entire company
00:56:09and i'll point out half of that goes into goes into ott which is which is huge so can you can you talk a
00:56:18little bit about how ott got to be such a big part of your business uh yes it um actually it started
00:56:28because i wanted a large health care provider a hospital group and uh with digital they already
00:56:37had so many vendors and they had so many relationships and television was their week's
00:56:43point so i took it from the other end i thought i'm taking the broadcast budget and uh so that's
00:56:52that's how i started in on emphasizing ott so i i look at who is currently buying television and uh you
00:57:06you know how much money they're spending and uh you know the television the television uh uh buyers
00:57:14are a really good client because they they have the money to spend and they're generally on they're
00:57:20getting unhappier with the way broadcast and their results so it's very easy to come in and start with a
00:57:28piece of that budget and it keeps growing and growing and growing so so so i got i have to ask
00:57:35regina so you're sitting in dallas right now and some of the biggest uh television owners are there in
00:57:44your in your market right and they're running the spots that you're seeing as you know that you're with
00:57:49that you're prospecting how come they're not buying how come your clients aren't buying ott from you
00:57:55know the television or cable operators in dallas and and how have you sort of overcome that and become
00:58:00successful because they can't have dead air so they're going to focus on air first and foremost
00:58:07you know um because once that air is gone they they can't fill it again it's not like a newspaper
00:58:11where they can take pages out if it's dead it's dead and they're giving it away so their focus is on
00:58:18the air and when you go in and there's certain things that you can look at uh if it's a let's
00:58:28let's say it's a it's a restaurant that has a lot of money but the dma is huge and it does them no good
00:58:35to advertise to the complete dma so we can go and control your geo you can run your advertisement
00:58:43probably all year long to the people that are going to be your customers to the exact demographic
00:58:50the income everything that's a nielsen category you can target and your ads aren't skipped they
00:58:59aren't played on a television in the wall with no sound they aren't paid as a makeup or a make good
00:59:05at 2 a.m in the morning they are played exactly to the person that you want to be your customer
00:59:12who's close enough to be your customer and uh and the budget makes it so that you can have your reach
00:59:20and your frequency and instead of playing you know a month at the beginning of the year you can go all
00:59:27year long with the same budget and so so clearly very few people say no to you i can see that by the
00:59:35by the size of the billing but what what i'm persistent yeah so i actually have a question
00:59:42for you regina um if you don't mind larry i'm sorry please no please as far as um the cpm
00:59:50that you sell um to most of your clients regina um and the margins that surround it because it's so um
00:59:58inflated um wholesale what do you sell um ott at what cpm and and how do you remain competitive in
01:00:08the market so um right now my cpm is running i think the last one i did at you know 45 to 48 dollars
01:00:18and there is a little mark up there right uh yeah i i think that's you know that that's what that's
01:00:29what i sell um you know to the client um but the the differentiator for me is that uh we are we're not
01:00:40picking and choosing uh because what the broadcast people do it's like we're gonna we're gonna give you
01:00:45this show and that show this show has 40 percent of your demographic and the show you know and all
01:00:52these different shows that make up a percentage and it's like you're spending a dollar and you're
01:00:57getting 37 cents right so you're spending a dollar and getting a dollar um to your exact customer and
01:01:05it's with sound and it's not skipped and it's viewed and um it's actually more cost effective than
01:01:14if you are um because with broadcast television they're most expensive is most likely their uh
01:01:20evening news right and evening news you know um i say it's older demographic and even if you want an
01:01:28older demographic they are less affluent than the older demographic that is streaming so if you want
01:01:34older people with money to spend you need to stream it you know and and and to that point i pulled a
01:01:41number of um television managers to see what they were selling ott for and they're selling it for 40
01:01:4845 to 48 so that seems to be good going but what's interesting is their linear tv product they're selling
01:01:57for 35 cpms so to your point regina the clients are willing to pay the markup because when you compare
01:02:05what's being delivered in terms of their audience they're getting more value from paying the 40 45 to
01:02:1148 than they are over the air at yes and then take in a sample report that shows especially a device
01:02:19report that shows the detail of all the devices and um you know there's going to be clicks on that report
01:02:27and there's going to be a lot more measurement and proof saw it and when they get that combined with
01:02:36their pricing and they you know i mean my first time i did a um you know ctv buy they're like oh
01:02:43we're going to give you okay we're going to give you a piece of our podcast here's here's 20 000 a month
01:02:47it was like so you know but we went in and you know the meeting at the end was we saw a huge bump
01:02:57our website visits were way up we don't get this off and that was it yeah yeah we're that's great
01:03:02time but i'm going to just ask one more question i think this is important for anybody who who you
01:03:07know who's thinking about getting serious into ott so you're watching dallas tv you see a commercial
01:03:13that you think would make sense to go after can you sort of describe what that first phone call
01:03:19or communication is once you see the ad and you track down who who it is that you should talk to
01:03:24what what is that first communication like um i i i keep it very short and sweet and i just go
01:03:31straight in for it and i say is there a time i can come and see you about you know digital you
01:03:38know and i like i i sound like a real goofball i i i admit it but i think it's i think they let me
01:03:45come because i do sound like a goofball i don't sound like a you know um you know automated you know
01:03:51robotron which is a lot a lot of the telemarketers do so i i i stick with goofball and they're like
01:03:59yeah sure come on by yeah that's great that works so jennifer any any any last questions for for
01:04:07regina i i don't think so this has been very helpful regina thank you for sharing um with the
01:04:14rest of us yes thank you thank you thank you so much and i did ask both regina and uh mark if you
01:04:22have any questions about the clients that they are working and remember between the two of them that
01:04:27they have almost eight hundred thousand dollars worth of ott so far in in 2021 and the year is not
01:04:33over they said they would be happy to to answer any questions offline so you can call them or pop
01:04:40them pop them an email so other than that thank you regina for joining us jennifer thank you so much
01:04:47for co-hosting today you are you are both awesome and thanks mark steckman for joining us and and thanks
01:04:54to tony for making time in his day also to to chris from new jersey for sharing his uh his success with um
01:05:01um what was it called nerd nerd focus nerd focus maybe maybe regina needs some of that because of
01:05:08her you know maybe that will tame some of the goofball but hey it works we don't need to tame that
01:05:14so thank you everybody hope that we'll post this in beasley academy it should be up by midday tomorrow
01:05:19and we will talk to you next month
01:05:28you