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Your Audience Is On The Go, Are You There To Meet Them? – Part 8 – Q&A

Your Audience Is On The Go, Are You There To Meet Them? – Part 8 – Q&A

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Mark Landon, Trent Taylor, and Sam King from CTVBuyer take LIVE broadcaster questions! In this session:

  • How do I get my broadcast executives interested and motivated into the streaming world?
  • Can you go over again why it’s important to view CTV as another streaming device like a phone or tablet, and does it relate to how cable was viewed over a decade ago?
  • Isn’t streaming a great and powerful tool to bring to agencies to show how much we have to offer?
  • I don’t think streaming is taking any money out of my market. How would I find out if it does?
  • Would I as a station pay for CTV ads when I order them or does the client purchase them in advance?
  • This all seems really complex and difficult to distill into a sales pitch for a local business. How would you present this as simply and clearly as possible? Would you just talk about being able to reach additional audiences?
  • Can you discuss how and whether Broadcast TV contributes to rising OTT usage? I just was a bit unclear on the decline graphic and wonder why it does not also help us to see how Broadcast TV feeds or retransmits to Hulu, YTV, and others that carry local stations. I want to acknowledge the clear growth of OTT but it should also take into account that TV is already everywhere and even riding the updraft of growing CTV/OTT. Is that right?
  • Did you mention that a radio station needs an app for streaming? If so, can you please explain why again?
  • Aren’t streaming services like Netflix commercial free? Are they just included on your earlier slides as an example of OTT? You don’t mean that they are selling air time, right?
  • Do I have to worry about advertisers wanting to buy CTV more than my station?
  • Can you comment on this statement in the context of selling to local businesses? “Sell the audience you can reach, not the channels.” In other words, a client may say they want a certain channel, or channels, but that is not necessarily where the viewers are. It seems like a client can get more bang for their buck if they don’t limit their channel selection.
  • What is the difference between CTV and OTT?

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Data-Driven Audience Packaging to Drive Sales – Part 9 – Q&A

Data-Driven Audience Packaging to Drive Sales – Part 9 – Q&A

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Mark Landon, LBS Digital Expert and co-founder & managing partner of Recrue Media, takes LIVE broadcaster questions!  In this session:

  • Is Recrue Media an aggregator?
  • Are these services available for our media company to provide to advertisers directly or would we need to work with a company like yours to provide them?
  • In household targeting are you using longitude latitude or county generated plat mapping?
  • What frequency are you recommending to clients, 10 times, 20 times, or something else?

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Data-Driven Audience Packaging to Drive Sales – Part 8 – Q&A

Data-Driven Audience Packaging to Drive Sales – Part 8 – Q&A

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Mark Landon, LBS Digital Expert and co-founder & managing partner of Recrue Media, takes LIVE broadcaster questions!  In this session:

  • What percentage of your campaigns have you recommended all possible tactics? How did those perform over select tactics?
  • Can OTT target something extremely specific like “Homes older than 10 years old”?
  • As a digital manager, it is difficult to get salespeople to offer digital along with their radio packages. Any suggestions how I can win them over to these kinds of solutions?

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Data-Driven Audience Packaging to Drive Sales – Part 7 – Q&A

Data-Driven Audience Packaging to Drive Sales – Part 7 – Q&A

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Mark Landon, LBS Digital Expert and co-founder & managing partner of Recrue Media, takes LIVE broadcaster questions!  In this session:

  • Is Recrue Media an aggregator?
  • Are these services available for our media company to provide to advertisers directly or would we need to work with a company like yours to provide them?
  • In household targeting are you using longitude latitude or county generated plat mapping?
  • What frequency are you recommending to clients, 10 times, 20 times, or something else?

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Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 10 – Q&A

Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 10 – Q&A

LBS Digital Expert and Co-Founder & Managing Principal at OTTBuyer.com, Mark Landon, answers LIVE broadcaster questions! In this session:

  • You said it was reasonable to ask for $3,000 for CTV in a small market.  Is that over one-month, one quarter, or another time frame?
  • I did not hear Alfonso (now known as LG ads) mentioned.  Can you speak to it?
  • Do you have any thoughts on or insights about Scripps or Spectrum products?
  • What is the average CPM for CTV?

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Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 9 – Q&A

Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 9 – Q&A

LBS Digital Expert and Co-Founder & Managing Principal at OTTBuyer.com, Mark Landon, answers LIVE broadcaster questions! In this session:

  • What category do you think is a goldmine for OTT? And on the flip side – in your experience, do you think there’s a category that is tough for OTT?
  • For clients who want incoming phone calls as a result of their campaign, would CTV or linear be more effective?
  • I have been instructing clients to use QR Codes to track OTT/CTV usage/effectiveness. Are QR Codes making a comeback? I have seen a lot of national advertisers using this method as well.
  • Do you track website visits for X days after the campaign ends or someone is served an impression to give them time to visit if the site? If so, what timeframe do you use?

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Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 8 – Q&A

Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 8 – Q&A

LBS Digital Expert and Co-Founder & Managing Principal at OTTBuyer.com, Mark Landon, answers LIVE broadcaster questions! In this session:

  • I already sell CTV and OTT.  How can I show the correlation between a TV commercial and a web search?
  • Regarding reporting, how in-depth should the info be? Our current provider only provides the top 5 or 10 impression destinations at the end of a campaign.
  • What dollar amount of advertising would a client need to spend on CTV in a smaller market to make an impact?
  • What is a reasonable range to charge clients for targeted display and geofencing?

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Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 7 – Q&A

Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 7 – Q&A

LBS Digital Expert and Co-Founder & Managing Principal at OTTBuyer.com, Mark Landon, answers LIVE broadcaster questions! In this session:

  • What percentage of a Local Advertiser’s budget should be committed to OTT vs their traditional broadcast budget?
  • Outside of Hulu, are there a significant number of users in rural areas like the Midwest using CTV and OTT?
  • Is there an objective way of measuring cost per impression on traditional TV like there is on CTV?
  • How would you recommend that I help my station leaders get out of the mindset of “just sell our radio inventory, then we will worry about other things like OTT”?

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Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 6 – Q&A

Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 6 – Q&A

LBS Digital Expert and Co-Founder & Managing Principal at OTTBuyer.com, Mark Landon, answers LIVE broadcaster questions! In this session:

  • Is OTT marketing happening with local advertisers in smaller markets?
  • When you showed the case study campaign, what window of time are you using to track those site visits? Is it the same 3 days that the CTV ad ran?
  • What are the companies through which we can sell CTV ads for our clients where it is white labeled for our station?
  • Do you see ratings based selling going away and moving exclusively to impression based selling?
  • We are utilizing Simplifi in our local market and marking up our CPM to $50 for OTT. How does this compare to the national CPM rate?

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Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 5 – Q&A

Over-The-Top – What Every Local TV and Radio Seller Must Know As You Sell For, Or Compete Against, OTT – Part 5 – Q&A

LBS Digital Expert and Co-Founder & Managing Principal at OTTBuyer.com, Mark Landon, answers LIVE broadcaster questions!  In this session:

  • In my market we sell OTT using Marketron’s “Pitch” product. Comcast is active selling OTT as well. Can you comment on Comcast’s OTT product?
  • Is CTV something that radio stations should be concerned with and offering to clients?  If so, what is the first step we should be taking?
  • Ads do run on CBS, ABC, etc. on Hulu.  It is a live linear stream of the broadcast affiliate. Is this different than what you have described?
  • Can an advertiser get too specific with targeting which causes them to limit their total reach & frequency?

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