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?

Read More

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?

Read More

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?

Read More

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”?

Read More

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?

Read More

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?

Read More

Q&A with a Mobile and OTT Expert – Part 2

Mark Landon, LBS Digital Expert, takes LIVE broadcaster questions!

  • How can I keep a client’s traditional budget at the same levels AND bring in more digital revenue?
  • Are OTT ads actual insertions into the programming or is it strictly pre-roll and post-roll?
  • Once we capture a device’s ID and start showing ads on someone’s FaceBook, does that continue if they get a new phone or do we have to start over with them?

Read More
  • 1
  • 2