Loading summary
Transcript76 lines
- [00:00]
A
If you're still relying on google and facebook for all your performance you're missing taking your performance even further that's where realize comes in realize helps performance marketers tap into more ad placements across hundreds of premium websites reaching audiences you just can't find on traditional social channels with intent based contextually relevant ad placements you can drive real conversions not just impressions and expand your acquisition strategy with better data more control and higher roi thousands of brands already use realize to diversify their ad spend boost performance and unlock high quality traffic websites that will help you scale your business results so if you're ready to go beyond the usual playbook and start reaching new audiences check out discover dot taboola dot com perpetual to learn more or just check out the link over at perpetualtraffic dot com for this episode you need to think.
- [00:55]
B
About connected tv as a full funnel channel think about it as a performance.
- [01:01]
A
Channel as well this is a platform i think that businesses need to understand especially if you're marketing online right now.
- [01:07]
C
There'S so much more precision targeting inside ctv than any of us thought what should people start thinking about and be aware of as a lot of people are going to start planning their twenty.
- [01:16]
B
Twenty six budget i'll give you two.
- [01:18]
C
And one is you're listening to perpetual.
- [01:22]
B
Traffic.
- [01:27]
A
Are you struggling to keep up with marketing tasks activecampaign's autonomous marketing platform eliminates the busy work automatically building and optimizing email sms and whatsapp journeys all for you it's all powered by billions of data points that show you what drives revenue so you can launch campaigns in minutes instead of weeks extend your team with ai agents that handle campaign admin and tedious tasks that you know your team doesn't want to do focus on strategy and let the ai do the rest with data driven decisions clear next steps and on brand messaging across every channel try the next era of marketing for free at activecampaign dot com.
- [02:09]
Hey before we get into today's show just a quick reminder that we are still offering the creative diversification package over at tier eleven thirty plus creatives per month five to seven variations every single week plus you get the media buying and the two hundred and eleven data suite for free this offer is through the end of the year and now is the perfect time for you to meet with our team and plan out your q one q two and q three exactly like we're going to be talking about here the learnings that you will gain from black friday cyber monday this is the opportune time to talk with our team about how you can crush it in twenty twenty six using creative diversification it's the biggest breakthrough on meta since ads in the newsfeed back in twenty thirteen once again you buy the creative diversification package you get the media buying and the tier eleven data suite for free limited time offer through the end of the year check it out over at tier one dot com cd hello and welcome to the perpetual traffic podcast this is your host ralph burns founder and ceo of tier eleven alongside my travel globe hopping conference loving.
- [03:22]
C
Co host lauren e padrulo of mongoose media and of wherever today's destination is this is my last conference of the year ralph so yes i'm just kind.
- [03:36]
A
Of wondering when you're ever going to get home but anyway yeah if you hear some some strange noises in the background it's just yet another ryan dice conference i believe that you're at today so anyway we'll just blame ryan because we can because he used to own this show but now he doesn't so anyway i just always like to remind people of that so anyway so we are here today you know one of the things that's cool by the way before we get into today's guest who we have never talked about any of the stuff that he's going to be talking about today we haven't it's so exciting i know it's almost like eight hundred shows now and it's like he's gonna be talking about something we've never talked about but a little shout out to our friends over at spotify we now have well over a hundred reviews or one hundred ratings rating slash review over on spotify and we i think went onto that platform less than like a year ago we weren't even on the platform hardly we were the average is about four point eight stars which is insane to me so and that's not even me like self grading us because i can't even do it when i'm logged into spotify so you keep track of this stuff way more than i do but i just thank everybody who's listening on spotify and everybody listens to the show we're really trying to teach you how to do marketing the right way through metrics that matter growth at scales and bring new stuff to the table here which is hopefully what we're going to be doing here today so do you feel star worthy lauren with all those five star reviews oh.
- [05:07]
C
I of course i do my ego can keep growing bigger and bigger and bigger the only thing that i don't like about spotify is you can't leave a qualitative review all you can do is drop a number of stars so if someone's being lazy and doesn't know how many or where to leave reviews spotify is super easy you only have one option five stars yeah you can.
- [05:28]
A
Leave comments though so we do respond to the comments but those are kind of far and few between anyway thanks to everybody who's left us a rating and review and we've got you know well over eight hundred reviews views over on apple so anyway enough about us let's get into today's guest we are super excited to have vibhor kapoor i believe i pronounced that correctly he is the chief business officer at nextroll and you're like what is nextroll well the reason why he's on is because you probably don't know that nextroll is actually the parent company of what a lot of you might be aware of is adroll and adroll isn't what you think it is and that's why we have vibhore here today so welcome to perpetual traffic to spread the word on what you guys do over there thank you.
- [06:13]
B
Ralph thank you lauren excited to be here and yes you may have known about adroll from the past as the retargeting platform but we're a very different company today having gone through our growth and shift in our strategy over the last fifteen years but excited to be here thank you for hosting us and congratulations on all those reviews i know it takes a lot to do things right to get there yeah we didn't.
- [06:40]
A
Even bribe anybody to do it which is incredible to me so and we.
- [06:43]
C
Definitely never took any of our friends phones or new people we've met at conferences and demanded that we go into their spotify accounts never ever ever have we ever done that no actually i.
- [06:56]
A
Think lauren has done that a couple of times but anyway it just adds a few things to the to the equation here a bit so tell us about like what you guys are doing because i don't people realize what the platform is all about anymore and as a former affiliate as somebody who has used adroll in the past as a pure retargeting play a lot has changed so maybe just give us an overview of how the company has changed obviously it seems like there's been some maybe some acquisitions and some other things that have gone on along the way but yeah this is a platform i think that businesses need to understand especially if you're marketing online right now we're we ourselves are now doing programmatic ctv so it's you know from a selfish standpoint that's one of the reasons why i wanted to have vibhor on here today but give us a little bit of background as to how the company has sort of evolved and what you guys.
- [07:45]
B
Are doing now yep absolutely happy to do that so you are right that we were born about fifteen years back we were really focused on retargeting and primarily for display and we have come a long way over the last fifteen years so the way i describe adroll today is like a connected advertising platform and what we do is we work with brands and agencies helping them run what i say full funnel multichannel marketing campaigns so what do i mean by that we're no longer just a retargeting platform we have campaign strategies that you can activate which are full funnel which means if you have prospects that are earlier stage in your funnel they're at awareness and research we engage with them if you want to run campaigns which are lower funnel we help you run those and we help you run those campaigns using our platform which is deeply integrated into other crm systems as well as e commerce systems so think about shopify think about hubspot think about salesforce and we do this across both b two c and b two b so you think about a yoga mat company think about a nutrition company that's really trying to engage their audience in a direct to consumer consumer context versus a tech company which is trying to reach out to audiences which might be business decision makers buying a piece of tech maybe a cybersecurity solution we work across both b two c and b two b across full stages of the funnel but also across channels which is i think a good tee off to the conversation we want to have today so we were primarily displayed and over the course of the last few years we've evolved into social as well as we have evolved now into ctv which is a really exciting new space as more and more time is spent there so that's what we are i would say we just don't run campaigns of course you want to be efficient with what you do so we have tools for cross channel attribution and of course with everything that's happening in our agentic world we have agents which can help you go run campaigns understand performance and optimize those campaigns so that's where we are and excited about the future yeah so.
- [10:11]
A
When you say social we can get into connected tv because i don't think it's necessarily people understand somewhat what connected tv is maybe we can just explain that a bit further but when you say social that was an aspect i wasn't familiar with what oh i wrote.
- [10:26]
C
That down i was like what now social literally i was like writing my notes i was like say more if.
- [10:32]
A
You'Re still relying on google and facebook for all your performance you're missing taking your performance even further that's where realize comes in realize helps performance marketers tap into more ad placements across hundreds of premium websites reaching audiences you just can't find on traditional social channels with intent based contextually relevant ad placements you can drive real conversions not just impressions and expand your acquisition strategy with better data more control and higher roi thousands of brands already use realize to diversify their ad spend boost performance and unlock high quality traffic websites that will help you scale your business results so if you're ready to go beyond the usual playbook and start reaching new audiences check out discover dot taboola dot com perpetual to learn more or just check out the link over at perpetual traffic traffic dot com for this episode yep absolutely there.
- [11:27]
B
Are two places on social where we work with our customers one is in terms of understanding performance so we have a product called cross channel attribution and what we have done is we are we offer integrations into multiple platforms and social tends to be one where there are several campaigns that customers are running and we help them measure the performance of those campaigns so typically what happens when you're a marketer and you're wanting to understand your performance you are looking at each of the channels and their performance in isolation and when you try to look at the collective performance your head starts to spin because what you see is that there is inflated outcomes that the collection of all those comes to you so what we do is we look at utm performance across multiple channels and we give you different attribution models and we give you tdoo data for you to be able to see oh which channels are having what contribution to what kind of campaigns i'm running whether it's at awareness research or consideration so cross channel attribution is one dimension where we play in terms of marketing and digital marketing the other aspect is on linkedin so as i had called out earlier we have a product for account based marketing which uses our advertising technology also has go to market orchestration of campaigns and there we give the ability for our customers to be able to place media budgets in linkedin through the deep integration that we have built with linkedin so linkedin as a channel and the rest of social as performance attribution and measurement is how we solve.
- [13:25]
A
For social so when you talk about attribution are we talking about a view a click like how is that measured you know top middle bottom of funnel all of that in terms of the.
- [13:37]
B
Attribution i'm talking about the attribution model whether it's last click weighted first click we give you the ability for you to be able to understand your attribution using any of those models and then certainly depending on the channel you may have a certain measure that's more relevant right so.
- [14:00]
That'S what our strategy is which is give a platform sort of switzerland of measurement and attributions so that marketers can make a judgment in terms of what channel is working most for.
- [14:16]
C
Them so when you're saying like working most for them i'm just like like i'm going back to the the different pieces like it's going to come back into because like you said you're connected to shopify you're connected to salesforce you're connected to hubspot so you're taking where the user is living and having all of those pieces and so then when you have all these multi touch points do you see a lot of the brands that are not just like taking the pieces of adderall so they have more effective campaigns but know you do you then see them also leveraging those insights to drive better offer decisions because of that multi channel approach and like i know it's going to come further to like the ctv side of where you're just pushing what people will probably think is like pushing awareness but like how much of that information when you're looking at you said cross channel attribution and like having all those pieces come into like marketing directors to make smarter.
- [15:09]
B
Offer decisions yep and that's really the end goal lauren your point is spot on which is yeah you want to understand the performance and attribution of different channels but to what end the end is you want to drive optimizations of your spend and once you understand these in a deduped data across multiple channels then you can make smarter decisions and i know it should be like a.
- [15:38]
C
Not d dupe but d triplicate dupe or like it's not just duplicate as in twice it's like d quadruplet oh.
- [15:46]
B
Yep yep and and this the insight from all of this was the insight that drove this product was digital marketers coming to us and saying wow when i look at the performance of each of the channels individually and when i look at my outcomes the data doesn't match i'm always head scratching how do i understand the contribution of each of these channels so that was the insight we were leveraging to go develop this product and then what's the end game the end game is you should be able to drive optimizations in fact in some of our new tools that we have built using ai assistants we launched this about ten weeks back we want to give the ability for digital marketers to be able to not just create campaigns understand this performance and then be able to drive the optimizations under certain guardrails imagine a world where you're saying hey display is working better for me with this customer if you're serving multiple agencies than ctv or ctv is working better than social right i give you the guardrails to shift budget up to ten percent from one channel to the other that's the world that we are designing for which is have the guardrails have the optimizations that can be automated and they're human assisted where there's self.
- [17:17]
C
Learning that's involved that's the agentic stuff that you spoke about earlier right there's more that's the agentic pieces whoa i mean i gotta think of like how many times do i like with our team like we have strategists we have media buyers we have the creative production team and then we're looking at where can we put our dollars in the most cost effective way we talk about linkedin as the social approach and like i immediately text ralph i'm like why wouldn't i run ads inside of linkedin directly it feels like it's disadvantageous but you're saying look the reality is is you need to start having a global view and so hey business owners that are working with tons and tons of different agencies they're not talking to each other and when they're not talking to each other neither is your revenue driving systems and so what you're offering in this solution especially as it pertains to linkedin you can then shift budgets to linkedin if you're seeing like thought leadership campaigns driving more strategic value or shifting to the ctv ads let's say like something on netflix or hulu is driving a lot more representation in a certain market all that to say those agentic flows and where it's going is what every brand owner and agency owner like can you just be like oh my gosh thank gosh because it's manual and it's extensive and especially when like for us we have to partner with other agencies that our brands are working with and get this information and they're like i don't want to show you my data because i don't want you to audit us or come after our business i'm like i need to know the halo lift like it's it's this competition field that you're trying to say is is coming to an end.
- [18:51]
Like i don't have to demand from other agencies the information it's going to show and then allocate the budgets most cost effectively.
- [18:57]
B
Oh dang i'm optimistic about the future and i think it's early days but i absolutely see a future where you see a human assisted more autonomous agent that can help take the mundane away and help you make smarter decisions do i see that absolutely but we are also like ten weeks into this right and i think if you look at the workflow of a digital marketer right these are the first set of basic workflows create a campaign with agility understand performance by running some reports in an automated manner right and be able to have a conversational interface to say i want the report of this particular campaign in this geography right to going in doing optimizations under certain guardrails but that's just a subset of all the workflows that a digital marketer has so i think the potential of ten fifteen most.
- [20:01]
Significant workflows and them getting more agentic is absolutely there i feel i feel excited about it i feel confident about.
- [20:09]
C
It i was getting so excited i was like oh my gosh it's less mundane and more marketing and that's what agencies are being hired to do but we're getting caught in the weeds of all this project management mundane at times busy work like sometimes like there's a substitute teacher and you just have to do the things you have to do but i mean it's important because you need to have that level of client communication but i'm just i'm like stealing them like no more mundane more marketing and that's the direction like you said it's going we're ten weeks in like you know we see this hockey stick of how ai is being integrated well for tech teams and with the agentic flows and that type of stuff but like sorry i like your optimism it's so nice to hear this and i.
- [20:48]
B
Think at the core of all of this is our fundamental belief that great marketing firstly you should save and copyright that less mundane more marketing i like that but i think at the core of all of this is a principle that we operate under which is great marketing is not focusing on one or two channels but it's multi channel and why because audience spend time across multiple channels and if you really have to engage your audience you have to think in a multi channel world and you have to measure in a multi channel world and you have to optimize and you have to keep looking at your media mix and i think we have gone through many trend chasing phases in our industry so i would say if there was one takeaway i would say think across channels yeah well we've been.
- [21:42]
A
We we've been advocating that for years but still still i usually find it's ceo's they're like no no no no i need to know exactly how much google is pulling for me meta is pulling for me you know my native advertising my organic my seo all these sorts of things it just doesn't work that way because they all work in an ecosystem you should actually look at it as a in an mmm world the part to this i think that maybe the perpetual traffic listener hasn't really heard much about maybe once or twice in the course of the history of the show is connected tv just give us an overview everyone sort of talks about it ott connected tv like what is it why should the small to mid sized business the agency owner continue like think about adding this to their media mix here because most people sort of think of that stuff as like big brand channels and it's not really direct response it's all this sort of thing so just explain it just in general terms and then obviously how you.
- [22:40]
B
Guys utilize it the first thing i would just say is in terms of the definition at the simplest level connected tv the definition is a tv that's connected to internet right there is this broader category called ott which is over the top and the idea there is you have an internet connected device that's streaming content it could be on your ipad it could be on your tablet could be on your desktop or mobile but it could also be on tv what we are really talking about here is the growth and explosion and the opportunity we see with connected tv which is tv devices that are connected to internet and are streaming content why is this interesting i think it's interesting because of certainly the growth and the shift that we are seeing in audience behavior let me ask you a quick question how much time do you think is spent on streaming tv in an average us household upwards two to three hours less than two hours or five hours.
- [23:42]
A
On a tv itself or any device.
- [23:44]
B
On tv itself below less than two.
- [23:48]
A
I would say a couple hours i would say two to three hours i.
- [23:51]
C
Would say i would say two point seven to three point two hours oh.
- [23:56]
A
My god because a lot of times it's on in the background because i've been to so many houses like the tv is on like all day long and they're not even watching oh shoot.
- [24:05]
B
Yeah yep so interesting data points if you looked at some of this research two point three seven hours two hours and thirty seven minutes you were pretty damn close both of you so thank you for giving that response and the interesting thing is if you compare that to the time that's spent on the phone and you divided the time spent on phone for productivity versus entertainment you'll see that the time spent on streaming tv now is very much getting to be at par we in fact had a watershed moment earlier this year with the amount of streaming tv content and the time spent there exceeded linear tv which is some of the traditional tv now what's the other interesting thing like.
- [24:49]
A
Cable you're talking about like when you say traditional that's buy it through comcast okay got it yep yep what is.
- [24:55]
C
Cable who has cable.
- [24:59]
It'S where you.
- [24:59]
B
Get your internet yes we still have a lot of households i think thirty percent of the us households still have cable i think really yeah i think i was looking at the data earlier but it's it's not like we're not in single digits by any means my.
- [25:16]
C
Mom i feel like only bars i thought like bars and restaurants subscribe to.
- [25:21]
B
Cable like what yep that is that is certainly the stats there and old people i think audience behavior is shifting right whenever you look at something that's interesting or emerging you look at secular trends so audience is spending more time there we just talked about that the second thing that's really interesting for me is the attention span and there was research done on this which said that when you look at an impression on display you look at an impression on social and you look at an impression on connected tv you see much greater attention on connected tv versus social and display in fact i was looking at some of this research i don't remember who has this i had this in one of my presentations earlier in the year on the future of media forum eight times better attention span than social and sixteen times better attention span than display so you get better attention you have growing time spent there and then finally there's content explosion right you see so many streaming tv services now now what's happening is everybody has a dollar twenty bill with one streaming tusk service which is the non ad service right and we all know what happens when we get there we are saying like oh okay i'm going to take an ad supported service and there are now just ad free services so sort of the economics the time spent the attention that's all screaming that there's more time over there and i always feel that audience drives activation activation drives action and i think somewhere squashed in between that is is advertising so i think that's that makes this a really interesting channel now with that overview i think ralph the other question you asked me was isn't this just for big brands right it actually is not that was the world we lived in we thought that hey this is really for the super bowl commercial this is for the big brands that the household names for every product that we use but not quite now because you have more content which means there is greater supply than demand and the typical measure in terms of tv was always reach you can't build reach the other thing that we haven't talked about is that ctv is the reach of tv with the level of personalization that you can get on web and display right that's the best of holders and i'm seeing that the cpms continue to come down which is one of the primary measures that's used for at least measuring reach oh let's talk.
- [28:11]
C
About cpms wait what are those cpms coming down i was like give us some numbers because i know my cpms across different things and i'm like especially.
- [28:19]
B
Now like most things in life it depends but let me let me answer.
- [28:26]
A
That more directly it's the classic marketer he's a marketer too he's going to.
- [28:29]
C
Say it depends we knew it we.
- [28:32]
B
Knew it knew it no i can look at the data and say that there was a point in time where most cpms for ctv were upwards of forty fifty dollars but now what i'm seeing is if you just went and looked at the mean the cpms are in i would say and this is not just our data but just general data it is in the high teens and it really depends because it's about the campaign objective which you both really understand right of course if you're going to try and go broad yes your cpms may be better but if you're going to say i just want to target all bmw x five owners that have an automobile for the last three plus years in this zip code with this kind of a demographic profile certainly your cpms are going to be higher.
- [29:24]
C
So i'm getting facebook twenty sixteen vibes in this type of targeting and this type of accessibility and then the ability to have the funnel tracking like the roi aspect of facebook today unless you're in a sense of that category combined with the ability to track to the designer brand to the behaviors and the demographic elements of before it's like well hold on i don't want to say out loud but is that anyone that's a policy listener like close your ears but like so much has happened where restrictions on advertising has come to those big channels so like what i'm hearing is that you have cpms that are competitive to a lot of social media platforms you have the roi component that is why we tend to lean in the big three but you're saying that like performance and roi of cte are familiar and comparative to the meta the google and the tiktoks of the world while having additional errors of personalized targeting that you're not available to access in some of those bigger networks anymore absolutely.
- [30:31]
B
And we've done we've done a lot of work with audience data partners and we often we offer as an example audience segments that can there are a few thousand audience segments that you can use if you want to drive a campaign and i think that the other the other myths so to say that i would bust it's not just a brand awareness flick we think that you need to think about connected tv as a full funnel channel when you use it with sequential targeting and retargeting it is actually driving both upper funnel and mid funnel and i think that's the other sort of myth that exists out there that only think about it for brand awareness you actually should think about it as a performance channel as well and we offer this capability where as i said going back to the fundamentals multi channel marketing and advertising and when you think about the channels in concert and you deliver a consistent message and you reinforce that message across multiple channels think about ctv ad you are able to retarget someone with display because when as what ralph was saying when tv's playing in the background often the research also shows you're holding another device in your hand we are all on multiple devices right so the engagement with ctv retargeting or web retargeting back on ctv is also where you start to think about this not just as a channel for broadening reach but but actually driving mid funnel engagement so that's the other myth i would bust ralph back to some of the questions you were asking but lauren i think that's the promise which is get the level of targeting and personalization but be able to do it in a medium like this which has a greater attention i just want.
- [32:35]
C
To know and understand when metas and googles and tiktoks of the world are doing such broad targeting and you're getting such large volume to your website you're saying essentially we can take that massive broad audience filter down to who is a qualified audience based off of targeting targeting assumptions whether that be the type of car they're driving the level of income all those pieces that we used to be able to do you're able to now say like yeah get cheap traffic elsewhere then we're going to retarget and filter your retargeting so you're not retargeting everyone you're strategically retargeting and bringing that experience from web to ctv where they have sixteen times more attention you.
- [33:17]
B
Are essentially right and i'll and i'll explain what's the product work that needs to get done for this to be true or which has been done like we have done that right you typically in a streaming tv scenario you have an household identifier it's the identifier that's associated with the streaming tv device which is behind your tv think about like apple tv as an example and then you have a household which has everyone that has an identifier on the web right it may be because i'm using google chrome and i have cookies turned on or i may have someone that's my son that's using a safari browser now the work that we have done to make ctv a performance channel is to build an identity graph which stitches your identities between household and your web identifiers when you're able to do that fundamental work you're able to do retargeting and that at the most fundamental level is the work that we have invested in and finished earlier in the year that you can think about ctv as a performance channel you should in fact not just can that gives you so much power that gives you the ability for you to be able to attribute traffic in terms of your site visits with impressions that you have on tv you can attribute purchases you can understand oh which creator worked which didn't work which geography did work in which time of the day which publisher and publisher and advertising inventory would be is cnn mlb or i don't know hulu and which day of the week right these are traditional measures of linear tv that now you're able to associate an attribute back and there are some leaders in the industry that really focus on independent third party measurement and innovate is one that we have partnered with we don't want to be grading our own homework we want someone else to be grading our homework which is basically what's the performance we are delivering because we are an advertising company right what we do is we understand your campaign parameters and we help go find audiences in a publisher network that's the work we have done so we have innovate which can help you do all this measurement and see how ctv is driving the actions.
- [35:57]
A
That you want to drive so i would love to hear any sort of case study or results that you guys have had we can leave the company name out of it if we need to for confidentiality but i mean this all sounds good but i mean at the end of the day it's about results especially people who listen to this show a lot of them are performance marketers and like all right this guy sounds like he knows what he's saying but like where's the proof so can we talk about that specifically and how it actually works not in necessarily just you know adroll specifically or next roll as a company specifically because you have more than one product aside from adroll the point is is like how does it work alongside because most of the listeners of the show are already advertising on google tiktok meta so yep let's talk about that we all know this as marketers and business owners that growth is amazing until something breaks or some catastrophic event heaven forbid should ever happen to your business and i don't mean just your ad campaigns going sideways maybe a client slips on a wet floor or a shipment suddenly goes missing or a contractor gets hurt or an employee gets hurt suddenly the thing you've been building can take a huge financial hit maybe one that you worry might take down the company and you should always be thinking about that as the business owner most people don't think about business insurance until after something goes wrong when it's already too expensive or it's too late that's why we're big fans of what next insurance is doing business insurance is so important for any business whether you're online or offline and they've basically taken the pain out of business insurance it's one hundred percent online ridiculously fast and designed specifically for small businesses you answer just a few questions and next tells you exactly what coverage you need no phone calls no waiting no holding the line for the next representative just fast affordable production that actually has your back when things go sideways policies start for as little as dollar twenty nine a month don't wait for a crisis to remind you you're not covered get protected in minutes at nextinsurance dot com perpetual that's nextinsurance dot com forward slash.
- [38:16]
B
Perpetual yeah happy to talk about i probably take this to the use cases that i've seen which are really interesting and we'll leave some thoughts for the audience so the first i would say earlier in the year we had a customer in australia that's a clean tech company they sell solar panels and they ran a campaign where you could win a free automobile a lot name names i'm trying to sound i'm going to sound a little abstract and they ran a campaign where the whole idea was that they wanted to engage audience in a certain geography in australasia they had a few successful campaigns through the course of that year so second i can think of a community college which is in the east coast that has run a few campaigns with us because they believe that their programming is very relevant for students of a certain geography against of a certain demographic and they really wanted to reach out to those students in a certain borough in new york so we worked with them.
- [39:32]
In terms of running campaigns whenever it's the right time of the year where students are applying to community college that's one we have seen we've only talked about these as direct to consumer use cases right i'm trying to participate in a lucky draw to win a certain automobile and perhaps win a solar panel service solar panel capability in my household but we haven't talked about b two b use cases we are seeing multiple technology companies here in the valley where they are thinking about ctv and they're running campaigns actively to drive audience to their conference we know that conferences are back in a big way i know lauren you are at one right now and certainly understanding your audience demographic in a b two b so let's say it is cmos or vps of marketing that are in a certain geography and you want to drive their attention we have seen that as a use case another use case we have seen is a digital and experience company that has experiences either around kentucky derby or f one or a certain pga tournament that understands that certain audience really care about that experience and going after those audience in terms of running ctv campaigns in concert with their web campaign so i've got all of these examples and i think the favorite quote i have in terms of performance and ralph you said performance specifically right is this tech company in the valley that told us that after they ran their ctv campaign their performance was two to three x better than what they saw with another channel i wouldn't like to name that channel so.
- [41:36]
I think just hearing about two three times better roas relative to the other channels they're using for video given the position of targeting was music to my ears and i think we have an opportunity to do that on a repeated basis with many other clients and agencies we.
- [41:55]
A
Will be leaving links in the show notes for these because we do have a number of case studies on your site if you've got additional ones that you want our listeners to review we will leave that over at perpetualtraffic dot com i know lauren is itching to ask perhaps the final question as we.
- [42:11]
C
Conclude here well i'm just like so excited we've talked about so much of like what's coming and what's being developed and on like this area of advertising that most don't so like for you with everything that you're seeing and what's working now where where do you see this going where do you see ctv specifically and brands or businesses that are listening to that want to use ctv what should they know now for the rest of twenty twenty five and into twenty twenty six and beyond to stay competitive because i don't know if other people are listening to this being like shit there's so much more precision targeting inside ctv than any of us thought like what should people start thinking about and be aware of as a lot of people are going to start planning their twenty twenty six budgets yep i'll.
- [42:52]
B
Give you two and one is more of a hesitation that often customers have and they could be brands or agencies one is oh do i have the creative do i have the creative for me to be on ctv that's a question that's lurking at the back of there head sure i would say you do if you have social content right you can easily use that as source content to create ctv ads we already have that as a service that we offer you got a six seven you've got a six second eight second clip we can easily package that into a ctv ad along with a qr code we got that and we all know what generative ai is doing in terms of lowering the barriers right so i think creative is no longer a barrier to adoption if that's something that you're wondering and you can go to our site or you can look at our links or hit me on linkedin and i will be happy to answer questions on that the second thing i'll say what i'm excited about futuristically is the interactivity that's going to come in ctv we believe that there is going to be a greater degree of interaction it can come in terms of having an ability to be able to stop an ad to have a carousel to be able to move around to be able to flip colors in your car ad that you're looking at to be able to pick a qr code and add something to your shopping cart so i think interactivity.
- [44:40]
Is the next frontier that i'm excited about in addition to don't worry about the creative i think creative is a barrier you can easily cross.
- [44:48]
A
So we have a newer customer we're not doing their connected tv as of yet and as soon as we started doing the research and then they became a client of ours as soon as we started doing the research i started seeing their connected tv ads on my little roku tv as i watched espn in the morning and it was one of their meta ads it was just it was it was basically it was the same thing it was really good by the way so we're like great so we're running the same ads i mean they were they hired us to do a lot of their new creative but the point is is that i remember that was like the thing that all of a sudden in my mind i was like this is not something that you need to hire you know some one hundred fifty thousand quarter of a million dollar photo shoot super bowl type of ad type of thing you can repurpose what you're already using it's got to be the right type of thing obviously you need strategy that goes along with it you need messaging all these other sorts of things but it's not it's not as and i was shocked by how good it was and it was direct response and it was really simple and it was like i know they were it was used by him it was filmed with an iphone so it's not beyond the reach right now by any stretch and i think that is a barrier that a lot of people think about when they think.
- [46:03]
B
About connected tv yep certainly cpm no longer a barrier creative no longer a barrier personalization and reach best of both worlds so add that to your mix my simple message there you go well.
- [46:16]
C
You also said interactivity is good like sorry ralph i totally i was like you saying interactivity where we have multi channel no one's talking about the multi device the people you said that they're on tv and they're on their phone at the same time so someone can take action because they're they're distracted in both devices with the attention on you so i'm like you have that component of interactivity like you're talking about extra experiential learning like even on the you're using the same meta creative you're applying it to cctv but you're adding an extra layer of a qr code they're watching tv with their phones out yeah so then you get to have that experiential connection like nothing gets that multi device consumption as fast as this is.
- [46:56]
B
Dealing yep absolutely great great add ons.
- [47:00]
A
There lauren yeah yeah it's everything all together well where can people connect with you and that role specifically you did mention your linkedin profile is that the best place for people to connect with.
- [47:12]
B
You yeah absolutely happy to do that i'm happy to leave my link there vivore kapoor hit me up on linkedin i'm very active there as well as yeah adroll dot com adroll is our primary brand across both b two c and b two b while nextroll is certainly the holding company and thank you for having hosted me it was exciting to have the conversation and i love the interactivity yeah no i think it.
- [47:40]
A
Was a lot of fun really great to have you guys on and for anyone who wants to connect obviously connect with bibhor over on linkedin we'll leave links in the show notes there for y' all as well as all the resources that we mentioned here there's quite a few of them over at perpetualtraffic dot com and of course if you want to leave us a rating and review wherever you listen to podcasts we'd be happy to take those as well helps us get out to a wider audience to teach people how to do the right the right things with these types of messagings here and ctv isn't something that we've really covered a whole lot about but metrics that matter and growth that scales that's what this comes with what this podcast is all about bib horse thank you so much for coming on to perpetual traffic thank you.
- [48:24]
B
Appreciate it and i'm suddenly leaving a review tonight as well.
- [48:29]
A
Listen that show that guy from ad roll yeah that's that's what you're gonna say it's amazing so on behalf of my amazing co host lauren e petrulo ciao till next.
- [48:42]
C
Show see ya you've been listening to perpetual tr.