- 5 years ago
Simpli.fi FAQ
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00:00:00Welcome everyone to this month's Tuesday training. I don't know about you guys, but I feel like it's
00:00:06been way longer than a month since we've all been together on the session. That just tells me there
00:00:12is a lot going on and that is for sure. So this session, we have a very special guest with us.
00:00:21We have David McBee from Simplify. We thought it would be great to have Simplify on our calls
00:00:27once a quarter to go through anything new, answer any questions we have, just so we can always feel
00:00:35as confident as possible. So that's this, that's this session this month. We also have exciting
00:00:42updates for you that I'll share a few. And then Kim Sonborn is on the call. She's going to share
00:00:47an exciting update. And then Larry, as always, has the science behind segment, LJ, the science guy.
00:00:57So that's, that's the agenda today. So I'll start with some exciting updates for you. I have
00:01:05talked about this for quite a few months now, and we finally have it complete. We have a new
00:01:11capabilities deck for you all. This capabilities deck will showcase all of our solutions in one deck
00:01:17updated as of 2021, a nice look and feel along with why choose Beasley, our differentiators,
00:01:26and also the story behind Beasley. If someone doesn't know the story, then of the story that
00:01:32we can rally around. So we have that available. I am going to send it out in the email that I send
00:01:38on Fridays. Just another reason to open the email, finish strong Friday. So look for that for sure.
00:01:44Also, I am always asked for one-sheeters, and you can use this deck as a one-sheeter. Each solution
00:01:53has the benefit of each solution and a description of what our solutions do. So please look for that.
00:02:03Also, next slide, Larry. We have a lot of Salesforce talk lately. We've had a lot of Salesforce training,
00:02:11and I know there's going to be questions around Salesforce as we go through Salesforce. I just want
00:02:18you guys to know what's available to you right now for resources. So we have one-sheeters available
00:02:24on Academy. If you go to the Salesforce page, you scroll down to the bottom, you'll see all of these
00:02:31one-sheeters that go through how to create an account, how to create an opportunity, step-by-step
00:02:36with a screenshot. There's also short videos. If you guys have not looked at them, you don't have
00:02:43to go through the long segment of Salesforce video. You can go just to the part that you need
00:02:48help with. So we have those available. I'm adding two one-sheeters as I field more questions. So if I
00:02:54see a question that's coming up a lot, I'm adding two those pages. So keep a lookout for that. I'll also
00:03:01add that into the Finish Strong Friday email as well. All right. Now I'm going to hand it off
00:03:07to Kim, who has an exciting update for you guys.
00:03:16Kim, you might be on mute. You're on mute.
00:03:19I muted myself after you told me not to do it. So I was jamming out to Larry's incredible playlist
00:03:29there. So on April the 7th, we launched Beasley.digital. This is a new site. It has a new
00:03:36logo. And yes, the logo looks familiar. It should. It pays homage to the 60 years of Beasley Media
00:03:41Group and their heritage. And at the same time represents how digital has grown within Beasley
00:03:46Media Group and how broadcast and digital work together to serve our users, our listeners,
00:03:51our advertisers, our communities, employees. If you've not seen it, please check it out.
00:03:56Just type in Beasley.digital. It's our digital agency site. It's market-facing, client-facing.
00:04:02It gives a quick overview to our digital solutions. It showcases digital case studies,
00:04:07video production, and much more. And it's not finished. There's so much more to come.
00:04:11We've gotten incredible feedback. We're going to be refining the site and sprints over the next
00:04:16quarter. And if you see something you think should be there, or you see something that you think
00:04:20should change, we'd like to hear about it. So let me know. And there were so many people that
00:04:26played a key role in getting this site launched. And if I started listing them all, I know I would
00:04:31forget someone. So thanks to everyone that helped, contributed to this site. You know who you are.
00:04:38So please check it out. It's Beasley.digital.
00:04:42Awesome. Thank you so much, Kim. It's beautiful. It's so exciting that we have that. And it should
00:04:46make us all proud when we see that site. All right, Larry, I'm handing it off to you before we hand it to
00:04:53David. Excellent. Well, the Science Guy Corner this month is Y-L-O-L equals O-T-T.
00:05:08Sadly, we didn't have a lot to laugh about in 2020 with, what was that? Oh, that pandemic thing and
00:05:15all. We just didn't have a lot to laugh about. And as a reflection of that, Nielsen reports that we
00:05:20spent 9% less time watching comedies than we did in 2019, which seems sort of counterintuitive.
00:05:29We didn't want to laugh. So we didn't watch comedies on TV as much. But although overall
00:05:35sitcom viewing was down, there was one type of show that turned frowns upside down. It seems we spent
00:05:45less time watching new comedies in 2020 than we did in 2019. But we spent a lot more time watching
00:05:53classic comedies in 2020. This included shows like Seinfeld, Cheers, Fresh Prince of Bel-Air, who if you
00:06:01weren't at the beginning of the playlist, we heard the theme from that. Mary Tyler Moore Show, Brady Bunch,
00:06:08and even I Love Lucy. And this is hard to believe, that show was on before even I was born. But we're
00:06:14spending, yeah, I saw that face, Kimberly. So yeah. But it's true. But let's take a little bit closer
00:06:21look at our insatiable appetite for nostalgic comedy. So let's, friends, right? Let's look at friends.
00:06:30So we spent, as Americans, 96.9 billion minutes watching Friends in 2020, which was about a 35%
00:06:42increase, 30% increase versus a year ago. This show went off the air 17 years ago, yet we're watching
00:06:51it more than we ever, ever have. Even the Andy Griffiths show is, look at that, we're watching
00:07:04it 29% more in 2020 than we were watching 2019. And think of all the comedies that are on TV.
00:07:11We said, yeah, we don't want to watch those. We want to watch something that went off the air in 1968.
00:07:17Then there's Roseanne. And I'm not talking about the current incarnation of Roseanne that doesn't
00:07:23have Roseanne. I'm talking about the show that went off the air in 2019. We spent 70% more time,
00:07:3220 billion minutes watching Roseanne in 2020, which is a lot more than we did, almost twice as much
00:07:39as we did in 2019. And this one, this one I don't get, right? Is we spend five times more,
00:07:49we spend five times more of our life watching Urkel than we did in 2019. I never, I'd like to hear from
00:07:58you. I never got this show. I don't know why people loved it. It was on the air for like nine seasons,
00:08:03originally on the air. And we decided in 2020, this is the show we wanted to watch more of.
00:08:11And then there's George Lopez show. I didn't even know George Lopez had a show.
00:08:15I mean, I think it went off the air in 2007 on ABC, but yet we're watching it twice as much
00:08:20now than we did in 2019. And it's probably more than we ever watched it when it was on the air
00:08:26originally. And then this one, I kind of get full house is you could see we've watched it 35% more
00:08:35time than we did in 2020 than we had in 2019. And I think that 7.2 billion hours we spent watching it
00:08:41was the same length as Lori Loughlin's jail sentence. So I kind of get why that one worked,
00:08:47but I think what's even more important than the amount of time we spend watching
00:08:51these classic comedies is where we're watching them. So for instance,
00:08:57in 2020, Americans spent 87.2 billion hours watching The Office, but we watched it probably
00:09:06a little different than you think we watched it. And this is good news for us, that 66% of the
00:09:12viewing of The Office happens on OTT, which is pretty incredible. You can watch it on Comedy Central,
00:09:19you can watch it in a lot of traditional places, but 66% of the viewing is happening on OTT.
00:09:26And this is part of what's driving in at least our radio markets, and I'm sure across the country,
00:09:31the incredible reach that OTT is having amongst consumers in where we're currently doing business,
00:09:39and I'm sure nationwide. As a matter of fact, you can see, and just here's six examples of our markets
00:09:45of every size, is OTT is rivaling local TV and cable TV. And probably the best news for us,
00:09:56according to the IAB, is 45% of everybody who watches OTT is watching advertiser-supported
00:10:05content as well. This is the stuff we sell. And not only do we have it to sell,
00:10:13is the people watching it are the audiences most coveted by local advertisers. Actually,
00:10:19most advertisers. In Philadelphia, for instance, most of the viewing is amongst 18 to 39 and 18,
00:10:2739-year-olds and 40 to 59-year-olds. These are the folks who are spending money, especially the 18 to
00:10:3439, the millennials. They account for 33% of all consumer spending in the markets where we do business.
00:10:40Here's Boston. Look at that OTT. The stuff we sell reaches 75.2% of all employed people in the market,
00:10:51and a lot of it is the white-collar workers. And let's look at Tampa. Look at that. The biggest reach
00:10:59is amongst households that earn $100,000 or more a year. These are people who have money to spend that
00:11:06our advertisers are interested in. And finally, let's look at Detroit. Look at this. It's being
00:11:13watched. OTT is being consumed in households that have kids at home. And the households that spend the
00:11:19most money are the people who have to school, feed, entertain, and maintain the health of children.
00:11:28This is the audience that we have to sell in addition to all the other great assets we have.
00:11:32This is who's watching OTT. So OTT provides consumers tons of choices, ranging from movie
00:11:41premieres to original series. And a big driver of OTT has been classic sitcoms, something we can all
00:11:50laugh about, especially all the way to the bank to deposit our commission checks, of course,
00:11:54if we start selling even more OTT than we already are. And that's the latest from the Science Corner.
00:12:04So interesting, Larry. I kind of understand Urkel because I did love that show. So that doesn't
00:12:11really surprise me. But I wonder if Frasier is in there because Frasier would be one I would think
00:12:16that people would... Frasier, they're all in there. You know, you could look at Frasier,
00:12:20you could look at Cheers, you look at Seinfeld. The list is endless. If it's old, we're watching it.
00:12:28If it's new, we say, no, no thanks. We prefer the classics.
00:12:33So interesting. Great information for today, Larry, especially now that we have David here that's
00:12:40going to go into audience extension with us. He is here. He has some frequently asked questions that
00:12:48he's going to review with us. I have some questions and we really want to open it up to you guys. We
00:12:54want you guys to put some questions in the chat box. Larry's going to man the chat box so we don't
00:12:59miss anything. And we'll answer all of your questions. So please participate. If anything,
00:13:06you have anything on your mind, please ask them today. So David, I'm going to hand it off to you.
00:13:10Hold on. It's not unmuting. There we go. There you are. There you go. I clicked unmute and I couldn't
00:13:27unmute. Could you also unmute the Simplify folks, if that's okay? Evan's here. And Kendall, I think.
00:13:37You got it. And Leslie and maybe Aaron Haley. I think those are the folks that are here.
00:13:45So guys, that was a fun start to your meeting. I really liked it. I'm going to totally steal some
00:13:50of that. I like the commission check part, Larry, but I'm wondering if Urkel's still getting that
00:13:56big commission check for work he did so long ago. I have no doubt his mailbox is full of them every
00:14:01week. We chose the wrong career path. When you can keep getting paid for something,
00:14:06you did 30 years ago. Anyway, hello. It's nice to see all your faces. Thanks for taking some time
00:14:15out to allow me to drop in on your meeting. What I'd like to do today is really, as Ashley said,
00:14:23I really want to open it up. We have a handful of questions that we get all the time. And I want
00:14:28to go over those. I think those are a great place to start a training. But it's my hope that this
00:14:34training will kind of take its own path organically based on what you guys need. Because, I mean,
00:14:40as trainers, we are constantly trying to figure out what it is that we can say to our teams to help
00:14:47them be successful. But what I have discovered, especially recently in the pandemic and spending
00:14:52a lot of time on Zoom, is that if you guys guide the conversation, then it's not me assuming what you
00:15:00need to know. It's you telling me what you need to know. And so for that reason, I'm definitely going
00:15:05to have my chat box open and I'm going to be ready to pay attention and answer your questions. So
00:15:12real quick, I just would like to allow the Simplify folks to just say hello and introduce themselves just
00:15:20real quick so you can see who they are. Evan, you want to say hello?
00:15:24Yeah. Hey, good morning, everybody. It's nice to see you so many familiar faces. Thanks for having
00:15:29us on. Thanks, Evan. Kendall, you there? I am. Hi, everyone. And Kendall, what's your role at
00:15:40Simplify? How do you help these folks? I am a part of your client success group. So I help
00:15:46build campaigns and help work with your self-service pod teams as well. Thank you. Thank you. Very
00:15:53important role. Aaron, you there? Aaron, maybe not. And Leslie's driving. She's somewhere on mute. So
00:16:04all right. Well, let's just jump into it. I'd like to open up the chat box and just see if you guys have
00:16:11any questions that are top of mind. What do you need to hear from the Simplify team today to help you be
00:16:18more successful going forward? Always an uncomfortable few cricket moments here.
00:16:29I see Doug laughing. All right. Well, I'll tell you what. We're going to dive into some of the
00:16:35questions that we've pre-prepared. Oh, here we go. Verticals. Are there categories? All right. Cool.
00:16:42Here we are. So those are kind of the same questions, right? Dan and Allie, what are the
00:16:48categories? What are the verticals that you both hit me up with the same question at the same time?
00:16:53And so I will actually ask Evan to kind of chime in here. But I'm going to, before I give him
00:17:00the mic, let me just say this. Some of it is pretty obvious to you guys, right?
00:17:06Um, so don't ignore the obvious with the pandemic, uh, you know, hopefully coming to an end. Uh, I think
00:17:14it's pretty obvious that anything related to travel, um, sporting, uh, partying, restaurants,
00:17:23wineries, anything that has to do with getting out and getting back in front of our friends. Those are
00:17:27the absolute hottest, uh, categories to go after right now. Also, people are eager to spend some of
00:17:34the money that they saved in 2021 by not traveling or 2020. Um, and so we're still discovering that auto
00:17:42is still a very, very powerful heading as is healthcare. Healthcare has been really, really
00:17:47big. So, um, Evan, do you want to add anything to that? What have you seen?
00:17:53Yeah, David, I think you're, uh, you're hitting a lot of the key points here. You know,
00:17:58you can't overemphasize auto. Uh, there's been a constant there, but certainly since,
00:18:04you know, midpoint of last year, it's been continuing to grow, uh, same with healthcare,
00:18:09um, education on the rise again. Um, you know, retail obviously pivoted a lot last year,
00:18:15you know, moving away from geo-fencing and in-store, uh, foot traffic as a, as a main conversion
00:18:22over to addressable geo-fencing. Certainly CTV would kind of be the main tactic from an addressability
00:18:30standpoint, uh, as well with retail, uh, home and garden was always a big surprise last year. It was
00:18:35actually at one point, the number one vertical, uh, a lot of folks trying to figure out how to
00:18:39plant a garden and do the, uh, the DIY stuff at home. Um, and then, uh, I mentioned education
00:18:47already, but, uh, I think we're seeing a big, uh, influx of, of dollars, uh, on the addressability
00:18:53on, on the addressable geo-fencing side as well. And also I believe that, uh, jobs and recruitment
00:19:00are moving up right now as well as people try to recover from the pandemic and get people working
00:19:05again. So that's definitely a hot heading. Um, and one that's, you know, really great to go after,
00:19:11especially with geo-fencing and, uh, targeting, um, employees versus, uh, customers. Um, actually,
00:19:19Larry, the questions are rolling in, in the chat as we had hoped. Um, so I'll let you guys pick and
00:19:24choose which ones you want to want to bring out. So here's a great question from Stephanie. She wants,
00:19:30uh, to know some of the best tactics to implement when a client's KPI is form fills. Do you have any
00:19:38idea for best practices? Can I get any more information on, uh, what that form is or what that,
00:19:47what kind of business that is? She doesn't, she doesn't say, we'll see if she can, can add that
00:19:54to the, to the chat box, but is there any, any good, good, uh, tactics to use in general for,
00:20:01to, to encourage form fills? All right. So Aaron wanted to chime in, but before you do, Aaron,
00:20:07let me just say this. I'm always very cautious about form fills. Let me just say this. So many
00:20:12advertisers have a form on their website that they want people to fill out and they have no success
00:20:17with that, right? They've tried paid search. They've tried any, anything they can to get this
00:20:23form filled out. And so they come to you as the seller, you're the digital expert and, uh, the
00:20:28form is on their digital website. So they think that we have the magic bullet. My work, my words of
00:20:33caution to you are this, if an advertiser is able to get some forms completed on a regular basis, doing
00:20:41whatever they're doing, then we can be effective, but often they're asking for the impossible.
00:20:48Their form is too long. Their form asks for too much information, or they are part of an industry
00:20:54that people do not want to be put on some mailing list or be called. So I always caution advertisers.
00:21:03And I let them know that in, you know, in this day and age, people are hesitant to complete a form.
00:21:10I ask them, I ask all of you guys, if you went to a website and you had some interest in that product
00:21:16or service, would you complete a form so that you could get called back or get on a mailing list?
00:21:22Or would you prefer to initiate the shopping? Would you be the, like to be the one to,
00:21:28to hold all the cards and contact the seller when you're ready, right? So that's my first statement
00:21:35about forms. It's just be very cautious about what you promise because so few people actually
00:21:40want to complete forms. That said, there are circumstances where a form makes sense. If I'm
00:21:46applying for college or, you know, grad school or something like that, and I want that school to send
00:21:51me information about their programs, that might be more than just a phone conversation. That might be a
00:21:57case where I want to fill out a form and get information back on that. So with that said,
00:22:03Erin, I'll let you share your piece. Yeah, thanks, David. Those were great points to make there.
00:22:10And sorry, I didn't get to introduce myself earlier. I was on mute when he initially introduced me,
00:22:16but I also work with Kendall on the client success team on the Simplify side here. In terms of best
00:22:22campaign setup for form fills, we definitely want to stick with site retargeting and search
00:22:26retargeting because those are the tactics that we'll be able to restrict to in-browser only and
00:22:32we'll be able to track all form fills that are attributed to your campaign. And with that being
00:22:37said, too, in terms of getting the best amount of form fills from your campaigns, we do recommend
00:22:44having the landing page click through directly either to the form fill or to a page that leads
00:22:49directly to the form fill. So that's what we would recommend for setup would be to stick with
00:22:54search retargeting and site retargeting. Thank you. That's very helpful. And let me just add that
00:23:01if a person sees the ad, the abysmal click through rate of display, it's 0.1%, right? So that means
00:23:11only one person is actually going to click on that ad out of 1,000 people. So make sure, to Erin's point,
00:23:18that if you have a form fill somewhere on the site that it is easy to get to from the home page,
00:23:27okay? Because what they'll do is they'll see the ad for, you know, Avila University, Avila University,
00:23:32Avila University. And they're like, oh, finally, I'm going to go see what Avila University is all about.
00:23:35But instead of clicking the ad, they actually go to Google, they type in Avila University,
00:23:39they go to the home page. And now if they can't get to that form easily, we've lost the momentum
00:23:46that we gained by sending them to the website in the first place. So hopefully those are a handful of
00:23:51valuable pieces of information that will help you with form completions.
00:23:57So Perry is looking for a little clarification on when you talk about healthcare. He wants to know,
00:24:03are you referring to individual practice such as dentists, primary care physicians, physical therapists,
00:24:08or larger hospitals and the like? Well, it's from my understanding, and team, you're welcome to
00:24:17chime in on this if you want. But it's my understanding that it is an overall push
00:24:22in all industries related to medical. Dentists are trying to catch up with the folks who didn't come
00:24:29in for so long or who neglected their teeth. Clinics are, you know, very, very busy for a number of
00:24:36reasons. Hospitals are finally able to start doing surgeries again that were put off for so, so long.
00:24:44And so it's my understanding, based on the research that I've seen, that it's nearly everything related
00:24:49to medical is seeing a surge in 2021. Simplify team, anybody want to add to that or prove me wrong?
00:24:58David, I think it's the perfect answer. I would also say we're seeing a lot of,
00:25:02you know, PSAs, a lot of public service announcements around getting vaccinations and
00:25:08where you can get those vaccinations. So that's been an interesting sort of side
00:25:12revenue channel for the healthcare vertical. Thank you, Evan.
00:25:20And by the way, point of clarification, that's usually at the hospital level, although obviously,
00:25:25you know, you could put that in the government side too, which may not necessarily fall into the
00:25:29healthcare vertical, but a lot of the hospital systems are taking that advertising on.
00:25:36And then we have a couple of questions about recruitment from Jerry and Edward. One of them
00:25:41is, you know, what are the best practices around recruitment opportunities, especially in Florida,
00:25:49where Jerry says a lot of hiring going on. And then Edward is a little concerned, wants to know the
00:25:55best tactics or tracking to generate leads for recruitment campaigns when you aren't able to
00:26:01pixel this, the employer site. I mean, it's talking specifically about military recruitment. So
00:26:07best practices and best ways to track when you can't pixel.
00:26:13Let's tackle that second one first. Best ways to track when you can't pixel.
00:26:18So maybe you guys have heard me use this analogy in the past, but
00:26:22digital gets a bad rap. It's, it's, it's, we build it up as something that provides all this
00:26:31data, right? Like we can, we can show you the clicks. We can show you where we delivered the ads.
00:26:36We can show you how many people came to your website, all the view throughs, the form fills.
00:26:40And so there's this expectation up here that advertisers have about what digital can
00:26:45not just do, but what it can prove that it's done. Right. Especially when we start talking
00:26:50about foot traffic attribution into a physical location, like advertisers are going nuts for that.
00:26:56Right. But in the case of someone who can't pixel, I always like to use the analogy that
00:27:01a person who can go, a person can go on a diet without owning a scale. Right. And so even though
00:27:10you are limiting our ability to track the success of the campaign, because there is no pixel that
00:27:17doesn't limit the success level of the targeting of the advertisement as a whole. So if you went back
00:27:24in time to, you know, 1980, you might run a TV commercial for the military recruitment. Right.
00:27:32And you would have really no way of tracking the success of that TV commercial, except to say,
00:27:38well, we saw an increase in the number of military applicants. There would be no pixel. There would be
00:27:46no website to fill out because it was 1980. Right. My point is that just because we can't attribute
00:27:53the success of a campaign directly to a click or a website visit, that doesn't take away the value
00:28:00of the targeting and the campaign as a whole. And that, my friends, is really a sale in and of
00:28:05itself. You have to sell the advertiser on the idea that you can still do this campaign. And this
00:28:12campaign makes sense because we are able to use addressable targeting to target 18 year olds who
00:28:18didn't go to college, for example, or we're able to target, you know, a certain level of income or a
00:28:24certain geography. This is great targeting for your campaign. And even though you have
00:28:29kind of tied my hands and aren't allowing me to pixel your website to prove the results,
00:28:34doesn't take away from the value of the marketing itself. So I just want to put that out there first.
00:28:40The second thing is I'll go back to like this recruiting best practices. And I definitely want
00:28:46to hear from my team on this. So I'll be brief. I just want to say this. One of my favorite things
00:28:50that we have the ability to do now is with an addressable geofencing campaign,
00:28:56we can draw a geofence around a location and target only the frequent visitors of that location.
00:29:07I know restaurants isn't a really great example for recruiting, but for the point of explaining this
00:29:12technology, let me just jump in with this. If I wanted to poach waiters, waitresses, cooks,
00:29:20restaurant managers from a local restaurant, I could draw a geofence around that restaurant
00:29:27and only show my ads to the people who are frequent visitors of that location. And by frequent visitors,
00:29:33we're basically talking about employees, meaning I would not be showing my ads to all the people
00:29:39who go in there for lunch. Now apply that same logic to other locations. And you've got a really,
00:29:46really great tactic for recruitment. Not to mention using site and search retargeting to target people
00:29:52who are looking for a job, looking for an education, things like that. And I'll take a breather and let
00:29:58my team jump in and with anything else they'd like to add to that.
00:30:05Yeah, David hit the nail on the head there, specifically with the audience. With our addressable
00:30:10curation tool, we do have the ability to target a very niche audience that the client may be looking
00:30:18to recruit based off of either where they are currently working with the land use property
00:30:24targeting type or with the demographic selection, such as age and education level, et cetera.
00:30:35So definitely addressable geosensing would be your best bet if you aren't able to place a pixel
00:30:39directly on the site in terms of recruitment campaign.
00:30:43Yeah, I'd also say search retargeting could be a good option as well for recruitment campaigns.
00:30:49We have a handful of curated keyword lists already that are very specific to a handful of career
00:30:57paths. So that would allow us to get in front of users who are actively searching for, let's say,
00:31:02an accounting job or a chef job, things like that. That could also be a good option to get in front of
00:31:07those users. Awesome. Thank you, ladies.
00:31:12So here's a great question. I think it's apropos of it being 420 today. It has to do with CBD
00:31:20advertising. Now, as Ashley will point out, is we currently have very tough restrictions easily
00:31:28about what type of CBD advertising we can do. But as from your guys' position, what are you seeing
00:31:35in terms of CBD? Is anybody doing it? Is anybody doing it successfully? What do you guys see?
00:31:43All right. I'm going to have to lean on my team on this one because I know that in some cases,
00:31:48it's a sensitive heading, but there are cases where we can promote it. Can you guys dive into
00:31:55what that entails? Yeah. So we do accept CBD campaigns, obviously, with some restrictions.
00:32:03The client that is advertising their CBD products can also advertise for cannabis products and other
00:32:10federally illegal substances. So that's just something to keep in mind as you are running these
00:32:16campaigns. Typically, we see the biggest or best performance with CBD with geofencing. We tend to see
00:32:26these clients geofencing other either CBD businesses or even cannabis dispensary locations to try and reach
00:32:35users that may be interested in their product.
00:32:39So I know there's a lot of questions about CBD right now. I just want you guys to know we're going
00:32:48to have a call about CBD in the future, in the near future. All of our CBD ads have to be approved by
00:32:55legal right now. And there's nothing with cannabis. So that's where we are right now. But we are going to
00:33:04have a full training on CBD. So hang tight on that, guys. Yeah, it gets tricky because CBD and cannabis
00:33:11are so tightly related that we have to be very, very cautious because the last thing you want is,
00:33:18you know, an accidental delivery of an ad to a 13-year-old, you know, and getting everyone in
00:33:24great deal of hot water. So yes, we can do them. We just have to be very cautious and everything has to
00:33:30be proved. And here's a question from, from Clint. I'm going to read it. I don't necessarily
00:33:36understand it, but I'm going to assume that a simplified guy as well. So can you address
00:33:41addressable capabilities and how we can integrate with multi-platform Audex campaigns?
00:33:49Audex campaign? We might need Clint to... Audience extension. Oh, excellent. I understand that.
00:34:00That's addressable capabilities. It's great. Hey, David, maybe we can start out by just talking about
00:34:06the definition of addressability. I think it's a big old buzzword in our industry, and I think
00:34:11different folks have different meanings for it. Yeah, go ahead. Oh, I was tossing to you. I'll take
00:34:19it. Yeah, listen, addressable geofencing when it comes to Simplify is really specific to a more
00:34:26location, you know, to put it really simply like geofencing on steroids, right? We're actually
00:34:32looking at the plot of land at a piece of property, and we're using cross device matching to see every
00:34:38device within that home. And so when we talk about recruitment, as an example, and we say you can
00:34:44target, you know, by demographics across whatever screen, that's actually exactly what we're talking
00:34:48about. Addressability as a whole within digital advertising has traditionally meant linear TV
00:34:55advertising or something that's going to be rooted in linear TV. So you'll still see that come up quite
00:35:01a bit. Addressability for us is not about set-top box. It's not about content targeting. It's actually
00:35:07talking about a household or a plat level form of targeting across, you know, any screen that we have
00:35:15availability to within that address. You know what? I want to throw a little wrench into this.
00:35:21I think that the term addressable geofencing is a bit confusing, honestly. It is what it is. We're
00:35:30targeting addresses and we're using geofencing. That's technically what's happening. But the reality
00:35:35is that addressable geofencing is basically demographic targeting, okay? So we're using addresses
00:35:44and geofencing to make the campaign work. But the reality is that it's all based on something else.
00:35:53And that is, are we targeting men? Are we targeting women? Are we targeting houses that own a swimming
00:35:59pool? Are we targeting people who have a three-car garage? Are we targeting someone who has, you know,
00:36:05an income of $250,000 a year? Are we targeting someone who has a really low income because we're looking
00:36:11at a check cashing place or something like that, right? Technically, addressable geofencing is just
00:36:17demographic targeting. And we have hundreds of those demographic and interest-based audiences
00:36:23already figured out. Once we input the information, then it spits out a list of addresses. That's when
00:36:31we throw the geofencing in and it fences all those addresses and targets the homes. But when you're
00:36:36talking to an advertiser, they don't need to actually know that it's a list that's uploaded,
00:36:42that there's a geofence drawn around each of the homes. What they really just want to know is,
00:36:47am I targeting women over 50 who make 60 grand or something like that, right? So think of addressable
00:36:54targeting as demographic targeting. Whereas, as to Evan's point, other providers who are selling an
00:37:02addressable audience really are targeting addresses based on the IP address of a set-top box, for
00:37:10example. And so for that reason, I really want to push you to think of addressable targeting as
00:37:16demographic targeting. I think you said that so beautifully. I think that's really important.
00:37:24Oh, good. I got thumbs up from Ashley. Does that answer Clint's question, though? That's the real
00:37:29question. David, I think Ashley was talking about my answer, actually. I think from a multi-platform
00:37:38standpoint, Clint, in my opinion, there's two ways to answer that. One, because of cross-screen
00:37:44delivery, I would make a case that it's kind of multi-platform, even if it's a single line item
00:37:50within a campaign, right? You could have CTV and desktop delivery and still measure foot traffic from
00:37:56both of those two screens. And then the other side of that coin would just be, you know, you can run
00:38:02addressable geofencing as a tactic within a larger campaign. So just, you know, still programmatically
00:38:07running against, you know, your client's goals or their KPIs, and it's, you know, functioning within
00:38:13optimizations and budgets of the total campaign.
00:38:16Awesome. So Adam's looking for a bit of clarity. He says, wouldn't addressable targeting also be
00:38:25behavioral targeting in the respect that we're targeting people who frequent specific locations?
00:38:33Yeah, one could definitely think of it like that. If you think of location, visiting a location as a
00:38:41behavior, you could call it that. But for our purposes, we think of behavioral targeting as
00:38:47your online behavior. We think of geofencing as location data. Like that's what, because you know
00:38:56what, like going to a record store doesn't necessarily mean I'm a music person. It means I wanted to buy a
00:39:03record that day, but it doesn't, it's not necessarily my overall behavior. So the answer to your question is
00:39:10yes, you could call it behavioral targeting, but you can call really any of this behavioral targeting,
00:39:15except for maybe being a man or a woman. That's really not a behavior. Although today, you know,
00:39:19I'm not going to touch that. Yes. But also if you're visiting a record store, you're living in 1982.
00:39:25So, but speaking of sort of addressability, how granular, this is another question from Adam,
00:39:33how granular can we get with delivering a specific creative by tactic or audience? For instance,
00:39:39if a client does kitchen and bathrooms, can we deliver separate creative based on the keywords
00:39:45they're searching? And can we deliver one creative to one set of addresses we've geofenced and another
00:39:51one to a different set of addresses and then separate creative for retargeting?
00:39:57Yes. They would just need to be separate campaigns. Basically you'd have a bathroom campaign and you'd have a
00:40:04kitchen campaign. And in each of those campaigns, you would have different creatives and you would
00:40:09have different tactics and you would have different keywords. So if you just send us two campaigns,
00:40:15then that is how we would separate them. And Aaron's shaking her head like, yes, David, you got that right.
00:40:21So good. Yeah. So, so here's a great question. What has surprised you guys at, at simplified the most over
00:40:31the last three months? What, what have you seen that's been working that has been surprising and
00:40:35what hasn't worked that has surprised you?
00:40:42Aaron Kendall, can I, can I lean on you guys to help with this since you're so involved in the actual
00:40:46campaigns or themselves? Yeah, definitely. I think obviously over the past year, just the,
00:40:55the huge shift to addressable versus geofencing. As you guys know, I feel like geofencing was
00:41:03definitely simplifies bread and butter at one point. And just the, the fact that everyone was able to
00:41:08pivot and utilize this wealth of demographic data that we have has, has been working really,
00:41:15really, really well for our advertisers. So I definitely say addressable geofencing has been
00:41:19huge over the past month and the past month and the past year.
00:41:27And what about like connected TV? I think that has been the biggest surprise to me is just how
00:41:32quickly that has grown. I think, and based on the conversations I've had with leadership at
00:41:38Simplify, I think that where we are with, with connected TV is where we thought we might be three
00:41:46or four years from now, but because of the pandemic, Larry, to your point, to all the minutes that we are
00:41:51spending watching old TV on OTT to all the people who are watching some kind of an AVOD ad, ad supported
00:41:59video on demand, I think it has just exploded. And for that reason, if you guys are not selling CTV,
00:42:07if you're not taking this seriously right now, it, you know, this is your Bitcoin moment, right? If we
00:42:13all could go back in time, it's been a stupid little money on the stupid Bitcoins, but like, this is our
00:42:19opportunity right now. CTV is, man, it's just exploding. Kendall, did you want to add anything
00:42:25else that you've seen or I'm sorry, Erin, go ahead. No, I was going to add to your point there, David,
00:42:30but with CTV also just being able to layer our, our current product offering with CTV. So we're not just
00:42:36targeting users within a specific geo. We can utilize demographic data to reach users on CTV.
00:42:42We can utilize search retargeting and we can now utilize site retargeting even with CTV. So
00:42:48just been, it's been a very great product for us over the past year. And it's been good to see that
00:42:54we've been able to incorporate it with our, our current features.
00:42:58I'm really glad you made that point, Erin. I'd like to add something to that. In Larry's opening,
00:43:05he showed a graph and I grabbed a screen grab of it, of Detroit CTV adult reach by households with
00:43:11children under 18 and 56% had no children. 75% had one to two children and 71% had three or more
00:43:19children. And so I'm looking at this and I'm going, well, how would that be helpful to an advertiser?
00:43:24You know, if I'm trying to reach someone who has children, I'm super excited because that's 75 to
00:43:3071 to 75% of those people. Right. But you're also telling me that 56% of that audience has no children.
00:43:37So if I'm just looking at CTV as a whole, I'm still at a bit of a loss because you're going to
00:43:42waste a lot of my impressions on households with no children. Right. If I am tackling CTV the way that
00:43:50I would have bought TV in the past, which is based on programming or reach or geography,
00:43:55but with simplifies CTV offering, we can literally target households with no children or households
00:44:05with one child or households with one to three children or households with children of a certain
00:44:10age. Like the, the specific targeting that we bring to CTV is like nothing TV has ever seen before.
00:44:18It's my belief that a year or two from now, when we sit and watch a program, we are not going to
00:44:26have to watch those same commercials that are so terrible over and over and over again. We're going
00:44:32to see commercials that are relevant to us. Just like when we surf the web now, we see ads for things
00:44:38that we care about. I believe that will be TV a year from now. And it's, it's what we do with
00:44:44advertisers right now that will make that difference. It'll be better for advertisers. It'll be better for
00:44:48users. And in fact, in a world where we are being delivered ads that are more relevant to us,
00:44:55we are going to be more apt to sit through a television show with commercials. Like right now
00:45:01you can decide, I want to pay NBC $6 a month to get free access to their show with no, with no
00:45:10commercials, or I'll sit there for free and tolerate some commercials. I think there's a world coming where
00:45:16we don't mind the free so much because the tolerating of the, tolerating the commercials is commercials
00:45:21that we like. So I just wanted to add that in there. All right. So Sean has a question and wants
00:45:29to know if there's, if Simplify follows any sort of model in terms of geofencing per impression. So
00:45:37for example, if a client wants to geofence on 100 locations throughout the state of Florida,
00:45:44what is the minimum amount of impressions recommended so as not to spread, spread the campaign too thin?
00:45:54So I don't have this off the top of my head, and this is definitely something that we can follow up
00:45:58on. Um, I do believe our ad ops team has a calculation based off of monetary budget and
00:46:03not necessarily impression. And then you would just obviously, um, use the CPM that you're running
00:46:10with for your campaign to calculate what that, those impressions would be based on the monetary
00:46:14calculation. Um, but we can follow up with that info for Sean after the call.
00:46:21That's such an interesting question. That, that question is based on the idea that,
00:46:27you know, it's based on the old concept of reach through traditional media, right? You think,
00:46:34oh, well, I'm going to run a show on the Superbowl. It's going to reach millions of people.
00:46:38Well, if you buy per impression, it doesn't matter if you're on the Superbowl or if you're watching,
00:46:43or if you're, if your commercial is being delivered on Andy Griffith, because you're only buying a certain
00:46:47number of commercials. Think of it like this. Let's say I had a, a huge bucket of water
00:46:54water. And, um, I, I could put it in one swimming pool or I could put it in 20 swimming pools.
00:47:00The amount of water does not change and I'm not watering down the campaign at all. It's the problem
00:47:08is the expectation that is set with the advertiser. If you tell them we can target 300 geo fences
00:47:15with a small hundred thousand impression campaign, which we can do, but we might get two there and
00:47:21one there and three there and 17 there and 400 here at the end of the day, what you're really
00:47:27selling them is the hundred thousand impressions. Now you don't want to, uh, not have enough fences.
00:47:34You probably need at least 20 fences for a hundred thousand impressions, right? But the, it's the
00:47:40expectation that you're setting with the advertiser. If you tell them you can target these 300 fences with
00:47:46this tiny campaign in their head, they don't think I'm only getting 300,000 ad or a hundred thousand
00:47:52ads. They think I'm reaching everyone that goes into all of these fences. So the question itself is
00:48:00a bit of a misnomer. It's more about how you set the expectation. We sell per impression. We don't sell
00:48:06reach. Not really. Yes. The more impressions that you buy, the more reach you get, but it's not the
00:48:14same as traditional media. That all makes sense in my head, but it sounds a little bit cloudy coming
00:48:19out of my mouth. Does that make sense? Ashley, do I need to clarify that more? It makes sense. Does
00:48:25anyone have questions on that? I think it makes sense. Okay. All right. So Mike wants to know what's
00:48:37the best way to measure OTT campaign success for a client that doesn't use geo fences and maybe only
00:48:44uses search retargeting for their campaign. Does this client have the ability to measure traffic on
00:48:52their website? He does not say, so let's assume that they do. Yes. So yeah, I mean, online attribution
00:49:01is also a part of our OTT CTV campaigns, right? So you can't click on an OTT ad. You can't click on a
00:49:09big screen TV, but because of the way that we use cross device matching, if a person in that household
00:49:18who has been delivered a CTV ad later goes to the advertiser's website on another device,
00:49:25there's a very good chance that we're going to capture that visit. And so for that reason, I guess
00:49:30that if we can't use geofencing to measure foot traffic, then I would suggest that we measure clicks
00:49:36and view throughs from those homes that are part of the OTT campaign.
00:49:42And we have a number of questions about auto dealers and a lot of interest in what do you
00:49:50at Simplify see? What's really working well for auto dealers?
00:49:57Erin and Kendall, what are you seeing that's working well? I'd like to use you guys because
00:50:03you are working the campaigns yourselves. Or maybe Leslie. For auto specifically, we do see
00:50:11addressable curation work well for that vertical because we are able to target auto and tenders
00:50:18specifically by targeting users who are in the market for an auto loan who may have a lease ending
00:50:25and could be potentially looking to buy a new vehicle. So addressable is definitely one of the biggest
00:50:31campaign types that we see utilized across auto. Also, we do see our dynamic creatives utilized
00:50:39frequently as well in order to serve users' inventory from the specific dealership that they
00:50:46have either viewed on the client's website or have been searching specific terms, such as you were
00:50:52searching for a red Jeep. You could be served exactly a red Jeep from the auto dealer client that you're
00:50:59running their campaign for. So it's typically addressable tied in with dynamic with search
00:51:06retargeting and site retargeting in order to pull in inventory that the client's actually selling.
00:51:13That's a great answer. Hey, keep going, Erin. Sorry.
00:51:18Oh, to add on that, with Dynamics Creative specifically too, we do have VIN level reporting
00:51:24available. So you are able to report on specific VIN numbers. So the inventory items that users have
00:51:32viewed, have clicked on, and maybe even purchased from the client because we are able to see when
00:51:40those VIN numbers have been removed from the client's feed signaling that the inventory item has
00:51:46been sold. So a very huge plus to dynamic creatives is our VIN level reporting because we're able to add
00:51:56on to the attribution that we can report on for that campaign.
00:52:01And guys, we're going to have a training on VIN number reporting soon. So just hang tight on that.
00:52:08We're going to have more information for you guys, but I'm glad you guys brought it up.
00:52:11Yeah. We just, as a kind of a bonus point here. So Leslie and I spoke with Tim Jorgensen last week,
00:52:19who I know has got some pretty cool auto initiatives that he's working on for Beasley
00:52:25out in Michigan. So we're working on a pretty comprehensive auto campaign strategy, digital
00:52:32strategy for auto dealers, you know, up and down the, you know, tier one to tier three. So we're actually
00:52:38meeting again next week to start to finalize those materials. So hopefully we'll be putting those
00:52:42in your hands pretty soon.
00:52:47All right, Larry, you got any other good juicy ones?
00:52:49I think this is just a follow-up on the auto question is, will there ever be the ability
00:52:55to target auto intenders by make or model?
00:52:57So I'm unaware of this feature being added to our internal addressable curation tool, but
00:53:09we do have the ability to target by make or model via a third party vendor. So if that is
00:53:15something that you are looking to, to utilize, you would just need to reach out to our team
00:53:20via, uh, your pod members and we can have those address lists pulled, uh, for addressable
00:53:27things.
00:53:29Cool.
00:53:30And then the only other thing I see here is, uh, just, just a comment from my friend, Robin
00:53:36in Philadelphia, who took exception to my 1982 record store joke, who says her 29 year old
00:53:44son is a major consumer of vinyl records and visits his local record store often. So I retract
00:53:51my sad attempt for a joke.
00:53:57So David, I have one last question for you. Um, you share this in a really nice way and I just want
00:54:03you to share it on the call. So we use a lot of different tactics to target. And with that comes a
00:54:08lot of different terms that we use. And for our advertisers, sometimes that's hard for them to
00:54:13digest. Um, can you share in simple terms, um, who our ads get in front of and how we show conversions?
00:54:24I like that question. Cause that's, that's how I talk, right? I, I, I don't really like to use big
00:54:30phrases that scare advertisers. So if you were to ask me, Ashley, like what you just did, who do our
00:54:39ads get in front of? It's really simple. There are, there are a handful of different kinds of
00:54:43people. The first person we're going to show your ads to are people who visit your website and then
00:54:49leave. I don't know how much website traffic you have, but I know most websites have a pretty high
00:54:54bounce rate. Most people will visit a site, leave and never come back. And for that reason, we want
00:54:59to put your ads in front of those people and convince them to come back to you because maybe they were
00:55:03shopping around and they looked at you and your competitor and another competitor. And if we can show
00:55:07them your ads, we can bring them back. Now, what I just described obviously is site retargeting,
00:55:13but I didn't use the word site retargeting. I just said, we're going to show your ads to people
00:55:16who visited your website and then left, right? The other kind of person we want to show your ads to
00:55:21are people who are surfing the web and searching for your products and services. They're doing
00:55:27something online that indicates they're doing research. Um, they're, they're typing keywords into
00:55:32search boxes or they're visiting websites and reading content that is related to your products
00:55:37and services. So if you sell swimming pools, for example, and a person is, you know, trying to
00:55:42determine if they want an in-ground pool or an above ground pool, that's the kind of person we can put
00:55:47your ad in front of. If a person is reading articles about the best time of year to install a pool,
00:55:52we can see that happening through their digital breadcrumbs and we can show them your ads.
00:55:56So people who have visited your website, people who are searching or reading for your stuff.
00:56:01The third kind of person we can show your ads to is someone who visits your competitors
00:56:05or any real location in the real world that you think your customers might be at. Be that a festival,
00:56:13a parade, um, you know, a party of some kind, a concert. We can show your ads to people who visit
00:56:19your competitors or real world locations. Again, I just described geofencing, right? But I didn't use
00:56:25the word geofencing. And then, um, the fourth kind of person we can show your ads to is, uh, anyone
00:56:31on a list. If you have a list of addresses that you own, that you've purchased, uh, we can show ads
00:56:37to the households on that list. And then the last kind of person that we show ads to are people of a
00:56:43certain demographic. And that could be any of about 1500 different freaking variables. We've got
00:56:50interest-based variables, uh, to, to give you some crazy ones. We can show your ads to people who like
00:56:56cigars or go to church or go to church and smoke cigars. I don't know. Like there's so many different
00:57:03attributes on this list of people we can target. We can target males, females, income, uh, how long,
00:57:09how old a house is. If a house has a certain kind of shingle on it, like there are so many crazy
00:57:15variables, but that's the last kind of person is a person, uh, based on their demographic.
00:57:21So overall, we're going to show your ads to people who visit your website and then leave
00:57:25people who are searching for or reading content that's related to what you sell people who visit
00:57:31your competitors or real life locations where you think your customers might be people who are on a
00:57:37mailing list of some kind and people of a specific demographic or interest. That's who we show your
00:57:45and by the way, that can be a display ad that's delivered on their computer as they're surfing the
00:57:51web on their laptop. It can be a display ad that's delivered on their phone in an app, or it can be a
00:57:58pre-roll ad that delivers before a short video segment, say on a new site, or it can be an OTTC TV ad
00:58:06that is delivered either while they're watching TV on their phone, their laptop, or the big screen TV in
00:58:13their living room. That's all the places that we can deliver the ads. And then your last question
00:58:18was attribution. How do we tell you if this is working? Well, we're going to record whether or
00:58:24not a person clicks an ad so that you'll have a number of people just click your ad, come to your
00:58:29website. People who don't click your ad, but visit your website, that's called a view through and we can
00:58:35see if they've come to your website. Um, a foot traffic attribution. If you have a real world store,
00:58:41we can draw an imaginary fence around it. And then when we see their device come into your store,
00:58:46we can, we can track that as well. Um, form completions. Uh, another one that most people
00:58:52don't think about, but is kind of interesting is if we can put a pixel on your website and we can ask
00:58:58it to see if people go beyond the homepage. So maybe a click to the homepage is great, but you really
00:59:05want them to go to the product pages or the informational pages. We can actually track those
00:59:10deeper website visits as well. And that is a good indicator to the advertiser that not only are we
00:59:16driving traffic to their website, but we're driving relevant, interested traffic to their website.
00:59:22I think that's everything. I think that's who we target, where we show them the ads and how we track
00:59:28the results of the campaign. Did I miss anything? No, you got it. Thank you for doing that. I really
00:59:33appreciate that. I think that's really important for us to practice that and be able to communicate
00:59:38that out to our advertisers. And it was a great end, um, to our session for sure. Thank you guys
00:59:45so much. All of you from Simplify are always here to help us. Um, we'll have you back every quarter.
00:59:51Um, I can't thank you guys enough. You're very welcome. And for everyone, I'll have this recording
00:59:58on, um, the email that goes out tomorrow, the recap email. And then I'm also going to attach
01:00:05Simplify's latest webinars to the Finish Strong Friday email on Friday. So take a look for that.
01:00:11If you have any additional questions, reach out and look at your answer, get them answered for you.
01:00:16Thank you so much for joining. We'll see you guys in a month. Take care. Bye-bye.
01:00:19Bye-bye.