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Beasley Digital
  • 4/17/2025
Video Solutions

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Fun
Transcript
00:00Welcome. Thanks for joining everyone. It's been three weeks since we had a Tuesday session. I
00:08missed you guys, but we're back and we will be back next week, our normal Tuesday session scheduled,
00:15and then we'll be back bi-weekly from then on out just as always. This week we're talking
00:22video solutions, the Beasley suite of what we have to offer. As always, please post your questions
00:27in the chat box or you can post questions in the link that's sent up in tomorrow's recap email
00:33and the Finish Strong Friday email. Today we have with us a familiar face. We have Rachel Pawn
00:40helping us learn about all of our video solutions. We're going to go through what we have to offer,
00:46OTT, CTV, video pre-roll, and our O&O pre-roll, and then we're going to go into the differences in
00:53the targeting capabilities and why choose one over the other, and then we're going to end
00:59with the good to know information like always. Next slide. So this year so far we've already talked
01:07about OTT and CTV for quite a few weeks now, and we put emphasis on OTT and CTV because we know video
01:15consumption is up. It's up roughly 120 percent increase this year, and a lot of our advertisers
01:24know this. They're hearing about it, they're reading about it, they're seeing it, and we need to understand
01:30what video advertising means to them. When they talk to us about video advertising, is it putting video
01:35on social? Is it video on streaming? What is it? So we're going to take this time for us to go through
01:42what we have to offer and then learn more about the differences between pre-roll and OTT targeting
01:48capabilities so we can better guide our advertisers on what makes sense for them based on their goals
01:54and based on their budget. So we're going to start with an overview, next slide Kim,
01:59of our three different offerings, and then Rachel is going to go deeper into the differences in targeting
02:06capabilities. Next slide. So we're going to start with OTT and CTV and overview. Everything starts with
02:13data. Thanks to data that yields detailed user demographics, audience segments, and interest
02:21categories, video ads are placed programmatically so we can reach the target audience via streamed content.
02:30Now OTT versus traditional television, well traditional television advertising goes to whoever
02:36presses the power button. OTT is targeted and every impression is going to a relevant targeted audience
02:45so the budget is laser focused and is not wasted on someone who doesn't have the ability to convert.
02:51And when we talk about OTT and CTV, it is large screen on television and also tablets, mobile devices,
02:58desktops which are more smaller screen. Next slide. The competitive landscape. First,
03:0574% of all U.S. households now have some form of subscription video on demand service. Now because of this,
03:14there's an increase in viewership and it has made more competitive space leading to a higher CPM
03:23costs. Now what we're trying to do is just be more competitive in our marketplace, right? So we're
03:28diversifying our marketing mix. What we're working on is allowing us to make private marketplace deals.
03:36So if an advertiser comes to us, they want to be on a certain network, we want to make that possible.
03:41We're also creating packages where we have a blended CPM for pre-roll and OTT to be to be more available for
03:50our advertisers and then adding to our inventory options. Again, we're doing all of this to stay
03:57competitive in our space. Video pre-roll. Okay, high level overview of video pre-roll. A pre-roll
04:06ad is a promotional video which appears before the video that the user has selected to play.
04:12These videos are clickable and they are targeted. Why should someone run a pre-roll advertisement?
04:19Well, running an ad before the user's desired content means the audience is likely still engaged,
04:26interested, and there's a higher chance they'll watch the ad for at least a few seconds or even
04:31through its entirety. Also, pre-roll video is roughly half the cost of an OTT and CTV ad, which can be
04:39more appealing or fit more advertisers based on their budget. Next slide. And then we have our O and O
04:49pre-roll. If you have not seen one in action, go find one on one of our station sites and you'll see
04:54how high impact it really is. O and O pre-roll plays before a streaming session. There is a preset
05:01five minute frequency cap per single user per IP address. Ads will show again to the user if they
05:08close or refresh the browser, causing them to hit play again if it's after five minutes. Now,
05:16why should someone advertise with our O and O pre-roll? Next slide, Kim.
05:22Well, it's high impact and they can capitalize on our station's extremely unique and loyal audience.
05:31It is premium placement. It takes up almost the entire screen.
05:35It tends to have the highest level of engagement across the available ad units of all of our sites.
05:41And it is a fantastic add on if the advertiser is already running third party video.
05:48So now I'm going to hand it off to Rachel. She's going to go into this a little more deep.
05:53Awesome. Thanks, Ashley. You know, we have a lot of different options and it's important to know the
05:59subtle differences between the three different options that we have. So when I was putting on my
06:05hat for what you guys are experiencing and talking to advertisers, I put together this chart that I
06:10felt would be at least give you some of the heavy hitting points. So on the left hand side, you'll see
06:14some of the common questions that come up. And then on the right hand side, you'll see all of our three
06:20different options, right? OTT CTV, video pre-roll and ONL pre-roll. There's a couple of things that I
06:26want you to take into consideration when you're thinking about the differences for these three
06:32different categories. The first is targeting. Targeting changes depending on which piece you're
06:39looking to incorporate into your campaign. So just keep that in mind that depending on if you want ONL
06:45pre-roll, they may have different targeting capabilities than our OTT CTV. We've listed
06:51them out all there for you. Device targeting is also something that can change from group to group.
06:58So for OTT and CTV, we primarily focus on that large screen. Being on that connected TV device,
07:05you know, you're really competing in that space with linear television. So we want to be front and
07:10center on the screen. If we need to, we can also lay in small screens. So if you're like me and
07:15are watching Netflix from your bed on your tablet, we could do that and target those as well. Pre-roll
07:24is primarily on laptops, mobile and desktop, and same with ONL pre-roll. Next, where your ads will show.
07:32So this is really a differentiator for all three different groups. For OTT CTV, as you know, Ashley
07:39talked about, you're really looking at that episodic inventory. A&E, Vivo, HDTV, those type of inventory
07:47sources. Video pre-roll can be across the web, right? It's when that user is actively interested in
07:54looking at that video, they're going to have to play your ad before they can watch that video. And then
08:02finally, ONL pre-roll really highlights our audience. So those ads will show within our ONL websites or
08:09within our app. And then next, reporting. So reporting is a little bit different. And we're going to go into
08:17those in the next couple of slides. And then finally, I put some cost differentiators in here just to give
08:22you an idea of, hey, what's really expensive, what's not, right? OTT and CTV is most expensive of this
08:30group and then kind of goes down from there. And just keep in mind, OTT, CTV, you're really focusing
08:35and competing with linear television in that space. So on the next slide, we have all these different
08:42opportunities for you. And how are you supposed to determine which one is best for your advertiser?
08:46Because I'm sure that they, you know, may be interested in one thing and maybe we need to steer them
08:51a different direction to find out what is really the best use for our advertiser. So here's some
08:57key things to think about when you're talking with your advertiser to see if video is a good option for
09:03them. So first is, does your advertiser have available creative? Video creative, no matter what
09:10way you slice it, is more expensive than a display ad, right? Even if we produce it in-house, it takes longer.
09:17It definitely is something that we need to have a strategy behind, you know, kind of creating that
09:21that story of creative. So if your advertiser needs creative or already has creative, that can
09:26be a good indication on if you should include video or not. Second is, start with your campaign
09:33goals and audience. This is definitely, no matter what tactic you're looking at, is something that
09:38you, we want to do first, right? We really want to hone in on what are our advertisers' goals and where
09:45are they, you know, who are they looking to, you know, target. And then we can build the tactics
09:51around what makes sense for those advertisers. So a good example is just because the advertiser may be
09:57interested in being on, you know, A&E because that's where they're watching. That may not be where their
10:04target audience is who may be mothers. They might be on a different channel or network. So just keep that in
10:11mind that we're always really want to focus on what are the main campaign goals and then fill in those
10:16tactics to support that. And then third, your budget matters. Your budget always matters, but
10:21specifically in the OTT CTV space, it can be highly competitive and pricing can change drastically
10:28depending on what you're trying to achieve. So this came up recently and I thought that it was a really
10:34good kind of thing, you know, something that happened recently with one of our markets. So
10:41we had an advertiser that was interested in focusing on men 18 to 35 and they were also focusing on only
10:50wanting to be in sports programming. And because of that, because they wanted to deal, dig in so tightly,
10:56they had specific zip codes that they wanted to be at. We really had to expand the vendors that
11:01were using to hit OTT CTV and it drove our CPM cost up. So think about that similar to when you're
11:09selling radio and let's say you had an advertiser who was really interested in the morning show with
11:15a specific DJ at a specific time. They're going to spend more for that spot than they would be for
11:22the rotator spots that we have running all day or just within that drive time. So keep that in mind.
11:27Anytime that you continue to drill in, your prices may change depending on what you're trying to achieve.
11:35So on the next slide, we're going to go in a little bit further into some of the reporting that we have
11:41available. So for OTT, we focus primarily on completions because there really isn't anything
11:47for you to click there. So we're looking at impressions, completion rate, conversions. We can
11:52also report on impressions by zip code. And typically, you know, our average completion rates are really
11:58above that 95% threshold. So on the next slide, we'll go over really quickly video pre-roll. So
12:07video pre-roll brings in a whole other element to us. We can look at video completions, but this ad
12:13unit is also clickable. So not only can we look at impressions, completion rate, conversions or
12:21impressions by zip code, we also are going to layer in clicks in there as well as an opportunity to
12:26optimize. But I do want to put in some warning and just some, you know, what happens behind the scenes
12:32when we choose either to optimize towards a click or to optimize towards a video view, which is kind of
12:38our two different options that we have here. So the way that we're going to be optimizing matters
12:43for the end result for our advertiser. So for an advertiser that's interested in clicks, this pre-roll,
12:49video pre-roll is a great option, right? It still gives them that video element, but we can still focus
12:54on clicks. But what we found is that when we're optimizing on clicks, it typically will lead to a
13:00lower completion rate. If you think about just the person who's viewing the ad, our hope is that,
13:05hey, we got them within the first five to 10 minutes or five to 10 seconds, and then they're
13:09clicking off to that ad. So we definitely have seen that inverse relationship in reporting.
13:16And then my biggest tip here is make sure that you include your KPIs on your Fuse or campaign setup
13:22request so we can optimize appropriately, right? If your advertiser is interested in clicks, we're going
13:28to optimize towards clicks. If your advertiser is interested in getting that video view,
13:33we're going to optimize towards video view. And this will be reflective on your reporting.
13:37So making sure that you're having those conversations with the advertiser beforehand
13:41and can kind of direct the team into what KPIs your advertiser is looking for will definitely affect
13:48and allow us to have success in that campaign and reporting after the fact. And then finally,
13:55on the next slide, we have ONO pre-roll. So this is the ads on our sites and we can report on impressions,
14:04clicks, and click to through right here. So let's talk a little bit about creative next.
14:12I know if you guys are anything like me, I am definitely not the creative format and understand
14:18all of the different creative formats. So what we've done is I've tried to put together in the next couple of
14:23slides, an opportunity for you to kind of understand the formatting and understand how you could be
14:29able to look at a client's video and see if it meets our requirements. The reason why I think that this
14:35is so important is in a previous role, I was working on getting our ad sizes updated or changed to meet
14:44some new spec requirements that we had. And I did a bunch of research on the back end trying to figure out
14:50what, you know, ad sizes we have and kind of how we needed to change our ad size. I had actually gone
14:56back and forth with the person who was creating the video in a previous role at least five times.
15:02And it ended up just being that our audio bit rate was slightly off. And that once we changed that,
15:09we were able to run the ad. So it's really, really important that these metrics are
15:14used in the creative because if any one of these metrics is off or maybe the video bit rate is off a
15:23little bit, that can cause our ad to A, not perform or B, not even deliver at all. So this is a very,
15:29very important piece. And I think a lot of us, including me, is not an expert in, you know,
15:34what is the audio bit rate. So I'm going to do my best to try and educate us as a team on how to help
15:39our clients understand if their videos meet our requirements. So on the next slide, just going
15:46through this process pretty quickly here, the first thing you're going to want to do is download the
15:51video to your desktop. And then you're going to right click and choose properties on that particular
15:59file. And then on the next slide is where we're going to have a lot of fun. And we're going to talk
16:03about, you know, what each one of these different pieces mean. So the first thing that you're going to
16:09look at is dimensions. The dimensions is that width and height. So when you click on properties,
16:15you'll have to click over to details and then all of these details will show for you. And then we can
16:20kind of compare and make sure that they match here. So the first thing that I did is look at dimensions
16:25with the frame width and height. And then the next thing I looked at was the video, the video bit rate.
16:31And you can see the video video bit rate here is in KBPS, which is very technical. And the bit rate that I
16:39have is in MBPS. So I used, and this is my little tip is the site to convert the units. This feels like a
16:48foreign language to me. So this site really helped me to become an expert on the video bit rate and the audio
16:56bit rate. And in my previous role, I used the site to really help me hone in on how we needed to change the ads
17:03and what changes we needed to make. So the video bit rate is right there underneath video. And then
17:11you're going to scroll down to the audio section and look at the audio bit rate and make sure that
17:15that fits all of our requirements. And then finally, Rachel, I'm going to stop you. I just clicked on that
17:24link so everybody can see. This is the site that she's talking about. It's actually in the deck. So when you go
17:29there, you can actually convert it here. So this is what the site looks like. It's not spam, but that's
17:35the link that you'll find in this presentation. Okay, keep going. Convert anything. So, you know,
17:40I'm not good at converting most things. So I use that site a lot in my personal life. So, and then
17:45you're going to scroll down and look at the max video size. And that's how you're going to kind of
17:49determine if the ad fits our requirements or not. So keep that in mind as you're looking through.
17:57If you have any questions on an advertiser's video, if it will meet the requirements or not,
18:01and you've kind of gone through this process, you know, please reach out to us and we'll definitely
18:07help guide you in the right direction on if your ad, if the ads meet the requirements or not.
18:13So our good to know topic and kind of round us out here is we want to talk about creative, right?
18:19Creative is really important. It's something that we really focus on and make sure that we are putting
18:25all of our creative best practices into play. So one of the number one most important item that
18:30I can tell you is if an advertiser provides you creative, get it in writing that we have all the
18:36rights to run the creative. It is imperative that we have in writing that it is okay to use this and
18:43we can use it on, you know, whatever platform that we're trying to utilize it on. So keep that in mind,
18:49always get that in writing. It will save you from, potentially could save us from a lawsuit later.
18:54And then another important thing to know, if we are providing you the creative, the advertiser cannot
19:00take the ad and resize the ad and use it in a different medium. Our, the ads that we're creating
19:07for you to use have specific guidelines in that they are to be used in the way that we are creating
19:14the ads. So if you do have an advertiser that's interested in, you know, using one of our ads,
19:20it's not that they can't use it. It's that we have to take some additional measures and there may be
19:25an additional cost for them to be able to use that imagery in another ad. So if you do have an
19:30advertiser that you think is interested in paying for that, that ad or paying for that, you know,
19:35additional piece or element, or maybe it, you know, makes sense that it would, they would include it
19:42in a different piece. Please reach out to us before an advertiser uses it. We need to make sure that we
19:47are, the ads that we're producing are also being used correctly as well. So when in doubt, get things
19:54in writing and ask. We're happy to answer any questions that you have. That's it from me. Awesome. Thank
20:02you, Rachel, so much. I had, I just received a question on how they can get, how you guys can get
20:08this information. The recording, as you know, is on Academy as of tomorrow morning. You'll, it'll be
20:13there for you to view, but also the deck, the full decks on all of the Tuesday trainings that we've done
20:19will be there as well. So you can look through both to make sure that you guys have all the information
20:24that you guys need. Take a look at the recap email that's coming out tomorrow. And then also our
20:30Finish Strong Friday email that comes out with all of the stuff that goes on this week. Next week,
20:37we are talking about advertising with sensitive categories. That is the topic for next week.
20:43So please hop on next week and thank you guys for joining and we'll see you guys next week. Talk to you soon. Bye.
20:54Bye.