May 1, 2025 • 33 mins
Connected TV (CTV) advertising has exploded in popularity, but many people believe you need a massive, five-figure budget to get started. In this episode of Cocktails, Tangents & Answers, we’re breaking down what’s fact, what’s fiction and what options actually exist for businesses that don’t have $10K to drop on a single ad campaign.
Ingredients:
- 2/3 oz Absolut Elyx vodka
- 1/4 oz Dry Sack 15-year-old oloroso sherry
- 1 oz pho broth*
- 1/4 oz lime juice
- 2 drops mineral saline (1 part kosher salt to 9 parts mineral water, such as Crazy -Water #4 from Texas)
- Garnish: cilantro leaf
Directions:
- Add all ingredients into a shaker with ice and shake until chilled.
- Strain into a shot glass.
- Garnish with a cilantro leaf.
The Pho-King Champ is a modern, Vietnamese-inspired twist on the Bull Shot, replacing the beef bouillon with rich, aromatic pho broth. Created by Chad Solomon of Midnight Rambler in Dallas, it’s a bold little shot that blends vodka, dry sherry, house-made pho broth, and spices into an intensely savory, umami-packed experience.
Recipe Credit: https://www.liquor.com/recipes/pho-king-champ/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
All right, hello and welcome to another episode.
And Zach, you're on camera.
Oh my God, I'm here.
He is.
So you'll notice if you'rewatching this and eventually if
you're listening, that Caitlinis not here today.
Caitlin is taking a little bitof break from general hosting
duties.
She's working on another subsetof podcasts that will be kind
(00:29):
of injected, that Zach's workingon, with her Recorded the first
one of those this morning, sothat'll be kind of cool, a
little bit shorter format, alittle bit different for you.
And then she's just got a tonof client work.
I think you know that, zach,you've been working on some
stuff with her, so she's pullingback a little bit.
So Zach and I are going to hostfor a little while.
We might have some guest hosts,we might have some other guests
, but today we are talking aboutCTV ads.
(00:53):
And do you really need a$10,000 budget to run CTV ads?
Speaker 2 (00:57):
And just like in case you haven't listened yet, we
did talk about this once beforein an episode Poll pollinated
bees knees kind of gives you abaseline of what ct advertising
is.
So this kind of dives moredeeper into some strategies and
stuff like that yep.
Speaker 1 (01:13):
So if you're listening and you're like what
the hell is ctv?
Um, pause this.
Go look for the pollinated beesknees.
I have no idea what episodenumber it is, um, but it was
actually from last march, so oh,it's a year ago, wow, yeah.
So just go find that one.
You can just search it.
If you're in our little page,on whatever platform you want,
(01:33):
it won't be on.
Well, it might be on YouTube.
Is it on YouTube?
I don't remember.
Speaker 2 (01:37):
It might not be on YouTube, because that's a fairly
new thing for us.
No video, at least there wouldbe an audio version if it's on
YouTube.
Speaker 1 (01:44):
Yeah, so this should be a really good one.
Like CTV, advertising hasexploded.
It's connected TV, so it'sstreaming Hulu, netflix free
version, paramount+, disney+,whatever.
If there's a streaming ad in astreaming service, that's what
CTV is, and so we're going totalk a little bit about that and
(02:05):
why you don't actually have todrop 10K on a single ad campaign
to make it work for you.
Speaker 2 (02:10):
Yeah, it's going to be awesome.
Speaker 1 (02:12):
So yeah, so we are having an interesting cocktail
today.
This is 100%.
Speaker 2 (02:19):
Zach found this one and we'll just go ahead and give
the explicit on this, becauseit's spelled P p-h-o dash king
champ, which we pronouncefucking champ yeah, king champ,
yep.
and uh, for anyone that's hadpho before, uh, it's actually,
yeah, the vietnamese soup and uh, this.
(02:41):
I wanted to start off with kindof a bang for my first episode,
kind of co-hosting for thisseries, and basically this drink
is based off of a bullshot,which is kind of like a Bloody
Mary, but instead of the tomatojuice it's beef bouillon.
It also still hasWorcestershire hot sauce and all
(03:02):
the spices.
The thing that's differentabout this one is it's not the
beef bouillon, it's the pho.
Speaker 1 (03:09):
Pho broth yeah.
Speaker 2 (03:10):
And this is kind of an upscale version of a bull
shot.
So this was created by ChadSolomon of Midnight Ramblin',
dallas, and it's vodka, dry,sherry and house-made pho broth.
So, trying this out, it's ashot.
So it's vodka, dry, sherry andhouse made pho broth.
So, trying this out, it's ashot, so it's not a full
cocktail for those of you thatare worried about it being super
(03:32):
heavy.
I think a shot is like theperfect way to take this,
because you don't have to reallydrink a whole soup and if you
want, to throw some chicken inthere.
Speaker 1 (03:45):
Maybe an egg like you'll be fine, sure, why not?
Speaker 2 (03:47):
well, in the recipe actually, they give full
instructions for how to make thepho broth that they make which
I'll include, but I don't thinkI'm gonna go into it because
it's very involved.
I'll say, uh, maybe the funnestway you could do this is, if
you get some pho, save some ofthe leftover broth when you're
done and try this out.
(04:09):
So some of the ingredientstwo-thirds an ounce of absolute
elix vodka.
I looked this up.
It's like very high-end uhvodka.
Speaker 1 (04:18):
It's uh but the price point is really easy.
It's like 20, 25 bucks, 23bucks.
Speaker 2 (04:23):
Yeah, it's single estate winter wheat is where
it's made from, and it's made inmanually operated copper
columns from 1921.
And apparently the water isdrawn from a giant underground
lake beneath Sweden.
So that's kind of interesting.
All right, well, okay, and thenthere's a quarter ounce of dry
sack 15-year-old Oloroso sherry,an ounce of pho broth, a
(04:48):
quarter ounce of lime juice, twodrops of mineral saline, which
is basically I don't know ifyou've ever had saline in a
cocktail, but it's just saltwater and the mineral part of it
.
They recommend Crazy Water no 4from Texas.
I also looked that up.
Apparently it's such a likestrong mineral water that they
only recommend you drink one totwo a day.
(05:09):
So that's interesting.
But uh, yeah, you finish thatoff with the garnish of cilantro
, of a cilantro leaf.
So the actual directions forthis add all ingredients into a
shaker with ice and shake untilchilled, strain into a shot
glass and garnish with cilantroleaf.
I would say the hardest part isgetting the ingredients and
making the broth from scratch.
(05:30):
But honestly, I might try thisif I ever feel like really
making a complicated cocktailand I'm looking at the paragraph
of making the broth, so that'llbe in the notes.
Speaker 1 (05:41):
Um, but it is.
We're not going to go throughit.
That's's crazy.
But I mean you could actually,so you could make, because it
makes a bunch of broth.
It looks like way more thanyou'll need.
But you could then just makesome pho, right, and you could
just have pho for dinner andthen do your shots and be good
to go.
Speaker 2 (05:57):
At the very least, you're going to get a good pho
recipe from this episode.
That's true from this episode.
Speaker 1 (06:02):
That's true.
I would be willing to try that.
I don't think I have any desireto do this shot.
I do think it'd be interesting,though.
You know how, like with BloodyMarys, they make those like it's
a whole meal, like there's acheeseburger in it and like all
that stuff.
I think it would be interesting, with this, to do the shot as a
breakfast drink with, like thehard-boiled egg and like I don't
(06:24):
know, like what would you do?
Like a chicken tender, maybe?
Speaker 2 (06:27):
like something I honestly like.
There's so many directions,like ways you go with it, but I
know it's one of the craziercocktails I've stumbled across,
so All right.
Speaker 1 (06:38):
Yeah, yeah.
And I, by the way, I hateBloody Marys, so I actually need
to look at the Bullshot.
Except that's also just a shot,right?
Yeah, not a full cocktail,because I mean that would be a
lot of beef Super rich, wow,super rich.
Okay, yeah, never mind, I'm notgoing to go there, I'm just
going to stick with my, likeBellinis and mimosas, for
breakfast and coffee drinks.
Speaker 2 (07:05):
And see, I love Bloody Marys, so this is right
up my alley, so I had to startit off with something that I
liked, All right.
Speaker 1 (07:07):
Well, I want you to make this and check back with us
and let us know how it isActually.
I want you to let us know howChloe thinks it is.
Speaker 2 (07:14):
Oh my gosh, If you can get her to do this shot she
loves crazy stuff too I'm sureshe'd try it All right.
Speaker 1 (07:32):
Well, I guess this is the spot where we take a little
quick dance break and we'llcome back and talk about CTV and
starting with a high budgetmyth because it is a myth, All
right, and we are back.
There's probably almost no timefor everybody else, but for us
we had a little bit of a breakthere.
All right, zach.
So should we talk about someCTV?
Let's do it.
(07:59):
I'm excited.
Streaming TV is expensive, andI mean it can be Sure.
You can spend $50,000.
You can spend $10,000.
You can spend $20,000.
But what's really interestingif you don't know this,
especially for small and mediumbusinesses, if you're doing
stuff on your own Hulu, roku,disney+, paramount+ all of them
(08:21):
have their own self-servestreaming platform.
Some of them will even createan ad for you.
Speaker 2 (08:27):
Not all of them.
Speaker 1 (08:29):
The minimums on those are all $500.
I actually looked them up whilewe were on the break.
You don't get a ton for $500,but if you've got a narrow local
audience or even like aneighborhood audience or a real
niche, you're going to be ableto do something for $500 to
$1,000.
Speaker 2 (08:49):
And I think the reason a lot of people don't
think CTV advertising is forthem at least from my
perspective is when I see an adon Hulu or when I'm just
watching any streaming platform,I probably just automatically
assume that it's super expensiveto run those kinds of ads.
When it's, like you said, theopposite A $500 budget might not
give you a lot, but it's enoughto get you in the door and if
(09:12):
you do it the right way and havea strategy, a focused strategy
for it, you can actually get alot for your money.
Speaker 1 (09:17):
So yeah, I mean.
And so the thing is your costper thousand, which is how TV is
measured and how some radiosmeasured I don't know what's
going on with my hair today um,it's generally like the 25 to 50
range for ctv.
It just really depends on howniche you are, which channels
you're, on, what your day partsare.
But if you're running a prettybroad schedule and the beauty is
(09:40):
you can target it so well,which I think we get into in our
third point but the so ifyou're running $500 and it's $50
per thousand, which is kind ofon the high end, that's 10,000
views of your ad for 500 bucks.
(10:01):
So yeah, I mean, because 50times 10 is 500.
Yeah, I did that right.
So if you've got the rightaudience in there, that's great
and you know you can actuallymake some headway and gain some
awareness and even increasetraffic.
Speaker 2 (10:16):
Well, and I think that's one of the major selling
points of running these adsright Is, like you said, the
targeting, because you can getin front of your exact target
audience.
It gets super specific, whichis kind of creepy if you think
about it.
Speaker 1 (10:31):
But also it's totally creepy.
Speaker 2 (10:34):
For like brand awareness, it's like fantastic,
I would say, CV advertising.
Speaker 1 (10:39):
Yeah, it can be really great and obviously you
know, if you get some successand increase your budget, you're
just going to get more viewsand most of the platforms will
tell you, like, as you're doingyour targeting, these self-serve
platforms will have limitationson what you can target.
So it's not like you can belike I want to buy, you know,
all the Star Wars shows onDisney+.
Like they're probably not goingto let you do that for a $500 a
(11:01):
month budget.
But you generally pick yourdemographic.
So if you want like moms withkids, you can pick that.
If you want a certain agedemographic, you can pick that
Certain interests.
And you can usually pick yourtype of programming.
Like I want animated, I wantaction, I want sci-fi, those
types of things.
(11:22):
So as you kind of get thataudience narrowed in, you're
going to have a really, reallygood opportunity to get in front
of them.
I mean honestly, so muchcheaper than if you tried to go
to one local TV station and buyads there One.
They're not going to do muchfor $500 for you.
You might get some daytime gameshows or something, a few of
(11:45):
those.
But yeah, it can really go far.
But you do have to focus likeyou can't do all those platforms
I mentioned and get everything.
Yeah.
Speaker 2 (11:57):
It's not kind of like a set it and forget it.
It's more of you have to have areally focused and a focus and
good strategy so that you'reable to reach people you want in
an effective way.
I think my question would be iffive hundred dollars is the
minimum a lot what would weactually recommend as like a, a
minimum to like actually getpeople's foot in the door?
(12:18):
I know it would be dependent onthe business and kind of their
industry and what they wouldwant, but is $500 good enough?
Or is that something wherethere's a number or kind of a
range we can look at to suggestto people to get started?
Speaker 1 (12:34):
Yeah, I mean it's a really tough question because it
depends on what your goals areand how big your audience is.
So generally, the smaller youraudience, the smaller your
budget can be.
Or a larger budget with a smallaudience is just going to get
you more.
And it also depends on time,right?
So if you spend $500 overWednesday, thursday, friday to
(12:55):
drive toward weekend sales,that's going to go a whole lot
further than $500 over 30 days.
So 500 over 30 days is really aslow burn awareness kind of
campaign, versus if you put itinto two or three days you'll
get a whole lot more out of it.
I think you know, for us wereally like to see clients start
in the $1,000 a month andthat's like one ad, one message,
(13:20):
one audience, one campaign.
We're not spreading that toothin, because if you start to
spread it too thin then you'rejust going to lose your impact.
It's just going to go awayreally fast.
So that's usually a pretty goodrule of thumb.
Most, I mean, we've had we didhave some clients and have done
some freelance stuff for, youknow, clients that we wouldn't
(13:40):
work with necessarily.
I mean some of them were doinglike $10,000 a month, $15,000 a
month, and they were gettingresults.
But I think the biggest thingis look at the analytics of the
platform and, if you're spendingany amount of money, be in
there every single day sometimesmultiple times a day and
(14:00):
looking at it, because that'spart of what we do.
We optimize as we go times aday and looking at it Because
that's part of what we do.
We optimize as we go and we tryto drive up those, the result
that we get, and drive down thecost per result that we get.
Whatever that, whatever it iswe're trying to do.
So, yeah, I mean, I think ifyou've got $2,500 per campaign,
you're going to be really great.
(14:21):
That'd be for like a month orthree weeks or something.
You'll be in really really goodshape.
I know there are other platformsthat go across multiple.
I'm talking about buyingstraight from Disney Plus on
Disney Plus, straight from Huluon Hulu.
Roku's a little bit broader,because they're a broader
streaming service.
But there are what are calleddemand-side platforms, dsps,
(14:45):
where you can go acrossmultiples In audio video.
You can even get into out ofhome and other stuff.
That's a whole otherconversation.
But when you're on there youcan narrow your audience more.
But you can also, then broadenthe platforms that you're on
even more as well so you can hityour narrow audience across
(15:06):
multiple platforms, versushitting just one
Speaker 2 (15:09):
just one on hulu or, like you said, disney plus.
Speaker 1 (15:13):
That makes sense, yeah you also tend to get better
reporting and things like that,but they're they're harder to
use and some of them have higherminimums and some of them have,
like, if you want help fromsomebody, you've got to spend
ten thousand dollars a month,those kinds of things.
Speaker 2 (15:26):
So would you recommend?
Fine, you would recommend overgoing to a specific platform
unless, for whatever reason, youknow that your target audience
is like very much on hulu ordisney plus.
You would probably recommendgoing a more broad approach with
the platforms that push out tothe multiple different platforms
, rather than just one.
Speaker 1 (15:48):
It really depends.
If you had $1,000 and could put$500 on two platforms I might
look at, because Disney Plus isgoing to be Disney, so there's
Hulu content on Disney Plus now.
ESPN content, those types ofthings.
So as you start to look at thebroader piece and then paramount
plus has more in it, I didn'tlook up to see if max has an ad
(16:10):
platform.
I'm sure they do.
But, like even on max, Inoticed that a lot of the
discovery, that a discovery pluscontent is now moving over to
max oh yeah, as well.
So a lot of that like homeimprovement stuff and food
things.
Um, like I saw pioneer woman,it was in there as I suggested
when I was in max and I'm like,wait, no, that's discovery plus.
(16:31):
But warner, warner, discoverynow owns both.
So I think you can kind of takea look at that.
Um, the goal would be just tofind where your audience is and
start there, and obviously youwant to get some results, get
some return, get some incomefrom it, you know, get some ROI
off those things and then youknow expand out from there.
(16:51):
But if you do want to use a DSPI feel like we've talked about
DSPs before.
I think that was in anotherepisode- Maybe.
Speaker 2 (16:58):
Yeah, I think it sounds very familiar.
Speaker 1 (17:00):
You know, there are some out there that have pretty
low minimums episode Maybe.
Yeah, I think it sounds very.
You know there are some outthere that have pretty low
minimums.
But you would have to, we'dhave to just take a look and
kind of explore those.
Speaker 2 (17:08):
And yeah, and I think it's important also, even
though you don't necessarilyneed a high budget, if you're
going to go with a lower budget,kind of like we said, you need
to have a really focused andgood strategy and targeting.
What are some tips that youwould have for I guess I would
say, what are some tips forsuccess?
So we don't want people justthrowing $500 in there and
(17:29):
hoping it works.
What?
Are some basic level thingsthat can help people get started
in terms of strategy.
Speaker 1 (17:36):
Yeah, watch out for ROS, which is just run of
schedule.
That means midnight to midnight, 24 hours a day.
They can place your ad anywhereit's going to be the cheapest,
but the risk of your ad showingup at one o'clock in the morning
, two o'clock in the morning, ispretty high.
Now I have had I once didadvertising back in a previous
life for a bartending school andhe's like, yeah, he's like I
(17:58):
want all my ads to be likemidnight to 4.m because that's
when my audience is awake.
And I'm like okay, those arelike $10 a piece.
Sure, we can do all we wantwith that, that's awesome.
So, yeah, you've got to look atnot only what your audience is
looking at, but when.
But using those tools to reallyhone in and feel like, yeah,
(18:19):
this is my audience.
Speaker 2 (18:20):
when you get things narrowed down in and feel like
yeah, this is my audience whenyou get things narrowed down.
So what are some things?
Well, sorry, but I was alsojust thinking.
This made me think what aresome things that you should like
avoid doing?
Because I feel like it's easy,when you see all these targeting
options, to kind of maybe notget overwhelmed, but maybe get a
(18:41):
little too focused on somethingor a little too all over the
place.
And so I'm kind of just curious, like what are some things you
should avoid too?
Because that schedules thing islike something that I never
even thought of.
It's like yeah, I don't want myads showing up at a time where
my target audience isn't goingto be around.
Speaker 1 (18:58):
Yeah, I mean, if you're doing stay-at-home moms,
daytime is great.
If you're doing people who workin an office, daytime is
terrible for you, unless you'rebuying a news program that they
(19:19):
might have on in the car, right?
I think the biggest mistake youcan make is staying too broad,
like buying CTV, like you wouldbuy broadcast TV, where it's
like I'm going to buy women 18to 34.
Okay, like that's a greatstarting point.
But what do they like?
What do they do?
How do they behave?
What programs do they watch?
What kind of content do theyconsume?
(19:40):
What are they interested in?
What kind of content do theyconsume?
What are they interested in?
Because all of those are goingto be things you can target on
that you can't really target onwith broadcast TV.
Broadcast TV is great to reachthe entire geographic area, but
that's kind of it.
So I think another key areawhere people make mistakes are
(20:03):
ads.
When you're creating your adpeople will go for they're
trying to go viral, they'retrying to get this thing people
will talk about.
They're trying to just reallybe like flashy and crazy with it
, and you don't have to be aslong as you're strong, like
relevant and clear in yourmessage and strong and a little
bit engaging.
(20:23):
You're not here to make thenext viral video.
You're here to spend 15 seconds, 30 seconds, putting your
message in front of people.
Speaker 2 (20:31):
We're not trying to make a Super Bowl ad no.
Speaker 1 (20:36):
No, and you also don't have $5 million.
Exactly, we actually ran someCTV ads and they were all
created with animated type, andthen we had some stock photos
and some of our own.
We shoot our own stock photosof the agency as well for our
website and things.
We had some of that in there,but there were three ads.
(20:56):
They were all pretty quick andeasy to pop in and you can use
all kinds of online tools topull that together.
What is it?
Adobe Express?
You can actually build a TV adin Adobe Express.
Speaker 2 (21:10):
That's awesome.
Speaker 1 (21:12):
If you've got video of something you've done, you
can also cut that together.
I think the other one and Iknow you've played with this a
little bit, or at least I toldyou to play with it Google's
video their new Google vids.
Speaker 2 (21:23):
Yeah, a little bit, or at least I told you to play
with it.
Um, google's video, their newgoogle vids yeah, they have like
a gemini thing where you canbasically it's.
It's kind of interesting.
You can generate scripts or youcan take a script and it'll
generate a video from thatscript, but also it'll let you
uh, I think it'll create thescript for you and it'll create
an ai voiceover for you of thatscript if you want.
But it it also gives you theoption to record your own voice.
Speaker 1 (21:46):
So it's kind of interesting, but and you can
upload your own videos to insertin it, like your own graphics,
kind of cool, kind ofinteresting but yeah, so there
are tools for that, but justhaving it be well-branded for
that but just having it bewell-branded, super relevant,
clear on your message andappealing to your audience is
(22:11):
really all that you need.
And I think that we're seeingsome of that more and more with
smaller brands that are likestartups, like I just did, some
eco-friendly, like laundry podsor whatever, and all of their
stuff is simple colors it's likethese pastel combinations, um,
and that's kind of how their adslook as well, and their banner
ads are that way.
I don't think they do print ads, but anything they do in video
(22:32):
is that way, um, really reallyneat.
Speaker 2 (22:37):
Something that made me like think about is with the
creative and basically likewanting to have it be really
effective and that's probablythe most important thing.
But when do CTV?
What are the?
What kind of goals can youaccomplish with CTV ads?
Like, obviously you cangenerate leads from them, you
can grow brand awareness, but isit like specifically really
(23:00):
good for one of those two andnot the other?
Or or is it, is it good?
What's it good at and what's itbad at?
What should you use ctv ads for?
It's kind of the question.
Speaker 1 (23:11):
So the number one thing to use them for would be
for awareness or gettinginformation out there.
Um, you can use them to drivetraffic a little bit because,
again, the price is lower, sothey can work a little bit more
like radio um, not immediatetraffic, but like building for a
sale this weekend or this monthor next month or that kind of
thing.
Um, I think that when it comesto generating leads, it's a
(23:33):
matter of where people arewatching.
So the younger your audience,the more likely they are to be
watching that ad on a device.
They're on an iPhone, they'reon an iPad, they're on a laptop,
like.
I know some people who justwatch TV on their laptop, like
it's all streaming TV on theirlaptop.
If they're on one of thosedevices, they're going to have
the opportunity to click topause it, to go look for more
(23:54):
information, to go to yourwebsite and buy, et cetera.
There are also people whoobviously we do multiple devices
right, so I'm like streamingthrough my Apple TV and watching
it on my 70-inch TV, but I'vegot my phone in me or my iPad is
in my lap or something likethat, but just know that, like,
the clickability and the directattribution to a purchase is
(24:19):
harder on a TV than it is onanother device same thing with,
like, spotify and pandora andall of those.
If you're listening on a device,it's easier.
If I'm listening in my car,like I can't tap the screen,
like I can't jump into your,like your stuff, so yeah, um, so
yeah, I think that it's great,but I love it for awareness.
But we have.
(24:39):
I mean, we ran a very smallcampaign, I think it was just on
hulu, and we actually got acouple of leads from it.
Um, so we have an easy way forpeople to contact you a short
url, like we use a71.co, we canuse as a short url, for instance
, um versus your whole thing, orhave it be something very
memorable and make sure it's onthe screen, like put it on the
(25:01):
screen for a while, put it onthe bottom and just leave it
there in a bar, the whole ad.
Speaker 2 (25:07):
So you definitely want to use it for brand
awareness, but you don't want tothrow everything into it for
lead generation and have that beyour only lead generation tool.
Speaker 1 (25:16):
No, it's not.
I mean, even when, back when wewere doing like radio and TV
right, you would still do likeprint and radio was for like,
more immediate, like I'm in mycar, I hear McDonald's ad, I go
to McDonald's, I'm at McDonald's, you know and TV was more for a
considered purchase or a longerterm or brand building.
I think the other thing that'sinteresting is if you want your
ad to be seen having a 30, a 15and a five second version, not
(25:39):
everybody will do the fives.
Almost everybody does 15s and30s.
Some places do 60s, 60 seconds.
Most people don't have enoughto talk Like you've got.
You don't have enough to talkabout in 60 seconds.
You can get it out in 30.
Speaker 2 (25:51):
Um but those 15s and fives, Well, and if it's a
skippable ad cause I know someof the streaming services allow
you to skip Nobody's going towatch the full 16.
It's like the most engaging adthey've ever seen.
Speaker 1 (26:04):
Yeah, and it probably won't be.
Let's just be honest, I've seenvery few super engaging
60-second ads and yeah, I mean,and on TV they're less skippable
.
So on a device they'regenerally more skippable, but
those even the five seconds,like there are places where
those can be popped in asbumpers.
You also then get it for yoursocial, for like a really great
(26:24):
teaser to drive people to yourad, which should just be on
YouTube.
Like put it there as well,you've got video.
Speaker 2 (26:33):
Make it work?
Yeah, for sure.
Honestly, uh, I think whereit's really overlooked too is
because of the high budget myth.
Uh like, maybe, like notnecessarily like restaurants and
stuff, but like growing localawareness.
And uh, through the uh like ctvads is like really, really big.
Speaker 1 (26:54):
Whenever I get a location specific ad when I'm
streaming something, I'm like,hey, that's near me, like maybe
I'll go check it out, and it'salways it's like car washes or
like uh, uh, hvac businesses isa big one I keep seeing, but
that's always pretty interestingto me, you see apparently you
have a dirty car and you knowneed apparently hvac, I don't
(27:16):
know, but yeah, so I think thelocal piece of it is really huge
because, like your local tvstation is local but it goes
like here in the midwest, likelike 100 miles, like it might be
the broadcast area for that,and I don't have that kind of a
trade radius and also everysingle person watching that is
not my audience.
So with ctv not only can younarrow your audience but you can
(27:37):
bring your geography down.
So if you're a restaurant andyour trade area, you know most
of your people come from withina mile of your restaurant.
What I would do personally isthose people probably already
know you're there.
I would carve them out as anegative audience the one mile
from my restaurant and I wouldgo for the one to five mile
people who are close enough theycould get there really easily
(28:00):
but may not drive by or may notunderstand it that much.
So you can actually carve outlike a donut audience like that
where I say target people withinfive miles, except don't target
people who are zero to onemiles from my location so just
expanding your visibility andreach out.
That's cool, but somebody like25 miles away is probably going
(28:22):
to go by 60 restaurants likemine before they get here, so
why do I care?
Like you know, they're probablynot going to come here um.
So I think that geography um isreally, really important when
you're kind of um working withctb, because you can use it like
you got all these tools like,use them and that's, I mean,
(28:44):
that's like I said earlier.
The biggest selling point for me, at least, is I have all these
targeting tools that I normallywouldn't have with other
platforms, and, yeah, I thinkthat's awesome the flip side of
that is if you're goingnationwide, like and we have
several clients who do nationaladvertising but if you're going
nationwide and you try to buy anationwide cable or network TV
(29:08):
on ABC, it's just going to beexpensive as heck and you're
going to again get all thatwaste.
But with CTV you can actuallyget in some of those shows you
want.
But you're defining youraudience and even if your
geography is the US, you'restill bringing it down.
You might only need to reach10,000, 20,000 people out of the
300 million plus in the US.
Well, you know what you can dothat and you can only pay for
(29:31):
those people that you'rereaching.
You don't have to pay for allthe waste.
So even on a really largegeography it can be beneficial.
Speaker 2 (29:42):
And, honestly, I think something I was just
thinking about is this could bereally good for like HR or like
job recruitment ads too, becausethat's a great way to catch
people that are looking for jobsis targeting services.
Speaker 1 (29:54):
Well, and targeting them by some of the same things
you might target them with onLinkedIn.
You know, like some, someservices let you target things
like job title or seniority.
You can put age in there.
You've got your geography aswell.
So like, if you don't want tohire people in certain States
because you don't want to pay,you know you don't want to set
up that state for payroll taxeswith remote workers like being
(30:15):
all the rage, you could just nottarget that state.
You know like you know you'rein North Carolina, we target
that state.
You're in North Carolina.
We've already set up all thepayroll stuff for North Carolina
.
If I wanted to hire a couplemore remote employees Iowa,
nebraska, south Dakota and,oddly enough, north Carolina-
are places that I could look at.
(30:35):
I think one of the other thingsis, if you've got a really good
niche, like a language niche, um, especially like a spanish
language niche is really easy totarget, um, you can really jump
in and be far more effectiveand and go much broader with
your ad than you could with anykind of broadcast tv, because
local tv stations in otherlanguages are pretty limited, um
(30:57):
, unless you're in like a bigcity or near a border, like near
the Mexico border or somethinglike that, then you've got a few
probably.
Speaker 2 (31:05):
Lots of flexibility with the targeting.
Like I said, that's probably myfavorite part about it.
It's pretty interesting.
Speaker 1 (31:11):
Yeah, and I think you know that's probably a good
place to start, like to sort ofwrap up and be like you know you
don't have to have a hugebudget.
$500 will get you somethingover a few days especially, or a
week, but you know, somewherein that $1,000, $2,500, $5,000 a
month range would be a reallynice budget to have.
You can do quite a bit withthat.
You don't have to have crazycreative, you just need to have
(31:36):
a nice, well like a good-looking, professional-looking ad of
some sort.
Multiple lengths I recommend 5,15 and 30.
Some services will do a 10second ad as well and then just
avoid some of those pitfalls wetalked about and use all of the
(31:57):
tools to make that budget worksuper, super hard.
Speaker 2 (31:59):
And make sure you determine that this is going to
be right for the goals you wantto accomplish too, because it
has its strengths and it'sbetter at some things than
others.
Like we said, it's really goodat brand awareness, but if
you're throwing your entirebudget hoping to get thousands
and thousands of leads into this, it's not going to be as
effective as other channels.
Speaker 1 (32:19):
Yeah, it'd be really hard.
Speaker 2 (32:20):
Yeah, but yeah, we can wrap this up.
Thank you for listening.
As always, you can find ouragency at antidote, underscore
71.
And if you have a question,you'd like to send our way head
to ctapodcastlive, to shoot usan email or, even better, leave
us a voice message on ourhotline at 402-718-9971.
(32:41):
Your question might make it.
Well, it won't.
It might.
Speaker 1 (32:44):
It, will it will.
Speaker 2 (32:45):
It will make it into a future episode.
Speaker 1 (32:47):
We would love to do an episode just on questions,
but we need a question to dothat.
Yeah, and we will have anepisode coming up next week.
I don't have what that is rightin front of me, so it will be a
mystery surprise.
Speaker 2 (33:00):
It'll be a great episode.
Speaker 1 (33:02):
Okay, so even our producer, zach, does not know
what episode it is next week, sothings are a little bit fluid
with guests.
I know we had a couple ofguests who had a schedule change
, so we're still working on ourschedule with them.
But we'll be back and we'll seeyou next week and it might be
Caitlin doing something on hernew special, or it might be Zach
(33:24):
and I with another topic.
Stay tuned.
All right, hello and welcome to another episode.
And Zach, you're on camera.
Oh my God, I'm here.
He is.
So you'll notice if you'rewatching this and eventually if
you're listening, that Caitlinis not here today.
Caitlin is taking a little bitof break from general hosting
duties.
She's working on another subsetof podcasts that will be kind
(00:29):
of injected, that Zach's workingon, with her Recorded the first
one of those this morning, sothat'll be kind of cool, a
little bit shorter format, alittle bit different for you.
And then she's just got a tonof client work.
I think you know that, zach,you've been working on some
stuff with her, so she's pullingback a little bit.
So Zach and I are going to hostfor a little while.
We might have some guest hosts,we might have some other guests
, but today we are talking aboutCTV ads.
(00:53):
And do you really need a$10,000 budget to run CTV ads?
Speaker 2 (00:57):
And just like in case you haven't listened yet, we
did talk about this once beforein an episode Poll pollinated
bees knees kind of gives you abaseline of what ct advertising
is.
So this kind of dives moredeeper into some strategies and
stuff like that yep.
Speaker 1 (01:13):
So if you're listening and you're like what
the hell is ctv?
Um, pause this.
Go look for the pollinated beesknees.
I have no idea what episodenumber it is, um, but it was
actually from last march, so oh,it's a year ago, wow, yeah.
So just go find that one.
You can just search it.
If you're in our little page,on whatever platform you want,
(01:33):
it won't be on.
Well, it might be on YouTube.
Is it on YouTube?
I don't remember.
Speaker 2 (01:37):
It might not be on YouTube, because that's a fairly
new thing for us.
No video, at least there wouldbe an audio version if it's on
YouTube.
Speaker 1 (01:44):
Yeah, so this should be a really good one.
Like CTV, advertising hasexploded.
It's connected TV, so it'sstreaming Hulu, netflix free
version, paramount+, disney+,whatever.
If there's a streaming ad in astreaming service, that's what
CTV is, and so we're going totalk a little bit about that and
(02:05):
why you don't actually have todrop 10K on a single ad campaign
to make it work for you.
Speaker 2 (02:10):
Yeah, it's going to be awesome.
Speaker 1 (02:12):
So yeah, so we are having an interesting cocktail
today.
This is 100%.
Speaker 2 (02:19):
Zach found this one and we'll just go ahead and give
the explicit on this, becauseit's spelled P p-h-o dash king
champ, which we pronouncefucking champ yeah, king champ,
yep.
and uh, for anyone that's hadpho before, uh, it's actually,
yeah, the vietnamese soup and uh, this.
(02:41):
I wanted to start off with kindof a bang for my first episode,
kind of co-hosting for thisseries, and basically this drink
is based off of a bullshot,which is kind of like a Bloody
Mary, but instead of the tomatojuice it's beef bouillon.
It also still hasWorcestershire hot sauce and all
(03:02):
the spices.
The thing that's differentabout this one is it's not the
beef bouillon, it's the pho.
Speaker 1 (03:09):
Pho broth yeah.
Speaker 2 (03:10):
And this is kind of an upscale version of a bull
shot.
So this was created by ChadSolomon of Midnight Ramblin',
dallas, and it's vodka, dry,sherry and house-made pho broth.
So, trying this out, it's ashot.
So it's vodka, dry, sherry andhouse made pho broth.
So, trying this out, it's ashot, so it's not a full
cocktail for those of you thatare worried about it being super
(03:32):
heavy.
I think a shot is like theperfect way to take this,
because you don't have to reallydrink a whole soup and if you
want, to throw some chicken inthere.
Speaker 1 (03:45):
Maybe an egg like you'll be fine, sure, why not?
Speaker 2 (03:47):
well, in the recipe actually, they give full
instructions for how to make thepho broth that they make which
I'll include, but I don't thinkI'm gonna go into it because
it's very involved.
I'll say, uh, maybe the funnestway you could do this is, if
you get some pho, save some ofthe leftover broth when you're
done and try this out.
(04:09):
So some of the ingredientstwo-thirds an ounce of absolute
elix vodka.
I looked this up.
It's like very high-end uhvodka.
Speaker 1 (04:18):
It's uh but the price point is really easy.
It's like 20, 25 bucks, 23bucks.
Speaker 2 (04:23):
Yeah, it's single estate winter wheat is where
it's made from, and it's made inmanually operated copper
columns from 1921.
And apparently the water isdrawn from a giant underground
lake beneath Sweden.
So that's kind of interesting.
All right, well, okay, and thenthere's a quarter ounce of dry
sack 15-year-old Oloroso sherry,an ounce of pho broth, a
(04:48):
quarter ounce of lime juice, twodrops of mineral saline, which
is basically I don't know ifyou've ever had saline in a
cocktail, but it's just saltwater and the mineral part of it
.
They recommend Crazy Water no 4from Texas.
I also looked that up.
Apparently it's such a likestrong mineral water that they
only recommend you drink one totwo a day.
(05:09):
So that's interesting.
But uh, yeah, you finish thatoff with the garnish of cilantro
, of a cilantro leaf.
So the actual directions forthis add all ingredients into a
shaker with ice and shake untilchilled, strain into a shot
glass and garnish with cilantroleaf.
I would say the hardest part isgetting the ingredients and
making the broth from scratch.
(05:30):
But honestly, I might try thisif I ever feel like really
making a complicated cocktailand I'm looking at the paragraph
of making the broth, so that'llbe in the notes.
Speaker 1 (05:41):
Um, but it is.
We're not going to go throughit.
That's's crazy.
But I mean you could actually,so you could make, because it
makes a bunch of broth.
It looks like way more thanyou'll need.
But you could then just makesome pho, right, and you could
just have pho for dinner andthen do your shots and be good
to go.
Speaker 2 (05:57):
At the very least, you're going to get a good pho
recipe from this episode.
That's true from this episode.
Speaker 1 (06:02):
That's true.
I would be willing to try that.
I don't think I have any desireto do this shot.
I do think it'd be interesting,though.
You know how, like with BloodyMarys, they make those like it's
a whole meal, like there's acheeseburger in it and like all
that stuff.
I think it would be interesting, with this, to do the shot as a
breakfast drink with, like thehard-boiled egg and like I don't
(06:24):
know, like what would you do?
Like a chicken tender, maybe?
Speaker 2 (06:27):
like something I honestly like.
There's so many directions,like ways you go with it, but I
know it's one of the craziercocktails I've stumbled across,
so All right.
Speaker 1 (06:38):
Yeah, yeah.
And I, by the way, I hateBloody Marys, so I actually need
to look at the Bullshot.
Except that's also just a shot,right?
Yeah, not a full cocktail,because I mean that would be a
lot of beef Super rich, wow,super rich.
Okay, yeah, never mind, I'm notgoing to go there, I'm just
going to stick with my, likeBellinis and mimosas, for
breakfast and coffee drinks.
Speaker 2 (07:05):
And see, I love Bloody Marys, so this is right
up my alley, so I had to startit off with something that I
liked, All right.
Speaker 1 (07:07):
Well, I want you to make this and check back with us
and let us know how it isActually.
I want you to let us know howChloe thinks it is.
Speaker 2 (07:14):
Oh my gosh, If you can get her to do this shot she
loves crazy stuff too I'm sureshe'd try it All right.
Speaker 1 (07:32):
Well, I guess this is the spot where we take a little
quick dance break and we'llcome back and talk about CTV and
starting with a high budgetmyth because it is a myth, All
right, and we are back.
There's probably almost no timefor everybody else, but for us
we had a little bit of a breakthere.
All right, zach.
So should we talk about someCTV?
Let's do it.
(07:59):
I'm excited.
Streaming TV is expensive, andI mean it can be Sure.
You can spend $50,000.
You can spend $10,000.
You can spend $20,000.
But what's really interestingif you don't know this,
especially for small and mediumbusinesses, if you're doing
stuff on your own Hulu, roku,disney+, paramount+ all of them
(08:21):
have their own self-servestreaming platform.
Some of them will even createan ad for you.
Speaker 2 (08:27):
Not all of them.
Speaker 1 (08:29):
The minimums on those are all $500.
I actually looked them up whilewe were on the break.
You don't get a ton for $500,but if you've got a narrow local
audience or even like aneighborhood audience or a real
niche, you're going to be ableto do something for $500 to
$1,000.
Speaker 2 (08:49):
And I think the reason a lot of people don't
think CTV advertising is forthem at least from my
perspective is when I see an adon Hulu or when I'm just
watching any streaming platform,I probably just automatically
assume that it's super expensiveto run those kinds of ads.
When it's, like you said, theopposite A $500 budget might not
give you a lot, but it's enoughto get you in the door and if
(09:12):
you do it the right way and havea strategy, a focused strategy
for it, you can actually get alot for your money.
Speaker 1 (09:17):
So yeah, I mean.
And so the thing is your costper thousand, which is how TV is
measured and how some radiosmeasured I don't know what's
going on with my hair today um,it's generally like the 25 to 50
range for ctv.
It just really depends on howniche you are, which channels
you're, on, what your day partsare.
But if you're running a prettybroad schedule and the beauty is
(09:40):
you can target it so well,which I think we get into in our
third point but the so ifyou're running $500 and it's $50
per thousand, which is kind ofon the high end, that's 10,000
views of your ad for 500 bucks.
(10:01):
So yeah, I mean, because 50times 10 is 500.
Yeah, I did that right.
So if you've got the rightaudience in there, that's great
and you know you can actuallymake some headway and gain some
awareness and even increasetraffic.
Speaker 2 (10:16):
Well, and I think that's one of the major selling
points of running these adsright Is, like you said, the
targeting, because you can getin front of your exact target
audience.
It gets super specific, whichis kind of creepy if you think
about it.
Speaker 1 (10:31):
But also it's totally creepy.
Speaker 2 (10:34):
For like brand awareness, it's like fantastic,
I would say, CV advertising.
Speaker 1 (10:39):
Yeah, it can be really great and obviously you
know, if you get some successand increase your budget, you're
just going to get more viewsand most of the platforms will
tell you, like, as you're doingyour targeting, these self-serve
platforms will have limitationson what you can target.
So it's not like you can belike I want to buy, you know,
all the Star Wars shows onDisney+.
Like they're probably not goingto let you do that for a $500 a
(11:01):
month budget.
But you generally pick yourdemographic.
So if you want like moms withkids, you can pick that.
If you want a certain agedemographic, you can pick that
Certain interests.
And you can usually pick yourtype of programming.
Like I want animated, I wantaction, I want sci-fi, those
types of things.
(11:22):
So as you kind of get thataudience narrowed in, you're
going to have a really, reallygood opportunity to get in front
of them.
I mean honestly, so muchcheaper than if you tried to go
to one local TV station and buyads there One.
They're not going to do muchfor $500 for you.
You might get some daytime gameshows or something, a few of
(11:45):
those.
But yeah, it can really go far.
But you do have to focus likeyou can't do all those platforms
I mentioned and get everything.
Yeah.
Speaker 2 (11:57):
It's not kind of like a set it and forget it.
It's more of you have to have areally focused and a focus and
good strategy so that you'reable to reach people you want in
an effective way.
I think my question would be iffive hundred dollars is the
minimum a lot what would weactually recommend as like a, a
minimum to like actually getpeople's foot in the door?
(12:18):
I know it would be dependent onthe business and kind of their
industry and what they wouldwant, but is $500 good enough?
Or is that something wherethere's a number or kind of a
range we can look at to suggestto people to get started?
Speaker 1 (12:34):
Yeah, I mean it's a really tough question because it
depends on what your goals areand how big your audience is.
So generally, the smaller youraudience, the smaller your
budget can be.
Or a larger budget with a smallaudience is just going to get
you more.
And it also depends on time,right?
So if you spend $500 overWednesday, thursday, friday to
(12:55):
drive toward weekend sales,that's going to go a whole lot
further than $500 over 30 days.
So 500 over 30 days is really aslow burn awareness kind of
campaign, versus if you put itinto two or three days you'll
get a whole lot more out of it.
I think you know, for us wereally like to see clients start
in the $1,000 a month andthat's like one ad, one message,
(13:20):
one audience, one campaign.
We're not spreading that toothin, because if you start to
spread it too thin then you'rejust going to lose your impact.
It's just going to go awayreally fast.
So that's usually a pretty goodrule of thumb.
Most, I mean, we've had we didhave some clients and have done
some freelance stuff for, youknow, clients that we wouldn't
(13:40):
work with necessarily.
I mean some of them were doinglike $10,000 a month, $15,000 a
month, and they were gettingresults.
But I think the biggest thingis look at the analytics of the
platform and, if you're spendingany amount of money, be in
there every single day sometimesmultiple times a day and
(14:00):
looking at it, because that'spart of what we do.
We optimize as we go times aday and looking at it Because
that's part of what we do.
We optimize as we go and we tryto drive up those, the result
that we get, and drive down thecost per result that we get.
Whatever that, whatever it iswe're trying to do.
So, yeah, I mean, I think ifyou've got $2,500 per campaign,
you're going to be really great.
(14:21):
That'd be for like a month orthree weeks or something.
You'll be in really really goodshape.
I know there are other platformsthat go across multiple.
I'm talking about buyingstraight from Disney Plus on
Disney Plus, straight from Huluon Hulu.
Roku's a little bit broader,because they're a broader
streaming service.
But there are what are calleddemand-side platforms, dsps,
(14:45):
where you can go acrossmultiples In audio video.
You can even get into out ofhome and other stuff.
That's a whole otherconversation.
But when you're on there youcan narrow your audience more.
But you can also, then broadenthe platforms that you're on
even more as well so you can hityour narrow audience across
(15:06):
multiple platforms, versushitting just one
Speaker 2 (15:09):
just one on hulu or, like you said, disney plus.
Speaker 1 (15:13):
That makes sense, yeah you also tend to get better
reporting and things like that,but they're they're harder to
use and some of them have higherminimums and some of them have,
like, if you want help fromsomebody, you've got to spend
ten thousand dollars a month,those kinds of things.
Speaker 2 (15:26):
So would you recommend?
Fine, you would recommend overgoing to a specific platform
unless, for whatever reason, youknow that your target audience
is like very much on hulu ordisney plus.
You would probably recommendgoing a more broad approach with
the platforms that push out tothe multiple different platforms
, rather than just one.
Speaker 1 (15:48):
It really depends.
If you had $1,000 and could put$500 on two platforms I might
look at, because Disney Plus isgoing to be Disney, so there's
Hulu content on Disney Plus now.
ESPN content, those types ofthings.
So as you start to look at thebroader piece and then paramount
plus has more in it, I didn'tlook up to see if max has an ad
(16:10):
platform.
I'm sure they do.
But, like even on max, Inoticed that a lot of the
discovery, that a discovery pluscontent is now moving over to
max oh yeah, as well.
So a lot of that like homeimprovement stuff and food
things.
Um, like I saw pioneer woman,it was in there as I suggested
when I was in max and I'm like,wait, no, that's discovery plus.
(16:31):
But warner, warner, discoverynow owns both.
So I think you can kind of takea look at that.
Um, the goal would be just tofind where your audience is and
start there, and obviously youwant to get some results, get
some return, get some incomefrom it, you know, get some ROI
off those things and then youknow expand out from there.
(16:51):
But if you do want to use a DSPI feel like we've talked about
DSPs before.
I think that was in anotherepisode- Maybe.
Speaker 2 (16:58):
Yeah, I think it sounds very familiar.
Speaker 1 (17:00):
You know, there are some out there that have pretty
low minimums episode Maybe.
Yeah, I think it sounds very.
You know there are some outthere that have pretty low
minimums.
But you would have to, we'dhave to just take a look and
kind of explore those.
Speaker 2 (17:08):
And yeah, and I think it's important also, even
though you don't necessarilyneed a high budget, if you're
going to go with a lower budget,kind of like we said, you need
to have a really focused andgood strategy and targeting.
What are some tips that youwould have for I guess I would
say, what are some tips forsuccess?
So we don't want people justthrowing $500 in there and
(17:29):
hoping it works.
What?
Are some basic level thingsthat can help people get started
in terms of strategy.
Speaker 1 (17:36):
Yeah, watch out for ROS, which is just run of
schedule.
That means midnight to midnight, 24 hours a day.
They can place your ad anywhereit's going to be the cheapest,
but the risk of your ad showingup at one o'clock in the morning
, two o'clock in the morning, ispretty high.
Now I have had I once didadvertising back in a previous
life for a bartending school andhe's like, yeah, he's like I
(17:58):
want all my ads to be likemidnight to 4.m because that's
when my audience is awake.
And I'm like okay, those arelike $10 a piece.
Sure, we can do all we wantwith that, that's awesome.
So, yeah, you've got to look atnot only what your audience is
looking at, but when.
But using those tools to reallyhone in and feel like, yeah,
(18:19):
this is my audience.
Speaker 2 (18:20):
when you get things narrowed down in and feel like
yeah, this is my audience whenyou get things narrowed down.
So what are some things?
Well, sorry, but I was alsojust thinking.
This made me think what aresome things that you should like
avoid doing?
Because I feel like it's easy,when you see all these targeting
options, to kind of maybe notget overwhelmed, but maybe get a
(18:41):
little too focused on somethingor a little too all over the
place.
And so I'm kind of just curious, like what are some things you
should avoid too?
Because that schedules thing islike something that I never
even thought of.
It's like yeah, I don't want myads showing up at a time where
my target audience isn't goingto be around.
Speaker 1 (18:58):
Yeah, I mean, if you're doing stay-at-home moms,
daytime is great.
If you're doing people who workin an office, daytime is
terrible for you, unless you'rebuying a news program that they
(19:19):
might have on in the car, right?
I think the biggest mistake youcan make is staying too broad,
like buying CTV, like you wouldbuy broadcast TV, where it's
like I'm going to buy women 18to 34.
Okay, like that's a greatstarting point.
But what do they like?
What do they do?
How do they behave?
What programs do they watch?
What kind of content do theyconsume?
(19:40):
What are they interested in?
What kind of content do theyconsume?
What are they interested in?
Because all of those are goingto be things you can target on
that you can't really target onwith broadcast TV.
Broadcast TV is great to reachthe entire geographic area, but
that's kind of it.
So I think another key areawhere people make mistakes are
(20:03):
ads.
When you're creating your adpeople will go for they're
trying to go viral, they'retrying to get this thing people
will talk about.
They're trying to just reallybe like flashy and crazy with it
, and you don't have to be aslong as you're strong, like
relevant and clear in yourmessage and strong and a little
bit engaging.
(20:23):
You're not here to make thenext viral video.
You're here to spend 15 seconds, 30 seconds, putting your
message in front of people.
Speaker 2 (20:31):
We're not trying to make a Super Bowl ad no.
Speaker 1 (20:36):
No, and you also don't have $5 million.
Exactly, we actually ran someCTV ads and they were all
created with animated type, andthen we had some stock photos
and some of our own.
We shoot our own stock photosof the agency as well for our
website and things.
We had some of that in there,but there were three ads.
(20:56):
They were all pretty quick andeasy to pop in and you can use
all kinds of online tools topull that together.
What is it?
Adobe Express?
You can actually build a TV adin Adobe Express.
Speaker 2 (21:10):
That's awesome.
Speaker 1 (21:12):
If you've got video of something you've done, you
can also cut that together.
I think the other one and Iknow you've played with this a
little bit, or at least I toldyou to play with it Google's
video their new Google vids.
Speaker 2 (21:23):
Yeah, a little bit, or at least I told you to play
with it.
Um, google's video, their newgoogle vids yeah, they have like
a gemini thing where you canbasically it's.
It's kind of interesting.
You can generate scripts or youcan take a script and it'll
generate a video from thatscript, but also it'll let you
uh, I think it'll create thescript for you and it'll create
an ai voiceover for you of thatscript if you want.
But it it also gives you theoption to record your own voice.
Speaker 1 (21:46):
So it's kind of interesting, but and you can
upload your own videos to insertin it, like your own graphics,
kind of cool, kind ofinteresting but yeah, so there
are tools for that, but justhaving it be well-branded for
that but just having it bewell-branded, super relevant,
clear on your message andappealing to your audience is
(22:11):
really all that you need.
And I think that we're seeingsome of that more and more with
smaller brands that are likestartups, like I just did, some
eco-friendly, like laundry podsor whatever, and all of their
stuff is simple colors it's likethese pastel combinations, um,
and that's kind of how their adslook as well, and their banner
ads are that way.
I don't think they do print ads, but anything they do in video
(22:32):
is that way, um, really reallyneat.
Speaker 2 (22:37):
Something that made me like think about is with the
creative and basically likewanting to have it be really
effective and that's probablythe most important thing.
But when do CTV?
What are the?
What kind of goals can youaccomplish with CTV ads?
Like, obviously you cangenerate leads from them, you
can grow brand awareness, but isit like specifically really
(23:00):
good for one of those two andnot the other?
Or or is it, is it good?
What's it good at and what's itbad at?
What should you use ctv ads for?
It's kind of the question.
Speaker 1 (23:11):
So the number one thing to use them for would be
for awareness or gettinginformation out there.
Um, you can use them to drivetraffic a little bit because,
again, the price is lower, sothey can work a little bit more
like radio um, not immediatetraffic, but like building for a
sale this weekend or this monthor next month or that kind of
thing.
Um, I think that when it comesto generating leads, it's a
(23:33):
matter of where people arewatching.
So the younger your audience,the more likely they are to be
watching that ad on a device.
They're on an iPhone, they'reon an iPad, they're on a laptop,
like.
I know some people who justwatch TV on their laptop, like
it's all streaming TV on theirlaptop.
If they're on one of thosedevices, they're going to have
the opportunity to click topause it, to go look for more
(23:54):
information, to go to yourwebsite and buy, et cetera.
There are also people whoobviously we do multiple devices
right, so I'm like streamingthrough my Apple TV and watching
it on my 70-inch TV, but I'vegot my phone in me or my iPad is
in my lap or something likethat, but just know that, like,
the clickability and the directattribution to a purchase is
(24:19):
harder on a TV than it is onanother device same thing with,
like, spotify and pandora andall of those.
If you're listening on a device,it's easier.
If I'm listening in my car,like I can't tap the screen,
like I can't jump into your,like your stuff, so yeah, um, so
yeah, I think that it's great,but I love it for awareness.
But we have.
(24:39):
I mean, we ran a very smallcampaign, I think it was just on
hulu, and we actually got acouple of leads from it.
Um, so we have an easy way forpeople to contact you a short
url, like we use a71.co, we canuse as a short url, for instance
, um versus your whole thing, orhave it be something very
memorable and make sure it's onthe screen, like put it on the
(25:01):
screen for a while, put it onthe bottom and just leave it
there in a bar, the whole ad.
Speaker 2 (25:07):
So you definitely want to use it for brand
awareness, but you don't want tothrow everything into it for
lead generation and have that beyour only lead generation tool.
Speaker 1 (25:16):
No, it's not.
I mean, even when, back when wewere doing like radio and TV
right, you would still do likeprint and radio was for like,
more immediate, like I'm in mycar, I hear McDonald's ad, I go
to McDonald's, I'm at McDonald's, you know and TV was more for a
considered purchase or a longerterm or brand building.
I think the other thing that'sinteresting is if you want your
ad to be seen having a 30, a 15and a five second version, not
(25:39):
everybody will do the fives.
Almost everybody does 15s and30s.
Some places do 60s, 60 seconds.
Most people don't have enoughto talk Like you've got.
You don't have enough to talkabout in 60 seconds.
You can get it out in 30.
Speaker 2 (25:51):
Um but those 15s and fives, Well, and if it's a
skippable ad cause I know someof the streaming services allow
you to skip Nobody's going towatch the full 16.
It's like the most engaging adthey've ever seen.
Speaker 1 (26:04):
Yeah, and it probably won't be.
Let's just be honest, I've seenvery few super engaging
60-second ads and yeah, I mean,and on TV they're less skippable
.
So on a device they'regenerally more skippable, but
those even the five seconds,like there are places where
those can be popped in asbumpers.
You also then get it for yoursocial, for like a really great
(26:24):
teaser to drive people to yourad, which should just be on
YouTube.
Like put it there as well,you've got video.
Speaker 2 (26:33):
Make it work?
Yeah, for sure.
Honestly, uh, I think whereit's really overlooked too is
because of the high budget myth.
Uh like, maybe, like notnecessarily like restaurants and
stuff, but like growing localawareness.
And uh, through the uh like ctvads is like really, really big.
Speaker 1 (26:54):
Whenever I get a location specific ad when I'm
streaming something, I'm like,hey, that's near me, like maybe
I'll go check it out, and it'salways it's like car washes or
like uh, uh, hvac businesses isa big one I keep seeing, but
that's always pretty interestingto me, you see apparently you
have a dirty car and you knowneed apparently hvac, I don't
(27:16):
know, but yeah, so I think thelocal piece of it is really huge
because, like your local tvstation is local but it goes
like here in the midwest, likelike 100 miles, like it might be
the broadcast area for that,and I don't have that kind of a
trade radius and also everysingle person watching that is
not my audience.
So with ctv not only can younarrow your audience but you can
(27:37):
bring your geography down.
So if you're a restaurant andyour trade area, you know most
of your people come from withina mile of your restaurant.
What I would do personally isthose people probably already
know you're there.
I would carve them out as anegative audience the one mile
from my restaurant and I wouldgo for the one to five mile
people who are close enough theycould get there really easily
(28:00):
but may not drive by or may notunderstand it that much.
So you can actually carve outlike a donut audience like that
where I say target people withinfive miles, except don't target
people who are zero to onemiles from my location so just
expanding your visibility andreach out.
That's cool, but somebody like25 miles away is probably going
(28:22):
to go by 60 restaurants likemine before they get here, so
why do I care?
Like you know, they're probablynot going to come here um.
So I think that geography um isreally, really important when
you're kind of um working withctb, because you can use it like
you got all these tools like,use them and that's, I mean,
(28:44):
that's like I said earlier.
The biggest selling point for me, at least, is I have all these
targeting tools that I normallywouldn't have with other
platforms, and, yeah, I thinkthat's awesome the flip side of
that is if you're goingnationwide, like and we have
several clients who do nationaladvertising but if you're going
nationwide and you try to buy anationwide cable or network TV
(29:08):
on ABC, it's just going to beexpensive as heck and you're
going to again get all thatwaste.
But with CTV you can actuallyget in some of those shows you
want.
But you're defining youraudience and even if your
geography is the US, you'restill bringing it down.
You might only need to reach10,000, 20,000 people out of the
300 million plus in the US.
Well, you know what you can dothat and you can only pay for
(29:31):
those people that you'rereaching.
You don't have to pay for allthe waste.
So even on a really largegeography it can be beneficial.
Speaker 2 (29:42):
And, honestly, I think something I was just
thinking about is this could bereally good for like HR or like
job recruitment ads too, becausethat's a great way to catch
people that are looking for jobsis targeting services.
Speaker 1 (29:54):
Well, and targeting them by some of the same things
you might target them with onLinkedIn.
You know, like some, someservices let you target things
like job title or seniority.
You can put age in there.
You've got your geography aswell.
So like, if you don't want tohire people in certain States
because you don't want to pay,you know you don't want to set
up that state for payroll taxeswith remote workers like being
(30:15):
all the rage, you could just nottarget that state.
You know like you know you'rein North Carolina, we target
that state.
You're in North Carolina.
We've already set up all thepayroll stuff for North Carolina
.
If I wanted to hire a couplemore remote employees Iowa,
nebraska, south Dakota and,oddly enough, north Carolina-
are places that I could look at.
(30:35):
I think one of the other thingsis, if you've got a really good
niche, like a language niche, um, especially like a spanish
language niche is really easy totarget, um, you can really jump
in and be far more effectiveand and go much broader with
your ad than you could with anykind of broadcast tv, because
local tv stations in otherlanguages are pretty limited, um
(30:57):
, unless you're in like a bigcity or near a border, like near
the Mexico border or somethinglike that, then you've got a few
probably.
Speaker 2 (31:05):
Lots of flexibility with the targeting.
Like I said, that's probably myfavorite part about it.
It's pretty interesting.
Speaker 1 (31:11):
Yeah, and I think you know that's probably a good
place to start, like to sort ofwrap up and be like you know you
don't have to have a hugebudget.
$500 will get you somethingover a few days especially, or a
week, but you know, somewherein that $1,000, $2,500, $5,000 a
month range would be a reallynice budget to have.
You can do quite a bit withthat.
You don't have to have crazycreative, you just need to have
(31:36):
a nice, well like a good-looking, professional-looking ad of
some sort.
Multiple lengths I recommend 5,15 and 30.
Some services will do a 10second ad as well and then just
avoid some of those pitfalls wetalked about and use all of the
(31:57):
tools to make that budget worksuper, super hard.
Speaker 2 (31:59):
And make sure you determine that this is going to
be right for the goals you wantto accomplish too, because it
has its strengths and it'sbetter at some things than
others.
Like we said, it's really goodat brand awareness, but if
you're throwing your entirebudget hoping to get thousands
and thousands of leads into this, it's not going to be as
effective as other channels.
Speaker 1 (32:19):
Yeah, it'd be really hard.
Speaker 2 (32:20):
Yeah, but yeah, we can wrap this up.
Thank you for listening.
As always, you can find ouragency at antidote, underscore
71.
And if you have a question,you'd like to send our way head
to ctapodcastlive, to shoot usan email or, even better, leave
us a voice message on ourhotline at 402-718-9971.
(32:41):
Your question might make it.
Well, it won't.
It might.
Speaker 1 (32:44):
It, will it will.
Speaker 2 (32:45):
It will make it into a future episode.
Speaker 1 (32:47):
We would love to do an episode just on questions,
but we need a question to dothat.
Yeah, and we will have anepisode coming up next week.
I don't have what that is rightin front of me, so it will be a
mystery surprise.
Speaker 2 (33:00):
It'll be a great episode.
Speaker 1 (33:02):
Okay, so even our producer, zach, does not know
what episode it is next week, sothings are a little bit fluid
with guests.
I know we had a couple ofguests who had a schedule change
, so we're still working on ourschedule with them.
But we'll be back and we'll seeyou next week and it might be
Caitlin doing something on hernew special, or it might be Zach
(33:24):
and I with another topic.
Stay tuned.
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