Connected Video Industry Training | Session 2
CTV
digital first content
has seat at table
Not what you see on just hbo or local
it's everything
leveraging all that content
early days with this
still trying to figure out all the nuances
Why Challenger for CTV?
starts with needs of client
Clients
clients think they know tv
think they know video
teach
don't know CTV
if they can go cheaper they will
same as automotive customer
cheaper down the street? Going there.
what do they really value?
offer a unique valuable experience
get from no where else
cox experience from DDC is critical
navigate alternative
different sellers
platforms
shows
different places to buy content
We aren't the only one at their door trying to sell
where do they start?
we can help with this
Advice and consultation
you don't want to be a rep want to be a resource
always critical
not just here to sell the service but to educate about new opportunitites
Are we esasy to buy?
"I know tv - video is video" - no it's not
its a bout solving a problem; not selling a product
Avoid potential landmines
no one wants to get burned
widespread support from organizatoin
making things simple enough to buy?
Trait of a good salesperson
take complex and make it simple
more than just relationships
hard to do now because of covid
consul tative
how do you make it easier for them
people like to put htings in boxes
challenger is important to uncover those distincting
Teaching moment
big opportunity to educate client base
Insights
most critical
knowing what I know about
your offering
data
past and experience
secret sauce
Educate
Review of Challenger Sales
solving a problem
not just selling
not about me
what problem am I solving
3 T's
Teaching
Tailoring
for differentiation
with a purpose
what makes sense for propsective group
Take Control
most difficult for slaespople
pushing back in some cases
challenging them
Review of stages
warmer
building credibilittiy
undersatnding problems and challengers
Refreame
Identifiing unrecognized problem
problem they don't think they have
assumption that may not be valid
start to build some insight around
have you thought about it this way?
rational drowning
take reframe and back it up
facts reason logic
stats, support, case studies, examples
taking how they think about a particular problem and supporting against it
It's emotional Impact
bringing it back home
what does this mean for them
need to be connected to customer
taking same reframe and tying it to their business personally
New way forward
how this relatises to you
what is the solution?
how do we get into cox solution
Seller classifications
Hard workder
someone who puts in the midnight oil
relationship buildier
like to say yes
there to make it work
lone wolf
effectivce
don't follow rules
can't be copied
reactive problem solver
Challenger
Challenger Approach for Selling CTV
Commercial Teaching
something new
unique perspective
not teaching for sake or teaching
end game in place
about price vs value
demonstrate that there's a value problem
educating to an outcome
where you going with it?
where are you trying to go with this?
definging client priority
asking questions
what are they trying to do
what are their needs to move ball forward from business standpoint
beyond just asking questions
gee I never though about it before
think about a little bit different
moving ball forward
catalizing action
drive some action
need to move now not later
not only the reason but back up why
Challenger CTV Stages
Warmer
Profitability
expanse of tv
how am i making money
prices havent slid that dramatically
local tv had banner year
beause of politics
economy
hard year
challenge
little perceived difference in the offering
all who's coming at delaer
who's cheapest
Competition
what's the person down the street doing
make or model?
another dealership
Margine challengs
ROI of ad budget
is it working?
Shifting habits of consumers
how do we capture this shopper
Lead gens
how am I getting more butts in seats
Reframe
media landscape is changing
There are things that aren't going to return to normal. Things will shift dramatically.
more online interest
local marketers are utiliziate new t actics
Dealers should know this
people are consuming content in a very different way
content on phone, computer, mobile device
now front and center on the TV
not a bout buying mail tv
things are changing and chanign now
CTV not same as Linear
"video is video" "tv tv"
"still video"
it isn't
teach people that this is a different world
"only 15 sec only 30 sec"
if they personalize it and say "its the same as video"
If they view it the same. It is.
thinking about buying video on youtube
local station
News site
different from that in that
viewing targeting content off of main living room tv set.
the value of targeting audiences for buying media
big one
local
refional
across the board
Become Audience Consultants as opposed to just selling media
already doing that with the media you have
its buying the value of an aduience
How's it performing
What is Roi
how is it driving leads
trends are happening
ppeople are looking at media in a different way
anytime of client is either going to
evolve
roadkill
have to keep moving
CTV inventory ismore than a commodity
where we come in as consultants
CTV is not the same as OTT
premium contextually relevant content
targeting audience with in market buyers
higher price poing
environment matters
fradulanet digital inventory
conontent bingg consumed diefferent
video
display
questionable froom brand ssaafety standd bpointt
better to buy from a trusted source
following the money to where the people are
Rational Drowning
building your case
Why
assumptions
assertions
headlines
growth among consumer
more that half of US homes own a streaming device
20% housolds cutting
75% had some type of ctv setup in there homes
60% jump from 2017
folks that are core marketing age for buying a car
Most critically
make up 59% total ct viewership
"this is where the pucks going"
looking at content in a different way
car buyers are too
FOMO
growh in CTV usage is happening among local dealergroups
do yiou want to be left behind
those customers are going elsewhere
ctv advertising has increased 35% in q2
60% shifting from linear dollars to ctv
21% 20201 linear tv budgets are excpected to shift to ctv
data driven marketing
lead gen
hitting people in market
micro target
suv
truck
from a tv basis
never been done before
luxury
trying to move a certain make and model
not just hitting with a newspaper or display ad
put ctv to work
hit them with video ad
needs to be done the right way
that's where the cox DDC ASC comes in
Emotional Impact
How do they make dollars work more
Changed assumptions about
ctv
video
show all stats and facts on why they need to move now
tv
digital medias
now lets bring it back to them
we know you have to stretch dollars more
challenges of efficiencies of buying digital vs general tv
You don't want to be left behind
other delaers are doing this
we;ve shown you the stats
let us be those consultants to take you in to the new century in buying video
we can get you there
Chance to grow
in many cases people talk about defensive measures
why you need to do this because you're just going to lose lose and lose
not about losing
about winning
this is a way for you to increase market share
do something at an incresased ROI
to drive busyines and take business from others
becuase you're a head of the game
New Way Foreward
Headlines
Why CTV for your clients
"Use the power of TV to do that."
power of television with the specificity of digital
first timethis has been done
hit households with targeted accuracy
we've never had this within the big sets
hit a housse hold
hitt consumers
with targetted accuracy and use tv to do this
now size and scale of this marketplace
local and regional basis as well
with Cox and DDC Resources and data points
no one else can come close to that type of targeting
efficiency of audience targeting
leveraging aggregated data across multiple media properties
isnight, educations and resources
let us be your consultant
it's the data sets the only cox has in this area
The Solution
New training coming soon!
right content, maybe the wrong audience at the wrong stage, with the wrong message