Tremor Video and Say It Now – A Fireside Chat [VIDEO]
Moderator – Lou Nylander – Wild Flowers Of London
Fireside chat – Les Seifer, Global Head Of Creative – Tremor Video
Fireside Chat – Maria Cadbury, Global Strategic Partnerships Director – Say It Now
In June 2022 during the Cannes Lions International Festival of Creativity, we escaped to The Say It Now Villa to interview our partners Tremor Video on all things CTV and the role Actionable Ads will have across CTV advertising campaigns moving forward.
Read the transcript of the video here:
Lou Nylander 0:00
Yeah. Hello, everybody, how are you doing? That’s what I want to hear. Hi, everybody. My name is Lou Nylander. And I’m the founder of wildflowers of London, which is a marketing consultancy. I’m primarily work with startups and scale ups, and people doing this series. I love a bit of investment. And I’m going to be hosting this fireside chat today. And I think we’ve heard some really interesting things in the first panel, and some really great examples of creativity and what we’re doing in the audio space. And I’m gonna come to you first, Maria. But actually, before I do that, Maria, unless could you quickly introduce yourselves, to
Maria Cadbury 0:41
me, thank you very much for moderation and being amazing, this lady and her team has have helped us to set this up. And I have to say they are incredible. Marketing things vary, and I’m the Global and strategic partnerships director. So my job is very much a big corporates on board. But I’m really excited that the conversation we’re gonna have and bring in revenue, and cash. And that is me. And then
Les Seifer 1:13
I am les sigh from the Global Head of creative for tremor International, which if you don’t know is unruly SSP tremor video DSP, we kind of do end to end tech stack, very centered on video very heavily into the CTD connected TV space. And we have an in house creative studio named truly, which has been going strong for a while. And that kind of supports all of the business very video focused.
Lou Nylander 1:37
I’m so excited because like, I used to be the global marketing director of I’m really, and I’ve never met in person until today, but we worked with each other. So I’m just like, so exciting. I miss you, too. Right. Very Yeah. So we talked on the first panel, I think there’s some some really interesting sort of insights. Can you give us some other examples of creativity and audio and what you guys have been doing at St out with your clients?
Maria Cadbury 2:03
Yeah, I mean, I have worked in this career for 20 plus years. And for me, I’ve seen dead innovation at every single point. And I feel right now moving into well, that’s radio that people don’t think it’s exciting. It’s actually digitally audio. And then we brought actionable audio to the world. And which means we brought digital transformation, which means you get attribution data, so you can actually hear normally, and you can talk to hundreds working with us. And we can have a fantastic Honda ad. And then you’ll get a link to test drive. Pizza Hut, you talk to like, yeah, I want to open up Pizza Hut beer. And you get a coupon chip on my favorite Logan, Paul activly. After it was Disney except for children. I was like, I want a tasty scale.
I actually made after frozen. The one audio what we’re doing is what we’re all doing in audio, like the first panel talked about is wildly exciting. But we actually look at the smart speaker as a voice landing page. So when you do a digital campaign, you have your landing page with voices to sing. Because I don’t know about any of you. But if you don’t have to google something you’re not if you can use your voice. And I do everything with my voice in the Alexa. So that is it. So we’ve started off with actual audio ads on smart speakers. So you’re listening to the smart speaker, but actually we see it as an omni channel. And I say like if you’re going to drive them for a CNN home ad or you’re going to go on Google, are you going to ask so even his voice, but the reason we started in the auto space, and then we’ve extended the red. And this is a really exciting thing that I’m delighted because the next channel is connected TV. And we looked around we were like there is the number one we want the number one in the world of video distribution.
Lou Nylander 3:56
Lead stepped into the take all the credit.
Maria Cadbury 4:00
Then we were like, What about actual guys? What about actual actionable connected TV? And this is the partnership that we now have Metro Hmm, not really, that is really exciting. And the team here I’m rolling it out. Going to hand over to let it build on that.
Les Seifer 4:16
Shall I build on that? Sure. So you know, I’ve been doing creative for a long time. So it was even pre video display. And I was saying to someone earlier, we’ve seen this pendulum swing. Every couple of years over the last dozen years of creativity, technology, people playing catch up on the tech side people forget they take their eyes off the creative side for a while. And it’s like, Oh, what about the creative so I was like this way. Then you had in stream video. How do you do in stream video across all screens? That was the big deal. And it was like Oh, but what are we doing about creative and then it was about programmatic you build up you need a DSP you need an SSP? It came a race to the bottom, all about cost and efficiency. What about the creative suffering? And when they say what about the creative it’s really what about the Audience What about us as consumers and viewers, really, because we are the people who are getting these ads, and I think that often gets forgotten in this industry. So to me, you know, we’ve seen the evolution it’s come back, it’s been very creative focused in the video space for the last year, I think the cookie thing, the targeting things, maybe put more emphasis on the creative, you need to be really solid with your video creative right now, when maybe the targeting Well, there are plenty of target solutions. But if you don’t have them, the creative pieces do the job of speaking and be actionable in any way possible. So you know, something like this, we’ve we’ve been doing all streaming video solutions, we do interactive video, mobile, and desktop, everybody knows what you can do there. CTV connected TV, it’s been fairly limited. Because there’s no universal specs at specs, there’s no, the browser support to be able to click out to a browser or get to a browser from an in our video experience is not really possible. Universally, the remotes are clunky. It’s no fun doing this to interact with anything. So the biggest game in town for the last year has been the QR code. We’ve had 26 times growth in QR codes, which seems very, it’s like QR codes are so old, who cares about a QR code. But I think it shows that there’s a hunger to have actionable engaging ads in a connected TV space. And we can do a lot with a QR code if someone actually scans it. But I heard someone mentioned leanback experience leaned forward, I think, to me, what’s great about this is TV, unlike these other things is very laid back, you’re sitting back, you have popcorn in your hand, who knows what you’re doing. And to pull out your phone and have the wherewithal to scan that QR code. When you see something that you want to do you want to book a test drive, you want to add something to a cart, you want to get download an app, you don’t have much time to do it. And it’s all of a sudden, you’re going very quickly into a lead forward. So this is I just think about my my living room. Right. And like we have an Alexa device, we have the TV, we have everything in this one room. Everyone’s hanging out. We speak to our smart speaker all day long. My son’s doing homework. He’s asking every fifth question to Alexa. Alexa, what’s the capital of whatever you know, and then I come in and give me some some weighpads Alexa, you know, it’s a it’s become so intuitive and so natural to us to speak to these things. And they haven’t really been connected. It’s in the same room, but it hasn’t really been connected to the TV, or the other devices at this point. So to me, this is just the beginning of this thing. And I’m very excited about being able to connect those two worlds and make more of a meaning back Leanback intuitive experience for CTV is very exciting.
Lou Nylander 7:34
It sounds really, really exciting. So for advertisers, we’ve got a few agencies in the room. What are the key benefits that I would get from this partnership between tremor, tremor, and asides rocking it up? Yeah. Besides, besides, what else could you do?
Maria Cadbury 7:53
So the really beautiful thing here is and we haven’t really talked about today, she’s like, yes, do you talk with the lean back and the QR codes, which I think is really powerful. But let’s go back to like, we’ve talked to some clients right now to automotive, and we’ve heard talking to fmcgs. But think of the pizza harder campaign, you’re leaning back and watching it. It’s like four or five o’clock in the afternoon is like, do you want to get a coupon to your phone? And bang out Friday night? pizza night? Yes, I want it. And that’s the beautiful thing. So it’s actually the Leanback it’s actually serving consumer behavior. But the really, the big thing is, you’re going to have attribution data. So we’ll be able to say, who’s seen this ad? What’s the target audience? How long did they chat to it? What do they do? Do they buy? Are we selling something? Are we given them a link to do a test drive? Or are they actually gonna get a coupon for and we can give you that data. And this data is never ever been possible to rebuild it. So I’m super proud of the company, I’m super proud of the fact that we’ve managed to a partnership is amazing team. And I think for you guys is you’re great. You’re actually servicing humans that come after your customers, and which is really nice. And the other side to it is you’re taking your actual customer, so we’re all responsible, right? We all have brands, right? That brand is now talking to the customer. And so one of the things that we’ve done recently is a neuroscience study, we did an uptake here, and we put the end here. And what we did is it’s shown that if you talk to an ad, you have got 25% brand recall. So suddenly, you’ve got somebody at home, leaning back, talking to that amazing creative, and
Lou Nylander 9:34
I use the validation of that study to one of my friends was like why do you always talk to yourself? I was like, Well, when you say something out loud, you go 25% I’m not that I’m just an attacker. Can you talk to us about any creative examples or things that you’ve done in this space that you think would be interesting for our audience today?
Les Seifer 9:57
I mean, so you know, we We’re just getting started as partnership with the things we’ve done already, I will say, you know, so let’s take BMW as an example, right? Picture getting a connected TV ad. It’s for the eye for its new electric vehicle. We’re super excited about it. Normally, with the CTV ad, what are you going to? Do you want to learn more about the technology want to book a test drive, get a brochure, what is it, very limited options to do that. So what we’re going to do is produce a video ad, whether we’re helping to produce it with BMW or taking existing assets that they’re shooting already for TV, but not thinking about media plans, and engagement and all these other things, which is so often the case. So be able to come in and just create this this video ad, you have a seat, you have a CTA, speak to your smart speaker, tell your ask this very specific command. It’s basically a CTA, and then the sky’s the limit. And then these guys take over. The attribution to me is the biggest, like the most key thing about this, quite frankly, I think, advertisers, everyone’s looking for a return on their investment right now their advertising spend, every dollar needs to be accounted for. So they’re gonna want to see, you know, can I tie that engagement to this specific TV ad? What do they do after they engage? What are the insights I can get from what they did after they engage, which to us? You know, a truly one of our big things is showing deeper insights than just your standard KPIs. Who cares about completion rates, click through rates, all these things? Like what, how much time did they spend with the ad? What did they do? What did they do after they left the ad? These are things that I’m so excited, we can actually report on these things. And that’s gonna be a big piece of
Lou Nylander 11:39
it. Yeah. And I think attribution is key. We can say something now.
Maria Cadbury 11:45
Where I have some joined up conversation with brands right now. And they are really, it’s really exciting when clients get excited.
Les Seifer 11:54
I will say, yeah, the few conversations we’ve had already with brands, and I’m talking major, major brands, they’re very excited about this. Everybody wants to do the new technology, the first to market but I think it’s more than that. It’s not just that it’s new and exciting them to win an award with it, it’s this is really actually something new, that provides value and it leans towards the future, which is where I think you’re gonna see this blend of like audio and video, we’re not going to make these distinctions in the home, or in the buying teams that handle all these different things. It’s just going to be different, you know, more holistic campaigns across all screens and all mediums, essentially, yeah,
Lou Nylander 12:27
because I think ultimately, consumers don’t see silos. We make these silos in our industry. We create all this jargon in his language, that consumers just see ads, they don’t know where they came from, or that’s an audio ad or there’s this and they actually they buy into brands and that is that feeling and connection that we have with brands. So it’s gonna bring our little fireside chat to to an end. And I’d like to thank both Liz and Maria for joining me today. We’ve got one more panel and then we will let you got cocktails come in. So if you can just hold tight, you’re gonna have some cocktails, but thank you, everyone.