QR on TV: by Flowcode: Recent Episodes
Flowcode
nkthmpsn and mghnglnn talk to anyone and everyone with opinions on use of QR codes and the marketing funnels they create.
David Tiberia from Bluewater talks about all the things that make measuring ads more effective. Aside from an amazing background of work, he has a really thoughtful approach to the ways to improve media measurement, and spoiler alert David is also joining Flowcode at PDMI West this week in October!
If you want to know why Stranger things, Kind Bars, Gary Vee, Feeding America, the Hundreds, POAP and more are using Flowcode...
The answer is safety, design, analytics, and entirely new markets.
Major companies who take DTC methods seriously use Flowcode for their QR needs
You get
- Amazing custom codes that matches all your brand guidelines.
- Customer service that will help you harness the power of direct to consumer.
- New analytics suite with amazingly powerful customer insights.
Which link below are you going to click first?
The best looking QR codes you've ever seen
https://blog.flowcode.com/qr-hall-of-fame/?utm_source=google&utm_medium=youtube&utm_campaign=podcast&utm_content=code-design&utm_term=lillian-fundamentals
FlowcodeTV is for all OTT, CTV, and any company with broadcast needs
https://www.flowcode.com/tv?utm_source=google&utm_medium=youtube&utm_campaign=podcast&utm_content=code-design&utm_term=lillian-fundamentals
Enterprise solutions for businesses taking DTC seriously
https://www.flowcode.com/enterprise?utm_source=google&utm_medium=youtube&utm_campaign=podcast&utm_content=code-design&utm_term=lillian-fundamentals
Flowtags are amazing, get one
https://getflowtag.com/?utm_source=google&utm_medium=youtube&utm_campaign=podcast&utm_content=code-design&utm_term=lillian-fundamentals
Mitch West's podcast is The Marketing Detective
Nik Thompson 0:00
Yes, I like to keep it hard to get a hold of me though. Yeah, I like to be elusive. I don't love having to hire people to staff Sundays when I wasn't open before. And now I am because you know, demand increase. I hate that. I hate being busy. I hate making money
Meghan Glenn 0:22
we've got
Nik Thompson 0:25
so don't put your kids in your work. Midwest, here we are having a conversation. You are in Myrtle Beach. I am in Midwest Wisconsin. Go we're here.
Mitch West 0:43
Well, it's, it's great to connect with you here. We love working with you guys. Flow code is now synonymous with pure success for us at NexStar. We have fully embraced this both on news as well on the sales side. And, and I can't say enough great thing. So I'm so happy to be a part of this conversation. I mean, we're we're calling people and just Dorking out about the options that there are between news coverage, sales opportunities, and then, you know, the, the idea that
Nik Thompson 1:22
you now have digital results or analytics on the product that's been analog for, I mean, since it's since it's existed, so I should yeah,
Mitch West 1:33
I mean, this station started with this as the original logo in 1954, October 1954. And you're right, nothing had changed, until really this technology came along. And what I love about what we're able to do is provide online attribution within 15 minutes of them seeing that either on television, or in nonlinear with with streaming. And it's it's
Nik Thompson 2:03
Mitch, I don't think, you know, as men we joke about and like not being great at starting the podcast, but you work for next star, and you're a regional director. But I don't want to make you tell us what you do. And let's just go from there.
Mitch West 2:21
So I have the privilege of working with 13 Fantastic markets across the country from Indianapolis to Kansas City and St. Louis, to Savannah, Georgia, of Myrtle Beach, Charleston, Augusta, great vacation spots, by the way. So extending a lot of weekend trips, to invite my partner to come join me. But my job is to help generate revenue, help coach the team help recruit, recruit new talent, to retain talent, that vendors, you know, finding the right fit for opportunities that we have. And it's the best job I've ever had in the world. Because every week is a different market and a different challenge. And then collectively, us working together to really help local businesses. And at the end of the day, the lifeblood of our of our business at NexStar from a sales perspective is to help connect consumers, with these advertisers who are working with us. So the tools and the assets that we can provide the experience, the case studies, our our history, and our, our ability to tap into that, that history is what we do best and what we're so proud
Nik Thompson 3:34
of. So, okay, your work with NexStar you go around all these places. And, you know, we talked a little bit before, you know, recording just how I think station groups and I've worked for a bunch of station groups aren't traditionally great at passing stuff down from, you know, big city to small city or big city to newly acquired city or, or, or anyway the other way because a lot of times innovation happens in market 201 And not market 21. So I think people who are doing what you're doing going to multiple places saying, Hey, here's options, here's a way to make money. Here's a playbook. mean, you walk around with a playbook and you help people get better and you add to it like a coach right.
Mitch West 4:28
You know, I will say one of the biggest misconceptions that I face having large markets because I helped manage WGN and pix in New York and KTLA Dallas and Fort Worth is part of my scope of responsibility in my five years, and then also working with small markets like Savannah. And one of the things that I've tried to overcome was, well, we're not we're not New York, we're not Chicago. And I said no, but the technology and in the in particular, this technology CI can be rolled out and deployed. Regardless, if it's, you know, market one or materiala, Mississippi, the same technology can be used. It's just the scale of of what you're doing in those markets and who you're reaching. So I think that is important. And we've got to continue to overcome those misconceptions. And I, I love that you're, you're tackling it from your side, because you see it. And you see because you've been there, and you've built these markets. And when when some of our smaller markets can get out of this, we're not big enough mentality, I want them to think big, and I want them to close big. And so let's compete, let's compete with the big dogs. And it's not that you have to have millions of dollars to invest in technology, you make it very affordable for people to be able to to use this technology and hit the ground running quickly.
Nik Thompson 5:54
You're hitting my points for me there. I'm okay with it. No, no, but it's an affordable of vO code is an affordable option for stations who want to make sure that they're you know, it's funny that you say that because, you know the biggest education for me on foot flow codes, QR codes, quick response, anything on TV and then measuring has been Salinas, California. The the salad bowl of America is what it's called. It's where all of our lettuce comes from in it's the Telemundo station in that market doesn't get traditional metrics for ratings or feedback. But I'll tell you, when you put a QR code on TV and Salinas on Telemundo with a reason to scan the code, not just oh, I put a coat on so people are going to scan it but you say hey, if you want Coronavirus information, you can scan this code and go to the page right now that's continuously updated. And I know that might be like an old example or whatever to make. But I'm still getting scans in Salinas, California for people who want Coronavirus information on daily basis. And it's it's a terrible looking spot. But it's information that they need. Because it was it was a speck spot. It was a thing that we were trying and you know, it worked. But hundreds and hundreds of people.
Mitch West 7:21
You're right. And guess what a terrible looking spot is a great segue to the Super Bowl. I mean, oh my gosh, horrendous looking spot. That was both terrible and, and brilliant at the same time, because they gave you nothing. And you know, the first thing I thought of when the QR code, of course, I thought Megan I said I can't wait to text. But the other thing was it was bouncing around the screen like a DVD screensaver, remember after that DVD would go off screen, and it would pop around, or the old computer screen when it would kind of bounce around. That was kind of this, that mentality that they were going for. And as soon as it ends, a friend of mine said, Oh my God, you predicted this two weeks ago that there was going to be a QR code. And I did I predicted that this year would be the first year I didn't know how it would be deployed. I thought maybe it would be on the screen somewhere where they could scan it. But I knew that in 2020 gained a new birth because of COVID 2021 became the year that that it was embraced in marketing and advertising. And 2022 is is the beginning of what is going to be next in with this technology. So it's it's incredible stuff and you know, someone was willing to invest over $7 million. And it was the second highest, by the way, the second highest Super Bowl in history with over 12 million views. Second only to I think it was 2018 with 14 million views. So great game, and I you know, I didn't have a dog in the fight. I didn't really care who won. And And my husband said oh, well we're going for the bangles. I said why he goes I like their outfits. I think they're cute. I was like okay, well, I guess I guess we could root for the bangles.
Nik Thompson 9:12
I mean, I was in the same boat. First. I mean, just multiple things. One, same boat. I was watching for the commercials. That's just been sort of my thing. Oh, yes, years ago, Brett Farve ruined football for me, because I worked in in Wisconsin markets. And he meant that I didn't get weekends because he might retire. Perpetually, forever.
Mitch West 9:33
He was like to share he was to share a football.
Nik Thompson 9:36
Oh my gosh. Yeah. Yeah, if we could just turn back time. But the next part of it. Megan, where were you when that amazing life changing QR codes. But yes, here we're wondering. You must have been
Meghan Glenn 9:53
on a plane, man. I didn't even see it. Oh, I didn't even see it until I got off the plane. And immediately I was like, my phone blew up. I started like internally screaming, I was like, oh my god, that was validating moment of my career so far, and I missed it. And
Nik Thompson 10:14
so between two big people in a center seat just I was
Meghan Glenn 10:19
in a window seat, thank God. And I was on my way to New York, which is great, because I got to be in the office the next morning. But no, I missed it. I totally missed it. My eyes scanned it on a desktop computer. I I will never get over that injustice, honestly. I mean, but I mean, I know I did that to me by scheduling that flight. But also,
Mitch West 10:41
well, you know, you didn't know that was going to be a spot in the in the game. But it is, it is something that you should be very proud of. Because you when you work for NexStar, you, you sound the alarm for us. And I remember sitting in that in that restaurant bar, that we weren't drinking, because it was like 11 o'clock in the afternoon. And you were walking through this, explain to me what this was. And I was floored by it, remember? And I said
Meghan Glenn 11:12
last Chicago market visit I think and I think we just met up in the morning, like before meetings and stuff. And I was like, Mitch, I have to show you this thing.
Mitch West 11:20
Yes. Because I was working with WGN radio that day. And so I said, Can you meet at my hotel, which was like walking distance from WGN radio, and you started showing me this and showing me the data and showing what you guys had done. And I was just floored by it. I'm like, we gotta get this out to everybody. Everybody's got to see this. So
Meghan Glenn 11:38
like, you've been an amazing flow Coach, your leader, Mitch, I mean, I know we work with so many of your markets now, which is incredible. And, you know, seeing the engagement across next star in general is obviously it's near and dear to my own heart. But like seeing it even now it's like, next star is really, like, blazing the trail right now, which is so exciting.
Mitch West 12:02
And here's how I shared this before the recording. I'm in Myrtle Beach this week doing my typical market visits. As you know, we do this all over the country. To questions come up. We talk about Ott, because everyone wants to be on the platform. And the second thing is I want to incorporate a QR code. Can you help me with that? Oh, can I help you with that? Of course I can. Every single call today. I love that. So it is it is this groundswell that's taking place, and more and more. And one thing we were talking about the misconception that something in a small market can't happen or in a big market can't happen in a small market. This is the exception to the wall is regardless of the size of the market, you can deploy a great campaign that can be funny, can be emotional can be engaging. Do you know when I knew flow code, and QR codes were here for the future. I'm sitting on a plane across from an 85 year old woman prior to the announcement that said, if you want to download the American Airlines entertainment app, scan this QR code, and I watched her, take out her phone, take out the QR code, scan it and download it. And I just said, Ma'am, I I work with a company that does this all the time. And I'm just curious, how did you learn to do it? Because my grandkids taught me. And I thought if an 85 year old woman can embrace this technology. And we've trained everybody in 2020 with a menu 100 Have anyone could do it. And of course, you know, QR codes. As we talked about many times about this. It's been around for a while. But with the new technology in our phones, you don't have to have a QR code reader. It's very easy. And one thing that that I love, and I said this earlier, is it is purposeful. As Megan, you would say nobody, nobody accidentally scans that QR code.
Meghan Glenn 13:59
That's been I've been saying it for like a year now. And
Nik Thompson 14:03
no one's ever heard you say
Meghan Glenn 14:04
that man. Nobody's ever heard me say it. It's like, Mitch that's worked its way into like, flowcode materials. Now I'm very, like, proud of that. But like it's true. It's, you know, see me over here. No, but like, that's the thing, right? It's like the intentional action of it. And then your ability to learn so much. That intentional action is so like, opted in. And then when you have that engagement, and you're you pixel that user, you collect that CRM data, you learn who that most valuable audience member is and then learn how to find more of them. And that's like, really what it is is the attribution tool. It's the conversion is amazing. But the ability to really optimize traditional media, the way we have been optimizing digital for years is just like a really exciting opportunity.
Mitch West 14:57
And I think the next step in the education of Our markets is understanding all of that data and information behind that you're bringing to bear for us is, you know, as I always say, knowledge is power. And if you embrace this and understand it, it can be that secret weapon you take everywhere. And, you know, we're not the only ones that do QR codes. And we're not saying we've never claimed that. But I think we do it well, because we were doing it first, we were you helped lead the charge for us within the company. And then using that catalyst. And by the way, this was on heels of another great product that she brought to us, that's now a standard product for the whole company. We call it P OE our point of entry. Again, great ideas. And we love great ideas. Perry soak loves great ideas. He said, he says that creativity is the new currency, ideas of the new currency. And that's important. And that's what we try to do is bring great ideas. So harnessing that technology, I think is going to be key as we continue to evolve and grow, and how we use this technology.
Nik Thompson 16:06
Have you run into any spots, Mitch, that? So I mean, the points that continuously come up for us, when we're talking about this as Oh, it's kind of ugly, who's going to really scan? How long does it really have to be up for that long? You know, questions that kind of aren't about realizing the action that that can happen. And there. I call them the creative blocks that we've used for years and years. And now we've kind of gotten into that, oh, well, this is the way it's always been done. Who do I have to check with to put a QR code on that sounds pretty fancy. It's so easy. Like I don't program but I can get you from a QR code to a data input page on the station or lawyer website pretty
Mitch West 16:58
easily. So, you know, let's unpack that. Because I have addressed that with markets. Oh, it's ugly? Well, you know, QR codes were never designed to be pieces of art. They were meant to be a functioning piece of technology that help got you to more information of things that you're interested in. How long is it going to be on the screen? Well, we watch 10 15/32 spots, and I've seen QR codes and all of them, as long as you have enough time to pull that that phone out. And by the way, that phone is never more than a foot away from me. Let's
Meghan Glenn 17:33
be real, let's be real. I don't think I know a single person who isn't watching TV with their phones in their hands. Exactly. high bar.
Mitch West 17:40
So I mean, and I was one of the ones that helped crash this the the site on Super Bowl, because I scan the code. So and then I texted Megan. So it is I think that this argument that we can't do it, we've never done it. I don't know how we incorporate the technology. I think those are those are minor speed bumps, and simply talking through to anyone that has those objections. And by the way, if somebody says, We got to get legal approval on this, we're not curing cancer here. If we're selling lawn mowers, you know, we need to involve legal as long as we're not doing anything illegal. I don't see what the issue is. But hey, if you got to do your due diligence, you got to get them involved. That's fine. We understand that your process, but I think sometimes we overcomplicate the way that this thing could be executed. It's it's not that difficult, and the rewards of taking a few extra steps and being ready to go. And I think as we discussed about the Super Bowl spot, I don't think they knew how powerful that was going to be for them. I don't think they either otherwise the site wouldn't have crashed, I
Meghan Glenn 18:56
would not have crashed. Yeah, for sure. And so
Mitch West 18:59
I think to working with you guys, knowing the best practices, preparing ahead of time, being ready for that deployment, I think, will would also help. And that's the beauty of being able to work with you guys and our clients to be able to set them up for success right out of the gate.
Nik Thompson 19:21
Another one that we've you know, kind of run into but I think we've got an answer for you know, well what if we started doing on every spot, and people get fatigued? Well, they haven't got fatigued at the phone numbers were putting up and they're not fatigued that the websites that we're putting up, we've said from the beginning, the longer the phone numbers up, the easier it is to write it down as if that's something people do anymore. But well,
Meghan Glenn 19:48
and then the question, you know, and sorry, Nick, I'm jumping in. I feel passionately about this. It's like, when did we when was the web later the phone number, the only part of the equation when did we stop trying to earn consumer loyalty with our messaging and with our brand. And the whole idea here is that people aren't responding to the flow code. They're not responding to the QR code. And in somebody's spot, they're responding to the messaging. And so we get back to the idea of like, earning first party data, earning audience loyalty, earning that consumer again, the intentional action of scanning shows that that person is engaged with that message. What does that mean for brands and content creators, it means that we have to get better at telling that story. And that we it's not about the, you know, it's not a banner blindness situation, you know, it's not a Oh, um, I'm ignoring that QR code, because I see them everywhere. It's, we see increasing numbers of people scanning QR codes, because they know what it means we see increased numbers of people scanning flow codes, because they're starting to understand that there's a content experience on the back end of that, and what that means for content creators. Is that like, it's not the QR code is not the question, the message is the question.
Mitch West 21:14
So I always say, and you know, this, this is one of my original quotes is that content is king. But data is its queen. And if you provide great data, again, we're going into a cookieless world and 2023 first party data is vital to these companies and this jumpstarts this for them if they are not in that arena. So I think that's one thing that I wanted to unpack from your comment. The other thing I think that it's important to keep in mind is that it is so easy once that they scan that QR code, and if it's something we want to buy, it's already auto filled. All my information, my, my, my address, my my credit card, all I do is swipe, and it's, we're good. And it's mailed to me. So we're making it easy from Point A to Point delivery, right, in one or two steps. And that QR code launches that and then it auto fills once once you're in there. So if the goal is to, to get people to set up appointments, we're using it at an automotive dealership right now for for setting up appointments for the service department, they've seen a 27% increase in the last two months of doing it, simply by using the QR code is that that's a TV, it's a TV and we're doing a CT spot 22% increase, just from from that. So these are the kinds of stories that are bubbling up to us. And I'm trying to gather as much of these success stories that we can share them with you guys. You can share them as you're developing. But this is this is the the immediate engagement. And you know, every time I mentioned this, I say 15 If within 15 minutes of a spot airing, you can collect that data and information. So
Meghan Glenn 23:11
time now, Mitch, so if you have a live TV event, your real time scan analytics are going to come in and it's it's amazing, but even within 15 minutes, right, like even that conversation, when Has anybody been able to to run a spot? And then you know, I mean, there are attribution companies out there who like are looking at a website traffic window of eight minutes. And they're like, oh, yeah, and he say any traffic that comes in here is through your media. But never before have we had a measurement tool that was this directly linked to that viewer, you know, and you know, that opens up so many different conversations about like, Well, why are we measuring TV with Nielsen and comScore? When we have a larger sample size of people who are just directly interacting with this TV? You know, it opens up a whole other conversation about viewership.
Mitch West 24:02
Yes, you're looking at and looking at inside a news content. You've got a debate going on? You know, we've got a primary today, what if we put a QR code at the bottom of the screen and said, Did you vote today? And as soon as they scan the code, it says yes or no. And you take that immediate response in a live news and say, Hey, in North Texas, people who are watching right now, this is the percentage of people who took the moment and share with us. So I think these are all going to be part of the conversation as we move forward. About how we incorporate this stuff.
Meghan Glenn 24:37
Thank you, okay, you're chomping at the
Nik Thompson 24:38
bit to say something I was I was gonna and then I was like, Oh, wait, I was gonna do the spirit fingers and be like, and I had a really relevant point, but like, I'm pretty spent at the end of today. Mitch has had to save me like three times in those conversations. So I no longer need to cut because Mitch, this is what I do when I need to cut so that when I'm scrolling through it, I can see my spirit fingers and
Mitch West 25:04
to release Warren I gotta I gotta keep that in mind. Although we you know, Megan knows we try to we try to go live live to tape.
Nik Thompson 25:11
Oh man, I'm
Meghan Glenn 25:12
Yeah. And that's why you get a podcast that's 42 minutes of me blathering about QR codes. That was a,
Mitch West 25:19
that's what we were talking about. That was the whole goal. It was when Meghan
Meghan Glenn 25:22
monologues but let's be honest, when when does that not happen?
Mitch West 25:27
Well, listen, when Megan speaks, people
Nik Thompson 25:31
do listen, I don't know if you know, but you can't accidentally scan a flow code.
Meghan Glenn 25:38
I don't know the whole world saying that now so
Nik Thompson 25:43
funny is that she wasn't here for the part where I was just ripping her for being like, don't say that. You say that other like, this is gonna be a much better cut together podcast. We talked to a guy at pix 11. Eric, who is saying a lot of the same stuff. You're saying Mitch about, you know, okay, advertiser or car, advertisers are pulling out auto mechanics you're in, put the spot there, Hey, you can't get a new car, you should probably get yours checked out, scan this code right now. Book the next appointment. And then you know, I've we've seen and we'd like talking about some of these different executions, because like I said, it's about passing on wins and having better messages, you know, lawyers, hey, you probably will never need to call me by Golf and roadie, but if you do get into trouble skin, this code, we're going to be in your phonebook. And that goes into a whole different marketing like planning scheme. Okay, you're in their phone book. Now, where are you going to be served to the more your Facebook page is going to get whatever, down the line. But we haven't been able to think about that stuff. So it feels like we're playing catch up a little there. But the options are so many. I mean, yeah, huge bag. Hey, it's it's gonna be spring soon. You should probably get your air conditioner. I mean, I'm just vamping now but like, you
Meghan Glenn 27:02
know, I think I think action that are like measurable, it's the measurable results, that's easy. And like, so like, it's, it could be something like that, you know, schedule a test drive schedule, some of the things that we've seen, it's like, enter for a chance to win, not not, you're gonna win, but you might, and it doesn't even have to be anything crazy. And you see conversion rates of like 100%. And it's, it's so simple, it's almost deceptive, right? Like we come up with, like, everybody thinks QR and TV and and then what and the reality is that none of this is rocket science, it's just, you have to there has to be a value exchange and a measurable results. And flow code gives you the ability to literally soup to nuts control that entire story. Like as a publisher, as an ad seller, whoever that is, you suddenly can see the performance of every aspect of your campaign and understand exactly how your viewers are responding to you. I don't know, it blows my mind all the time. It blows my mind all the time,
Mitch West 28:03
I think it comes down to if you can dream it, we could probably execute it. You know, it's just it's a matter of getting out of your own way and saying, Okay, let's look at this big thing. And how do we make this work? And it's, it's, it's an easier execution than people who just need to try it, they need to sample it, they need to take a spot and be willing to say, All right, let's a lot 25% of our rotation with this spot with this QR code, and just see what happens. You know, you're gonna put on the spot anyway, the only difference is you get the QR code lets you see it, people will respond. Yes, I like
Nik Thompson 28:44
to keep it hard to get a hold of me though. Yes, I like to be elusive. I don't love having to hire people, to staff Sundays when I wasn't open before. And now I am because of you know, demand increase. I hate that
Meghan Glenn 28:59
I hate being busy.
Unknown Speaker 29:02
I hate making money. Me through
Meghan Glenn 29:05
leaves.
Nik Thompson 29:09
So don't put QR codes and respond.
Mitch West 29:13
To work, you know, I went down to the boardwalk and walked in every single window had a help wanted sign. You know, we're helping with recruitment. I mean, this is a great tool to get people to apply. If you're looking for skilled labor, and you know, the kind of programming that they're watching. You programmed those ads to reach those people that are within that target. And again, we're not talking we're not the indeed of the world. We're getting you in immediate action. And it's faster actually than that, because we're providing that like immediate response. So we're doing this so fast that people are going to expect the results before it actually happens. That's what's next people. Remember when you had to wait a minute for your computer to kind of like get online And now if it's more than 10 seconds, you're like, what's wrong with my computer?
Meghan Glenn 30:03
We're spoiled now.
Nik Thompson 30:06
None of that noise. My son makes fun of that. No, he's nine. And it'd be like, I remember when you had the internet when you were a kid like II. Don't you invoke that sound child?
Meghan Glenn 30:20
To that is I was alive before the internet. That's what that's a ground shaking one. Now, he thinks that's dinosaur times.
Mitch West 30:28
And that's right. It was the dinosaurs and then the internet. But you know, I, I grew up, you know, I came of age right out of the Army, going to college, starting my career. That's when I got AOL. I started my first job after college and the army. And then I set up an AOL account, and I came home rushing home every night to open My Computer, hear these words. You've got mail,
Nik Thompson 30:52
you know? And like, you were sad when you This was a time when you didn't have spam mail. That's right. Your email was just from humans.
Meghan Glenn 31:02
Exactly. Remember those days?
Mitch West 31:05
Could you imagine today? You've got 1400?
Meghan Glenn 31:11
mediately? No, no,
Mitch West 31:12
you know, if you didn't get male, it would say something kind of like, I feel sorry for you because you're pathetic, but it was like, You have no male. Loser, go find friends.
Nik Thompson 31:24
And that's the end of the podcast, right? And on that note, Mitch, you put up that video around Christmas time. I was gonna ask if you had someone come in and like, professionally shoot it. He was like ornaments and Oh,
Mitch West 31:40
yes. My friend Danny, who was a photog at one of our local stations. I hired him as a freelance to come out and shoot all of the footage and then we get it all at it together. And and
Meghan Glenn 31:54
did Adam talk in the sun? I don't think
Mitch West 31:56
so. Did he do this year? Oh, he didn't speak but I took the voice and I made it like 30 octaves higher. ending on a high note.
Meghan Glenn 32:07
Nick, that's Mitch is Mitch. There. Their thing is, is that his husband doesn't talk in the Christmas video at all.
Mitch West 32:17
And we've been doing this for like 10 years. So you're like one year he was an Elf on a Shelf. One year, it cut to like color bars. One year he's getting ready to speak and he just like I just can't do it. So we had to come up with excuses every year and then during the during COVID We had him with a mask on and he takes the mask off and he's got duct tape over his mouth. Well Adams tape this year. So I don't know what we're going to do next year with you know, we've broken the seal we actually you hear some his voice but it's been it was a joke. After the first year we did the speaker but he goes why didn't Adam say anything in the first video? And that became the joke that became the game.
Nik Thompson 32:58
See, I'm I'm late to this game. I just saw the one was like, Oh, that's really pretty footage. And one of the mid shot that well, cuz I know you spent some time right you like I do
Mitch West 33:09
production? Yeah. Yeah, yeah, I have a background in production actually started as a broadcast journalist, producer, director, my first job out of college was with Kay tab, a NexStar. station in 1998. And then, I realized that people with the nicest cars were the salespeople, so I wanted to do that. And I also also didn't want to commit it to and leave it alone.
Nik Thompson 33:34
Yeah, I started in 2004. crew to different scenario, different time. World. Yes. I mean, it was, but I like to say I've never had a job since like, I went to, like, Camp TV and just got to stay there. And now I don't know what I am now. a camp counselor.
Mitch West 33:55
Yeah, probably. You're almost like the director of the camp of the camp now.
Nik Thompson 34:00
I don't know if we're there yet. Someday. Yeah, I don't know. Nick and
Meghan Glenn 34:05
I are the ones who have to leave the songs at mess hall. That's what we do.
Mitch West 34:12
We don't want to go watch meatballs. Again. Never seen it.
Meghan Glenn 34:15
Oh,
Nik Thompson 34:16
the one with John Candy. Bill Murray. Bill Murray.
Meghan Glenn 34:21
Bill Murray. We like
Nik Thompson 34:23
it's not stripes though.
Mitch West 34:23
Well, their stripes he's in that too. But this is. This is called meatballs. And it came out in the late late 70s. I didn't see it filmed by the way. The same location as Friday the 13th.
Meghan Glenn 34:40
Movie. movie trivia there.
Nik Thompson 34:43
I like the sequel Saturday the 14th
Mitch West 34:47
No one ever gets that. I love that. I thought it was so stupid and funny too. But they're actually made a movie called Saturday the 14th
Nik Thompson 34:56
I didn't know that was a thing. I just made up the idea that but like I'm gonna go with it and pretend like really it
Mitch West 35:02
is. I was I was unlike Nick, you're my new best friend. And I find out now that I really am still the only one that knows about Saturday the 14th
Nik Thompson 35:11
Congratulations. And that makes you like, original hipster level was we should say, you know, we've kept you for a while here, where can like we talk about QR on TV, and QR and all these other places. Sometimes maybe people get tired of our same stories with Mitch, where do they find you and your efforts to help TV go?
Mitch West 35:31
Oh, I love that. It's the marketing detective. You can find it wherever you find your podcasts. Just look up marketing detective. Thanks. Yes, I would love for you. And I'm proud to say that, that Megan was part of my award winning season we won a telly Award for Best podcast in marketing and advertising. Education
Meghan Glenn 35:55
can do for you. Congratulations, Miss tastic Thank
Mitch West 35:59
you. Yes, we're very, very happy. And it might my podcast has had over 100,000 downloads across all the platforms. For the I think we've done 20 episodes. And it's this little thing that could and we It started out of my history and broadcasting and not being able to travel cars with COVID So we decided to carry on the conversation. You know, I decided once there were over 22 million podcasts it was time for me to do a podcast there you go. I
Meghan Glenn 36:29
mean gotta gotta cut through the clutter.
Mitch West 36:34
Admit your numbers up Mitch. We
Nik Thompson 36:35
need we need some content. We need new content bring it is how they put that. Very cool. Well thanks for doing this much.
Mitch West 36:45
Guys, thank you for inviting me to be a part of this. I'm glad we could work it in within my travel schedule and I just love working with you guys and we thank you for what you bring this arsenal to to NexStar and our stations. We really appreciate it.
Nik Thompson 37:01
You enjoy the myrtle beaches here.
Nik Thompson 0:00
Yeah, that's the best. That's the best model Tom, I think we're going to be best friends, start recording and we'll just
Meghan Glenn 0:08
like each other ah
Nik Thompson 0:12
least now we know how that video is gonna start.
Meghan Glenn 0:15
So this is very interesting because I feel like, Tom, you are the first guests that we've had, who comes from? I mean, you come from a lot of things, but come from traditional media and have are now like full time on the CTV side. And it's really exciting because very much like flowcode, you are a company that is digital, but very much based in physical in the physical world. Right? And so could you give us just a little bit like a, give us a little synopsis of who you are, what you do and what your what your game is?
Tom Donoghue 0:54
What you do? What's your deal, man?
Meghan Glenn 0:57
Your deal, Tom, Donnie, you know,
Tom Donoghue 1:02
I don't know about that. But you know, ground truth. I joined ground truth in May of last year. The ground truth, it was prior to my getting there primarily just a mobile advertising oriented company, and its entire roots are built around real world behavior. And so real world behavior. And if you think about it, just in terms of like, your life is when you leave the front door of your house, where do you go? And what doors do you open? When you go through? Do you go Starbucks? Do you go to Subway? Do you go to work? Do you go to the gym, each one of those things starts to tell a story about who you are in the real world. And when you can track that behavior in a way that allows you to start designing audiences that can help advertisers reach those people more efficiently, then you're on to something. What's interesting about your question, Magnus, I actually was in this kind of philosophical discussion with someone last night about the difference between the virtual world and the real world. And there's nothing wrong with the virtual world, except the challenge I always offer people is go and look at the bookmarks on your laptop. Are any of them, any of them? Really who you are when you leave the front door of your house? Now, you're not there,
Meghan Glenn 2:23
done that thing? Who does Google think I am? And it's like the most off base? Like, who is this person? Right?
Tom Donoghue 2:31
Right. So that contextual moment of advertising where, oh, I know something about this person, because they watch this thing on their laptop, or they shop for this thing on their computer. It actually doesn't tell you anything. For example, I bought my mom flowers a couple of weeks ago, how would you take that piece of information and then suddenly turn that into a CTV ad that's relevant to me, I'm not a full time ship, flower shopper, that was just an event that occurred if I went to a florist, now that you might have something in the real world that you start, go, alright, this person is, you know, dedicated to plants or for you know, flowers, or whatever. So that's kind of like how I look at the real world. I think that what flowcode does, is exactly the complements what we do in such a perfect way. Because the ability to make a new and I talked about this, the ability for my mom, to engage with a flow code inside of a CTV or a linear spot, is a moment of brand intimacy, that invites her to take a deeper step in the consumer journey. And once she's done that, it opens up first party data, it opens up the opportunity to tell her more about why she should partner with you as you know, consumer business. And it gives it gives more context and flavor to what's really happening in the way in which people use the internet and use technology in order to achieve digital advertising needs. So
Meghan Glenn 4:04
Nick, can you tell Tom about the screenshotted, a streaming service who will remain nameless, there was a negative ad experience in there that featured a QR code. That was basically when you and I talked about it? Ah, it was essentially the big the big loophole in digital targeting right? It should I just say, I don't know if this is ringing a bell for you. This is a conversation we had like two weeks ago.
Nik Thompson 4:32
You got to just say, yeah,
Meghan Glenn 4:35
so I don't remember who it was at Weight Watchers. I think it was Weight Watchers and basically Weight Watchers was running targeted ads for weight loss. Oh, yeah. there
Nik Thompson 4:45
and it was totally teen in the room. And this person posted on Instagram. Why are they targeting my team for weightwatchers? I'm all for opting in on ads. But I didn't opt in For my daughter to get served ads was not it was not an experience that's going to make that person then go use that service, because they've accidentally created a bad experience.
Meghan Glenn 5:15
I actually think we probably need to bleep weightwatchers because they're new client of ours too. So there's like that, but
Nik Thompson 5:24
it will blur and bleep. That's fine.
Meghan Glenn 5:27
It's, it's great. It's subject matter for the actual conversation. But the point here is like, how, how are we, in our space of delivering accurate messaging to the right people? Like? What is the correct combination of things? How do we unify all of these big screens, little screens and accurately deliver the correct message to people? And avoid situations like that? Where you're you're, you know, at worst, or at best, it's irrelevant? At worst, it's brand damaging, like, how do we how do we get better at that?
Tom Donoghue 6:07
Yeah, I think that's a really, you know, that's a question for the agents to Megan, because, you know, advertising always has the potential to run afoul of the viewer. Right. And, and that's an egregious example. But I did see one the other night that I thought was interesting, that ended up as a you know, as a trending Twitter topic, which was Apple, these were they were, they were inserted into, into a split screen, while you know, bombs were going off in Ukraine. And it was like, if you're Applebee's, you're sitting there going, like, I I don't want that. Why am I doing that? Right? And but it was just a moment where the app just was, you know, scheduled and ran, right? We have a we had a client a couple of weeks, right? When this whole Ukraine event started, we had a client reach out to us and say, Can you please pull us off of the news publishers, that you're running on CTV, and we were like, Absolutely, and it'd be excluded all the news content so that we were they were not going to have an adverse negative RAM experience lined up against content that was, could be just, you know, unsettling and certainly had the potential to create this, you know, this, this form of the association of a brand to an otherwise negative event. So it's, it's a, it's definitely a challenging thing. Yeah.
Meghan Glenn 7:34
Nick, do you I mean, so Nick, comes from a media background, too. And we've had a lot of conversation. Sorry, I'm, like totally dominating this.
Nik Thompson 7:45
No. So here's what's funny, when you look at all of the waveforms in these conversations, like one of us will sort of take over, and you can see like, this is all the times Megan talked, Nick was quiet for three minutes. But you're fine. You're not if you're, you're not dominating us. We're having a conversation. We're really good at this, leaving that part into,
Meghan Glenn 8:04
we're really good at this.
Tom Donoghue 8:07
There's no formula Megan just bring it, you know,
Meghan Glenn 8:09
right? I mean, somebody has got to talk about it, somebody's got to start somewhere. And Nick and I have had a lot of conversations about TV measurement. And I think that this is another thing that's like, hunting the ages, right is like, how do we get better at this, and, you know, it's, um, CTV was a lot of fun, as a as a media seller, because suddenly, you had large screen video with digital metrics and digital targeting. And that's all very exciting. But we've never really been able to kind of fight the, you know, fight is the wrong word. But there's always broadcast, there's always value in broadcast. And then like, now, we're kind of seeing that this behavior shift that everybody said was going to take 10 years, right, this shift from linear to like, being completely just like digital media. Consumers like that shift. I remember when we first started selling OTT Tom, I remember the Tribune Broadcasting days, and it was like, you know, outrageously expensive. And the number one question was, like, I don't even understand what is this? Where does this even run, right?
Nik Thompson 9:26
Like is OTT? Who's gonna see it? And
Meghan Glenn 9:29
And now, here we are, and it's five years later. And suddenly, like, look at that shift that happened, and it happened. Arguably, I would say like in two, two of those five years is kind of where we saw that drastic shift happen.
Nik Thompson 9:44
You can happen in a couple months in 2020, though,
Meghan Glenn 9:48
oh, yeah, for sure. I
Tom Donoghue 9:49
mean, it's so ubiquitous now that we don't even we don't even sense how ubiquitous it is as as viewers as consumers of this content. In other words, when you turn on your Smart TV and those titles pop up, and you go into, okay, and you click on one of them, you don't know that what you've just done is activate a connected TV moment, you're just grabbing content off the shelf, and you're going to consume it, when you feel like doing it, right. So there's no more like must see TV, it's just when I want to see TV. And so now all of a sudden, you're, you're sitting there and you are absorbing this content, thinking that you're just like all of us just are just behaviorally customized to watching content on television, you've forgotten the fact that you just pulled it through a different pipe, and then all of a sudden, a spot comes on. And you don't think to yourself, hey, wait a minute, I shouldn't be seeing commercials here. You just accept the commercial. But the moment that you are doing it, you have become part of that ubiquitous lifecycle of what we are now dealing with, which is this convergent TV moment, where you have linear in all of its power, glory, reach and frequency. And you have connected TV with all of its targeting, and all the high quality premium content and the efficiency to deliver, and that audience ability. And all of a sudden, you have that convergent moment. And you say to yourself, wow, if I'm a marketer, how do I split my budgets to really get the best of both of these? Forget that question. That's an easy question to answer. Here's the better question, how do I get the viewer to engage with me in that 32nd moment, that's where flow code kicks in. That's where you put a QR code in front of that person, you say to that person, I served you this ad, because it's relevant to the way in which you behave in the real world. And now I want you to take the next step, I'm asking you to come to me. And when I scan that code, and I'm taking to that place, my consumer journey begins, and it's much more it becomes a flywheel of knowledge for the consumer. It's not just this moment where they go, I guess I'll go get a drink. They're sitting there going like, huh, then it's not even that the it's not even the uniqueness of the QR code on the screen and
Meghan Glenn 12:17
the robot.
Nik Thompson 12:20
Oh, is the robot still in front of me?
Meghan Glenn 12:22
No, no, I was looking at that was like the remember that trope all the time is like, which one is the real neck?
Nik Thompson 12:28
I did, like we had a meeting the other day and and someone said, what was it that robot in space said, and I said danger Will Robinson anyway. You put a code in front of them. And like, this is the thing we've we've done all this stuff to serve them. And now we're saying, you know, we auditioned, we put our code in front of you, or a commercial in front of you, because we think you're someone but that's kind of where you're going.
Tom Donoghue 12:57
It's actually not think, Nick, it's no, I think the the specificity of audience capture in companies like ground truth, where our, you know, we just, we have six and a half million, what we call blueprints, which are polygons around retail locations, brick and mortar locations, and points of interest around the United States, six and a half million businesses. So we know when devices are in and out of those businesses. And that raw data starts to inform how audiences behave. And then they start to be able to be bracketed in certain ways. So when I serve an ad to somebody who is in market for camping gear, it's not just kind of like rolling the dice and seeing if it hits, I know that this person has been to Dick's Sporting Goods, I know this person won't take Rei, I can start to determine whether or not this person will be the most inclined to engage with the atom about to put in front of them. So now I'm Coleman camping, and I put an ad for Coleman camping gear in front of that person with a QR code a flow code on there, and all of a sudden, that person sits there and says, Hmm, I do need a four person tent, right. And then they scan that code, and it takes them to that common landing page, that flow code page. And once they get to that page, they're invited to participate in a much more intimate way. And I love I love the potential for this, this frontier that we're all on right now, because I think what it does is it creates, it doesn't just create an attribution model. It's not just clicks on a big screen. It's now this moment where you can actually take somebody into a place and because it's served relevant, relevant or relative to their interests in the real world, and pull them into the experience in a different way. Willingly, I might add. So these aren't fat finger moments, you know, hold up a phone and scan something is a is a, you know, it's a specific, intentional moment
Meghan Glenn 14:56
and, say a time you can't accidentally scan a flow code.
Tom Donoghue 15:01
Yeah. So you know, it's funny, like if somebody we ran, we ran what a code towards the end of the year in 21. And and we got was a CTVs campaign, it was a relatively small campaign was about $25,000. And we got about seven, oh, maybe 700. I think it's 724 scans. And it was for a QSR, fast casual restaurant. They were freaked out by that. And because the number of impressions we served was, you know, quite large, given the $25,000 to be invested. But the number of scans that I got were blew their mind. And I'm like, that's nothing if you really want to do this, right? Oh, you know, show me what you're doing on linear right now. Right? I will rock your world in a linear environment. And that's the place I want to get us to ground truth I want us to CTV party, I think is relatively easy to do. But the scale is also compacted. It's on the linear side that I really want to start driving change within ground truth using Flow code. And the partnership that we have in order to drive that behavioural change for marketers.
Meghan Glenn 16:10
Well, so let's talk for a second then. Because I think that this is like, I mean, this is such a such a DSM conversation right now. But so like talking about the relationship between CTV and broadcast, you know, non traditional and traditional and the role that flowcode plays in kind of uniting it, you know, I think for a long time, we've looked at, at these two kind of categories of arguably the same experience, right? Same experience for the viewer. They've always been kind of at odds, right? It's like, Oh, my God is Peter go? Are we robbing Peter to pay Paul? Are we cannibalizing our audience like, can you go on the record? And like, just what is the relationship? How should we be looking at CTV and broadcast together?
Tom Donoghue 16:57
As I said before, I think the term that we all need to start to really get comfortable with when we're talking with other marketers, is convergent TV. It is where you get the best of linear, which is reaching frequency at scale, with the best of connected TV, which is targeting high efficiency, premium content, and the ability to get digital reporting and digital targeting capabilities built in, when you have those two powerhouses working with each other, they complement one another, you're no longer robbing Peter to pay Paul, you're not saying like, well peel off 50 grand of your linear budget, give it to me, and I'll run this. Why do both? If you can do both, if you can afford linear, you can afford to do both that I mean, that's just a fact. Because what you're really trying to do is drive some type of influential behavioral moment with a consumer, where it where it's adaptable is what we're talking about today. Right, which is the ability to make both screens actionable. When you can make both screens actionable. And the consumer sees that spot. And they take that, as you said, like that priest, you know, that kind of prescribed moment where you can't accidentally scan this, you've taken that step on linear and you've taken that step on CTV. It's, it's the combination that I think marketers are, are driving for in big screen moments.
Nik Thompson 18:22
So tell me about what you think. Have you ever bought pants on your television? No. Have you ever bought pants on your phone?
Tom Donoghue 18:33
Yes, I have with so like,
Nik Thompson 18:36
I think there's something to be I mean, all of our ads are being more connected, more better measured, is it going in front of the right person, sometimes ATSC three, or YouTube, whatever it is, you've got the option to click now. I still believe though, and it has to come with the right messaging in the spa. You know, it's not just put a coat on people's to put a coat on and people start scanning automatically. But if you want them to purchase the stuff that, you know, I have to type in all of my measurements for pants, if I want to get them I'm not gonna click over on my remote. That's one of the things that I think is really cool about what we're doing with these codes. But it's not the end of our options.
Tom Donoghue 19:25
So I wrote something a few weeks ago, and it was driven largely by a conversation Megan and I had in December, about about using if we think about advertising as kind of the doorstep, right. All all QR code is is the key to open the front door is the invitation for the consumer to step into the thing that you are inviting them to step into. It's up to them if they want to do it. Right. So if you're watching TV and a pants commercial comes on and you're like I'm pants on TV. It's not because you won't buy pants on TV. It's because you can't buy pants on TV. But if you're watching connected TV, and you know that spot comes on, and there's a QR code, and you go and eat pants, and those are kind of nice, you can have that moment where you might step in and take action, right? That front door. That's what we're trying to open with consumers. Now, Nick, I'll say this. Before I, I'll say this, I think we're linear is is gonna continue to fall behind. And where it really needs to get attack together, is in targeting. If you if the best you can offer somebody is the DMA. And some program that you think is your, you know, age, gender demo, yeah, then you're dead. I mean, you're already dead. Because one, there are less eyeballs watching linear TV. And two, you literally are just really targeting content. And that's just not a good solution. And I think they have to get more refined in that. And there are ways to do that as well. And that is by analyzing the output of a linear campaign so that you can refine it more specifically and intentionally so that by the time you get to that pants ad, Nick, you're actually serving the ad with a QR code to a more refined audience. And when you can do that, you're not just buying, you know, big bang theory at eight o'clock and hoping for the best, right, and buying something very specific and intentional, but you're adding that additional engagement metric with the QR code, where flow code can take somebody to that place where they can then say, well, I'm a 36, waist and a 32 inseam, and I like a straight leg. And all of a sudden they go okay, Fatty, and then your pants are on the way. And by the way, I just gave myself a 36 inch waist. And I don't know if that's true, because I've been wearing sweat pants for two years. So we'll find out.
Nik Thompson 22:06
I think if there's a moral of this story, it's flow code. Now you can buy pants on TV.
Meghan Glenn 22:14
That's it that's going for that is the that is the that's the openness. I think that's really just the main goal that we've
Nik Thompson 22:23
been looking for a tagline. And now we've got it. That's it. You're right. And it's so okay, how do you say something? I think everyone on this call, understands, you know, the, the value and the options now on targeting, capturing people in solid messaging, and then giving them something to go to and up. The chain of marketing just got super long. But what do you say, to a sales agent in middle market America? Who doesn't have a digital budget that they need to meet? Like? How do you make this as easy for them to understand? Because this is a lot of new stuff? And I don't know if my knit min Nebraska station is gonna, like buy into it that quick? How do we? How do we teach that?
Tom Donoghue 23:13
Yeah, you know, Nick, I think that's a really good question. Um, I don't know if mid Nebraska is any different than New York City, you know, spots or spots, buyers or buyers, and you are targeting according to the, the place in which those people live in the services that are available to them in that location, right. So let's just pick Kearney, Nebraska, for example. Just because it's, you know, it's an Braska. So it's a relatively small community 33,000 people, they probably watch three or four channels if they're watching linear TV, right? Okay, what what are we serving them? We're serving on local car ads, we're serving them local restaurant ads for serving them the things that they are going to be spending their money on in that local community. Yeah. All right. Now you insert the QR code, where you're taking this a step further. And you're saying to that salesperson, isn't it? Wouldn't it be great if you could go back to the car dealer or the restaurant and say, Would you like to measure the efficacy of this campaign? Or would you like to invite people who see your spot to take a deeper step into the conversation you want to have with them? And now they go, Well, yeah, how do we do that? And you're like, Well, have you heard of QR codes? And they go, yeah, who hasn't heard of QR codes? I saw the coin base commercial, right? Everybody thinks they're smart now. And you say, Well, you say, let's slip one in there. And let's see how it goes. Right? And now all of a sudden, you got somebody's attention, and they go, What do you mean, you're like, you know, give me give me one of your campaigns. Give me one of your flights that are running right now. We'll embed a QR code in it. Let's pull it back in and let's run it again. And let's see whether or not we get any activity off of that. And the proof will be in the pudding. When They get back 906 scans for schedule, they're gonna sit there and go, What just happened. And that's where the education kicks in. That's where you folks say, here's what just happened, right? I'm doing this with the with the Salesforce here ground truth, what I'm trying to get them to understand, folks, if you're talking to your buyers, who are predominantly mobile buyers, as we continue to grow our CTV business and our CTV business continues to be more attractive as an alternative model to traditional mobile advertising. I want I want QR codes front and center. Because I believe that the like CTR on a mobile campaign, the ability to have some type of attribution, validates the impressions that are being served. And if you can turn if you can tell that story, suddenly that linear campaign that just produces a TV schedule, Megan, you remember this one, you know, somebody would show up, and there's like, here's where you ran, right? And it's just an Excel spreadsheet with a bunch of spot dates and times on it.
Meghan Glenn 26:07
And then you look at it, and you're like, I don't even know what this is like it to me.
Tom Donoghue 26:13
And the salesperson runs because they're like a to them. It doesn't mean anything, either. It's just like some validation that their money was spent. But the reality of that is, is if you can stop that right there and say, can we make this more efficient in the next flight? And they go, yeah, how can we do that? And you're like, bang, and you hit them with what you want to do? They don't need to be told they they'll see it, they'll understand.
Nik Thompson 26:41
Because you just explained it to him.
Tom Donoghue 26:44
I can explain this to anybody. It's not a hard concept neck.
Nik Thompson 26:48
No, I do and that, but but I think there's a lot of reticence to change, especially when it's on the big rectangle. Because that's not what we've always done there. And how am I going to get analytics on these spots. And that sounds like it's out of my paygrade to make that decision. And these are like the, the conversations that we end up having with different departments. Frankly, every smart person who talks about these and gets to look and play with the options, understands and goes for it. The biggest thing is being ready to open up and say, I want to be a little bit better. I want to change what I'm doing. I want to have a new option
Meghan Glenn 27:30
sponsibility and earning viewership, right? It's the idea of like, you want people to engage with you, you want people to consume your product, whether you're a publisher or a brand. And it's like, okay, well, what are you doing to encourage that, and, you know, it circles us back to the idea that it should be based on real world behavior, it should be based on what that consumer is actually looking for. And like, I don't know, we could talk all day about good creative and all of the variables and things like that. But yeah, as as publishers, and as brands, it's important to be on the hook for that first party data for that first party interaction.
Nik Thompson 28:09
Do we want to want to give them a moment to like, kind of wrap up? We got another go to time, but
Tom Donoghue 28:15
okay, so Nick, you know, like, it's a great question. And Megan knows me really well, I'm super aggressive. And so here's the way I would do it. I would say to an advertiser. How would you feel if you were watching TV tonight, and one of your competitors ran a spot with a QR code in it? And then they would say, Well, I don't know. How would I? How am I supposed to feel? Then I'd say let me ask it a different way. Would you be curious enough to scan it? And they might say, Yeah, can you take guess what you just lost? You just lost prospect. And so if you don't think this is important for you, some of your competitors might start thinking it's important for them. So why don't we step you into this game and get ahead of them. And now you're having and by the way, you could do that with broadcast sellers, too. You can just say like, oh, that's no problem, right? Your company is doing great, right? Let's go across the street and talk to your competitor. You know, you know what KYC doesn't want to do it will do XYZ who gives a crap I really don't care. I just want somebody to drive behavioral change on the big box. And I think that that's not as hard as we're all thinking it might be but you're right and if there is some residue rather than to reticence to driving that change. And and I think that's kind of the three of us is our job is to be the vanguard of that.
Nik Thompson 29:45
This is where we all yell Vanguard and charge into battle. Vanguard sweatpants.
Tom Donoghue 29:49
Yes.
Nik Thompson 29:54
Pants runner we've got through this one now is MC MC
Tom Donoghue 29:59
sweatpants.
Nik Thompson 30:03
Okay I'm gonna stop recording
Tim, you should start by telling Megan about your work to put QR codes on TV. Maybe before anyone else ever did. So please. Okay. Do it. So I ran a department that made two shows at the station here in Las Vegas. And we decided to do one entire show that was shot entirely on mobile phones, how our show. And if you know it was looking really good. And I was doing research into Q Rs, I had always been a fan of Q Rs. But then I stumbled on this article to talk about why Apple made them native to our phones. Mm hmm. And it was it had nothing to do with the US market. It had to do with China, and how they were being used in China, ubiquitously used in China. And I thought, oh, my gosh, it's coming here. This is going to be huge. So then I thought, Well, can you can you will they work on TV. So I just shot one. And I had one of my editors, I had one of my editors come in and shoot it off my phone, and then put it on a TV. And then I went and saw it if it worked off a TV and I was like this works off a TV. And that's it. And then you know, from there, the possibilities are endless. And that's exactly what they are. And then Nick and I started having conversations about and our minds kind of go in two different directions. He Do you remember these conversations? Nick, Nick was all about tracking, tracking, tracking, tracking, tracking, research, research, numbers tracking, and I was all about creative possibility, potential content, you know, unfolding in a million different directions. And he would track track track is so exciting about what tracking can do is just, we were like, you know, it was like this. But between, it's kind of interesting that it's like, right, like, the value is kind of both now though, right? Isn't it? It's kind of amazing that we're in a position where like, you have the ability to earn the audience, and then surprise and delight, and then measure what the what the responses. And I think that that's like the most beautiful part of it. So I'm going to be Switzerland, and I'm going to slap myself right in between the two of you in terms of your interest in QR. Um, but yeah, so I mean, yes, absolutely. Right. So I got exceptionally excited about it. Um, and, you know, we've had lots of conversations, it's unfolded in a lot of different directions. We've had conversations about, you know, potential use in, especially from a tracking perspective, potential use in political messaging, because there's nothing, how magical and wonderful would it be if you ran a political message, and then if somebody saw it, and watched it, engage with them, that they suddenly gave you permission to come back and talk to them further? Right? I mean, it's just the the ability to do that is is profound. And what I found, I don't know what you guys have found, you know, I've got lots of friends in the television world, and I talk to them all, you know, every day, you know, a couple of at least a week. And my feeling is, it's so far, they just don't get it. The people in the television world just don't get it. They think it's for selling a t shirt. Right? They think it's for just just for clicks, and not for anything else. And they don't see it. And and I was having was talking to was talking to you about when you say that you're talking to people and they're not using it well enough. You're not saying they're using it in a non functioning fashion. You're saying, hey, that's cool that you can download the sports app, or the Weather app. But there's, you think there's more to that. Like, you got all these numbers behind you. You're more interested in the data and the math behind it, but why is it why is that not enough? I don't know have you had a conversation with someone in the TV world who understand that it's it's a vehicle for more than just download our weather app? I think we're running point on that conversation. I think we're gonna go over that side of it and I think there are so like, it's not the most common on the initial outset when we meet with people in the TV industry. There are very few I think at least initially who and Nikki can me out if I'm being rude, but I think there are very few who like at least initially, see it for its full potential like look at CQR holistically from like, oh my Gotta suddenly have real TV of measurement and oh my god, I suddenly have a content extension of what's on the screen that my audience can take with them. And then it's everything about attribution and measurement and optimization. And it's like, I don't think until we walk through. Like how simple it is that people I don't, I don't know that people understand it from the jump. Definitely not from the jump. But, Tim, now, you were, I interrupted your thought, and we've changed your thought. People aren't using it well enough, go. What do you think it should be used for? Everything else that is not being used for now, right? I mean, I was thinking about it yesterday, you guys had a previous episode, you had Jim Thomas on right. Yeah. And I listened to it yesterday. And if you haven't heard it, I would suggest you track that one down too, because he's very smart. And one of the points was, you know, how to do it just beyond the click right. But I thought about it. And I thought to myself, what does that mean? And I think that what the people in in the world, in general, in the media world in general, and not just in television, it's everywhere else have to understand that the presence of a QR code in front of a potential customer, or a person is really ripe with all of the opportunity of what a mouse click can do. That's it. It's everything that can come off of that. And when you look at it from that perspective, and you say, Well, what do you mean? I would just say, think about everything that you do with a mouse click. And you'll know what a QR code can do for you, right? I mean, I can mouse click to define words, if I want to, I can mouse click to look at a picture that's embedded in our article if I want to, there's nothing that a mouse click can do, that a QR code can't do. And when you look at it, in fact, there are things that a QR code can do that a mouse click can't do, right? I can't, I can't use a QR a mouse click to scan my grocery items and put them in the cart, and have it automatically taken out of my account and walk out of the grocery store like they're doing in China. Right? mouse click, can't do that QR code can a mouse click in my town and a little town that I live in, right? I go for a walk every afternoon to clear my head, usually after I've talked to them. And I'm embedded in the sidewalk, our QR codes for a walking tour. I love it. Right. And they're very simple. Now, they're very simple now. But fast forward, something like that, you know, three years, two years, five years, fast forward, something like that. And I could be treated to a VR, I live in a historic town, I can be treated to a virtual reality image through my phone of what the town, the landscape, I'm looking at standing in that exact spot look like, you know, when they built Hoover Dam back in the 30s. Right? So it has to do with that you take that into the television world. And you start saying, What can I do? What can I do with just if I could click on my TV and give it more power? To make the experience deeper, richer, more entertaining, more engaging, more musical change the language change, the announcers change? What what do you want to do? It? Thing idea change the announcers. I don't like this guy. swipe through until there's an anchor like it's almost like you're you're basically making the station voice work into American Idol. Like, I don't like this factor. I'm gonna change it out. Well, I'll tell you what I'm talking about simplicity of choice. Okay, let's just spit it out this way. I watched the Super Bowl the last 20 minutes of the Super Bowl, in a restaurant here in town. Mexican restaurant here in town. Right. Amazing. Guacamole. You thought I was gonna say experience no guacamole. Really good. Wow, Tim with the original thought that the Mexican joint in town has good guacamole. That's the headway. Amazing guacamole. Right. Amazing. Here's the thing. I'm sitting in this restaurant and I'm watching the game. And what was cool about it was same pictures that I would have seen anywhere else. Spanish language announcers. Oh, so yeah, SAP channels gonna have that right. Yeah, I can find channels that have that. But what if I am NDC and I put the Super Bowl on and before the game starts I put up eight QR codes of the most prominent languages. Is that are used in the population that's going to be watching? How do I increase access to that programming? And to advertisers? I would say, because you can have audio advertising, how do I increase that value of that programming by simply providing those choices to the people who tune in? Right? That's what's the potential of the power of the mouse click in a QR code. So here, Megan is where we run into the problem that we've run into in our other podcasts. I said, Hey, Tim, tell Megan about that one thing. from way back when? And then here we are 16 minutes after we started recording, and we still haven't been like, Tim, Megan worked at wgsn and really sold QR codes. Well, sort of her thing. Tim has had a Gosh, I don't know is it? Is it 40 or 50 years you've been in the television industry now, Tim? Anyway, storied history, creative services director, big market reporter, consultant, research director, you name it, he's done it. We'll get good at this at some point. What am I getting to? Know I'm just saying we haven't introduced anyone? Oh, when did you? So I have a question, though. So when did you first put QR on TV? It would have been spring of 2018. Okay, so you were way out ahead of it. And then let me ask you this, knowing that you had done that, and I want to know about how it went. But well, tell me that first, how did it go? Did you get scanned? You know, that's where that's where that comes in. Because I didn't really care if it got scanned or not. I just wanted to put it up and see if it worked on TV. And if I could scan it off. For me the success in that moment was could I scan them off the monitor in my office when I was watching it, and I could. And my whole thing was, I wanted to see how far away from the TV I could be to be able to scan it. So I went to the back of my office and scan it from there. And it worked. So that's all that mattered to me. As far as the, the the numbers are concerned, you know, could we have done that? I'm sure we could have I even forget how we did it. It was very crude. How we did that at first, but I just wanted to make sure that it was scannable. And it worked. And it did. And when you did it, you needed a reader, right? No, no, no, no. No native to my phone. Okay, no, this is after I learned why it was Apple made them native. I liked QR codes and QR when you used to have to go through the whole arduous process of you know, download the app and scan and all that. I liked it before that. But then when it was native to the phone, I was like, well, here we go. And when I found out why I thought you know, this is inevitable, this is going to happen and it's going to be and and what's going to follow also is going to be a lot of the work that you guys are doing, first of all, just promoting it and and talking about the usefulness of it. But on the back end of it, we're gonna see the introduction of compression technology that's gonna make the experience, you know, faster, someone's gonna come up with a way of saying, you know, when you go to a site, that's a QR site that's going to be optimized to load Uber instantly. So you don't have to wait for the experience at all. Right, all of that stuff will come. What happened is the first notes of this symphony have just started playing, everything else is inevitable. Why your great, cool thing is that flowcode is definitely making strides kind of in that direction. You know, I think so I think the first part of the equation about so that the mobile optimized page, right, like the biggest issue that so Nick said it before, I was a DSM at a station in Chicago, and kind of had the same thought process I'll be at a couple of years after you did, like, oh, this would be interesting. You know, this is like COVID times everybody is out here scanning QR codes and menus. My my mother, who was who lives on her phone was like, Oh, this is I'm doing this, there's like, well, that's a really good match for our broadcast demographic. I was like, let me see if we put this on TV will more will those people be scanning and you know, the, the thing that is really interesting about like the way we've been tracking results, you know, from an advertising standpoint, it's always been really dependent on like, the the side of the equation that we have no control over the website experience the you know, the quality of the client's product, their ability to close a deal all of those things, right. And like, so much of what we saw the like immediate drop offs were like, losing traffic to Google searches, bad web, bad quality websites, websites that weren't loading, so you know, we could drive all over The traffic and then if none of it converted, did the advertising work, you know, it's that, you know, did a tree fall if a tree falls in the woods, does it make a sound, we locode kind of as a solution to that built, we have this flow page capability, that's a fully branded landing page that's only accessible via the QR scan. And so what that does for us, you know, we talked about this beautiful meeting point of sticky content and measurement is you build beautiful content into that landing page, maybe it is VR, maybe it is, you know, the, you can have your E commerce or CRM capture or these beautiful content experiences. But where I get really excited is because now TV companies can go back to broadcast advertisers or OTT advertisers and say, I delivered your message to this many people, they scan it, they landed, and they had this beautiful content experience that loaded immediately. And I can tell you, what percentages of these people took secondary actions and like the ability that we have to Yes, surprise and delight, but then also do the measurement piece based on that is kind of where I feel like it makes the whole flowcode platform sing. Is that page, just like you said, Does this this gets to the point of what I think as far as the value in television is concerned, right? Television is is a is a linear media, right? You sit in front of it, you watch it, I mean, yeah, with with DVR, whatever, all that technology, you can shift time and things like that. But you're basically you have a two dimensional experience that's in front of you, right of two dimensional entertainment experience. I don't anymore. That's the whole point. Like you can get it you guys can I can step aside, you guys can go talk about measurement all you want to and I love that, Nick, it's all worked up about it, you know, and he starts taking out his advocates. And he's like, look at what I can do. And it's my great article. Yeah. I don't I don't I don't care about that part. Really, I don't. Because what what television, and I'm speaking specifically about broadcast television right now, and we'll probably more precisely have on local broadcast television, but I think it's all broadcast television. And, and also, to a certain extent Ott, is this just changes what the the potential of the experiences. And that's where there is so much excitement in the industry, as far as employment opportunities are concerned, because of a 24 hours of the station can now have embedded in that 24 hours, an additional six hours of content that someone can consume. Yes, they can track it, but it's there, and you can have a richer experience. Now your television experience is doing something more than it was doing before. And that gives it new relevance, new life, new meaning, right? Think think think about every TV news story, like I would just read the top of my head, every TV, pause you you were a TV reporter for the record. This isn't just like, oh, it's easy for Tim. Yes, carry on. I was just trying to accentuate your your giant brain Tim, I was a reporter for many years, right. And I know that, that what I put on the air was a was a snapshot of my experience, right? And some experiences you would like to have more of that experience that they don't have time for to put in the show, right? What if I'm able to cut together another three minutes of the of this amazing scene that you can just click and watch? And what if you have to pass through an ad to be able to see it? Now the station gets paid off, right? And the viewer gets paid off based upon their interest? It's three dimensional television news. And it's so simple to do, because all I got to do is shoot some shoot some more video. Right? What if what if I want to do a poll in the beginning of the show to ask the audience like, what do you think? Do you think it's this? Well just take this poll. And at the end of the show, you go well, 93% of you thought that this was going to be the smartest thing that that could have happened. But now we're going to pay off the story with this additional piece of content. And 93% of the people are going oh my gosh, this isn't what I expected at all. And all of that is is potential that's built into the transformation of a two dimensional linear experience through a QR as a click and a computer. Everything else is possible. Now you're only limited by your imagination, which potentially could Doom television. If you don't have a lot of imagination, they will if they keep talking about us, they will. I'm interested in so Nick, I'm totally elbowing out of this conversation. I apologize. But I've talked to this guy so many times. I don't want to hear I don't I'm not interested in what he has to say. introduction that ended up being a podcast and beautiful. So anyway, I was gonna ask you about your background, by the way because like Keep reading it says, isn't there. Hi, Nick. I also see the smart over your shoulder. Yeah, man there. I thought it was just gibberish. No. Anyway, elbow me up, Megan. I'm elbowing you out. So what's really interesting to me, we look at the way so Okay, two part statement running QR at my last station we were seeing so like the general consensus, right is that like people under the age of like, 35, are not interested in local news. And people over the age of 65 aren't going to use their mobile phones. Using flowcode, in our in our content showed us that both of those things were wrong, we actually ended up indexing with, like 18 to 35, which never ever happened before. Right. And that started thinking started me thinking and what I'm starting to feel like listening to the idea exchanges here is like, loyalty to local broadcast. doesn't feel like it's a big thing for like, like my generation. And it certainly isn't for like, I have a sister who's 10 years younger than me, certainly not on her radar. But if you make it imaginative and interactive and more valuable than a push notification on a cell phone, like do we like? Is it outside the realm of possibility to think that that with your option, we might be able to shift those demographics back, the push notification on a telephone, all that does is say, something is here. There's something here. And if you go there, and if something isn't something you're interested in, every one of those push notifications is gonna tell you they don't go there. I mean, right. I mean, Jim was making that point in the one that I listened to yesterday, right? If I go to have the experience, and the experience isn't good, your brand now has a negative associated value for me, and I'm not going to come back to right. What I what I think is that you can you can change the product, so that you're not enjoying the benefit of habit. But you're providing the lure of value. Huge differentiation there. And right now, most local television stations, local television news, relies on habit, we hear it all the time. How many times a week do i do i go and check in? How long is that going to last? If you don't change the dynamic of what the value that you offer is. And that has to be a profoundly different experience. They're already five years behind the curve of what everybody else is doing. I mean, I, I watch tick tock videos and the way they're done, and the production values that go into them. And some of them are just like, I just gone. It's not my thing, but an aggregate you find yourself watching because it's this high energy. Right. It's very funny. Right, then, and then maybe what was part two? I don't know. My two part question. Yes. Well, I mean, the first part was, was saying that, like, we've proved that we could engage younger audiences with flowcode. The second part was, could we do that at scale to shift the demographics of TV watching? And I think that that's really the, the answer there is like, first of all, it's about creating content that younger generations of consumers want to watch. But then also, yeah, the value exchange and making it interactive and compelling, so that you're not just, you know, zoning out, putting it on and putting your news on in the morning to maybe catch the weather, and then otherwise, just completely zoning out. I don't know, I like the idea of being able to shift and engage, you know, broader demographics of people. Because, you know, so that's the only thing I started my media career at a newspaper and saw what it was like to work at a newspaper and be like, ooh, this isn't going well. And I don't want broadcast TV to go that way. You know, I mean, my, we had another guest who said, you know, it's broadcast is the newspaper in the 90s right now, and it's like, oh, that's not a not much like span left. If that's the case, think think of this. We all know about the push notifications right? And I'm just looking outside and I'm watching we have a wind event that's occurring here in Southern Nevada right now. Right? And, and so the push notification is you know, would be like, you know, oh, you know, when predicted whatever whatever the you know, the weather guys going to pump out what if in the morning newscast that day, I provide a value to my viewers by saying at some point this afternoon, it's gonna get crazy windy, maybe even dangerously windy. Click, you know, shoot this QR code on your screen right now and we will send you a specific warning to give you a half an hour notice before it hits. That's it. Nothing more after that before after that just specific warning value that that you can interrupt my day and tell me when I need to be a little bit more careful, right? Like, what a great service to provide it note, you know, it's super simple effort for everybody involved. Well, measurement perspective not to bring it back there. But suddenly, maybe you're capturing zip codes, and you're like, Oh, I know exactly where all of my viewers are located. Right? I saw an ad that talks about how at this one mattress store that their that their associates had 200 hours of training in mattresses. I'm not doing that. I don't know why I don't know how you could spend 200 hours learning about a mattress that would have any value to the customer. Back to my point, let's go back to the point. If I had a company that was putting those ads on the air, and I could put a brochure, embed a brochure in my ad on television, that you could see what I had for sale, not just the 30 seconds, now, I've created additional value beyond that, right and, and that's where this needs to go. That's where the television experience as opposed to just shutting down to a small niche audience of people can find a way to provide value that expands that value to more people in ways. And this is what I come back to measurements, nice, creative, engaging, fun to be able to do, right? Give me a surprise, throw something in there, that's fun for me throw some new content in there. For me, that's all what's available through doing this that nobody is doing. Well, we're going as fast as we can't. So we're really working hard on this one. I mean, what you're saying is exactly what Nick and I are trying to, like. Figure out, you know, and we like the phrase that we're often using, like, or that I'm often using, building the airplane while it's in the air, right? You know, we're we're doing it, there was a Superbowl commercial with a QR code in it that had a terrible experience. But that got everybody talking. And so it's kind of an interesting place for us to be because now everybody knows QR on TV. And the the rhetoric that we have is there's a way to do it, right. And so much of it is is based on Yes, the measurement and the data, but also in the the ability, it doesn't have to suck, it doesn't have to just be the scan, it doesn't have to be a scan to a boring website, it can be so much more than that. And that can be so valuable. From a brand loyalty standpoint, whether you're an advertiser or a publisher, it's like, invaluable, and the only thing that anybody's trying to do is secure eyeballs, you know, even now, and like the digital age, you look at all of these TV companies. And what are the KPIs time on site stories consumed videos viewed? It's like, well, how are you driving that if you're not driving that? Well, we need more. We need more, we need more. If I if I was if I were a so network programs, think of it this way network programs are confined 24 hours a day of programming, which is which is called 24 hours a day, right? And because of that they're limited to a certain number of ads that they can place on that program. Right? What if at the end of some of my shows, I had epilogues that had their own embedded advertising. Right. So now the next show is over, I'm crushed because I watch the next show every week when it's on. And I tape and I share with my friends, when the next show is over. Now, there's going to be an epilogue, where there are three additional scenes where Nick chooses today's hoodie. And there as embedded in there. Now all of a sudden, I've been able to expand my programming day, right? Because I've stacked on top of my on top of my existing time, that's going to be specifically for a key audience that's interested in the next show. And I've been able to put advertising at specific for that group that has decided that they want more in that space. Right. And by putting my measurement hat on for a second, I can go back to those audiences. And I can now link them to a to a dollars off coupon Well, since off because it looks like it's $1 coupon for a hoodie. Right. Wow. But But But is this the signal? Since we can't hear anything you're saying? That that's the kind of thinking that's going to be required that if if done properly, elevates the experience to a level that can compete with the with the speed and intensity of a tick tock or a Facebook experience. Right? It can be it can drill deeper into the things that I love. And that can be on any type of content. That could be on news content, right? That could be on entertainment content, maybe eSports content its its its channels stacked on top of your existing broadcast channel. Easter eggs, exclusive content. Those are amazing. I like epilogues. I like epilogues if you can choose, like, here's how I want them to die. Choose your epilogue. You know what, you're exactly right. In today's scene in today's epilogue, Nick either changes hoodies or wears the same hoodie. And you can pick which one you want to watch the end to. So Megan, that's Tim. I like this. I like Nick knows Nick and I do this Nick and I will spend an hour on the phone spinning off ideas. Right? Yeah, but I will tell you this. The the best thing that ever happened to QR code was the fact that Nick is sitting in that chair. Because Because he gets it. He gets it and he's very smart. And he is also diabolical. Don't be fooled later. Yeah, he is. Don't be diabolical. Help you see, this is where he squirms This is not the one we're trying to hide messages in the weird math butyl downline, this is them. This is where all of the of the movie villains squirm when someone identifies them as the movie villain, right? Spectre is sitting in the chair with a cat, you know, and you go, Wait a minute, you're a global supervillain. He goes, What? No, no, no, no, no, not. Same thing happens with Nick when you identify him as being diabolical. Look at him squirm isn't the villain. He's not a villain, but he's Diabolus. This could be my villain origin story. Are you the drama? I don't know if you're the drama is a tick tock reference. Oh, no, no, most of tick tock stuff I watch is on Nick. I don't know if you know this, but I'm into theoretical math now. I am no, no. I mean, I don't like I don't know what it means to be into theoretical math. I suck at math. I have never, you could not possibly find a person who was worse at math than I am. But oh, no, no, we could go toe to toe on that. But I love watching about like theoretical math, like charting prime numbers and figuring out you know, is there a pattern? Is there a predictable pattern of prime numbers? I love that kind of stuff. I think it's crazy interest. I bet your money that ends up mapping to the Fibonacci sequence. Oh, look at you. mean, I know what the Fibonacci sequence is? But I because you listened to tool? Is that it? No, I I've never listened to tool actually, I don't think that I've ever actually heard tool before. Okay. That's, that's weird. They have a whole album dedicated to Fibonacci sequence like a song that's written in Fibonacci timing. Oh, interesting. Yeah. So, Tim, we've been asking most people if they want to come back, but it was nice to have you on. Is there a place? I don't get hurt? How about this? Where? Where are you executing these genius ideas that you put into the ether? Where are you housing those professionally right now? Where can people find you and get more of your time? So you know, I work for a company that that does research, right? But we do research differently. It's called the informed engagement network, I N for short. And what we do is we hire people who are like me, who are journalists, and the journalist gets you different answers than a market researcher would do. That's what I would tell you for sure. A market researcher is going to tell you pretty much answer the question that you asked, probably, and maybe tell you the answer that they think you want to hear. I think there we hear a lot about that. And we don't do that we're for we're for we work for companies that are courageous enough to want to hear what the real answer is. And oftentimes, it's very helpful and directional. What I what I do and so the reason I mentioned that, and as far as like, you know, like QR codes, and all of that is, is any information that I can get is valuable to me, right? So what to the research side of what Nick is talking about, you guys can provide people with all kinds of information right on people and that's valuable information and myths and hopefully not you know, in the way that some of the social media companies do that's a little bit a little bit uncomfortable, right? If you want to if you want like a spoiler alert there, we have privacy compliance and everything is data opted in. We are probably the opposite of the companies you're making insinuations. Right, but but any of that data is, is is valuable to somebody someplace. So that's the kind of stuff that we do. What I do right now doesn't necessarily apply to working with QR codes and television. I've had a career I've hopped with my skill set to go and do different things in different places. So, you know, reporter, department director and now Vice President of Research at a company that does crazy wicked cool research for you know, multi billion dollar companies. So that's, but I Nick, I miss I miss talking to Nick. That's one of us. It would be me. Yeah. Now I don't have to know it. Now. I don't have to talk to nicotine or Megan, I can call you. You can call me right out of this conversation album right now. That's a That's how my villain story started. Tim came on the podcast and pushed me up. Made you diabolical
Transcribed by https://otter.ai
PIX11 Research Director talks about everything from billboards to OTT. How you can use first party data to build a relationship, and use it to serve your viewership clickable TV. PIX11 is in New York City, and this discussion offers an insight into how smart people think about media from the top market in America. If you want to know how qr codes work, or how qr codes on tv can offer new insights into viewer and consumer patterns, listen to this podcast from Flowcode.
- People, the human kind, work at Flowcode
- qr codes, how to scan them, and why it is important to customers
- chicago
- nielsen, and in
- agencies
- attribution
- advertising
If you're asking "what is a qr code"!? Kristoffer will tell you that it is the future of the television industry! Measurement, and super serving your audience has never been easier. On another note, if you're asking what a QR code is, or how to us a QR code... this isn't the place for you. It is a place for marketers of all kinds who get to watch something being built from the ground up and has the chance bringing in a new era of advertising.
Putting up a QR code doesn't matter if we don't clearly state WHY someone would scan. We also have to give them something on the other side of that interaction.
Discussing QR on TV with people who do the job. Tom Wegmann is a Creative Services Director in Milwaukee.