SaaS Interviews with CEOs, Startups, Founders
How To Run 1000 TV Commercials For your SaaS Without A Ton of Work
17 Jul 2022
Chapter 1: What revenue growth has AdGreets experienced since 2018?
Back in 2018, you had 10, 11 customers. You told me you did about 2 million in revenue then. Are you still around that range or are you much bigger now?
We'll do close to 10 million with 20 plus clients.
You are listening to Conversations with Nathan Latka, where I sit down and interview the top SaaS founders, like Eric Wan from Zoom. If you'd like to subscribe, go to getlatka.com.
We've published thousands of these interviews, and if you want to sort through them quickly by revenue or churn, CAC, valuation, or other metrics, the easiest way to do that is to go to getlatka.com and use our filtering tool. It's like a big Excel sheet for all of these podcast interviews. Check it out right now at getlatka.com. Hey, folks. My guest today is Eric Franklin.
He's the former president of Warner Bros. TV distribution and the CEO today of AdGreets, the industry's leading video persuasion and ad tech, mar tech platform that is disrupting a 768 billion advertising marketplace. Eric, you ready to take us to the top?
Ready to take it to the top with you, Nathan. Good to be back.
I'm pumped. I'm pumped. So we were talking before the show. So let's say someone's listening right now with call between like 5 million and 10 million in revenue. They see these ads on TV. They go, that's for big companies. I can't afford that. And they're bad ads anyway. They're not even custom. How can someone with 5 to 10 million bucks in revenue use ad greets to launch custom TV ads?
Well, we deploy to 26 channels, which are Facebook and Google and email and app and everything that people have been doing for a while. But the latest twist is in the US, we're now doing this on 100 streaming channels. So for not a great deal of money, you can test for $100,000. And rather than seeing that generic ad, we're now doing very specific ads. So we can tell you where the local store is.
We're calling out cities. We're telling you Uh, what, what movie theater can you see Elvis in and at what time and what's the address. So rather than this, and what's happening is we're doubling revenue for these brands just by American software company.
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Chapter 2: How can SaaS companies effectively use TV ads on a budget?
Amen, brother. Congratulations. So that's good, but we're expecting... There's a lot of interest in what we do now as the world has woken up and realized that this is a better mousetrap. So whether it's giant brands, whether it's giant agencies, or whether it's these ad platforms that hire us, So when they sit there and see, oh, these ads make us different than the hundred other channels in town.
But how are you? So if I'm a big brand, Procter & Gamble selling shampoo, and I want to go into 80 different geos in the US, the hard work for me, isn't it? Isn't the hard work to go record 80 videos with the voiceover artists saying Georgia, Wyoming, Texas? I mean, I thought that's what you helped with, but it sounds like that's not what you do.
It is. So the answer is yes. And we've primarily automated the entire process. The only thing we haven't done because the quality hasn't been great enough yet, but we continue to test it and meet all those vendors is yes. So we can build... We did 25,000 versions of an ad for Procter & Gamble.
So how did you do that? Are you hiring the voiceover talent to read the hundreds of different ads?
So we had 200... So the voice talent called out 224 different cities that we pushed the ad out to. There were three retailers. So we would be telling you to either go to Target, CVS, or Walgreens. And there were seven days of the week. And besides that, everything else is graphic. But-
There was one ad featured a 20-year-old woman, a 30-year-old woman, the next a 40-year-old woman, the next a 50 and 60-year-old woman. And the same thing with men, male voiceover, female voiceover. And all of those different versions added up to 25,000.
And what we've done over eight years is take that incredibly robust process and figured out how to get it done in a day or a day and a half for something as bespoke as that.
That's wild. Okay. And so how do you make, is it just, so you mentioned a hundred thousand dollar test.
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Chapter 3: What strategies does AdGreets use to personalize TV commercials?
Are you just charging a take rate on whatever someone wants to put through you?
Well, we're getting, depending on the, we either get paid a flat monthly fee in scenarios where we work for a brand or we're getting paid a percentage of ad spend or an additional CPM added on top of the ad spend, depending on who our partner is and what the relationship. I see.
I see. So you're actively then measuring sort of GMV through ad greets.
Yes. Yes. So we're out there typically and or with our partners trying to show how we doubled their e-commerce revenue or how we drove 8% increase at retail or 100% increase at retail.
Will you share how much GMV is going through you today?
You mean, are you talking about ad spend? Are you talking about how much cash that we're bringing?
No, no, not your revenue, just ad spend through you.
Yeah, we're probably, now you have to remember, in certain cases, because we didn't want to disrupt the Apple cart, most of our clients already have their media buying agency. So what we really do is we're the personalization strategist, demo maker. Once it's signed off on creating those 100 versions or 25,000 versions, then we work with the media agency and deploy it.
And then we automatically optimize and report on it. So I would say that today we're probably at about $50 million worth of media. Monthly or annually? Just annually.
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