you're at too. That'll be a lot of fun. So very good. How long
you been married?
Married since 2015. So we just had our our what our eight year
anniversary last month.
Congratulations. And thank you. How old you look super young.
Yeah, I'm 38. And everything. So I get a little bit of a different
range and stuff. But I'm 38. I've been in the
All right, welcome in to vision pros live with Jackson Calame.
I'm your show host, we'll be doing interviews for visionary
entrepreneurs and guest leaders who are building fantastic
visions out there. I just want to go through some of the things
that might help you with your vision.
Hey, hey, happy Friday vision pros. Welcome in. I'm your host
Jackson Calame. We're on vision pros live on a special bonus
episode this week, I got a new friend named Jeff Swartz that
I just couldn't pass up on. I was like, man, I got to get him
on this show. This is going to be a fun topic. It's one that
I've known about for marketing for more than 10 years, and been
looking at on the fringes, but I've never actually tapped into
the potential of it. I've never seen the technology implemented
at small businesses. And one of the reasons why it's just been
too, it's been too ineffective cost wise to implement, those who
know how to use it super well, are typically working at blue
chip stock companies like Best Buy, or big retailer out
outfits. So if you're in the small business space, you only
ever knew people who kind of dabbled in it, and they never
really knew what they were doing, to be honest. So with
that said, I'm excited to talk to him about what that
technology is. Before we go into that, though, sponsorships,
we're super happy to be working with epiphany of Rick Meekins of
epiphany. He is the founder of that company is getting another
company called converge marketing. He is one of my best
friends in life and able health.us with Dr. Seth gates as
well. If you're looking for support for your health,
definitely check out what we're building over at able health.us
super great system, especially for those who may have fertility
issues, you know, who are looking to get pregnant looking
to expand their families. He's got a really great resource and
system to help support those who are striving to build their
families. And then of course, there's the water project. If
you're not giving back elsewhere, make sure to check
out what the water projects is up to and help people in the
world who do not have access to clean water, get the clean water
that they need. It's super cool. And it's fun to see the impact
that you have and to see the community build their sand dam
or build their borehole well and learn how those processes work.
Super helpful to, you know, to provide that to people. And it
feels good to so please do that. And without further ado, let's
bring Jeff on. Hi, mate, Jeff. Thank you so much for being here.
Yeah, happy to hear Jackson. Awesome, man. So we were talking
a little bit about your age. Because I just you're so young,
we need to find out to probably apply them to able health. What
in the world? What vitamins are you taking? Because you look
young, but that a genetic singer you like super healthy to
behind the scenes?
Probably genetics and a little bit of being healthy. And I I'm
38. So I also have a five and a seven year old. So the days of
having the consistent working out and good diet that I used to
have has deteriorated. And now it's more of a doing it sometimes
when I'm feeling like I need it and then kind of relaxing. So I
could do the indoor triathlon in March. But since then, I've been
enjoying better foods and hanging out with the kids and
doing a little bit less of the working out. But yeah, the main
vitamin is vitamin D because I got vitamin D deficiency as I
get older.
Hey, well, good to know. Appreciate you, man. And so
let's talk about this. Let's reveal what this is what we're
talking about here. So in terms of the Legion technology that's
been untapped by small businesses, we're actually
talking about geofencing. And you've got a system that you've
created called Q jam, in addition to your marketing
agency, ethic advertising. So let's talk about let's talk
about Q jam a little bit, we'll have a video to showcase too, so
people can see exactly how it works. And, and again, this
geofencing thing has been talked about a lot in the marketing
world for a long time. But I think most people have no idea
what it is. So before we dive into ethic advertising agency,
let's hear about your vision for Q jam.
Yeah, I think I think a good starting point is to explain a
little bit about what it is because geofencing is a term
that's been used in a different couple different ways. And it
has been technology that's been used around for a while. It, it
predominantly directly is only kind of been able to be used by
larger companies or agencies or vendors. Small businesses have
had access to it, but they tend to run into well, if I have a
smaller budget, I'm kind of gonna get much higher rates up
to 400% increases on margins of resale, or they have minimums or
they just aren't built on the best technology as well to part
of what we call the six closed doors of geofencing. And my
agency, ethic advertising has been in this space for for five
years and working on it directly. And on what we consider some of
the best technology out there, as well to through the simplified
DSP. But what we realized as being the backend provider for
geofencing.com geoconquesting.com, having hundreds of
conversations with a lot of small businesses, we realize
that we're not the right fit, our closing ratio might have
been like two or 3% on all of those conversations, because they
want to do it themselves, they don't meet our minimums as an
agency, and everything. So what I what I said is like, why
doesn't somebody make this accessible to these these
advertisers who clearly want it who clearly know about it, and
everything, but they just can't find the right fit that opens up
all those six closed doors of geofencing as we call it. Now to
dive into what geofencing actually is, it's not just like
geographic targeting with digital ads, it is hyper
specific, it's using GPS technology to pinpoint that
somebody has been at a very specific location, such as a
competitor's building, such as a park, it doesn't have to be an
actual address and everything. And that a device that has GPS
turned on, which about 90% of phones in America has it has it
turned on in the background, enters one of these locations,
and then we can serve that device and any device connected
to it, such as a TV, a tablet, another mobile device, a computer
as well to banner ads, or video pre roll ads or OTT ads, little
extra explanation video pre roll ads are going to be like if I go
to the local news website and play a video, it's commercial
that runs before it.
Oh, T T
say for the audience real quick, some of these terms are over my
head.
Yeah, some of these terms are gonna be over a lot of the a lot
of the audience's head. So guys, bear with us here. Again, this
is one of the reasons why this is such an untapped market to
is because we as human beings, we have a fear of the unknown.
And so one of my favorite quotes in life is a confused mind says
no, but when we can create that gap between okay, here's
something that could be beneficial, and understand it,
it puts you in a position to be able to win. So you mentioned
OTT, and some other acronyms, can you break those down a
little bit one at a time? Yeah, OTT just stands for over the top
television. And honestly, think about it as Hulu, Roku, sling
TV, like 30 second commercials that you see on there. That's
exactly what it is.
The other thing would allow us to get a commercial into Hulu
for people who happen to live within a certain, certain zip
code, for instance.
Oh, no, it's more targeted than that. It's people that, let's
say, went like if I am a restaurant, and I want to target
people who have been at other restaurants near me, it is
actually drawing fences, or geo fences around those competitor
locations, to then identify, hey, this device that somebody
had in their pocket was at another competitor's restaurant,
and then serving ads to them on that device plus any device
connected to it too. So you could end up on Hulu, seeing
that streaming ad.
So here I am with a restaurant on the San Antonio Riverwalk.
Right. So I've got my restaurant location, and three
restaurants away, somebody happens to walk in the zone of
that restaurant and being they get an advertisement with an
offer to come to my restaurant. And does it work that
instantly?
So it's not that instantly the way that we do it, because
that's pretty intrusive. That's like, there used to be some SMS
text messaging. So like sending a text of like proximity, and
stuff, and that can be done. So what you're talking about is
if someone subscribes to it, the technology that we utilize is
more, less intrusive. But it's it's one of those things where
we identified, hey, this person was at this location. And then
they have to actually go to a streaming services, they have
to go to a website that has a banner ad or video ad of some
kind that has inventory there. And then we can serve them ads
for up to the next 30 days as well, too.
What's the duration before they're able to be targeted?
So they could actually still be in that the zone, they could be
having a dinner and if they open up their phone and start like
searching around looking at stuff, like maybe they open up
the weather app to see what's going on.
You got the teenagers there that are using their phones too.
Yep. Yep. So I mean, it's it's anybody that's going to be on
there. So it can be relatively quickly. Um, you know, as, as,
as quick as while they're still in there, it's just about them
then going to digest some kind of media that has those
advertising options available for them.
Something in like one of the one of the really, really smart
businesses right there on the river walk, I'll stick with the
with the location here. Yep. The San Antonio Riverwalk has the
boat tours company. And so the Rio boat tours, they could be
utilizing this for instance, and people who are, you know,
having a little bit of downtime, or they're getting their food at
the food court or whatever else. They happen to be watching Hulu
and spam a little offer or an asset. Hey, come back, come over
to the do your river tour while you're at it. Right? Yeah. And
I mean, to even expand upon that they can geofence the airport
and start serving ads to them before they even make it to the
river rock, which is obviously one of the biggest tourist
attractions in San Antonio, the Alamo can get targeted as well
to and everything. So and then you can utilize those three
different mediums, the two different video options and the
banner ad options as well to, to then serve ads to these
individuals. And for Q jam, you can set the start and end dates
as well. So a lot of multi uses, that's a good example. It's also
been very heavily utilized in industrial B2B. It's it's
utilized in other B2C type things, e commerce is even good
as well. But the really cool thing about the example that you
gave is that they have a physical location that they want
people to show up at. So Q jam will actually use the same
technology to say, hey, we serve that to those people. And then
those people ended up at your location and tell you that
information as well too. So we call it conversion tracking.
Perfect. And I do want to get into the attribution of that.
Don't let me forget to make time for that. If we're for carrying
on you're like, hey, I want to get back to conversion tracking.
That's perfectly appropriate, Jeff. Yep. So I do also want to
dive in real quick on the big brother talk a little bit, you
know, people, like you mentioned the intrusive nature or the
invasive nature of, of that potential technology. I say that
with the air quotes, knowing that we all have technology
that is already quite invasive into our lives, not to
disrespect the fact that we should be careless, but to point
out that a lot of this data is already out there. Um, you know,
it's not a matter of the technology, um, creating the data,
you know, or making the data happen. I don't think, but I, I
don't want to lead too far down that road. What do you think
when you, when you hear people talk about privacy and being
worried about what this technology could do, can you
reveal to us both some of the good, bad and ugly? Yeah. And
there's definitely, um, privacy measures that should be taken
and, um, different States actually have different laws
around this, uh, in some sense, like some of them actually have
laws where you cannot geofence health facilities, um, as well
too. So there's, um, there's some, uh, things that are kind
of floating around to help regulate that. There's also
self-regulation of the technology that we use in us as
well too. Um, we don't collect and we cannot, we're on
regulation. You mean we can take better measures ourselves to
protect ourselves and we probably currently are. So there
there's that version of self-regulation from the user
standpoint, because in America, it's an opt out method for GPS
tracking. So if you are ever on your phone and it says, Hey, we
want to use your location to, you know, give you a better
experience on this app, or you're using the map or whatever
it might be. And you turn it on. Well, you turned on GPS
tracking that allows people to identify that there are
parameters that you can actually go into your phone and turn
that off to protect yourself. There's also ad blockers that
you can implement as well too. So there's a lot of great
self-regulation and freedom that individuals have, but also
there's self-regulation for me as a company and my partners
as a company as well to, to do the right thing. So we don't
layer on any personal data or anything on top of the targeting.
We don't collect any personal data as well too. It's all
encrypted device IDs that all we know is that a device was in
this location. So we're going to serve ads to that device and
anything connected to it. I don't know if it was Jackson
that was there or Joe Schmo or whoever it might be. So there's
those things that are involved, but geofencing does get lumped
into on the advertising side of things into things like, I find
fascinating of like military and government tracking of people's
phones. There's even issues with police forces tracking
suspects phones that have been near a crime scene at a certain
time as well too, which, you know, they're working on getting
warrants for as well. And, and that health thing as well too.
You don't really want somebody that has a private kind of
health thing going on to all of a sudden their families to be
getting served ads on the TV if they haven't shared it as well.
So there's laws that are helping regulate it. There's
self-regulation on the individual level on our level as
well too. So there's a lot of focus on privacy and a lot of
what we do. And I like to remind people I named my legacy
company, Ethic Advertising Agency, to try to ensure that
we're doing things the right way. It's to just serve ads to
people who are probably going to like that, but also respect
privacy and understand that there's certain things that
maybe we, we should attend to. So even though Q Jam is
self-serve, like people are doing it themselves, it's
completely automated, except we do check all of the campaigns
before they go live. We check the creative, we check the URL,
we check the targeting of it as well too, to ensure that there
are legal compliance with those state regulations as well as
COPA to protect children. Like you cannot geofence a location
that has more than 50% estimated children populations, like an
elementary school and HIPAA laws as well too. So there's a lot
of protection that we do for the advertisers, but there's also
even more protection with the end user in mind to just give
them a better experience to serve ads that they maybe are
interested in, want to have and not be that intrusive. But
there is the big brother aspect. We are using GPS satellite
tracking like spies.
Sure. Well, and gentlemen, the good news is if you're going to
that specialized clinic and you end up at home, you're not going
to see a whole bunch of ED ads. So don't worry guys. All right.
So I wanted to add in one more thing before we check out the
preview. Why is all of this important to you, Jeff? And you
know, from a personal standpoint, why do you care?
So, you know, Ethic Advertising is a small business. There's 15
of us and everything. And, and I care because I'm, I kind of have
been in as I've grown the company from one person to where
we are, I care because I didn't have access to all the resources
I have now. And there's still things I don't have access to
be that big corporations have. So I, it is one part of me that's
for this technology in particular, that just wants to
give people an opportunity to have the technology that they're
thirsty for without them feeling like they're forced into a
contract or without them feeling like, or not in feeling like,
but actually having somebody, you know, have to justify the
people that are pulling the levers on the back end to get
the cost. So a small budget maybe has a 400% markup. So why
I care is because I feel like there's a desire and a need for
it to service these smaller businesses and these smaller
marketing departments and smaller agencies to give them
this technology that's available on the more human side of
things. And on the business side of things is I feel like
there was a significant gap and a desire for that where as a
business owner, I can profit off of, but do it the way that
I've always done it. Do it where it's respectful and then
it's actually a win win for everybody and not a greedy kind
of money grab for me as well too. There's a lot of risk that
goes into creating tech. This is our first endeavor into it.
We are a service based industry and company that has now gone
into the tech side of things as well too. A lot of learning, a
lot of self funding for this on me as well too. I didn't take
any capital. I'm not looking to raise money right now or
anything like that. I'm looking to provide a service for a
need that I think will better small businesses and improve
people's advertising campaigns. And along the way as a
business owner, yeah, I want to profit from it and make it
into this big thing and level up my company.
As you should. I should others that are in the market.
You know, this is a, we live in a world of abundance. There's
a lot of oxygen out there. There's a lot of water and it's
important to stabilize yourself as you're helping others. So
the more you can do that, the better service you can provide
to people as well. So we're all for that on this show. Now,
one, Jaime, do you mind pulling up real quick? I want to pull
up Jeff Spile because he talks about in there how he started
his agency or he had this idea for an agency as a teenager and
he knew he wanted to go into it. But what really caught me in
there was the humble aspect, the humility of understanding the
value of your teammates and understanding that, you know,
you wanted to be there to serve and help others too. So we're
going to pull that up in just a second. There was another
volunteer opportunity too that I wanted to look at on there.
But what strikes me is that there's just not a lot of
business owners out there who, I shouldn't say that on the
verse, there's a lot of business owners out there who do value
their teams, but there's so many people who are so loud and
only about themselves, it seems based on their posts. And here
in your own bio, you know, what you said here is, you know,
this is about my teammates, my clients, my vendors, and making
other people's pursuit of happiness come to fruition. I
love that. And I was like, dang, like this is the exact type of
person I want to be friends with my whole life. So Jeff,
where when did you start developing that mindset? Is that
something that came early on? Is that something that came later?
And, you know, how did you find that mindset? Was there a
trigger for it? Yeah, so I don't know why, but it was always
with me early on. As I've studied and educated myself and
came up with my own kind of self awareness, I've been able
to define it and put construct around it. But you're right, I
knew that I wanted to run my own agency when I was, I think 20.
So not quite just out of being a teenager in college, I had a
great internship at a small agency called the next level in
or sorry, the next wave in Dayton, Ohio, I went to school
at University of Dayton. And, and I said, I love the aspects
of the creative and the analytical and the entrepreneurial
side of things. And I like this is what I want to do. But I
also realized I didn't have the money, I didn't have the
skill set, who's going to trust this this 20 year old kid and
everything. So I changed my minors around and my major and
kind of focused on education, building that up, then spent
almost a decade working for CBS television in Dallas and in
Pittsburgh. And in between that, I was a media buyer and a
planner for agency that's no longer around called Levenson
Hill, which was a great experience working on like
churches chicken and sales jewelry, and kind of collecting
the experience, the experience, but also the capital, I got
into flipping houses, I got into I bought a duplex. So the
top half of the duplex was paying for my mortgage. So when
I launched ethic in 2014, I needed to make $17,500 to
maintain the lifestyle that I had. So I worked a long time to
have this vision and this plan and everything to kind of
create this. So I've always been big on long term vision
planning, you and I have talked about the EOS system from
traction with Gina Wickman, which is a great book for any
business owner that talks about a little bit. And then I
started to educate myself more and more as my team grew. And
as I figured out, I love the advertising and the marketer
side of me. I love the entrepreneur side even more. I
love allowing people to do good work and giving them the
resources and the space to do that as well too. So as I've
gotten and traded more of my doing time and giving that to
other people who are better at me that that stuff and got to
be able to do more visionary work and more planning work and
everything, I put a lot of focus into that. And one of the
things that I've taken from that traction book is the long
term vision planning, but also mission statements and core
values are very big for my business. But I realized that
should be very big for me as a person. So figuring out what my
vision is and what my mission statement as a person and as
one of my core values are, you know, my personal mission
statement is to along the way, better people allow them to
succeed and everything on my venture to make what I call FU
money, which I stole from Lucy Liu, which is money that enough
money to say, FU, I don't need to do it. I want to do what I
want to do. So I do want to do that. But I don't want to roll
over but anybody on the way. And then when I do accomplish that,
all I want to do is focus on giving back. That's my main
purpose. That's my main goal. I was able to define it, I was
able to set the core values for myself and with my team for my
business, that are the rules for us to kind of complete our
missions with that. And putting it on paper has been very, very
powerful. So it was there when I was young, but I figured out as
I've been getting older and older and older, and I'm super
excited because I was just talking with somebody the other
day who's who's one of our younger individuals. And I was
like, Katie, like, like, you're young, like, I think about past
Jeff, who I'm like, oh, he's so cute and innocent and
everything, even like a year ago, what I've learned in a
year is so much. And that's going to continue. So I'm excited
about the knowledge and the wisdom that future Jeff is going
to get as well, too.
Awesome, man. All right, let's dive into this preview, Jaime.
If you got the video pulled up, we'll go ahead and watch a
little bit about the program and we'll go from there.
So let's pull up Q Jam. Jaime, I surprise you with this, too.
So if you need a second, I totally get it. Whenever you're
ready, just cut me off. But Q Jam, self-serve, geofencing,
advertising, and we're going to watch the preview video to see
how this works as an explainer video that walks you through
the story through in story mode, what it could look like, how it
could apply to your business. And I'm excited to dissect that
myself. And I'm going to pull Jaime on as well. So let's go
Jaime on as well in a minute just to see if he needs help
with this. Do you need help with it, brother?
I have it pulled up, but I'm not sure if it's the right video.
All right. They're on the Q Jam homepage.
Yep. Okay. It's the right one.
Awesome. Appreciate it, man.
Oh, you know what? The audio is not playing nicely.
Let's see here. I need to ask to. Let's see here.
There we go. Jaime, audio is not playing nicely. Is there a
button like on zoom to play the audio for it? Or do we need to
include it in the post production version? Your call.
I don't think I know if I make you hear me.
Hi, mate. Can you hear it? I can hear you. Sorry. I didn't know.
Oh, the video. Just like on zoom, you know how it blocks the
audio. So I think what we'll need to do is we'll probably
need to download it and include it in the post production. So
those of you who didn't get to see it live know that we'll be
sharing it. Of course you can go to Q jam.com and catch that
video. Let's try one more time. See if there's one other way to
share it.
James James owns a doggy daycare and he's looking to increase his
customer base. James's doggy daycare caters the pups of all
shapes and sizes, but they are always dropped off by pet
parents who live or work nearby. These dog owners are also
traveling to other close locations like pet stores, dog
parks, the vet, and even James's competitors. If only James could
find a secret upgrade to reach these potential customers,
something that puts his brand and special offers in front of
these people easily, quickly and inexpensively. Something like
Q jams. First and only 100% self-serve geofence advertising
platform built for small and medium businesses. In other
words, it's James's new cheat code to serve display and
digital video advertising to people who have been at an
ultra specific location. It's game on for James as he follows
Q jam simple step by step format to draw geofences around
his local competitors, dog parks, vet clinics, and pet
stores. Now, when someone enters one of these locations,
the Q jam system will serve banner screening video and
video pre-roll ads to those individuals for up to 30 days on
the device that entered the geofence and any other device
connected to it. Soon, potential customers start seeing
James's ads and his leads and brand awareness start their
upward trajectory. His web traffic increases, appointment
bookings begin to fill and Q jam can even track when someone
who saw his ads entered his physical location. Excellent
work, James. Was it difficult, James? That's right, because you
don't need to be an advertising wizard to use Q jam. You just
need to be equipped with the following a business that sells
stuff, a website display and or video ads, a knowledge of where
your potential customers physically are and the internet.
Reduce your advertising waste, increase leads, improve brand
awareness, and equip yourself with the easiest way for your
business to affordably use geofence advertising. Up your
company's game with Q jam. Self-serve geofence advertising
for all.
There we go. Yeah, well done on the video, Jeff. Thanks. Yeah,
so just want to give a quick shout out. So Jake on my team
had put that together and everything. He did such a great
job. I'm so proud of him. So I want to give him a quick shout
out and everything. So that just makes me happy to see that.
Did he write the script? So there was three of us that kind
of co-wrote work on the scripts. Me, Patrick, who works on
specifically Q jam and helps actually connected us
initially. And then Jake is one of our creatives that has just
he's been awesome seeing him develop with his animation style
and everything. So they did a great job helping me get that
together. Nice. Who started the framework of the script? I gotta
know. It was a bit of a collaboration. I would say Jake
started it. I did some rework on it because we really developed
it into the style because we actually use this in
contingents with our brand development of what as well to
figure out well, what kind of field we want. So unlike, you
know, some of the other script writing and video production
and animation that we do where the brand is already maybe
developed, there is a little more in depth kind of nature
because we were also developing the animation, the color
palettes and everything. And I was like, I really want an
explainer video because it's a complex thing that the whole
point of this is to make it simple and accessible to small
businesses. It's needed and it does paint a very clear vision.
So I'm going to dive into some of the specifics on there. It
talks about the video ads and the display ads. One of the
opportunities for further content for Q jam is developing,
of course, the case studies, which you may have, you know,
and integrating those in a way that's easy to digest as well
as, you know, specific metrics, what types of goals can
businesses anticipate? I don't say expect on purpose,
anticipate achieving, you know, what's are there averages that
have been figured out already? You know, let's start with and
is it different for video ads versus display ads? Yeah, it
definitely is. And this is a topic that can can use a really
long conversation. So I'll try to keep it short and sweet. One
of the things that that we are actively continuing to work on
is continued education on the website with articles,
information about how to use it, but also how to excel in the
Q jam platform and geo fencing. So there is a difference in
some of the data that is collected as well as the use of
video ads versus banner ads. Yeah, only to support you on
this. I mean, if you can start pulling up resources on Q jam
while just talking and maybe go through some of the blog posts
or resources that exist, it'd be great. Go ahead, Jeff. Yeah,
that'd be awesome. So you got to think about it this way. So
like, I'm gonna I'm gonna talk about display ads. So national
average or world average display ad for the common user
is so if you open up an app on your phone, like the weather
app or something, or you go to a any kind of website that has
like a box with an ad at the top or the bottom or the side,
those are often referred to as banner ads or display ads. So
that's kind of what I'm referring to. Not as impactful
as video because video has motion and emotion and audio
that can be in there. But you can get a lot more of them. So
it really helps out with reaching a larger population,
we call it reach and reaching individuals more often we call
that frequency. So one of the things that's interesting with
display ads is the it's called the click through rate or the
percentage that somebody will actually click on this ad
versus not nationally is point 05 to point 08%. So very small
percentage of people actually click on the ad. So a lot of
the value is actually just getting that ad in front of
somebody. So then they can talk about it with their friends or
family so that they go to Google and search it. So next
time they were walking down the street or driving by they're
like, oh, I just saw something for that as well too. And
everything with geo fencing, we see that tend to be honestly
double roughly what those results are. So a little bit
better click through rate because it's a little bit more
targeted than the average as well too. But then there's also
actions. So we will report on if you have a physical location,
how many people have actually ended up in your location,
that's that conversion data that we were talking about as
well too. So someone sees an ad, and then they end up at your
location. As long as you have that set up in your profile or
on a campaign level, you'll be able to see that information as
well. Traditionally on the 0.05, 0.08%, what's the cost per
click for traditional display ads and what's the cost per
click for the double rate through geo fencing? Oh, so
that's a really good question. So these are actually the rate
is actually more focused on cost per thousand because it's
really the impression that has more of the value and the click
tends to be more secondary. So Q jam right now is for
display ads, I think is like $9 cost per thousand on average,
OTT. And that's that's what we're estimating as the max we
90% of the time we come below that video pre roll, I believe
is somewhere in the neighborhood of like $30 and OTT is
somewhere around 60. But that's our estimates. They're actually
ending up a little bit less than that as well too. And that's
the cost per thousand just means the time if I serve your ad
1000 times in one of these mediums, what is that cost? And
everything so really just what it is as well for the for the
traditional display ads by chance. Sorry, can you say one
more time? Do you know what that number is? Comparatively for
the the other means of display ads. So it can really be be
variable variable based off of what platform you're using and
what targeting you're using as well to honestly can go down to
$2.50 for display ads, it can go up to $20 as well to for
geofencing to for small businesses. What we find is that
there's an average of roughly 10 to $15 cost per thousand. So
our goal again is not to you know, take advantage of people.
So that's why we say hey, we're not going to go over $9 and
everything. So it might be $7 it might be $8. So we try to make
it very reasonable. So you get more impressions, you get more
people seeing your ads as well. To the other thing that is a
little bit different is these are all on bidding systems. So
if you think about it, the machines if if we identify that
there's somebody who is at a specific location with Q jam,
that person is also potentially desirable to another advertiser
or multiple other advertisers. So we're bidding for those
positions. One of the things that we do on the back end is we
tend to have higher bids than other vendors and other
agencies to ensure that we're getting the top quality
inventory that's available to us across hundreds of thousands
of publications and networks between the streaming and the
websites and the apps. We use a massive network across what we
call multiple exchanges. So it's it's referred to as a
programmatic approach, bringing in a bunch of different
publishers aka apps, website streaming services, and then
just saying like, I don't really care what they're watching. I
care who they are, and then serving ads to them. The one
caveat is is we do not serve anything on anything that is
undesirable. So x rated, anything like that, that is
automatically blacklisted from it that won't ever show up on
our ads won't ever show up on anything like that. Right. That
makes perfect sense. Okay. Well, thank you. I know it's hard
to pull up these numbers on the spot. And I know there's not
not everybody's an analytic. But for those that are, I think
we've addressed some of those realities. So on the video ad
side, you know what to what to click through rates and and
KPIs look like on that front. Yeah, so that's actually
really good because there are not a lot of click throughs on
on video. There's there's some on video pre roll. There's
really none on OTT because it's non clickable inventory. Right.
So a lot of even though we're capturing the phone, for
example, on the OTT side of things, because of the connected
device nature, a lot of what we're running advertising
months on is actually like their big screen in their
living room, their TV. And you can't just go up and click on
it and everything. So that's why with video, we recommend
URLs QR code, something like that. But it's very similar to
just buying cable TV broadcast TV, it's just a lot more
targeted because instead of buying broadcast, which is an
entire market, they have to buy or cable, which is maybe a
zone or the entire market, it is, hey, this person was at
this specific location. And then we're going to serve them a
basically a TV ad when they are streaming their favorite show
or movie. I'm going to blow people's mind a little bit in a
way that's not comfortable for those who are listening. Jeff
and I know something about advertising that that you guys
don't. And you need to hear that loud and clearly. We live
in a market where the predominant ads that you see on
Facebook, and as a business owner, you're going to click
funnels and sources like that. They are overly addicted to
direct conversion campaigns. They are overly addicted to
direct conversion. I can't say it enough. How many click
funnel click funnel clients do you see at the Home Depot
level, Allstate level, Google level, Facebook ads level, it
almost never happens because they don't understand the value
of branding and awareness campaigns. So we do need to turn
to people like Jeff though, to quantify and understand, okay,
well, what's the value of these types of advertising mediums if
you can't measure the direct click through conversion? How do
you attribute success? And I know this is longer than a two
minute conversation, Jeff, but to just start taking the lid
off a little bit on OTT, what metrics would a business owner
want to confide in to responsibly understand the
growth they're getting out of such advertising? Yeah, I've
always believed that you have to look at all that because
everybody has different tracking systems and data and
that they can kind of pull from. But the beauty of it is to
actually look at all of it and try to figure out what the
story is. And to give a couple of examples that you're
talking about, I do not recommend using geofence
advertising or any kind of what we call push advertising,
pushing the message onto somebody unless you have a
search component. So AKA, you're using Google ads like
pay-per-click and SEO kind of conversion or SEO tactic as
well too, because we have seen us run programmatic digital
advertising campaigns that's pushing a branding message in
front of them. We've seen search volume go up as much as
20% because people are seeing it and then they're going to
Google to search for it. So we highly recommend looking at
the front end data that we provide from the campaigns. We
had recommend looking at Google Analytics or GA4 now because
that's shifted over to that. And your website traffic as well
too. I also am a business owner. I recommend looking at
sales. And this is one of the things that I will give guest
lectures on and that I talk and I believe thoroughly on. Google
search marketing funnel if you're watching this and use
that as a visual and everything to where marketing funnel is
really starts in with awareness to just build people's
awareness and takes them through the whole sales process
all the way to kind of retention. And if you think of
the funnel as it narrows and everything, it's really the
process that your customers have to end up with purchasing
and then also even afterwards what the customer relationship
is after that. My recommendation is although my
businesses focus at the top level is if you're going to
analyze and you're going to look at top level advertising
campaign, you also need to analyze do you have your funnel
as sealed tight as possible and it's actually better to look
at the bottom which is your customer service and then going
back to your sales process and everything and then moving up
the funnel into education with your website and your materials
and stuff like that and then you creep all the way up to just
general awareness, right? So the more airtight and less holes
you have in the funnel deeper down, the more valuable those
campaigns are of filling that funnel because more of them
will reach it all the way down. So that brand awareness is
important to get people into the funnel but really my
recommendation is just look at your sales but don't look at it
as a direct equation to advertising. Advertising does
not sell for you. It allows you the opportunity. It gets you an
at-bat. Sales and your customer service and your conversions
deeper in the funnel is what actually sells a product but
there should be a direct correlation to where if you're
filling more people into the funnel and your sales aren't going up,
you have a couple of issues. The advertising you're doing is not
working. You're not getting the right people into your funnel
which is a real option or maybe you have a sales issue or a
customer experience issue. Maybe we're sending them to a website
that isn't working properly and isn't converting them properly
as well too. So we're talking about analytics to look at. I
highly recommend using these advertising analytics as an
opportunity to look at the entire marketing funnel and entire
sales funnel to plug holes because as a business owner, if
you're watching this or really even if you are a marketing
person and everything, think like a business owner because
that's the people you're working for that are making them happy
and figure out how are we getting the best end results
along with the front end and the back end data to kind of tell
that story because if the front end and the back end data is all
you're looking at, there's a good chance that you will run a
campaign that looks really good that is not resulting in sales
and you'll end up with somebody who's not happy about it.
Right. And if you're not in a position then as a business
owner, what I hear and what I would advise as well, if you're
not in a position to 2X, 3X or 10X what it is that you're
doing, this is not something that you should be pursuing
right now. You need to get yourself in a position to where
you can handle that volume with a customer service standpoint.
You need to be able to handle, you need to be able to have the
sales reps too to be able to take and convert those
individuals. So if a 2X to you wouldn't mean very much because
you're only at one customer, then this is not the type of
opportunity for you. You mentioned search component. I
believe what you meant by that as well was search strategy,
right? An effective working search strategy. I mean, if
you're converting well leads that are coming through Google
search and at a high volume, the higher the volume and the
better your search conversion is currently, the more certainty
you're going to have over this particular system working. Is
that correct? Yeah, it is. And it can even be as basic when
we're talking about small businesses is if someone types
in your name and you don't show up, you should not do any
kind of push advertising like you shouldn't unless it's so
direct that you can actually click to something and stuff. So
there are some exceptions, but for the most part, and I say
that you shouldn't do that because you should focus on,
well, let's at least get some awareness when people are
Googling us or trying to find us that they can actually do it
as well, too. So it's a priority thing. I'm saying don't.
No, I got you. It's a great debate. That's one of the
reasons I want to bring you back, Jeff. So we can dive into
more details for people as well because and I'll throw down a
little different equation to this. And that's because with
Facebook ads, you can test on budgets as low as $1. And so if
you're using Facebook ads as a mechanism for research and
development, which is exactly what our company does, then
it's a fantastic way to make sure you're collecting votes.
People hate advertising. And so if you can put an ad in front
of your cold audience that doesn't know you and test the
irresistible nature of your offer and come to realize
they're loving it, that same offer is going to going to bode
really well for your warm audience rather than testing
your messaging on your warm audience and potentially losing
them. So it depends again on what the strategy of the
medium is. Not many people use advertising to test their
messaging though. Most of them go balls to the wall on it. They
try to win right from the start. And as Jeff's talking
about, that's not an effective strategy because you know, you
haven't tested the rest of your funnel to make sure that
you're well prepared. So yeah, the other thing with that that
you mentioned that I think is vital to this is the creative,
the messaging. So we're talking so much about targeting and
reaching the right people. I have an analogy that it's like
like trying to find your your spouse. And it's like dating
and stuff. So if it all starts with if you are not happy with
yourself, you're not happy with the business of how it runs,
which we kind of talked about of like deeper in the funnel
stuff, then you're not going to end up in a good relationship
no matter what. So being happy with yourself is step one. Step
two is kind of figuring out well, how do I find the the
the right person and everything? Maybe it's a dating app, maybe
it's going out, maybe it's a you know, friends. So targeting
is also important as well too. But then also going to mirror
and planning what you're going to say and being comfortable
like talking about things and and figuring out what the
messages and stuff because what ends up happening is when you
go on that first date, if you did not find the right partner
for the right person, and that's a that's that's not a good
thing doesn't matter what you say. And everything whether
it's good, bad or indifferent, that's not going to work out
well. Even if you guys end up together, if they're the wrong
person, it's definitely not going to work out well. And on
the flip side, if they are the right person, you go there and
you say the wrong thing, you stumble over words and
everything, then it probably won't go anywhere either. So
you have to have that combination of being able to say
the right thing and be in front of the right person. And also
in the advertising space, you gotta you gotta know that you
can't be all things to all people as well too. So you're
going to reach people that the message is going to fall in
deaf ears, and that's okay. But you want to try to reach as
many of the people that it's going to resonate with as
possible and reduce your ad waste, which is where ethics
specialty of hyper targeted digital advertising over
multiple mediums comes into play and then Q jams in
particular with the the location based stuff. Dude,
awesome, Jeff. I hope you get the chance to watch the
episode as well, specifically for you, Jeff. David Ramos,
his research goes hand in hand with the type of level
business that you're running. And I think you both make
fantastic friends and have fantastic insight for each
other and what you're doing. That said, vision pros, thank
you so much for tuning in. Jeff, we appreciate the wisdom
that you've thrown down. Comment on this. If you have any
questions for us, we'll be bringing Jeff back in the
future. Don't hesitate to reach out to him or to go look
up Q jam or ethic advertising agency as well. And we will
see you next week. Thank you, everybody for tuning in.
We'll see you soon. Thanks. Thank you for being here
today. I'm really happy that you tuned into vision pros
live. I'm looking forward to seeing your reactions as these
episodes continue to move forward. We optimize them as the
months go by. This is going to get more and more fun. We'll
have more and more engagement as well. We'll invite people to
participate in the show. And thank you for for giving us
your time and attention and