ASOTU CON Sessions Episode 15: Michelle Boczonadi and Ashley Puckett

Paul Daly: 0:03You're listening to the ASOTU CON Sessions by Effectv recorded live in Philly.Michael Cirillo: 0:11

All right, so we're sitting here at ASOTU CON 2022. It's the inaugural ASOTU. This is a ASOTU CON Sessions by Effectv. Of course, I am joined by Michelle and Ashley from Effectv. Thanks so much for joining me today.

Unknown: 0:26

Thanks for having us. It's great to be here.

Michael Cirillo: 0:28

Okay, so let we got to dig in one at a time. We've learned I've learned you're from Denver, and there's good food in Denver. There's a lot of Subarus in Denver. A lot of big, round number. So so this tells me Effectvs kind of spread out across the country. What's give me the scope I did. If I remember correctly, you've migrated from one type of you're in TV advertising. Tell me a little bit about.

Ashley Puckett: 0:57

Okay, so Effectv is the advertising part of Comcast. And so we are across several markets across the US. You know, Michelle, I don't know if you want yeah, and about kind of your sporting role. As Michelle gets to see all of our markets across the country, I

Michelle Boczonadi: 1:12

sit in kind of a headquarter role. So we span over 60 markets across the footprint doing video advertising, so cross screen, audience focus video advertising, including cable TV, but also your OTT streaming products as well. And from an automotive perspective, we have one of our very, like, only verticalized categories, is automotive. So we have over 150 automotive account executives and strategists who work solely on the category for, you know, across all tiers, but really heavily in local dealer business across the US.

Michael Cirillo: 1:50

You know what I love about this. So, if you look at the progression of media, we went through a phase where it was like, oh, traditional, that's never, you're never gonna be able to figure that one out. It's dead. And if you look at the history of how media has progressed, I mean, TV was supposed to kill the radio was sorry, no theater was supposed to kill newsprint. Radio was supposed to kill theater TV was supposed to kill the radio, the Internet was supposed to kill them all. Yet, here we are in 2022, proving through platforms like Effectv that OMA you can actually modernize this traditional model with dealers and the industry is largely set as a traditional model. What does that look like? What I'm imagining you're able to see so much more data than than we could in the past?

Ashley Puckett: 2:38

Yes, I mean, we are able to take our first party household data, and we are able to then help our dealer partners target, whoever they're trying to speak to whatever that potential customer is, and what that need that we're trying to solve for the dealer. So for example, you know, if they're trying to educate as we talk about consumer experience, meeting, the dealer experience, and they're trying to tell their story about pre order, and what that process looks like, we're able to help them take that message, and then figure out hey, what are these geographies in and around your dealership that you want, you know, to get this message out to and who is that potential buyer that you're trying to bring in to your dealership, and we're able to help them target across that blurred of all screens, because it's reaching that like, you know, like a dealership, some people do want to transact online, but many want that in person experience. And we see within, you know, the multiple screens, some people are still watching on the big screen, they want everyone over to their home, they want to watch the game, and then someone pop up on their screen, you know, on their phone, and we are able to with all of our partnerships, get them in front of whatever screen they're viewing on where it doesn't matter, you know, how or where they're watching, you know, it's just meeting them where they are, and helping kind of align that customer experience as it's evolved, and making sure that they can watch the content they want, when they're ready. I love that.

Unknown: 3:58

Yeah. And I'll say that to to answer your kind of data piece of the question like, the evolution of what's happened in the TV space with from like, the consumer side of things, right? It's like, you are accessing your content through so many different sources. Now it's this, like, you know, I got a subscription here a subscription here I use on my phone, my tablet, my kids, you know, streaming in the car, like it's all over the place. And what Comcast is really leading the way doing is, is helping to bring that consumer experience together in this like converged TV environment. So like, within our Effectv plan, or with our XFINITY platform, you can access your Amazon app, your YouTube app, your you know, HBO Max, your Roku device all through the platform, which is unifying the way that consumer can access it all through a single point. And so what we're trying to do Effectv is say okay, how can we make that easier for advertisers to activate on and to measure again, so instead of having to buy your cable TV, your Ott, your streaming through different vendors where then you have no unification across audiences across measurement. How do I know who I reached? When? How many times are they being reached? What's the behavior they took? Because of that you can't, you can tell that figure one campaign with one vendor, but we're able to unify it because we have household level data because we have this platform that's a consumer side, unifying all of it. So that's what we're really focused on at Effectv is saying like, Okay, how across all screens and platforms, can we provide advertisers richer data, and a unified experience?

Michael Cirillo: 5:32

So let me ask you this. What's your from from your vantage point? What's the best use for screen advertising? Is it? You know, because like, we always want that one to one oh, they must see ad they must submit lead. Of course, we know there's a larger mixed media model that's happening. So from your vantage point, what's the what's you know, where would you condition someone an advertiser to think like, Hey, this is going to be the best type of messaging or, you know, visuals, like, what do you recommend to that regard?

Unknown: 6:06

I mean, I think looking at it much more holistically. So like we heard in some of the sessions earlier today, if like, your dealership is really multiple businesses, right, you've got fix ups, you've got new you've got you've got service with training and vehicle acquisition, like there's so many things that from a dealership you're thinking about. And the consumer needs to understand that too, right? Like the consumer shouldn't just think of your dealership for a new car sales. So like when you're thinking of your advertising, how is that mirroring what you want, the like behaviors and actions you want consumers to take and what you want them to know about you. And I think we know the power of video creates better recall better recognition. So I think, kind of thinking about it instead of just like, Okay, well, we're funnel price payment. We want them to be looking at this model at this time and come in this weekend. Like we need to think more holistically to say like, how are we educating consumers on the full dealership experience everything we offer all of the different business centers that are driving profit for the dealership, like we shouldn't be thinking of our advertising in the same way to drive like that lifetime value of a customer throughout all of your different dealership profit centers. So good.

Michael Cirillo: 7:14

I love it. Well, Michelle, Ashley, thank you so much for joining me today. I love it. Everybody should definitely be checking out Effectv because it sounds super cool. And it's such a brilliant way to get your brand and your brand voice and build relationships with customers. So on behalf of myself, Michael Cirillo, and on behalf of the ASOTU CON SESSIONS and so much for joining me today.

Unknown: 7:35

Thank you for having us. We're excited to be here a couple days.

Paul Daly: 7:41

Thank you for listening to this is ASOTU CON Session by Effectv. If you want more content like this, you can check out our other podcasts we have a daily show called The automotive troublemaker Monday through Friday. Here on podcasts also live streamed on YouTube, and LinkedIn and Facebook. We also have a long form podcast called Auto collabs Auto collabs. And if you just want to go a little deeper and in this community, you should sign up for our regular email we put our heart and soul into it. You can get it for free by going to asotu.com We'll see you next time.

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