『The Advertising "Black Box" Myth: Why Your Ads Aren't Working (with Skip Wilson)』のカバーアート

The Advertising "Black Box" Myth: Why Your Ads Aren't Working (with Skip Wilson)

The Advertising "Black Box" Myth: Why Your Ads Aren't Working (with Skip Wilson)

無料で聴く

ポッドキャストの詳細を見る

【Amazonプライム会員限定】今ならプレミアムプランが4か月 月額99円。

10月19日まで。※適用条件あり
Send a question or message to Kate & SamKate and Sam sit down with Skip Wilson, founder and CEO of DraftMedia Partners, and former VP of Digital Media at Clear Channel/iHeartRadio, for a deep dive into paid advertising: what it actually costs, when a business is genuinely ready for it, and why most people treat it like an unpredictable black box instead of a diagnosable system. Skip pulls back the curtain on demand-side platforms (DSPs), the most underused ad channel right now (OTT/CTV), how AI is already reshaping search and influencer marketing, and a customer lifetime value case study that completely reframes what "ROI negative" actually means.About our guest:Skip Wilson is the founder and CEO of DraftMedia Partners, a full-service paid advertising agency that started life as a SaaS forecasting tool (Direct Response Advertising Forecast Technology) before pivoting into hands-on execution — much of it white-label work behind other creative and digital marketing agencies. Before DraftMedia, Skip was VP of Digital Media at Clear Channel, which became iHeartRadio. Website: draftadvertising.com0:00 Podcast intro0:17 Episode opens, Kate and Sam welcome guest Skip Wilson (DraftMedia Partners)2:25 Today's topic: paid advertising, the channel people "either love or hate"6:26 The two schools of thought on when to start advertising — and why Skip says wait until you have capacity and know your customer's entry point10:36 How DraftMedia started as a SaaS forecasting tool before pivoting to full execution (and why two-thirds of its business is white-label)16:02 What a DSP (demand-side platform) actually is, in plain English21:31 The minimum ad budget rule of thumb: ~$1,000/month per tactic22:59 The Bojangles case study: why a "$6 ticket" that looked ROI-negative was actually a huge win once customer lifetime value entered the picture25:46 Is paid advertising coming to ChatGPT and other AI chat tools? (It's already here, and influencer marketing may get disrupted first)30:09 Skip's favorite advertising platform: why OTT/CTV (streaming TV) is the most underutilized channel for small business right now37:56 Apple Search and Apple Intelligence: why you'll soon need an "Apple Business Profile," not just a Google one40:28 Are Meta ads about to get more expensive? Skip's take on pricing plateaus and Meta's wearables (smart glasses) as a future ad channel46:54 Skip's closing insight: advertising isn't a black box, it's a series of steps, and why that reframe makes broken campaigns easy to diagnose54:15 OutroWhat you'll learn in this episodeWhy you shouldn't spend a dollar on ads until you can answer two questions: do you have the capacity to handle more business, and do you actually know who your customer is and how they first reach you (6:26)The "customer journey" framing Kate and Sam use with new businesses, and why advertising without it just scales the wrong thing faster (6:26)What a DSP (demand-side platform) actually is, and why DraftMedia calls itself a "DSP aggregator" that gives small businesses access to inventory (Hulu, Amazon's DSP, etc.) they'd normally be locked out of by high minimum spends (16:02)The rule-of-thumb minimum ad budget: roughly $1,000/month per tactic, and why running on two or three platforms means budgeting accordingly (21:31)The Bojangles case study: a $6 average ticket that looked disastrously ROI-negative — until customer lifetime value (a $300+/year loyalty customer) told the real story (22:59)Why Skip thinks OTT and connected TV (streaming) advertising is the most underutilized channel available to small businesses right now, and how it's been democratized away from being "network-television-budget only" (30:09)The real difference between YouTube pre-roll ads and YouTube TV (which counts as true CTV) (30:09–37:56)How AI is already showing up in advertising (ads inside ChatGPT and Gemini), why Google's move away from exact-match keywords is a response to longer, conversational searches, and why Skip thinks influencer marketing is the segment most likely to be disrupted first (25:46)Why small businesses will soon need to think about an "Apple Business Profile" the same way they think about Google Business Profile, as Apple rolls out its own search and Apple Intelligence (37:56)Skip's take on Meta ad costs plateauing, and the wildcard of Meta's wearables (smart glasses) becoming an ad channel (40:28)Skip's closing reframe: advertising isn't a mysterious black box — it's a series of steps, each with one job, and knowing that makes it easy to diagnose which piece is actually broken (46:54)DraftMedia Partners: https://draftadvertising.comThriving Business Podcast 🌐Website: https://www.thrivingbusinesspodcast.com/ Connect with Your Hosts:Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: kate@katedejong.comSam Morris | The O8 🌐 Website: https://www.theo8.com/ ...
adbl_web_anon_alc_button_suppression_t1
まだレビューはありません