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You're listening to the latest Radcast News update. Here's Ryan and Riley. Hey guys, what's up? Welcome to the latest edition of the Radcast News. It's Friday, March 26th, 2021, and we're here with the latest and greatest in marketing advertising news for all you ad junkies out there, I'm always.

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joined by my lovely co-host, Rodney Clark. He's also the producer of the Radcast and Content Extraordinaire. Thanks. I love all the titles. I've just come up with new ones every week. I know, I know, I know, but it's fun, it's fun. How was your week? So you were gone in Mexico and how was your trip? It was great. We had a really good time, took all the boys. First international trip with the boys.

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you know, lots of safety protocols in place, but you know, we sped through, we went through Charlotte, and we sped through customs on both ends. There was definitely a lot of safety stuff, but which was good. But very nice getaway, it was four nights, and so the boys loved it, I mean, who wouldn't want to be in Mexico at a resort, like with all you can drink, like slushies and everything else, and lots of water slides, and you know, it was nice.

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and got a taste of summer here early. And so we had a great time. It was a very good family getaway. Oh, nice. I'm happy to hear that. Happy to hear that. I know. Gearing up for the spring. It definitely had me. You know, we've been seeing a little warmer weather, but it took another step for me. I'm like, OK, yeah, I'm ready for that. Gosh, I'm so ready. I just, I like miss the sun. It's been so rainy here in Greenville. If you're in the Greenville area, then you know. But, and, you know, I think like most of the East

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coast anyway it's just been kind of dreary weather but it yeah I mean the rain I'm just like go ready for the rain rain go away ready for the Sun very very excited yeah so um you know short short work week for us but uh it's been good we've got a lot of new projects gearing up and

02:19
Pretty excited for that. We've got several new clients and lots of exciting things happening on the Radcast and excited for our release next week. And if you didn't listen, we had Jan Bednar on on Tuesday. Go take a listen to that. The hardest part of e-commerce is actually getting the product in your customer's hands and shipmunk.

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and Jan's team are really focused on that and growing. And doing turnkey fulfillment and being a kind of an e-comm junkie, it was just fascinating and kind of talking that side of it. So I really enjoyed that episode. So if you haven't listened, go give it a gander. Yeah, it was a really good episode. I liked your conversation and you all said a lot of things also about the entrepreneurship journey. And you all talked about the risk of entrepreneurship and even just understanding what that means

03:11
you're building and just general entrepreneur characteristics, things like that. And I think, I think that was a really cool part of the episode too. And just the conversation was great. So definitely would recommend that episode to anyone, especially if you're trying to get in the e-comm space or if you're an entrepreneur yourself, there's definitely a lot to take away from that one. Yeah, it was. We definitely dove down that entrepreneur path and some of the pivots they had and just, uh, talk to even about the, the, the gene or, you know, what it takes to

03:41
entrepreneurial mindset. And so pretty fascinating on multiple levels. And then looking forward to next week's release. We had a really good talk. You know, if you've seen, if you haven't been in a cave somewhere, you've seen the growth of TikTok, the video platform. No. Just a little bit. Yeah. What's TikTok? In the vortex that you go down while watching TikTok videos. I know. And then you scroll too much

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you've been on TikTok too long, you should take a nap, you should go drink some water. And it's like, wow, thank you for calling me out right now. But yes, I'm right. And I talked about all the growth and they did a really interesting study on what it takes to be successful on the platform, why the platform's been successful, the ingredients of it. So really great, good informational for any marketers or any business out there for what.

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And how to leverage the tiktok platform. Mm-hmm. Yeah, it was a really good episode. He um, It you know to kind of relate everything a little bit He works at neuro insight where tyler lewis worked and if you remember the super bowl episode he uh tyler lewis was the Kind of analytics expert that was kind of walking us through uh the tiktok tiktok nfl, uh, halftime And advertisement stats and how those advertisements performed and so some rot

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he comes on, he's from that same company and he'll be talking with us about TikTok and just kind of looking at again, you know, Ryan, you already explained all that, but that'll be a great episode and it'll be a two part episode. So we'll have one really good conversation with him and then we'll have another one where we dissect a little bit more like what brands and ads and big brand plays can look like on TikTok that can live appropriately on that platform. Because again, you can't look at TikTok like every other platform and you all

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Yeah, so it was good. So hopefully everyone's been keeping up with the NCAA tournament and your bracket hasn't been busted You know, I think Riley and I both our teams my team went out even earlier so I can't say much Clemson knocked in the first round and W you So no love for the home teams here but it's it's been fun it's been a little weird though because the schedule's been different because

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You usually have that Thursday Friday Saturday Sunday and the games didn't start till Friday It threw me off a little bit even being in Mexico is kind of like watching, you know the games or whatever and I'm like, wait a second hadn't even started but uh It's been good, but they're all in happening in They're all in the same place. Aren't they? Yeah That's normally not the case, right? So they've had them in their little bubble, you know trying to be a little more safe and keep it a little more controlled so

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It'll be interesting how that plays out in future years. But yeah, but it's been fun to watch and I guess that's it. And here's Riley with the news. Here is the Radcast News. All right, so our first episode.

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episode topic for today on the news episode all the words here NFL you know used to feel like you won the lottery when you like bought a Spot on it on an NFL, you know, whether that's Super Bowl or Advertisement or whatever it is and you know to be able to put your ad in a Super Bowl or football game It was like a big big deal But obviously we've talked a lot about this on the radcast TV is not

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what it once was. And so there is this question of streaming platforms and what that's going to look like in the future years. And the NFL is looking at transitioning into streaming platforms and things like that. So I know you have a lot of thoughts on this, so I'll let you take it away. I mean, so it's interesting. It's kind of like what in some ways little changes, even though viewership and different things, a lot of core cutters are out there.

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but the same players that have always been there have won the rights again for the NFL, NBC, CBS, ESPN and others. And you've had this growth of streaming platforms happening between Netflix and Amazon and Disney, all these channels. While the one thing that's kind of held

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paid TV subscriptions together has been sports. And thus, you saw, you know, in the most recent bids, a lot of those same entities have held on to their rights to the games, and really just to keep alive their legacy products of TV subscriptions, while they're also trying to grow their streaming platforms. And so I don't think this is great for consumers because, you know, what's happened is

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Look, I think people understand you have to pay for content. You know, like it's not like Netflix is free It's not like Amazon's free, right? You know none of these but it gives you it's on demand you get what you want when you want it and TV subscriptions have remained a you got to buy 400 channels for the three that you really want to watch and a lot of people have maintained those TV subscriptions for sports and so it's kind of like what's

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new, like, you know, like, there's gonna be a little bit more streaming within these platforms, but I think this is why, I'm even gonna take it a step further, you know, there's been a decline in overall sports viewership overall, and I think you can actually point to this, because consumers want to digest content differently than they have. There are changes, and that's why you've seen the growth of these streaming platforms.

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fewer people watching live sports because it a certain there was there was great enough affinity to overcome that

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But what you're seeing is consumers are going, you know, I'm gonna cut TV. Yeah, I love the NFL, I love my teams, but they're getting to the point where they're just not gonna tolerate the format and paying for stuff that they don't want. And so I don't know that they're helping themselves in the long run and they're trying to maintain these legacy dollars and I get it, look, you gotta pay for all this content. You gotta pay, all this stuff works sick.

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in a cyclical manner where

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The reason that you can pay what you pay is because you have the volume of people watching and the advertising dollars coming in that offset that cost. I understand that it all works together, but the reality is the behaviors of people are changing, have changed well past this. So you're gonna continue to see a decline of, you're gonna see a decline in people paying for TV. You're gonna see more card cutting, and you're gonna see a decline in sports viewership. And they're on a real slippery slope, if you ask me,

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because if people get used to not seeing something, not doing something, then they might lose that infinity altogether. I even have relatives that I swear would have never stopped watching Pittsburgh Steelers football that just said, I'm not paying for cable TV anymore. I don't mind paying $17 for the content that I want on Netflix, but I'm not gonna spend $95 a month for when 80% of the content I don't want.

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And it's a real problem. And I think, you know, and I understand, look, these are multi-billion dollar decisions. It's not easy decisions. But I don't think it's consumer beneficial that these same large media entities have maintained these rights and bought them. At the end of the day, it's a free world, free market. Like they paid for it, they bid for it and they won it. But I think...

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It's a real slippery slope with, you know, if...

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The reason they can charge the money they can is because people love their teams, they love the NFL. If they decide that my behavior is such that I'm not gonna pay for it and you stop and you lose that affinity, they may never come back. And then they won't pay for it when you do move to streaming in seven years. Exactly. And that is kind of a danger if you think about it, because you bring up, obviously, and I've said this before on the podcast, I don't even have cable. We've talked about that before and what that's doing anyway, but games, for me, I'm either streaming them

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or like the WV Syracuse game the other day. I streamed that game, you know, from the ESPN app, like on my Roku and did, you know, the free trial or whatever, because I also don't want to pay just for one game, you know, for this whole subscription or whatever. But, you know, from there...

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If you need to go and watch another game, that's when you go out to, you know, a sports bar or you go to, you know, a Buffalo Wild Wings where you know, they're going to have the game on or whatever because those I think would be the places that would stream, you know, like they would stream or would keep the TV, but it's not benefiting.

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Everyone the same way it used to just because of how things are moving. Yeah, but you know, they they make a point, you know It's very ironic How this is? Transitioning well and everything that we're doing is becoming more consumer friendly and then this seems to push against that and

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It'll be interesting because if you looked at like some of the details of the contracts, like they can stream like 1% like, like only a percentage of this. Like Disney can do it. Amazon bought the rights to Thursday, which is, you know, one.

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One inkling of hope towards this type of streaming and all that, but it's not enough. Because you know NBC and CBS and Fox are gonna, you know, maintain like 95% of it is gonna only be through paid, you know, traditional TV.

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service. And so I don't know, I think it is what it is. But I think you're gonna, I just think it's a dangerous slope there on with, you know, how much

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If you ignore consumers long enough, they don't always come back. And so we'll see how it plays out. We'll see how it plays out. And this kind of leads us to our second topic. So a lot of companies like Pepsi and Anheuser-Busch have been looking towards creating TV shows as another way to promote their brands, which is really interesting because it does create a different engagement level with their consumers for how their brands, live and breathe on a TV platform. But this will also be done

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as well, which kind of leads us into the point we're just kind of talking about. But as far as a brand play, I mean we can talk about the TV part of this and we can talk about the brand play part of this, but I like this a lot because this is something that you see these kinds of brands living. I don't think they're changing their brand perspective or their brand narrative as much as just trying to like interact on a larger level with more people and like how do you do that? What's in front of them with their phones?

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with the screen or whatever it is. Yeah, and it goes hand in hand with the first one in a way because this is the opposite. This is going and changing as consumers are changing because what's happening is all these streaming platforms are bringing around ad-free content. And so as a brand, how do you get and keep your brand in front of consumers and stay relevant? And this is how you do it. You build content around your brand

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build it in a way with which consumers are consuming. And they've said, you know, consumers are quietly telling us, I don't want 17 commercials in my one hour TV slot that I'm watching. You know, but I understand that there has to be, you know, a give and take here. A give and take, exactly. And so thus, brands like Pepsi and Heuser-Busch, building content, building show content that still gives brand attribution

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I haven't seen the content itself, but I have to imagine it'll be entertaining. It'll be today content that's engaging and it makes sense, hopefully. But it makes a ton of sense and I think you're gonna see more and more of this. I think we talked about the Old Spice Barbershop. You're gonna just see more of these experiential and overall brand plays that live outside of the norm of the 30-second TV spot.

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At the end of the day, this is all about the death of the 32nd TV spot. And there's a lot of people in our industry that don't want to hear that. They hear that, they roll their eyes and they go, well, you know we're out of the I-Bus store. Well, this bus is moving fast. It is because generations are changing. Like, not to be funny, but I mean, like, it's just changing. And like, if you're not going to keep up with the change, you're going to get left behind. Oh, yeah. And it's not like a narc on what you've done or like what TV has done for us.

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us in a today sense, but like if we can't move on this train forward, it's not going to be a great look for your brand. Well, you know, it's no different than like, you know, anzu.io we had, uh, in a more Benity. Yeah. In a more Benity in game. You're going to see more unique, more ways for brands to get out there. You know, this is, they, they, you're going to, they're doing programmatic in game advertising. Literally I'm racing the car and there's a billboard up on the side of the road and that's.

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that's auction real time that changes. Now this is where you get into the other, going to where the consumer is in a digestible way and in an interesting way. This is no different in more of the TV and long form format. I think you're gonna see more and more product placement, like from Amazon being in the room on some...

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iteration of say by the bell or whatever the TV shows are now. Exactly. They're everywhere. I mean, you can't watch a Netflix show without someone being like, well, I'm going to take a lift. And it's like, okay, wow, I wasn't paid or anything. Or you see someone casually have their Microsoft whatever and it's definitely a flash of the light. I mean, you're seeing. It's forcing innovation in how the product placement and how brands pivot into getting those impressions.

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way and I think the winners and losers will pan out by the ones that are most innovative just like any any any other thing and it's just forcing the media changes and the way that people are consuming media the way that people are using their time is forcing these changes at a rate that's never been seen before because forever in a day there was just so many there's only so many ways with which to consume media and now it is endless you know

19:05
the 100 ways you can do it on your phone, much less to how you do it at home on your Roku or your Xbox or insert video platform here. Right, right, right, exactly. And so there's only so many screens, but there's a lot of different channels within those screens that don't live within the framework of a TV box. No, I mean, it's true, it's true. And I mean, you see it on collaborations

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influencers on apps or you know things like that. I mean you're seeing this breathing in a different way as well and I think it's just a different way to show the social proof of like what you know the brand, what the product should do and what it can do you know. How many times will they say Pepsi in the Pepsi spot? Are they the 30 minute show or however long it is? I know it's gonna be an interesting. You know there's like these boardroom discussions well okay I'm behind it but how many impressions are we getting in this?

20:05
Well now we're you know video well, and I will say this too, so this is a very interesting way So like Pepsi is also using this kind of platform as a way to even showcase new flavors like the Pepsi mango Pepsi mango flavor, which I'm very curious to try about you narc on coke. So I'm gonna see what you All the ancillary flavors of things of like stuff I get behind cherry grape all that

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Mango is kind of a not so favorite flavor of mine. It might be. I'll try anything. So we have like a Pepsi's Mango Zero, I'll try it. I just refuse to have calories in my soda now. Now ever since the invention of Coke Zero, I never liked Diet Coke because it has that kind of weird taste or whatever, but Coke Zero like hit the spot for me. Like, Pepsi Zero is close. It's not quite as good as Coke Zero, but see I'm not hating on Coke all the time. Coke Zero is like the bomb.

20:59
I love to hear that, that's awesome. That's awesome. See, Coke, we love you. Just kidding. No, but no, so I mean, I think that'll be an interesting way for them to show new products, things like that, and I think obviously that's part of a takeaway from this kind of move from them. Next topic is Sour Patch Kids. Oh yeah, as soon as you had this topic up on the board, I was like, yes, I love me some Sour Patch Kids. Yes, right, and also it makes me want to go

21:29
I was always my favorite movie candy is sour patch. Oh, yeah I don't eat much candy anymore and it's around me all the time with my kids But if I go to the movies, I'm like getting me some sour patch or like the airhead extremes or likes I kids love those our past kids give me a box of those and just let me get a town I'm like your tongue feel horrible. Yeah, all it does is like it's like an hour later. I regret it, you know, but like But this is a really cool move. So they're doing it an April Fool's tik-tok

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They're calling it a prank fund and essentially they're trying to get people to prank on TikTok. It's a big trend on TikTok anyways to create these pranks and so they're doing, which is smart because you know we've got to be thinking about these things. April 1st is coming up so if it makes sense with your brand obviously hopefully you've already been brainstorming that kind of day. But this is a really cool way again to interact with the TikTok community, create natural and organic user created generated content.

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And then essentially you have to include a hashtag and then Sour Patch Kids will essentially, if I remember correctly, they comment on the video, tell you that you were one of the winners and they're giving out like $1,000 and a couple other things. I think it's like 20 or 25 people get this fund. So. Yeah, I like it. It feels like a good organic play, playing off TikTok, playing off the brand of Sour Patch Kids. It did make me, I don't know if, you're probably too young to remember this, but Garbage Pail Kids.

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There used to be these cars in it. I don't know what it is about it. It reminds me of two young. They were like kind of gross. It was like these mixed characters of like semi. It was like a weird time. Like the early nineties maybe, but the. Yeah. What a weird time. No, just kidding. Way back yonder. Anyway.

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But yeah, it feels smart to me. I, the only thing I was thinking was like, you know, planning ahead for April fools, I guess you have to have the best pranks, but it's like, is it kind of like giving it away if people were planning and you're promoting April fools? Is it real? Are you going to fool people? Like, I hear you on that. I hear you on that, but I think it's an interesting way to like, it will throw other people off because in the moment you're not going to be expected to be pranked. Because TikTok videos, the way you see like pranks done on TikTok or whatever,

23:49
or is that phone hidden or something? I mean, yes, I think some of them are still gonna be scripted because if you look at any of the, you know, content creators on TikTok, they've scripted their stuff, you know, but it's gonna be interesting. Well, it plays naturally to the platform because I do feel like every other video on TikTok is someone pranking. Exactly. You know, like some guy cutting his finger off in his mom's kitchen and, you know, blood spouting everywhere or something. Right, and she's like, what up? What up? It's kind of like the natural play.

24:18
But uh, you know if you could get in on that borrowed interest think it makes sense and it's cool and hey You could tell me the sour patch kids were like, I don't know doing something completely stupid and I'd still like them because they're delicious Yes Guilty pleasure. Yeah, exactly. Exactly And then our last topic for today. I love this because first of all I love Pinterest for the comp for the reason that Pinterest to me is just I'm a very visual person and so Pinterest is just my

24:48
go to when I'm trying to look up something when I'm trying to do anything about a trip or whatever my first go-to actually is Pinterest and then I go to Instagram and see you know the location and then I try to find the spots from Instagram but Pinterest is doing a really cool thing or I should say anthropology is doing a cool thing with Pinterest and they're creating a digital only catalog and it's the first time anthropology has done this but they're putting it on Pinterest

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this kind of thing to live? I think it goes perfect with anthropology brand. You know, what are your thoughts? Yeah, no, I think it's great. It's this convergence, you know, you've normally thought of catalogs as these printed things that come in the mail. You've seen this shift to digital. You know, you started with like very rudimentary, like PDFs that, you know, turn the page or whatever. Like you swipe and it goes to the next page. And now you're seeing the integration of shopping tools

25:48
and things like that. I did play around with this a little bit before our episode and it's really pretty cool. Though like half the product we already sold out so it seems to be working. The only thing that I didn't love was like if you go within the catalog and you create like tap on the lamp and you hit lamp, it brought up all the lamps that were for sale by a lot of different brands. So I was like, that seemed a little weird like about anthropology, why would I want you to bring up that? I think it's just the way that- That's an interesting point.

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I know what it is. You know, on the platform. So you can, if you need to, you can hit the magnifier or whatever and you can click, or if there's a tag on a lamp, or if you need to look up something particularly, you can basically create a crop of what you're wanting to focus on and it will generate the exact same image from other vendors or other people who are selling it, or whatever. So it's very interesting that, it's not anthropology stuff. There was tons of links to anthropology, so it wasn't like they were missing out completely.

26:48
But I just clicked on the categories, it was like tables, lamps, you know, lampshades, whatever it was. And then on the right populated all these other stores and like, oh, okay. I don't know if that's the execution I would want from a brand perspective, but you could definitely get there from the other links on the page, but that was one of the observations. But look, you're gonna see, this is not a completely new thing, but you're gonna see more and more of these visual catalogs like this playing out. A lot of people were pretty hot on.

27:18
Pinterest here this year and next, this travel and other things start to come back into play. Pinterest is kind of owns the kind of visual search category. I guess, you know, Instagram could definitely fall in this category as well, but Pinterest has gotta be, you know, the leader, you know, with kind of that visual catalog. And, you know, it's definitely grown their capability. You know, I used to buy ads on there, like through three years ago, and it was like a nightmare, but they've gotten better with it.

27:48
their ad buying platform. They're getting kind of the whole system and integrations into play, which are better. So I think you're gonna see a lot of growth potentially for Pinterest if they can continue to kind of improve their UI and some of their ad tools. But yeah, you're gonna see more and more of this integration. And if you have a catalog, it's kind of a natural extension, especially with their audience and skewing.

28:18
email and Younger a little bit, Anthropologies. And then I think, I don't know if it's Creighton Barrel, someone else had done their catalog on here as well and seemed like success. And again, like half the products, at least the ones I clicked on, it sold out when you went to the website. So. Yeah, it's clearly working. Yeah. It proves in the pudding. So yeah, yeah. So you know, one more thing, one more less printed piece of paper. Honestly, save the trees. No, I'm just kidding. But honestly, but it's a good thing.

28:48
I think it'll be a fun space for Pinterest to keep developing and growing. I mean, like people are saying, you know, it was funny when I was looking this up and then like every other article that followed up with it was like, put your stocks in Pinterest. It's like, you know, note. No, I think their ads, yeah. I think there's a lot of potential growth but if they keep refining their ad tools and there are things like that. Oh, exactly. But now that's it for the Radcast. Cool, it's been a good week. We appreciate everyone following along. You know where to find us. We're at the.rad.cast.

29:18
Instagram you can find us on the web the rad cast Com and I'm always at Ryan Alford on Instagram and as always I appreciate you Riley. Absolutely. Yeah, I appreciate that too We'll see you next time. See ya Yo guys, what's up Ryan Alford here, thanks so much for listening really appreciate it but do us a favor

29:38
If you've been enjoying the Radcast, you need to share the word with a friend or anyone else. We'd really appreciate it. And go leave us a review at Apple or Spotify. Do us a solid, tell more people, leave us some reviews. And hey, here's the best news of all. If you wanna work with me directly, if you wanna get your business kicking ass, and you want Radical or myself involved, you can text me directly at 864-729-3680. Don't wait another minute, let's get your business going.

30:08
729-3680. We'll see you next time.