Part 1

Part 2

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Anthony Katsur - SVP of Digital Strategy, Corp Development, and Ops at Nexstar Media

Nexstar Media Group is America’s largest local television and media company with 197 full power stations (including partner stations) in 115 markets addressing nearly 63% of US television households and a growing digital media operation. Nexstar’s platform provides premium, scalable local advertising opportunities for advertisers and brands across all screens and devices.

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Show Notes

Part 1

  • 02:13 - Anthony’s background and Nexstar Digital

  • 04:32 - What Nexstar does

  • 06:15 - Cross-device content consumption and how impactful it is

  • 09:42 - The difference between the data that's being collected through OTT and traditional television

  • 15:18 - How does the media landscape affect marketing advertisers?

Quotes: 

  • “My career started when I founded a tiny little ISP in Upstate New York. After that, I moved to Net Gravity which was later acquired by DoubleClick.” - Anthony

  • “We look at OTT as an extension of linear television or just the television experience in general.” - Anthony

  • “The core of our business is informing folks what’s going on in their communities.” - Anthony

  • “In the US alone, there are more than 820 million connected devices.” - Anthony

  • “Nearly 50 percent of households own a streaming box or a stick.” - Anthony

  • “Roku, Apple TV, and Firestick are all internet devices so all of them have an IP address. That level of addressability allows for a better understanding.” - Anthony

  • “IP address can be mapped to both geographic, but also demographic and psychographic behaviors.” - Anthony

  • “There are over 300 OTT providers in the US.” - Anthony

  • “The number one challenge for most marketers is fragmentation.” - Anthony

Part 2

Show Notes:

  • 02:55 - How to think about the campaign set up 

  • 06:32 - The range of costs people put into creating successful ads 

  • 07:50 - The places that marketers can go to place their first buys 

  • 10:21 - What you need to put in to evaluate the channel 

  • 16:10 - Evaluating and prioritising OTT

  • 18:39 - Last words 

Quotes:

  • “Production costs, whether OTT or linear, are going to be the same.” - Anthony

  • “You may have to spend more on linear, but if you are looking at reach metrics, you are going to reach a lot more people in a much easier way.” - Anthony

  • “It can take anything from $5,000 to $30,000 to create to produce a video spot.” - Anthony

  • “We have an entire digital agency that’s part of Nexstar and we can also extend you into the OTT landscape using our technology.” - Anthony

  • “The addressability of internet devices gives you the opportunity to build more robust attribution models.” - Anthony

  • “In OTT, CPMs range from $18 to $50, depending on the media company.” - Anthony

  • “I think television is the greatest awareness driver in the history of marketing.” - Anthony

Links:

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Connect With Anthony:

Nextstar Media Group 

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