Harnessing Connected TV for Brand Growth | Brittany Alexander from Keynes Digital

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Brittany from Keynes Digital, director of client strategy and growth with them. How are you doing today, Brittany?

Brittany Alexander: I’m good. How are you?

Ernesto: I’m doing great, thank you so much for asking. And, well, Brittany, let’s learn a little bit more about Keynes Digital. In your own words, tell us a little bit more.

Brittany: Of course. So we are a full-service, performance-based programmatic company specializing in connected TV. We have a unique audience-first approach to targeting that helps brands reach new customers and drive measurable results. We’ve built integrations with hundreds of different data providers and premium networks. Our team of programmatic experts helps structure campaigns that meet a wide variety of goals. We have some brands looking for brand awareness, others looking to drive traffic to their websites, and some aiming to achieve a ROAS or CPA target. We have solutions that meet all these needs.

Something that makes us special is that we’re very transparent with our clients. We provide data-centric solutions, and transparency is a huge part of our foundation. We offer a business intelligence hub that all partners gain 24/7 access to, where they can view their programmatic campaigns all in one place. Ultimately, our goal as a business is to help clients understand the real business impact from running connected TV.

Ernesto: Okay, interesting. So that our listeners can get a good understanding of Keynes Digital, what would you say is the key problem you guys like to solve for clients?

Brittany: A key problem we like to solve is ensuring our partners can understand the impact of our campaigns. We have clients with various goals, and we aim to let the data speak for itself. We want to uncover new audiences, especially for clients looking to drive traffic to their sites. I think we really shine in getting creative with our audience targeting to drive incremental growth for brands.

Ernesto: Definitely. So, is there a particular vertical segment or an ideal ICP for Keynes Digital?

Brittany: That’s a good question. We don’t necessarily have a specific industry that we serve best, but we have different solutions for different needs. We work with clients across B2C, e-commerce, financial services, education, healthcare, CPG, and more. Each may have different goals, like brand awareness or driving website traffic, for which we might suggest different programmatic channels.

We have solutions for brand awareness through programmatic audio or streaming channels, or more targeted approaches for driving CPA or ROAS. If clients have budget for upper-funnel strategies in addition to lower-funnel tactics, we can get even more creative with our targeting to drive new user growth.

Ernesto: Interesting! How would someone typically find out about Keynes Digital? Is there a top client acquisition channel for you guys?

Brittany: I love this question because it speaks to the kind of company we are. One of the biggest ways clients find us is through referrals. We have strong relationships with our clients, and we see many new clients come in after hearing about us from other brands or agencies who’ve had success with us. Some agencies even use us as their programmatic arm because they know we’re good at what we do.

Ernesto: So our listeners who are tuned in can visit you at keynesdigital.com. What role does the website play in client acquisition?

Brittany: The website acts as a resource for anyone interested in programmatic advertising. On the site, we have sections for creative best practices, case studies, and tools like a media planning tool, where brands can input their goals, and we’ll suggest recommended channels. We also have a CTV spec check where advertisers can upload video assets to check if they meet the general guidelines for CTV ads.

Our new website, which is in development, will also feature client testimonials, so it’ll be an even richer resource for prospective clients.

Ernesto: I like that. On that note, are there any tools, tips, or methods you would recommend to listeners for website lead generation?

Brittany: The most obvious is making it clear who we are and what we offer. Our website also highlights our team because the people at Keynes are a big part of why clients work with us. We’re a close-knit team and aim to be more than just a vendor. For the site itself, having tools that advertisers can use, like our media planning tool, helps build trust. A lot of our partners will use the site to understand what they need to run a program with us, and it’s valuable in those early conversations.

Ernesto: Great to hear that from you, thank you for sharing. Let’s switch gears a little bit, Brittany. As the director of client strategy and growth, what are some key tasks you like to focus on in your day-to-day work?

Brittany: A large part of my day is spent working with prospects alongside our sales team, acting as a strategist and technical resource. I also focus on ensuring everyone’s up-to-date and trained on our new partnerships and technologies, and that we have materials to inform clients.

With a background in client services, I understand the detailed aspects of campaign management and delivering insights in a way that makes sense for various stakeholders. My goal is to help clients understand the value of programmatic CTV and, of course, the benefits of working with us.

Ernesto: So, it sounds like you have a full plate! In between, how do you stay up to date with news in the marketing world? Is there a preferred channel?

Brittany: I regularly check sources like eMarketer, Ad Exchanger, and The Current. We also have a Slack channel at Keynes dedicated to industry news, where the team shares insights. If we find something especially interesting, we’ll create content around it, summarizing it for easy digestion. This helps keep our clients informed as well.

Ernesto: Great, thanks for sharing! Let’s jump into our rapid-fire question round. Are you ready?

Brittany: Sure!

Ernesto: First off, what’s the last book you read?

Brittany: I just finished Deep Survival: Who Lives, Who Dies, and Why. It teaches you survival skills for extreme stress situations, framed around outdoor experiences but also very applicable to everyday life.

Ernesto: If there were no boundaries in technology, what’s the one thing you’d fix for your role as a marketer?

Brittany: I’d love to see a really impressive AI that could create TV-quality video ads for brands that don’t have the budget for a full shoot. It’d remove a barrier to entry for running CTV ads.

Ernesto: If there’s one repetitive task you could automate, what would it be?

Brittany: As a company, we’re already pretty optimized for automation. We’re always seeking ways to improve quality of life, so I don’t have a specific task in mind that I’d need to automate.

Ernesto: Finally, what’s one piece of advice you’d give yourself if you were to restart your journey as a marketer?

Brittany: I’d tell myself that there’s no perfect way of doing things. It’s important to trust yourself and know that you know what you’re doing. Be ready to pivot and learn as you go—that’s what makes it fun.

Ernesto: Great advice! We’re coming to the end of the show, but before we go, what’s one thing listeners should remember about Keynes Digital?

Brittany: At Keynes Digital, our ultimate goal is to help brands grow through connected TV. If you’re new to the channel or looking for more data transparency, our team would love to chat.

Ernesto: You heard it here! Check them out at keynesdigital.com. Brittany, thank you for being with us, and to our listeners, thank you for tuning in. Looking forward to our next episode at Pathmonk Presents. Thanks a lot, Brittany.

Brittany: Thank you.