Latest / The Yield Doctor with James Deaker / Yield Stories: Peter Naylor - The Chicken Story

Transcript

Yield Stories: Peter Naylor - The Chicken Story · The Yield Doctor with James Deaker

• 0:00
  hi I'm James deaker the yield doctor and
• 0:03
  this is yield stories short examples of
• 0:07
  some of the strange things that happen
• 0:09
  when we start talking about pricing and
• 0:12
  inventory management in digital
• 0:14
  advertising the story this week is not
• 0:17
  my own it comes from Peter nayor the
• 0:19
  former sales leader at Netflix Hulu and
• 0:24
  nbcu Peter talks about some of the
• 0:27
  strange dynamics that exist between
• 0:30
  campaigns running and chickens getting
• 0:32
  sent to the slaughter enjoy the funniest
• 0:36
  thing that ever happened to me was I was
• 0:38
  um on a sales call with the good folks
• 0:41
  of Tyson chicken I don't know if they're
• 0:43
  going to be happy if I'm telling the
• 0:44
  story or not but when I was calling on
• 0:46
  Tyson chicken they said are you
• 0:48
  confident that this campaign's going to
• 0:50
  run in full on time as we're discussing
• 0:53
  and I said yeah sure it's like because
• 0:56
  it's really important because we put our
• 0:58
  order in for the slaughter of the
• 1:00
  chickens based on the media buy it's
• 1:03
  like wow you know I never knew that
• 1:06
  media was life and death but it was life
• 1:08
  and death to the chickens so like we
• 1:10
  can't kill all the chickens if you're
• 1:12
  not going to create demand they knew
• 1:14
  getting back to your question they knew
• 1:17
  that when they advertised they were
• 1:18
  going to sell more chicken and so they
• 1:21
  made the appropriate decisions about how
• 1:26
  many chickens to kill so it works
• 1:29
  advertising works
• 1:30
  and it gets increasingly more measurable
• 1:33
  As Time Marches On