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Dollar General Is Quietly Building an Ad Powerhouse | Fast Five Shorts · Omni Talk Retail

• 0:00
  Dollar
• 0:00
  General,
• 0:01
  in
• 0:01
  partnership
• 0:01
  with
• 0:02
  Trade
• 0:02
  Desk
• 0:02
  and
• 0:03
  retail
• 0:03
  media
• 0:03
  infrastructure
• 0:04
  provider
• 0:04
  Kevl
• 0:05
  has
• 0:05
  announced
• 0:05
  a
• 0:06
  first
• 0:06
  of
• 0:06
  its
• 0:06
  kind
• 0:06
  solution
• 0:07
  that
• 0:07
  unifies
• 0:07
  its
• 0:07
  on
• 0:08
  site
• 0:08
  and
• 0:08
  off
• 0:08
  site
• 0:09
  ad
• 0:09
  inventory
• 0:09
  process,
• 0:10
  allowing
• 0:11
  brand
• 0:11
  advertisers
• 0:12
  to
• 0:12
  plan,
• 0:12
  activate
• 0:12
  and
• 0:13
  measure
• 0:13
  campaigns
• 0:14
  across
• 0:14
  the
• 0:14
  full
• 0:14
  consumer
• 0:15
  journey
• 0:15
  inside
• 0:16
  a
• 0:16
  single
• 0:16
  connected
• 0:17
  framework.
• 0:18
  For
• 0:18
  the
• 0:18
  very
• 0:18
  first
• 0:19
  time
• 0:20
  according
• 0:21
  to
• 0:21
  chainstore
• 0:21
  age,
• 0:22
  DG
• 0:22
  Media
• 0:23
  network
• 0:24
  advertisers
• 0:24
  can
• 0:24
  execute
• 0:25
  full
• 0:25
  funnel
• 0:25
  strategies
• 0:26
  such
• 0:26
  as
• 0:26
  spanning
• 0:27
  connected
• 0:27
  tv,
• 0:27
  digital
• 0:28
  audio
• 0:28
  and
• 0:28
  on
• 0:28
  site
• 0:29
  retail
• 0:29
  display
• 0:29
  and
• 0:30
  video,
• 0:30
  all
• 0:31
  with
• 0:31
  consistent
• 0:31
  reporting
• 0:32
  and
• 0:32
  measurement
• 0:32
  in
• 0:33
  one
• 0:33
  place.
• 0:33
  Testing
• 0:34
  with
• 0:34
  managed
• 0:35
  service
• 0:35
  Campaigns
• 0:35
  begins
• 0:36
  in
• 0:36
  June
• 0:36
  2026
• 0:37
  with
• 0:37
  the
• 0:37
  full
• 0:38
  integration
• 0:38
  expected
• 0:39
  to
• 0:39
  be
• 0:39
  available
• 0:40
  to
• 0:40
  Mutual
• 0:40
  clients
• 0:41
  in
• 0:41
  Q3
• 0:42
  of
• 0:43
  this
• 0:43
  year.
• 0:43
  All
• 0:44
  right
• 0:44
  Catherine,
• 0:44
  this
• 0:44
  is
• 0:45
  also
• 0:45
  the
• 0:45
  put
• 0:45
  you
• 0:45
  on
• 0:45
  the
• 0:46
  spot
• 0:46
  question
• 0:46
  from
• 0:46
  the
• 0:47
  A
• 0:47
  and
• 0:47
  M
• 0:47
  consumer
• 0:47
  and
• 0:48
  retail
• 0:48
  group.
• 0:48
  I
• 0:49
  was
• 0:49
  hoping
• 0:49
  they
• 0:49
  would
• 0:49
  ask
• 0:50
  you
• 0:50
  if
• 0:51
  they
• 0:51
  would
• 0:51
  use
• 0:51
  this
• 0:51
  headline
• 0:52
  to
• 0:52
  put
• 0:52
  you
• 0:52
  on
• 0:52
  the
• 0:52
  spot
• 0:53
  this
• 0:53
  week
• 0:53
  and
• 0:53
  it
• 0:53
  turns
• 0:53
  out
• 0:54
  that
• 0:54
  they
• 0:54
  did.
• 0:54
  So
• 0:54
  Catherine,
• 0:55
  as
• 0:55
  someone
• 0:55
  who
• 0:55
  ran
• 0:56
  a
• 0:56
  retail
• 0:56
  media
• 0:56
  network,
• 0:57
  what
• 0:57
  makes
• 0:57
  this
• 0:58
  UN
• 0:58
  approach
• 0:58
  that
• 0:59
  Dollar
• 0:59
  General
• 0:59
  is
• 0:59
  touting
• 1:00
  so
• 1:00
  hard
• 1:01
  to
• 1:01
  execute?
• 1:01
  And
• 1:01
  do
• 1:02
  you
• 1:02
  believe
• 1:02
  this
• 1:02
  is
• 1:02
  a
• 1:03
  game
• 1:03
  changing
• 1:04
  unlock?
• 1:05
  This
• 1:05
  is
• 1:05
  exciting
• 1:05
  to
• 1:06
  me
• 1:06
  Chris.
• 1:06
  You
• 1:07
  know
• 1:07
  Dollar
• 1:07
  General
• 1:07
  Network
• 1:08
  has
• 1:08
  been
• 1:08
  all
• 1:08
  over
• 1:09
  the
• 1:09
  news
• 1:09
  the
• 1:09
  last
• 1:09
  couple
• 1:10
  weeks.
• 1:10
  I
• 1:10
  think
• 1:10
  it's
• 1:11
  exciting.
• 1:11
  There's
• 1:12
  a
• 1:12
  couple
• 1:12
  things
• 1:12
  top
• 1:13
  of
• 1:13
  mind
• 1:13
  for
• 1:13
  me.
• 1:14
  One
• 1:14
  is
• 1:15
  every
• 1:15
  network
• 1:16
  out
• 1:16
  there
• 1:16
  right
• 1:16
  now
• 1:17
  knows
• 1:17
  that
• 1:17
  they
• 1:18
  have
• 1:18
  to
• 1:18
  go
• 1:18
  get
• 1:18
  the
• 1:19
  incremental
• 1:19
  brand
• 1:20
  or
• 1:20
  national
• 1:21
  marketing
• 1:21
  dollars,
• 1:22
  the
• 1:22
  trade
• 1:22
  dollar
• 1:23
  shopper
• 1:23
  marketing
• 1:24
  dollars.
• 1:24
  They're
• 1:24
  tapped
• 1:25
  out.
• 1:25
  If
• 1:26
  you
• 1:26
  go
• 1:26
  any
• 1:26
  deeper,
• 1:27
  the
• 1:27
  retailer
• 1:28
  itself
• 1:28
  could
• 1:28
  start
• 1:28
  losing
• 1:29
  leverage
• 1:29
  of
• 1:29
  cost
• 1:29
  of
• 1:29
  goods.
• 1:30
  So
• 1:30
  they
• 1:31
  know
• 1:31
  that
• 1:31
  there's
• 1:31
  another
• 1:32
  bucket
• 1:32
  of
• 1:32
  money
• 1:32
  out
• 1:33
  there.
• 1:33
  That
• 1:33
  being
• 1:34
  said,
• 1:34
  if
• 1:35
  you're
• 1:35
  going
• 1:35
  to
• 1:35
  get
• 1:35
  those
• 1:36
  dollars
• 1:36
  you
• 1:36
  have
• 1:37
  to
• 1:37
  have
• 1:37
  a
• 1:37
  full
• 1:37
  funnel
• 1:38
  offering.
• 1:38
  And
• 1:39
  I
• 1:39
  think
• 1:39
  it
• 1:40
  is
• 1:40
  brilliant
• 1:40
  tying
• 1:41
  in
• 1:41
  the
• 1:41
  off
• 1:42
  site,
• 1:42
  higher
• 1:42
  in
• 1:43
  the
• 1:43
  funnel
• 1:43
  with
• 1:43
  the
• 1:44
  on
• 1:44
  site.
• 1:45
  Now
• 1:45
  what
• 1:45
  I'm
• 1:45
  even
• 1:46
  more
• 1:46
  excited
• 1:46
  about
• 1:47
  is
• 1:47
  the
• 1:47
  in
• 1:47
  store.
• 1:48
  Go
• 1:48
  figure
• 1:49
  that,
• 1:49
  right?
• 1:49
  With
• 1:49
  their,
• 1:50
  their
• 1:50
  new
• 1:50
  partnership
• 1:51
  with
• 1:51
  Cusack,
• 1:52
  who
• 1:52
  you
• 1:52
  know
• 1:53
  we
• 1:53
  are
• 1:53
  strategic
• 1:53
  partners
• 1:54
  with
• 1:54
  them
• 1:54
  at
• 1:54
  Barrows
• 1:55
  connected
• 1:55
  Store.
• 1:56
  Huge
• 1:56
  fan
• 1:56
  of
• 1:56
  Cus
• 1:57
  and
• 1:57
  so
• 1:58
  knowing
• 1:58
  that
• 1:58
  they're
• 1:58
  able
• 1:58
  to
• 1:59
  take
• 1:59
  off
• 1:59
  site,
• 2:00
  on
• 2:00
  site
• 2:00
  and
• 2:01
  in
• 2:01
  store
• 2:01
  and
• 2:01
  connect
• 2:02
  it,
• 2:02
  what
• 2:03
  that's
• 2:03
  going
• 2:03
  to
• 2:03
  do
• 2:03
  is
• 2:03
  it's
• 2:04
  going
• 2:04
  to
• 2:04
  make
• 2:04
  it
• 2:04
  a
• 2:04
  lot
• 2:05
  easier
• 2:05
  now
• 2:06
  for
• 2:06
  media
• 2:06
  buyers
• 2:07
  and
• 2:07
  for
• 2:07
  hold
• 2:08
  code
• 2:08
  companies
• 2:08
  to
• 2:09
  go
• 2:09
  in
• 2:09
  and
• 2:09
  run
• 2:10
  campaigns.
• 2:11
  I
• 2:12
  think
• 2:12
  the
• 2:13
  fact
• 2:13
  that
• 2:13
  it's
• 2:14
  all
• 2:14
  going
• 2:14
  to
• 2:14
  be
• 2:14
  unified
• 2:15
  through
• 2:15
  the
• 2:16
  media
• 2:16
  buying,
• 2:17
  through
• 2:17
  trafficking
• 2:18
  and
• 2:18
  through
• 2:19
  the
• 2:19
  reporting
• 2:19
  is
• 2:20
  great.
• 2:21
  Once
• 2:21
  it's
• 2:21
  unlocked
• 2:22
  for
• 2:22
  self
• 2:22
  serve
• 2:23
  for
• 2:24
  these
• 2:24
  brands
• 2:24
  and
• 2:24
  these
• 2:25
  media
• 2:25
  agencies,
• 2:26
  I
• 2:26
  think
• 2:26
  it's
• 2:26
  gonna
• 2:26
  be
• 2:26
  an
• 2:27
  absolute
• 2:27
  game
• 2:27
  changer.
• 2:28
  Is
• 2:28
  this
• 2:28
  difficult
• 2:29
  to
• 2:29
  do.
• 2:30
  You
• 2:30
  know,
• 2:31
  I'm
• 2:31
  a
• 2:31
  retail
• 2:32
  media
• 2:33
  expert.
• 2:33
  I
• 2:33
  have
• 2:33
  never
• 2:34
  claimed
• 2:34
  to
• 2:34
  be
• 2:34
  an
• 2:35
  expert
• 2:35
  on
• 2:35
  the
• 2:35
  tech
• 2:36
  side.
• 2:37
  I
• 2:37
  know
• 2:37
  enough
• 2:37
  to
• 2:38
  make
• 2:38
  myself
• 2:38
  dangerous.
• 2:39
  That
• 2:39
  being
• 2:39
  said,
• 2:40
  I
• 2:40
  do
• 2:40
  know
• 2:40
  there's
• 2:40
  a
• 2:41
  lot
• 2:41
  of
• 2:41
  piping
• 2:41
  that
• 2:42
  had
• 2:42
  to
• 2:42
  be
• 2:42
  done
• 2:42
  behind
• 2:43
  the
• 2:43
  scenes
• 2:43
  on
• 2:43
  this
• 2:44
  to
• 2:44
  get
• 2:44
  the
• 2:44
  trade
• 2:45
  desk,
• 2:45
  you
• 2:45
  know,
• 2:46
  piped
• 2:46
  in
• 2:46
  with
• 2:47
  Kevl
• 2:48
  and
• 2:48
  then
• 2:48
  the
• 2:48
  brand's
• 2:49
  first
• 2:49
  party
• 2:49
  data
• 2:50
  to
• 2:50
  build
• 2:50
  the
• 2:50
  audiences
• 2:51
  and
• 2:51
  then
• 2:52
  in
• 2:52
  store
• 2:52
  and
• 2:53
  the
• 2:53
  acoustic
• 2:53
  platform,
• 2:54
  the.
• 2:54
  There
• 2:54
  was
• 2:55
  certainly
• 2:55
  a
• 2:56
  lot
• 2:56
  of
• 2:56
  different
• 2:57
  architecture
• 2:58
  work
• 2:58
  that
• 2:58
  had
• 2:58
  to
• 2:58
  be
• 2:59
  done.
• 3:00
  So
• 3:00
  I'm
• 3:00
  excited
• 3:00
  to
• 3:01
  see
• 3:01
  the
• 3:01
  results
• 3:01
  after
• 3:02
  they
• 3:02
  start
• 3:02
  running
• 3:02
  water
• 3:03
  through
• 3:03
  those
• 3:03
  pipes
• 3:04
  and
• 3:04
  seeing
• 3:05
  how
• 3:05
  the
• 3:06
  performance
• 3:06
  looks.
• 3:07
  So,
• 3:07
  Catherine,
• 3:08
  I'm
• 3:08
  curious,
• 3:08
  is
• 3:08
  there
• 3:08
  anything
• 3:09
  that,
• 3:09
  say,
• 3:10
  if
• 3:10
  you
• 3:10
  were
• 3:10
  to
• 3:11
  sit
• 3:11
  atop
• 3:11
  the
• 3:12
  chairs
• 3:12
  of
• 3:12
  which
• 3:12
  you
• 3:13
  sat
• 3:13
  previously
• 3:13
  in
• 3:14
  your
• 3:14
  career
• 3:14
  back
• 3:14
  heading
• 3:15
  up
• 3:15
  retail
• 3:15
  media,
• 3:16
  is
• 3:16
  there
• 3:16
  anything
• 3:16
  that
• 3:16
  would
• 3:17
  be
• 3:17
  on
• 3:17
  your
• 3:17
  rate
• 3:17
  that
• 3:17
  you
• 3:18
  would
• 3:18
  want
• 3:18
  to
• 3:18
  keep
• 3:18
  on
• 3:18
  your
• 3:18
  radar
• 3:19
  screen
• 3:19
  Monday
• 3:19
  morning
• 3:20
  to
• 3:20
  make
• 3:20
  sure
• 3:21
  that
• 3:21
  this
• 3:21
  was
• 3:21
  working
• 3:22
  correctly?
• 3:23
  What
• 3:23
  would
• 3:23
  be
• 3:23
  your
• 3:24
  kind
• 3:24
  of
• 3:24
  dials
• 3:25
  you'd
• 3:25
  be
• 3:25
  watching,
• 3:25
  so
• 3:25
  to
• 3:26
  speak,
• 3:26
  to
• 3:26
  make
• 3:26
  sure
• 3:26
  that
• 3:26
  everything
• 3:27
  was
• 3:27
  on
• 3:27
  the
• 3:27
  rails
• 3:27
  with
• 3:28
  this
• 3:28
  type
• 3:28
  of
• 3:28
  initiative?
• 3:29
  Yeah,
• 3:30
  I
• 3:30
  would.
• 3:30
  I'd
• 3:31
  be
• 3:31
  telling
• 3:31
  my
• 3:31
  team
• 3:31
  to
• 3:31
  go
• 3:32
  in
• 3:32
  and
• 3:32
  double
• 3:32
  check
• 3:33
  the
• 3:33
  campaigns,
• 3:33
  make
• 3:34
  sure
• 3:34
  they're
• 3:34
  live,
• 3:35
  check
• 3:35
  the
• 3:35
  pacing
• 3:36
  of
• 3:36
  the
• 3:36
  campaigns,
• 3:37
  make
• 3:37
  sure
• 3:37
  you're
• 3:37
  delivering
• 3:38
  on
• 3:38
  the
• 3:38
  CPMs
• 3:39
  that
• 3:39
  you
• 3:39
  promised
• 3:39
  the
• 3:39
  advertiser.
• 3:40
  I
• 3:41
  would
• 3:41
  be
• 3:41
  then
• 3:42
  doing
• 3:43
  a
• 3:43
  revenue
• 3:43
  check
• 3:44
  to
• 3:44
  make
• 3:44
  sure
• 3:44
  that
• 3:45
  the
• 3:45
  attribution
• 3:45
  is
• 3:46
  connecting
• 3:46
  between
• 3:47
  purchases
• 3:48
  online
• 3:49
  and
• 3:49
  purchases
• 3:49
  in
• 3:50
  store.
• 3:51
  Um,
• 3:51
  I'd
• 3:51
  be
• 3:51
  double
• 3:52
  checking
• 3:52
  that
• 3:52
  the
• 3:52
  creative
• 3:53
  came
• 3:53
  to
• 3:53
  life
• 3:54
  across
• 3:54
  all
• 3:54
  these
• 3:54
  different
• 3:55
  platforms
• 3:55
  in
• 3:56
  a
• 3:56
  unified
• 3:56
  way.
• 3:57
  Um,
• 3:58
  so
• 3:58
  those
• 3:58
  are
• 3:58
  some
• 3:58
  of
• 3:58
  the
• 3:58
  things
• 3:59
  that
• 3:59
  I
• 3:59
  would
• 3:59
  be
• 3:59
  telling
• 3:59
  my
• 4:00
  team
• 4:00
  to
• 4:00
  go
• 4:00
  in
• 4:01
  and
• 4:01
  just
• 4:01
  make
• 4:01
  sure,
• 4:01
  as
• 4:02
  we're
• 4:02
  in
• 4:02
  this
• 4:02
  pilot,
• 4:03
  because
• 4:03
  now
• 4:03
  is
• 4:03
  the
• 4:04
  time
• 4:04
  something
• 4:04
  will
• 4:04
  break.
• 4:05
  It
• 4:05
  always
• 4:05
  does
• 4:05
  during
• 4:06
  a
• 4:06
  pilot.
• 4:06
  Right.
• 4:07
  So
• 4:07
  now's
• 4:07
  the
• 4:07
  time
• 4:07
  to
• 4:07
  catch
• 4:08
  these
• 4:08
  things.
• 4:09
  So
• 4:09
  good.
• 4:10
  So
• 4:10
  good.
• 4:10
  Okay,
• 4:10
  so
• 4:11
  let
• 4:11
  me
• 4:11
  ask
• 4:11
  you
• 4:11
  another
• 4:11
  question,
• 4:12
  and
• 4:12
  this
• 4:12
  is
• 4:12
  something
• 4:12
  I
• 4:13
  was
• 4:13
  thinking
• 4:13
  about
• 4:13
  in
• 4:13
  preparation.
• 4:14
  Like,
• 4:14
  you
• 4:14
  know,
• 4:15
  retail
• 4:15
  media,
• 4:16
  I
• 4:16
  think,
• 4:16
  I
• 4:17
  feel
• 4:17
  like
• 4:17
  we
• 4:17
  talk
• 4:17
  about
• 4:17
  retail
• 4:18
  media
• 4:18
  in
• 4:18
  a
• 4:18
  vacuum
• 4:18
  like
• 4:19
  that,
• 4:19
  that
• 4:19
  it's
• 4:19
  applicable
• 4:20
  the
• 4:20
  same
• 4:20
  way
• 4:20
  to
• 4:20
  every
• 4:21
  retailer.
• 4:22
  But
• 4:22
  all
• 4:22
  retailers
• 4:23
  margin
• 4:23
  structures
• 4:23
  are
• 4:24
  different,
• 4:24
  and
• 4:24
  particularly
• 4:25
  Dollar
• 4:25
  Generals
• 4:26
  is
• 4:26
  different
• 4:26
  too.
• 4:28
  When
• 4:28
  you
• 4:28
  have
• 4:29
  a
• 4:29
  different
• 4:29
  margin
• 4:30
  structure
• 4:30
  of
• 4:30
  your
• 4:30
  business,
• 4:31
  does
• 4:31
  that
• 4:31
  impact
• 4:32
  your
• 4:32
  retail
• 4:32
  media
• 4:33
  strategy
• 4:34
  in
• 4:34
  any
• 4:34
  certain
• 4:34
  way?
• 4:35
  How
• 4:35
  do
• 4:36
  you
• 4:36
  think
• 4:36
  about
• 4:36
  that
• 4:36
  question,
• 4:36
  Katherine?
• 4:40
  Yes
• 4:40
  and
• 4:40
  no.
• 4:41
  So
• 4:41
  I
• 4:41
  think
• 4:42
  the
• 4:42
  network
• 4:42
  that
• 4:43
  I
• 4:43
  was
• 4:44
  part
• 4:44
  of
• 4:44
  launching
• 4:44
  for
• 4:45
  Dick
• 4:45
  Sporting
• 4:45
  Goods
• 4:46
  could
• 4:46
  not
• 4:46
  have
• 4:47
  been
• 4:47
  structurally
• 4:48
  different
• 4:48
  than
• 4:48
  the
• 4:49
  network
• 4:50
  that
• 4:50
  I
• 4:50
  did
• 4:50
  for
• 4:50
  a
• 4:50
  grocery
• 4:51
  retailer.
• 4:52
  And
• 4:52
  I
• 4:52
  do
• 4:53
  think,
• 4:53
  you
• 4:53
  know,
• 4:53
  with
• 4:54
  grocery
• 4:55
  margins.
• 4:56
  Right.
• 4:56
  We
• 4:56
  all
• 4:56
  know
• 4:57
  that
• 4:57
  they
• 4:57
  are
• 4:57
  much
• 4:57
  more
• 4:58
  compressed
• 4:59
  than
• 4:59
  specialty
• 5:00
  retail.
• 5:00
  I
• 5:01
  do
• 5:01
  think
• 5:01
  that,
• 5:01
  you
• 5:01
  know,
• 5:02
  when
• 5:02
  you
• 5:02
  build
• 5:02
  your
• 5:02
  network
• 5:03
  out,
• 5:03
  you
• 5:03
  do
• 5:04
  want
• 5:04
  to
• 5:04
  really
• 5:04
  make
• 5:04
  sure
• 5:05
  that
• 5:05
  you
• 5:05
  can
• 5:05
  focus
• 5:05
  on
• 5:06
  high
• 5:06
  margin
• 5:07
  ad
• 5:07
  products,
• 5:08
  which
• 5:08
  would
• 5:08
  be
• 5:09
  anything
• 5:09
  on
• 5:09
  your
• 5:09
  owned
• 5:10
  and
• 5:10
  operated
• 5:10
  platforms
• 5:12
  before
• 5:12
  you
• 5:12
  go
• 5:13
  off
• 5:13
  site.
• 5:13
  And
• 5:14
  I
• 5:14
  think
• 5:15
  Dollar
• 5:15
  General
• 5:15
  has
• 5:16
  done
• 5:16
  a
• 5:16
  really
• 5:16
  great
• 5:17
  job
• 5:17
  at
• 5:17
  that.
• 5:17
  They've
• 5:18
  had
• 5:18
  a
• 5:18
  solid
• 5:20
  on
• 5:20
  site
• 5:20
  platform,
• 5:21
  they've
• 5:21
  had
• 5:21
  solid
• 5:22
  sponsored
• 5:22
  product
• 5:23
  ads.
• 5:23
  They're
• 5:23
  now
• 5:24
  starting
• 5:24
  to
• 5:24
  go
• 5:24
  in
• 5:24
  store
• 5:25
  and
• 5:26
  they're
• 5:26
  poised,
• 5:26
  with
• 5:27
  their
• 5:27
  national
• 5:27
  scale
• 5:28
  and
• 5:28
  the
• 5:28
  size
• 5:28
  of
• 5:29
  their
• 5:29
  audience,
• 5:29
  they're
• 5:29
  poised
• 5:30
  to
• 5:30
  go
• 5:30
  get
• 5:30
  these
• 5:31
  national
• 5:31
  brand
• 5:31
  dollars.
• 5:32
  But
• 5:32
  this
• 5:33
  is
• 5:33
  why
• 5:33
  now
• 5:33
  I
• 5:33
  think
• 5:33
  they're
• 5:34
  starting
• 5:34
  to
• 5:34
  be
• 5:34
  more
• 5:35
  efficient
• 5:35
  and
• 5:36
  going
• 5:36
  off
• 5:36
  site
• 5:36
  as
• 5:37
  well.
• 5:38
  Wow.
• 5:38
  And
• 5:38
  does
• 5:39
  it,
• 5:39
  does,
• 5:39
  does
• 5:39
  the
• 5:40
  price
• 5:40
  points
• 5:40
  that
• 5:40
  you
• 5:41
  offer
• 5:41
  impact
• 5:41
  anything
• 5:42
  as
• 5:42
  well,
• 5:42
  in
• 5:42
  addition
• 5:42
  to
• 5:42
  the
• 5:43
  underlying
• 5:43
  margin?
• 5:45
  Price
• 5:45
  points
• 5:46
  on
• 5:46
  what?
• 5:47
  On
• 5:47
  the
• 5:47
  products
• 5:47
  that
• 5:48
  you're
• 5:48
  advertising
• 5:48
  via
• 5:49
  the
• 5:49
  media
• 5:49
  network?
• 5:52
  I
• 5:52
  think
• 5:52
  it
• 5:52
  could,
• 5:53
  I
• 5:53
  think
• 5:53
  like
• 5:54
  really
• 5:54
  lower
• 5:55
  priced
• 5:56
  products
• 5:56
  probably
• 5:56
  tend
• 5:57
  to
• 5:57
  do
• 5:57
  better
• 5:57
  on
• 5:58
  site
• 5:58
  with
• 5:58
  something
• 5:59
  like
• 5:59
  sponsored
• 5:59
  product
• 6:00
  ads.
• 6:00
  You
• 6:00
  know,
• 6:01
  if
• 6:01
  you're
• 6:01
  at
• 6:02
  specialty
• 6:02
  retail
• 6:03
  and
• 6:03
  you're
• 6:04
  doing,
• 6:05
  I
• 6:05
  don't
• 6:05
  know,
• 6:05
  a
• 6:05
  campaign
• 6:06
  for
• 6:06
  a
• 6:06
  new
• 6:07
  $800
• 6:08
  set
• 6:08
  of
• 6:09
  golf
• 6:09
  clubs
• 6:10
  and
• 6:10
  it's
• 6:10
  a
• 6:10
  new
• 6:10
  launch
• 6:11
  and
• 6:11
  you're
• 6:11
  going
• 6:11
  awareness,
• 6:12
  you
• 6:12
  know,
• 6:12
  I
• 6:12
  think
• 6:13
  that's
• 6:13
  something
• 6:13
  you
• 6:13
  could
• 6:14
  do
• 6:14
  really
• 6:14
  well
• 6:14
  on
• 6:15
  CTV
• 6:15
  or
• 6:15
  social
• 6:16
  media
• 6:17
  and
• 6:17
  something
• 6:17
  higher
• 6:17
  up
• 6:17
  in
• 6:17
  the
• 6:18
  funnel.
• 6:18
  So
• 6:18
  I
• 6:18
  do
• 6:19
  think
• 6:19
  the
• 6:19
  price
• 6:19
  of
• 6:20
  the
• 6:20
  item
• 6:20
  certainly
• 6:21
  could,
• 6:22
  could
• 6:22
  change
• 6:22
  your
• 6:23
  strategy.
• 6:24
  Okay,
• 6:24
  all
• 6:24
  right,
• 6:24
  good.
• 6:25
  These
• 6:25
  are
• 6:25
  questions
• 6:25
  I've
• 6:26
  always
• 6:26
  had,
• 6:26
  but
• 6:26
  I've
• 6:27
  never
• 6:27
  had
• 6:27
  the
• 6:27
  chance
• 6:27
  to
• 6:28
  ask
• 6:28
  them
• 6:28
  of
• 6:28
  anyone
• 6:29
  live
• 6:29
  as
• 6:30
  we're
• 6:30
  talking.
• 6:30
  So
• 6:31
  thank
• 6:31
  you
• 6:31
  for,
• 6:31
  thank
• 6:32
  you
• 6:32
  for
• 6:32
  answering
• 6:32
  them,
• 6:33
  Chris.
• 6:34
  Yeah,
• 6:34
  that's
• 6:34
  right.
• 6:34
  That's
• 6:34
  one
• 6:35
  of
• 6:35
  the
• 6:35
  things
• 6:35
  you're
• 6:35
  here
• 6:35
  for
• 6:35
  and
• 6:35
  to
• 6:36
  put
• 6:36
  me
• 6:36
  in
• 6:36
  my
• 6:36
  place
• 6:36
  too.
• 6:37
  I
• 6:37
  think
• 6:37
  that's
• 6:37
  the
• 6:37
  other
• 6:37
  thing
• 6:38
  that
• 6:38
  we're
• 6:38
  discovering
• 6:38
  too.