Tremor HIMA


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  • Tremor Media is the leading video ad network with the reach, products, ad formats and experience to provide a consultative approach with our clients that enables them to do “Video the Way You Want It” and ensure that they reach their true marketing goals.
  • Tremor HIMA

    1. 1. Video the Way You Want It An Intro to Online Video
    2. 2. About Tremor Media <ul><li>Network </li></ul><ul><li>Leading ad network dedicated to video and rich media </li></ul><ul><li>Aggregated inventory from 1400+ top sites. Broken out into 12 targeted channels. </li></ul><ul><li>1 billion streams per month </li></ul><ul><li>126mm unique users / month </li></ul><ul><ul><li>67% reach </li></ul></ul><ul><li>Easy to Work With </li></ul><ul><ul><li>Ad server agnostic: easily accepts 3rd party and rich media ad serving </li></ul></ul><ul><li>Publisher Solutions </li></ul><ul><li>Full suite of video publishing solutions including ad scheduling, content management, program building and reporting </li></ul><ul><li>Enable publishers to manage and monetize video assets creating new, high value revenue channels </li></ul><ul><li>Deep publisher relationships – ability to partner with publishers to build out custom opportunities for advertisers </li></ul>
    3. 3. Ranked 12 th in comScore with 67% Reach #12 67% reach Tremor Media 126mm UV
    4. 4. Ranked 4 th in comScore Video Metrix Ad-Focus #4 Tremor Media
    5. 5. High Quality, Best-of-Breed Content <ul><li>Tremor’s network is comprised of “mid-tail” publishers, where content is professionally produced, brand safe and draws large and loyal audiences across all vertical categories. </li></ul><ul><li>Professionally produced content aids pre-roll completion rates and increases brand lift. </li></ul><ul><li>Destination sites can’t match Tremor’s reach and often considered “value-add” to a TV buy. </li></ul><ul><li>Enthusiast, special interest and niche content is where people’s engagement is the highest. </li></ul><ul><li>Tremor’s network offers greater media efficiency – lower rates with better reach and better targeting for increased ROI. </li></ul>
    6. 6. The Tremor Advantage… High Quality, Best-of-Breed Content “ Destination” sites (networks and portals) 0 2000 1200 200 1600 1800 1400 1000 600 800 400 0 The “mid-tail” and the “long-tail” <ul><ul><li>As more and more small and medium-sized Web Publishers bring video content online, inventory is exploding. </li></ul></ul><ul><ul><li>Greater media efficiency – lower CPM with better reach and better targeting. </li></ul></ul>
    7. 7. Targeting Capabilities Targeting <ul><li>Psychographic </li></ul><ul><li>Contextual </li></ul><ul><li>Behavioral </li></ul><ul><li>Day Parting </li></ul><ul><li>Geographic </li></ul><ul><li>Demographic </li></ul><ul><li>In-Market </li></ul>12 Premium Channels <ul><li>Auto </li></ul><ul><li>Business/Finance </li></ul><ul><li>Entertainment </li></ul><ul><li>Gaming </li></ul><ul><li>Health </li></ul><ul><li>Men’s </li></ul><ul><li>News </li></ul><ul><li>Sports </li></ul><ul><li>Tech </li></ul><ul><li>Teen </li></ul><ul><li>Travel </li></ul><ul><li>Women’s </li></ul>Audience Profiles Tremor can target unique, niche audiences across all of our core channels, ensuring that your campaign is seen by your target audience and only your target audience, including soccer moms, students, fitness fans and more.
    8. 8. Tremor Media’s Partners Advertisers Publishers
    9. 9. US Online Video Ad Spending (in millions) For brand advertisers, the engagement of video, combined with the Internet’s tracking and targeting capabilities, offers a highly accountable method to sway the hearts and minds of their target audience. How large is the Internet video universe? Overall, the US online video audience will reach 155 million this year, and increase by nearly 30 million by 2011, when the audience size will reach 183 million, according to eMarketer projections. TV Ad Dollars Are Moving Online US Online Video Viewers (in millions) +53% +52% +27% +26% Viewer attention rate Viewer awareness Consideration Favorability US Online Video Advertising vs. TV Ads, 2007 (% increase vs. TV) 52.3 69.6 90.2 114.3 135.5 155.2 168.5 176.0 183.0 2003 2004 2005 2006 2007 2008 2009 2010 2011 $40 $55 $85 $135 $225 $410 $775 $1,350 $2,100 $3,100 $4,300 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 *Source : eMarketer ; 06/07 *Source : Adweek ; 03/07 *Source : eMarketer ; 02/07
    10. 10. Coming Soon: More Brand Safe Video What amount of website video content do you think you will be doing in a year from now? <ul><li>Advertisers need content they trust – not just UGC - to build the mass of video ad inventory required for the broad reach that brand marketers seek.* </li></ul><ul><ul><li>YouTube is great…but not necessarily for your brand </li></ul></ul><ul><li>More trusted video content is coming online from traditional and alternative media companies.* </li></ul><ul><li>All forms of media will be transforming themselves into online television stations over the next year. More than three-quarters of media outlets surveyed anticipate having more or much more video content on their site. </li></ul>Source: 2008 Web Influencers Survey, DS Simon Productions Inc. Much More More Same Less More+ Much More TV 30% 52% 17% 0% 82% Radio 24% 50% 24% 3% 74% Print 18% 58% 24% 0% 76% Web Media 21% 55% 23% 1% 76% Average 23% 54% 22% 1% 77%
    11. 11. Pre-Roll Viral/Widgets Video In-Banners Video Overlays Page Roll Video the Way You Want It Full-screen HD
    12. 12. Format: Pre-Roll <ul><li>Video taking center stage with mass reach and appeal – increases awareness, engagement and drives action </li></ul><ul><li>62% of online viewers prefer professionally produced content* </li></ul><ul><li>High completion and CTR rates on content-rich, content-specific sites </li></ul><ul><li>Can be optimized for CTR and completion rates </li></ul>*Pew Internet Online Video 2007
    13. 13. Format: Pre-Roll <ul><li>Delivers maximum branding impact and awareness when coupled with companion ads* - all Tremor pre-roll includes companion banners. </li></ul><ul><li>IAB Compliant </li></ul><ul><li>Users opt-in to watch content. Your brand enables that content to be delivered on-demand, for free. </li></ul><ul><li>Branded media site visitors are more responsive than portal and UGC visitors*. </li></ul>*Source: OPA 2007
    14. 14. Format: Banners with Video <ul><li>Combines the power of video with the scale and reach of traditional display advertising </li></ul><ul><li>Video banners grab immediate attention, cutting through the clutter and putting your brand front and center </li></ul><ul><li>Allows for extensive engagement and interactivity </li></ul><ul><li>Wide variety of pricing models </li></ul>
    15. 15. <ul><li>Auto-initiated video grabs immediate attention. Opt-in audio protects the user experience. </li></ul><ul><li>Expansion can be user-initiated or auto-expand to 600x250 to include a companion banner, delivering increased branding and engagement opportunities. </li></ul><ul><li>Easy campaign deployment: Only assets needed are the video and a 300x250 companion ad (can be served via Dart or Atlas) </li></ul><ul><li>More cost-effective than pre-roll and offers unique engagement opportunities </li></ul><ul><li>Reach highly targeted audiences on sites that traditionally may not have their own video content </li></ul>Format: Tremor’s Page Roll
    16. 16. Multiple Creative Options <ul><li>Distribute your video asset with companion banner to Tremor’s 126MM unique users </li></ul><ul><li>Increased branding and interaction rates </li></ul>Single Video <ul><li>Marketers with multiple video assets can deliver more content within one ad unit to drive engagement. </li></ul><ul><li>Upon completion, additional thumbnails prompt users to view additional content. </li></ul><ul><li>Perfect for delivering long-form adver-content or sequential ads </li></ul>Multi-video <ul><li>Sponsor relevant category content (Auto, Travel, Sports, etc.) with a video ad and expanded companion ad. </li></ul><ul><li>Deliver multiple or sequential video ads as users navigate the content options. </li></ul><ul><li>Can include widget functionality for viral distribution (embeddable, send to friend, etc.) </li></ul>Content Sponsorship
    17. 17. Full-Screen HD <ul><li>HD banners offer the highest quality, sharpest images and seamless playback available from any ad network. </li></ul><ul><li>With one click, users can launch a full-screen, high-definition video experience. </li></ul><ul><li>With Tremor Media HD, users experience online ads in the same video quality as HDTV, enhancing the effectiveness of ad campaigns with eye-popping video. </li></ul>
    18. 18. Format: Video Overlays <ul><li>Leverage many different types of video content without interrupting the user experience. </li></ul><ul><li>Less intrusive format; users can opt in to view the ad or wait until the video/content has finished playing. </li></ul><ul><li>Overlays are a powerful way to deploy a brand’s message during video playback. </li></ul><ul><li>All Tremor overlays include companion banners for increased brand exposure, a benefit not offered by most social sites and networks. </li></ul>
    19. 19. Widgets <ul><li>A widget is a portable piece of code that can be picked up and placed within any web page by an end user. </li></ul><ul><li>Widgets are user friendly and customizable and add functionality to a personal homepage, blog or social network page. </li></ul><ul><li>Widgets can be sharable, branded content that spread your marketing message across the Web </li></ul><ul><li>Hyper-distribution of your content through multiple outlets. </li></ul>Widgets are being implemented by many of the 69 million adults and 15 million teens eMarketer estimates will be using social network sites in 2008. “ Widgets are absolutely where the action is today. They make the Net more fun, useful, and customizable for users.” –CNN Money
    20. 20. Benefits of Widgets <ul><ul><li>The most effective, engaging widgets fall in Tremor’s sweet spot of online video and rich media </li></ul></ul><ul><ul><li>Simple process – Tremor can create free, customizable widgets with your own highly engaging content </li></ul></ul><ul><ul><li>Widgets make it easy to put your message in front of potential customers and “brand ambassadors” </li></ul></ul><ul><ul><li>Widgets offers multiple pricing models </li></ul></ul><ul><ul><li>Enhanced reach and scale – extend your campaign into the social media space </li></ul></ul>Source: comScore Media Metrix, May 2008
    21. 21. Widget Opportunities Put your brand in front of a loyal, engaged audience <ul><li>Highly engaged audience; users actively choose to install widget </li></ul><ul><li>Large scale; thousands of installs per day </li></ul><ul><li>Pay-per-install pricing model </li></ul>Custom Widget Music Widget <ul><li>Reach music “passionistas” of all different genres </li></ul><ul><li>Tap into a built-in, loyal audience </li></ul><ul><li>Licensed music videos via partnerships with Sony, EMI, Warner Bros and others </li></ul><ul><li>CPM pricing model </li></ul>
    22. 22. Custom Widget Opportunities <ul><li>Cost per embed / pay for performance </li></ul><ul><ul><li>Custom widget creation on cost per embed basis </li></ul></ul><ul><ul><li>Pay only for widgets that users successfully install into their social network page, blog or web page </li></ul></ul><ul><li>User-endorsed campaigns! Users actively choose to install your widget, reaching the most loyal audiences </li></ul><ul><li>Targeting – frequency capping and other options for controlling exposure (US only) </li></ul>
    23. 23. Branded Widget Opportunities Reach Music Fans Everywhere and Create a Loyal, Built-In Audience with Multiple Engaging Branding Opportunities Branded Player Logo Lower Third Pre-Roll Curtains
    24. 24. Tremor Content Integration <ul><li>Tremor Media has partnered with some of the best and brightest producers of web-specific content. </li></ul><ul><li>Their short films have been viewed collectively over 100,000,000 times across the web and mobile platforms, with a subscriber base in the hundreds of thousands. </li></ul><ul><li>Tremor provides a unique opportunity to attach your brand message to trusted and proven online content producers with established and loyal audiences. </li></ul>
    25. 25. MommyCast <ul><li>Award winning weekly web video series featuring Paige Heninger and Gretchen Vogelzang, two mothers offering smart advice about motherhood . </li></ul><ul><li>Topics covered range from: </li></ul><ul><ul><li>Health issues for kids and families </li></ul></ul><ul><ul><li>Food and nutrition </li></ul></ul><ul><ul><li>Technology & entertainment </li></ul></ul><ul><ul><li>Education & helpful hints </li></ul></ul><ul><li>120 original video segments available on: </li></ul><ul><ul><li>, iTunes, and Tremor Media’s Network. </li></ul></ul><ul><li>Awards: </li></ul><ul><ul><li>2007 Webby Award Winner </li></ul></ul><ul><ul><li>iTunes Podcast Spotlight: Best of 2007 </li></ul></ul>Click here to view MommyCast
    26. 26. Considerations When Buying Online Video <ul><li>Online video is a powerful tool for delivering a brand message </li></ul><ul><li>Video is also effective for driving action </li></ul><ul><li>Marketing 101 </li></ul><ul><ul><li>What Is “The Needle” You Want to Move? </li></ul></ul><ul><ul><li>Who Do You Want To Reach? </li></ul></ul><ul><ul><li>How Will You Define Success? </li></ul></ul><ul><ul><li>How Will You Measure It? </li></ul></ul><ul><ul><li>Pick the Right Formats & Pricing Models </li></ul></ul>
    27. 27. Post-Buy Research <ul><li>Post-Buy Metrics can include: </li></ul><ul><ul><li>Reach & Frequency </li></ul></ul><ul><ul><li>Flighting </li></ul></ul><ul><ul><li>Demographic Profiles </li></ul></ul><ul><ul><li>Audience Build </li></ul></ul><ul><ul><li>Frequency Distribution </li></ul></ul>
    28. 28. Ad Effectiveness Research <ul><li>Brand Metrics Measurement include: </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Brand Perception </li></ul></ul><ul><ul><li>Purchase Intent </li></ul></ul><ul><ul><li>Brand Usage </li></ul></ul><ul><ul><li>Message Testing </li></ul></ul><ul><li>Observable Lift Behaviors in: </li></ul><ul><ul><li>Visitation </li></ul></ul><ul><ul><li>Searching </li></ul></ul><ul><ul><li>Clicks on Paid Search Links </li></ul></ul><ul><ul><li>Key URL actions </li></ul></ul><ul><ul><li>Online & Offline purchase </li></ul></ul>
    29. 29. Typical Campaign Survey <ul><li>Determine the effectiveness of the online ad campaign through: </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Pages per Unique Viewers consumed </li></ul></ul><ul><ul><li>Pages per (000) consumed </li></ul></ul><ul><ul><li>Minutes per Unique Viewers spent </li></ul></ul><ul><ul><li>Minutes per (000) spent </li></ul></ul><ul><ul><li>Searches per Searcher </li></ul></ul><ul><ul><li>Searches per (000) </li></ul></ul><ul><ul><li>Measure effectiveness across websites </li></ul></ul>
    30. 30. The PreRoll Conversation <ul><li>Pre-roll isn’t bad, poorly placed pre-roll is. </li></ul><ul><ul><li>YouTube shows extraordinarily high abandonment rates for preroll ads. </li></ul></ul><ul><ul><li>Sites offering professional video content report relatively low abandonment rates. </li></ul></ul><ul><ul><li>Many sites report at least 10 percent of users abandon videos within 15 seconds, even if they are not presented with a preroll ad. </li></ul></ul><ul><ul><li>Shorter preroll ad lengths can significantly reduce abandonment rates </li></ul></ul><ul><ul><li>Users strongly prefer free ad-supported online video over paid online video when given a choice. </li></ul></ul>Jupiter Research 8/08
    31. 31. A Balanced Value Exchange US Adult Internet Users Who Are Willing to Pay to Watch Their Favorite Video Content* Online, November 2006 (% of respondents) Note: *TV shows or movies Source: Piper Jaffray & Co., &quot;2006 Piper Jaffray Online Media Survey,&quot; February 2007, Jupiter Research 9/08 <ul><li>When asked, most users are not willing to pay, even for their favorite content </li></ul><ul><li>Daily online video viewers are relatively more willing to pay for video content than users who watch less frequently </li></ul><ul><li>Need to balance: </li></ul><ul><ul><ul><li>Greater value frequent viewers assign to online video </li></ul></ul></ul><ul><ul><ul><li>Frustration of being exposed to more advertising </li></ul></ul></ul><ul><li>But even daily viewers show a clear preference for ad supported video. </li></ul>
    32. 32. Variations in Video Length Acceptance <ul><li>Consumer acceptance of pre-roll can be dependent on length of clip </li></ul><ul><li>Longer video clip leads to acceptance of longer ad </li></ul>Source: Dynamic Logic’s AdReaction Study, October 2007; n=530 U.S. respondents Average Length of Ads (In Seconds) Excluding Those Unwilling to Watch Any Advertising Length Of Video Clips
    33. 33. Notice the length of the ad….
    34. 34. Now, notice the length of the content…
    35. 35. Attitudes Towards Video Ads Attitudes* of US Online Video Viewers toward Online Video Advertisements April-May 2007 (% of respondents) 54% 52% 44% 32% 56% Prefer online video ads to be related to the content Advertisements are a fair way for Web sites to provide free professionally produced videos Prefer watching online ads in exchange for not paying to see favorite online videos Online video ads are a convenient way to get information about products and services Would watch an online video ad because it is just like watching ads on TV Note: n=1,422; *top two box Source: Online Publishers Association (OPA) and OTX, &quot;Frames of Reference: Online Video Advertising, Content and Consumer Behavior,“ June 6, 2007
    36. 36. Not all Content is Created Equal There is a large gap between what people are watching and what people are willing to pay for, or participate in a “value exchange” Source: The Diffusion Group, 2008 Short-clip 20.4% Long-form 2.2% UGV 42.4% Other 35% Short-clip 54.8% Long-form 41.6% UGV 3.7%
    37. 37. Tolerance: Length & Quality Matter <ul><li>What is the impact of pre-roll on UGC? </li></ul><ul><li>73% would watch less UGC video if there were pre-roll </li></ul><ul><li>Note: n=363 ages 18+; *more than once or a few times </li></ul><ul><li>Source: Harris Poll as cited in press release, January 29, 2007. </li></ul>Would not change frequency of YouTube visits 21% Not sure 6% Would visit YouTube a little less 42% Would visit YouTube a lot less 31%
    38. 38. Tremor Research Has Found… <ul><li>Recent Tremor Study </li></ul><ul><ul><li>80% completion rates for both :15s and :30s </li></ul></ul><ul><ul><li>A strong inverse relationship exists between completion rates and click-through rates for pre-roll :30s. </li></ul></ul><ul><ul><ul><li>Users opt-in to watch quality content </li></ul></ul></ul><ul><ul><ul><li>Users tend to “click away” less from quality </li></ul></ul></ul><ul><ul><li>A strong positive relationship exists between completion rates and click-through rates for pre-roll :15s. </li></ul></ul><ul><ul><li>A moderate inverse relationship exists between completion rates and click-through rates for video in-banner. </li></ul></ul>
    39. 39. What It Means <ul><li>For Branding Campaigns: </li></ul><ul><ul><li>Focus on completion and quality content </li></ul></ul><ul><ul><li>Consider the use of :30s since they have shown a higher brand impact than :15s </li></ul></ul><ul><ul><li>Why? </li></ul></ul><ul><ul><ul><li>Users are less likely to perform an action online after watching the :30 second pre-roll </li></ul></ul></ul><ul><ul><ul><li>Tremor only places :30s in front of longer form, professionally produced content that users are committed to watching </li></ul></ul></ul><ul><li>For Direct Response campaigns: </li></ul><ul><ul><li>Focus more on the probability of performing the desired action within the ad. </li></ul></ul><ul><ul><li>15 second pre-roll ads have a strong, direct relationship between completion rates and click-through rates, proving that :15s are an effective way to drive site traffic. </li></ul></ul>
    40. 40. Video As A Direct Response Vehicle 22% Checked out company Web site 19% 19% 16% 15% 13% 12% 9% 9% 5% 4% Searched for information about the product Clicked on banner ad that accompanied video Talked to friends/family about the product Went to store to check out product Requested information about product Made a purchase Forwarded video ad to friends/family Signed up for product/service trial Called toll-free number to find out more Ordered subscription US Online Video Viewers' Responses to Online Video Advertising, April-May 2007 (% of respondents) Note: n=1,135 Source: Online Publishers Association (OPA) and OTX, &quot;Frames of Reference: Online Video Advertising, Content and Consumer Behavior,“ June 6, 2007
    41. 41. Pricing Models To Consider <ul><li>Pay for success…but define it first. </li></ul><ul><ul><li>Back to Marketing 101 </li></ul></ul><ul><ul><li>What was your objective? Will your video marketing partner offer it to you? </li></ul></ul><ul><li>Multiple pricing models include: </li></ul><ul><ul><li>Cost per Thousand (CPM) </li></ul></ul><ul><ul><li>Cost per Click </li></ul></ul><ul><ul><li>Cost per Engagement / Embeds </li></ul></ul><ul><ul><li>Cost per Complete / Cost per Continue </li></ul></ul>
    42. 42. Click to Continue Pricing <ul><li>What is Engagement Pricing? </li></ul><ul><ul><li>Engagement pricing is an alternative pricing model that Tremor offers based on specific interactions within the creative or the amount of time spent with an online video. </li></ul></ul><ul><ul><li>Powerful streaming video at direct response pricing! </li></ul></ul><ul><li>What is “Click to Continue” Pricing? </li></ul><ul><ul><li>A new variable on Engagement Pricing, Tremor is offering “CTC” pricing for select formats and categories. </li></ul></ul>
    43. 43. Click to Continue Pricing <ul><li>What kinds of interaction? </li></ul><ul><ul><li>In this case, the banner expands and the video begins to play. The interaction that indicates authentic interest in the message, and thus charging the advertisers, is ONLY clicking to continue the ad. </li></ul></ul><ul><ul><li>We’ve partnered closely with our clients to ensure that advertising on our network will draw users more deeply into the messaging and can confidently charge advertisers only when the user exhibits a “success” metric. </li></ul></ul>
    44. 44. Case Studies A Look At How Picking The Right Format & Pricing Drives Success
    45. 45. Case 1: Network Tune-In <ul><li>Objective: </li></ul><ul><ul><li>Drive tune-in to new network primetime programming </li></ul></ul><ul><ul><li>Want users to watch the entire promo </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Mass reach </li></ul></ul><ul><ul><li>Mass appeal </li></ul></ul><ul><ul><li>1-day push for huge volume on day of premiere </li></ul></ul><ul><li>Targeting: </li></ul><ul><ul><li>Entertainment channel </li></ul></ul><ul><ul><li>Dayparting to maximize audience exposure ahead of program airing (EST to PST) </li></ul></ul>
    46. 46. Case 1 Solution <ul><li>Solution: Pre-Roll, Entertainment Channel </li></ul><ul><li>Results: </li></ul><ul><ul><li>High completion rate </li></ul></ul><ul><ul><li>Guaranteed views </li></ul></ul><ul><ul><li>10 MM streams before 8 pm </li></ul></ul>
    47. 47. Case 2: Debut Cable Series <ul><li>Objective: </li></ul><ul><ul><li>Experiment with viral, social networking using video </li></ul></ul><ul><ul><li>Two-day push for premiere </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Drive awareness </li></ul></ul><ul><ul><li>Mass appeal </li></ul></ul><ul><ul><li>Viral measurability </li></ul></ul>
    48. 48. Case 2 Solution <ul><li>Solution: Viral widget & video in-banner </li></ul><ul><li>Results: </li></ul><ul><ul><li>High video completion rates </li></ul></ul><ul><ul><li>Tracked pass along, embeds and completion rates </li></ul></ul><ul><ul><li>Banners provided large scale reach, awareness and ability to download widget </li></ul></ul>
    49. 49. Case 3: DRTV – Financial Services <ul><li>Objective: </li></ul><ul><ul><li>Leverage TV assets online </li></ul></ul><ul><ul><li>Test online video for direct response objectives </li></ul></ul><ul><ul><li>Meet CPA goals </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Measure true interest and engagement </li></ul></ul><ul><ul><li>Measure completion rates </li></ul></ul><ul><ul><li>Accurate numbers using “click to play” for opt in experience </li></ul></ul>
    50. 50. Case 3 Solution <ul><li>Solution: Video in-banner on CPC basis </li></ul><ul><li>Results: </li></ul><ul><ul><li>- Low CPC enabled us to effectively hit CPA goals for 10 months straight </li></ul></ul>
    51. 51. Thank You! Q&A