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Working with Agencies & Brands – Teem Insights with Emile Goldstein

Teem Insights is a way for key stakeholders at Teemo to share their feedback and insights with the rest of the world. 

From Agencies to Publishing to Ad Tech

Richard

For this edition of Teem Insights, I’m here with Emile Goldstein, an account executive at Teemo USA. Can you tell me a little bit about your background? What brought you to where you are today?

 

Emile

Great Question Richard. So previously I was at Business Insider working in publishing for the past four years. Those were great experiences. I decided to make a transition into ad technology. I liked that ad tech had lots of positions and many fast-moving companies. Also, the idea of a startup was very appealing to me. Working at a startup with a smaller team made it seem a little cooler just because I’d be able to get my voice heard more rather than working for a larger company like BI.

 

Richard

What have you learned since you started at Teemo a couple months ago? What makes pitching the Teemo platform different?

 

Emile

That’s another great question. So, when I first started here, since that didn’t have a data background, there was a steep learning curve. I spent a while learning about data methodology, data collection, and how to pitch our product. In the past, I was selling on the publishing side. I was focusing primarily on content sponsorships. So, working on this side of the business, I realized that it’s much more technical.

You really know you need to know your product inside and out.

 

Richard

Makes a lot of sense. So, I want to ask you about your pitch process and some of the hurdles that you face during the process. Where do you find the most push-back from agencies or brands?

 

Emile

So, when I’m going in to speak to a new client or a new agency, it’s important to speak to both sides of the playing field. While it’s important to speak with both of them. I would say speaking to the client is always going to be a little more beneficial. The clients are the ones who create the objectives and goals for the agency to follow.

However, the agencies are the ones looking after day-to-day interactions. They’re the ones who are creating proposals. So, in order to get yourself noticed, and get a company such as Teemo on their radar, you must play on both sides.

 

Richard

Awesome. And where do you think they have difficulty understanding the value of what we do? Where do you find that those hurdles arise?

 

Emile

So, I worked at an agency for one year prior to my last position. And one thing that a lot of sellers notice about the agency world is that they are overworked, they’re underpaid, and they don’t really care about your company or your product unless you’re one of the big players. What it’s going to take for you to get noticed is offering incentives as well as working client side. That way, your client can help you get into the agency.

But a lot of times, some of the higher-level people within the agencies are too busy to meet with you. So, you end up meeting with some of the lower level people on the team who do have some influence. But sometimes these meetings are not always as good as they could be.

 

Richard

Interesting. So I’m sure it’s requires a lot of patience and persistence to really close the deal.

 

Emile

Exactly. A lot of patience and persistence.

 

The Future of Location-Based Ads

So, what I know about agencies and how they plan: the team works at a very high level. They think about their spend with an omnichannel point of view.

Richard

And I want to ask you about the location-based advertising space in particular. So probably over the last two decades, digital marketing, has been integral to a lot of agencies and their approach. And it’s where a lot of their ad dollars are going. But if we look under that umbrella of digital marketing, where does location-based display advertising fall? Is it a hard sale? Is it easy?

 

Emile

So, nothing’s going to be an easy sell. I would say specifically since we are in the same space as a Foursquare or Placed, they are eating up about 80% of the mobile ad dollars in the ecosystem. But that doesn’t mean that it’s impossible to get a foot in the door. For example, with Facebook and Google, people spend about 92% of all advertising dollars and there’s still enough money to go around to the other publishers.

So, what I know about agencies and how they plan: the team works at a very high level. They think about their spend with an omnichannel point of view. So, they think about digital broadcast, television, etc. And then, when it comes to the digital part of the business, they will work with the publishers that are with their search engines. We are considered to have something of value to add to another part of the digital business. But I would say location is becoming more and more important. So, this is definitely a good place for us to be.

 

Richard

Awesome. So one final question. Here’s a chance to, for you to shout out whatever you want to say that you didn’t get a chance to discuss yet. What is one thing you’d want everyone else on the team of team to know about you and your role?

 

Emile

Firstly, I’m excited about this opportunity. I have a work hard, play hard mentality. So, a big part of my love for being in sales is the fact that I like to go entertain clients.

 

Richard

Awesome. So, we’ll look to you for the next big Teemo happy hour.

 

Emile

Yeah. That, or if you ever want to play ping pong, let me know.

Emile Goldstein knows about agencies

Emile is a part of Teemo’s growing sales team. He’s been at the company for almost two months, and will be helping the platform get attention on a national scale. He also plays professional table tennis. Hit him up on LinkedIn to learn more about Teemo or to develop your pong game.