Matt Wasserlauf, one of the original disruptors of the TV business, who is known as the visionary who revolutionized advertising by enticing television advertisers to invest their marketing dollars online. In 2020, iMedia recognized Matt with the “Conviction Award” for his unwavering belief and conviction in the future of video beyond TV. His most exciting venture yet, BLOCKBOARD; is a new digital distribution platform service that utilizes Blockchain technology to distribute videos. As advertisers continue to shift their attention towards OTT and non-linear television.
FMM: You are one of the original disruptors of the TV business and known as a visionary. Take us back, when did this all begin for you?
This all began when I left Warner Bros. to join CBS.com and built Internet advertising for the TV Network. All our advertisers wanted digital video ads so when CBS said they couldn’t do it, I left to build the Digital Video Industry. Matt Timothy, the VP of Sales at newly founded Blockboard was my boss at CBS who told me I needed to leave CBS to do it.
Matt Timothy later joined me at my Video Network BBE and ran VINDICO, our ad serving tech platform. Matt built VINDICO into the Video Ad Serving standard for the Industry.
FMM: You have been operating your new company, Blockboard in a proof-of-concept mode during the pandemic and your results have been steller. Tell us about Blockboard.
Blockboard was built during the Pandemic. Blockboard is essentially the entire Video ecosystem rebuilt on top of Blockchain. What Blockchain allows us to do is provide 100% transparency to our Advertisers. That transparency is providing our customers excellent results. Those results are multiples of industry benchmarks (Sales, registrations, conversions, click throughout, engagement, etc.) Blockboard is a DSP, SSP, Video Ad-serving, and verification all built on top of Ethereum.
FMM: For those who aren’t familiar with Blockchain, please explain why this is critical to the success of Blockboard?
Blockchain is essentially a Public Ledger. By distributing our Advertisers on the Blockchain, we can provide our customers with full transparency, in real-time, with all their ads. This is reporting unavailable anywhere! Blockboard is providing the Video Industry a level of accountability that the marketplace has never had and desperately needs.
FMM: How has the pandemic created new media consumption habits?
The pandemic has made streaming video the predominant means for watching Video. Entire Hollywood studios are transforming their businesses into steaming apps and digital video destinations. Video content and Advertising will never be the same.
FMM: How is Blockboard the next generation of brand engagement and digital storytelling?
The Blockboard team has been developing Video content for over 15 years and was the first to do an Upfront Presentation for the market (2007). Now with Apps across OTT providing Video content at levels never seen before, Blockboard stands as the one place that’s making Video Content and Ads really work for Advertisers. Our first few shows , At Home with Jennifer, Friars Side Chats and Be Your Own Barista have proven this out for their sponsors. KPIs such as Engagement rates, CTR and email registrations have been achieved at multiples of industry benchmarks.
FMM: Blockboard is helping brands to maximize “tailored” social media programs to promote their brand or service. Can you share examples?
Friars Side Chats for Englewood Health is a perfect example of how we’ve tailored Social Media for a client: https://m.facebook.com/FriarsSideChats/
For the hospital, we provided laughs during a pandemic when their customers most needed them. Additionally, our comedians cut PSAs compelling patients to come back to the hospital during the pandemic. Blockboard delivered 10%+ Engagement rates over 2020 for Englewood Health and we’ve renewed them in 2021.
What excites me the most about Blockboard is the feedback and responses from our customers. Our customers are selling product, generating excitement, earning promotions and enjoying the success that comes with doing great work on streaming video. With streaming video driving the media marketplace, Blockboard will set the standard in the future of Video ad delivery and distribution. We couldn’t be more excited about the next few years ahead.
