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Jul 17, 2022 · 16m · top-founders

How To Run 1000 TV Commercials For your SaaS Without A Ton of Work

Eric Frankel · 10m spoken Nathan Latka · 4m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this interview, host Nathan Latka speaks with AdGreetz founder and CEO Eric Frankel about scaling his automated video personalization platform from two million to nearly ten million dollars in annual revenue. Frankel breaks down their proprietary automated creative engine, strategic broadcaster partnerships, and lean global operations that drive high profitability in the ad tech market.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 31.6% of the talking time here. How this is scored →

Nathan as informed peer 5.8 Guest teaching 3.5 Guest disagreement 1.5 Nathan pushing back 2.5
05100:0010:000:50–3:25 · Nathan as informed peer 5/10 Personalizing TV Commercials and Streaming Ads with AdGreetz Nathan frames concrete use cases for mid-market SaaS companies and asks whether the personalization uses augmented lip-syncing. Eric clarifies that AI lip-sync is still too fuzzy, explaining how their platform orchestrates localized voiceovers and QR codes instead.3:25–8:02 · Nathan as informed peer 6/10 Scaling Operations, Global Headcount, and Achieving Profitability Nathan presses on the operational cost of maintaining offices in several international cities with just 35 people and probes how AdGreetz automates bespoke ad creation. Eric clarifies their use of flexible/remote spaces and explains how combining matrix variables generates 25,000 distinct ad variations.8:05–12:54 · Nathan as informed peer 7/10 Founderpath Valuation Tool Mid-Roll Advertisement Following the mid-roll ad read, Nathan analyzes AdGreetz's unit economics, calculating that $10M revenue across 35 staff yields $285k per employee. Eric shares how they leverage former studio presidents on revenue share to secure massive media broadcast partnerships.12:54–16:00 · Nathan as informed peer 5/10 The Famous Five: Daily Habits, Prospecting Tools, and Career Wisdom During the Famous Five, Eric dismisses business books and CEO idolization in favor of daily news prospecting and niche tooling. Nathan immediately validates Eric's choice of tool, Rebump, providing context for the audience.0:50–3:25 · Guest teaching 4/10 Personalizing TV Commercials and Streaming Ads with AdGreetz Nathan frames concrete use cases for mid-market SaaS companies and asks whether the personalization uses augmented lip-syncing. Eric clarifies that AI lip-sync is still too fuzzy, explaining how their platform orchestrates localized voiceovers and QR codes instead.3:25–8:02 · Guest teaching 5/10 Scaling Operations, Global Headcount, and Achieving Profitability Nathan presses on the operational cost of maintaining offices in several international cities with just 35 people and probes how AdGreetz automates bespoke ad creation. Eric clarifies their use of flexible/remote spaces and explains how combining matrix variables generates 25,000 distinct ad variations.8:05–12:54 · Guest teaching 4/10 Founderpath Valuation Tool Mid-Roll Advertisement Following the mid-roll ad read, Nathan analyzes AdGreetz's unit economics, calculating that $10M revenue across 35 staff yields $285k per employee. Eric shares how they leverage former studio presidents on revenue share to secure massive media broadcast partnerships.12:54–16:00 · Guest teaching 1/10 The Famous Five: Daily Habits, Prospecting Tools, and Career Wisdom During the Famous Five, Eric dismisses business books and CEO idolization in favor of daily news prospecting and niche tooling. Nathan immediately validates Eric's choice of tool, Rebump, providing context for the audience.0:50–3:25 · Guest disagreement 1/10 Personalizing TV Commercials and Streaming Ads with AdGreetz Nathan frames concrete use cases for mid-market SaaS companies and asks whether the personalization uses augmented lip-syncing. Eric clarifies that AI lip-sync is still too fuzzy, explaining how their platform orchestrates localized voiceovers and QR codes instead.3:25–8:02 · Guest disagreement 2/10 Scaling Operations, Global Headcount, and Achieving Profitability Nathan presses on the operational cost of maintaining offices in several international cities with just 35 people and probes how AdGreetz automates bespoke ad creation. Eric clarifies their use of flexible/remote spaces and explains how combining matrix variables generates 25,000 distinct ad variations.8:05–12:54 · Guest disagreement 1/10 Founderpath Valuation Tool Mid-Roll Advertisement Following the mid-roll ad read, Nathan analyzes AdGreetz's unit economics, calculating that $10M revenue across 35 staff yields $285k per employee. Eric shares how they leverage former studio presidents on revenue share to secure massive media broadcast partnerships.12:54–16:00 · Guest disagreement 2/10 The Famous Five: Daily Habits, Prospecting Tools, and Career Wisdom During the Famous Five, Eric dismisses business books and CEO idolization in favor of daily news prospecting and niche tooling. Nathan immediately validates Eric's choice of tool, Rebump, providing context for the audience.0:50–3:25 · Nathan pushing back 2/10 Personalizing TV Commercials and Streaming Ads with AdGreetz Nathan frames concrete use cases for mid-market SaaS companies and asks whether the personalization uses augmented lip-syncing. Eric clarifies that AI lip-sync is still too fuzzy, explaining how their platform orchestrates localized voiceovers and QR codes instead.3:25–8:02 · Nathan pushing back 4/10 Scaling Operations, Global Headcount, and Achieving Profitability Nathan presses on the operational cost of maintaining offices in several international cities with just 35 people and probes how AdGreetz automates bespoke ad creation. Eric clarifies their use of flexible/remote spaces and explains how combining matrix variables generates 25,000 distinct ad variations.8:05–12:54 · Nathan pushing back 3/10 Founderpath Valuation Tool Mid-Roll Advertisement Following the mid-roll ad read, Nathan analyzes AdGreetz's unit economics, calculating that $10M revenue across 35 staff yields $285k per employee. Eric shares how they leverage former studio presidents on revenue share to secure massive media broadcast partnerships.12:54–16:00 · Nathan pushing back 1/10 The Famous Five: Daily Habits, Prospecting Tools, and Career Wisdom During the Famous Five, Eric dismisses business books and CEO idolization in favor of daily news prospecting and niche tooling. Nathan immediately validates Eric's choice of tool, Rebump, providing context for the audience.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 46.4% · guest 53.6%0:00 · Nathan 46.4% · guest 53.6%3:00 · Nathan 22.8% · guest 77.2%3:00 · Nathan 22.8% · guest 77.2%6:00 · Nathan 42.9% · guest 57.1%6:00 · Nathan 42.9% · guest 57.1%9:00 · Nathan 15.2% · guest 84.8%9:00 · Nathan 15.2% · guest 84.8%12:00 · Nathan 26.4% · guest 73.6%12:00 · Nathan 26.4% · guest 73.6%15:00 · Nathan 40.1% · guest 59.9%15:00 · Nathan 40.1% · guest 59.9%
Sharpest disagreement ▶ 13:00 Dismissing business books and celebrity CEO culture

Eric firmly rejects Nathan's standard prompt about business books and favorite CEOs, stating he works from 6 AM across global time zones and prefers reading raw news to idolatry.

 Hardest push from Nathan ▶ 3:46 Pushing back on international office overhead

Nathan directly challenges Eric's claim of having offices across New York, London, Paris, and Kuwait with only 35 employees, insisting that structure must be overly expensive.

 Biggest teaching moment ▶ 5:05 Breaking down 25,000 ad permutations for Procter & Gamble

Eric educates Nathan on the mechanics of dynamic creative optimization, detailing how combinations of 224 cities, 3 retailers, 7 days, and distinct demographic talent scale into 25,000 bespoke assets.

 Nathan holds their own ▶ 11:55 Demonstrating SaaS efficiency metrics on the fly

Nathan instantly calculates AdGreetz's revenue per employee at $285k, noting it is double the efficiency of standard venture-backed companies.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Personalizing TV Commercials and Streaming Ads with AdGreetz 5412 Nathan frames concrete use cases for mid-market SaaS companies and asks whether the personalization uses augmented lip-syncing. Eric clarifies that AI lip-sync is still too fuzzy, explaining how their platform orchestrates localized voiceovers and QR codes instead.
Scaling Operations, Global Headcount, and Achieving Profitability 6524 Nathan presses on the operational cost of maintaining offices in several international cities with just 35 people and probes how AdGreetz automates bespoke ad creation. Eric clarifies their use of flexible/remote spaces and explains how combining matrix variables generates 25,000 distinct ad variations.
Founderpath Valuation Tool Mid-Roll Advertisement 7413 Following the mid-roll ad read, Nathan analyzes AdGreetz's unit economics, calculating that $10M revenue across 35 staff yields $285k per employee. Eric shares how they leverage former studio presidents on revenue share to secure massive media broadcast partnerships.
The Famous Five: Daily Habits, Prospecting Tools, and Career Wisdom 5121 During the Famous Five, Eric dismisses business books and CEO idolization in favor of daily news prospecting and niche tooling. Nathan immediately validates Eric's choice of tool, Rebump, providing context for the audience.

Statements from this episode (9)

Disclosure
AdGreetz Deploys Video Ads Across 100 US Streaming Channels
“Well, we deploy to 26 channels, which are Facebook and Google and email and app and everything that people have been doing for a while. But the latest twist is in the US, we're now doing this on a hundred streaming channels.”
Eric Frankel Jul 17, 2022 ▶ 1:25
Opinion
Frankel: Synthetic lip sync technology is still too fuzzy for TV ads
“It wouldn't be lips being augmented. Typically because that technology is still a little fuzzy.”
Eric Frankel Jul 17, 2022 ▶ 2:35
Disclosure
Frankel says AdGreetz has raised $12M and is now profitable
“So I think we're up to twelve million, but no, we're breaking even and making money now.”
Eric Frankel Jul 17, 2022 ▶ 4:18
Assertion Not checkable as stated
AdGreetz automates 25,000 video ad variations in under 36 hours
“And what we've done over eight years is take that incredibly robust process and figured out how to get it done, you know, in a day or a day and a half for something as bespoke as that.”
Eric Frankel Jul 17, 2022 ▶ 6:08
Assertion Not checkable as stated
Frankel: AdGreetz Facilitates About $50M in Annual Media Spend
“So I would say that today we're probably at about fifty million dollars worth of media.”
Eric Frankel Jul 17, 2022 ▶ 7:50
Assertion Not checkable as stated
Frankel: Australian broadcaster Nine has 600 reps selling AdGreetz
“So there's a broadcaster called nine in Australia. They're the NBC call it of Australia. So they now have 600 people out selling our product and they're bringing in their first clients because this is a three month old or two month old relationship.”
Eric Frankel Jul 17, 2022 ▶ 9:12
Prediction Not checkable as stated
Frankel predicts AdGreetz will generate close to $10M in 2022 revenue
“We're going to do, we'll do close to ten million with, you know, with 20 plus clients.”
Eric Frankel Jul 17, 2022 ▶ 10:58
Disclosure
Frankel says AdGreetz probably won't sell until revenue quadruples
“But I don't think we'll probably sell until we, you know, probably quadruple the revenue.”
Eric Frankel Jul 17, 2022 ▶ 11:22
Opinion
Frankel recommends Rebump as a cost-effective sales follow-up tool
“The simplest, least expensive thing I've ever wandered upon. Rebump. Have you heard of it? ... We found a tool. I'm making it up, but I think it's 15 dollars a month, and it does the best job. And the percentage of, yes, I'd like to meet with you through this …”
Eric Frankel Jul 17, 2022 ▶ 14:00
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