Bill Wilson
Analyst · Barrington Research. Please proceed with your question.
Great question, Jim. Yes, so for those who may not be as familiar with the Townsquare transformation, we originally were selling Townsquare Interactive, our subscription business only within our markets. After a few years, our success in our markets we took are website and reputation in everything around Townsquare Interactive outside of our markets and have built an inside sales team as world class in Charlotte of roughly 200 sellers, who had been selling Townsquare Interactive subscription services, digital marketing solutions for, in essence the last 5 years. As you just noted, Jim, we have shared publicly that during the pandemic, we started to test selling Ignite, which is digital programmatic advertising outside of our local market footprint. Up until the pandemic, we were only selling Ignite to our world class local sales team in our 67 local markets. But given the success, and particularly in markets outside the top 50, we saw a significant competitive advantage with our Ignite. The fact that it's all in-house, the amount of inventory we see across the internet, our opportunity to optimize that are often the opportunity to actually come up with the right message for the client and then build the creative. As I noted on this call, we in essence became a full service digital agency this year. And so we did start selling Ignite through a test of our Charlotte tastes [ph] inside sales team. And I couldn't be more pleased with the early test results. It is early, so I just want to be cautious that it is, in essence, a team that started with two people in the first half of the year, we built that to eight people in the second half of the year. And we think that just as we had success, with Townsquare Interactive being sold outside of our local market footprint, we're confident we'll be able to do the same with Ignite. I would expect in 2021, that could approach $5 million in revenue for Ignite outside of our markets. And then from there '20, we would start to really scale this with a larger team. And a -- also put in place selling Ignite in our second Townsquare location as we build that out west at the end of the year. So, really quite amazing opportunity for us on a dual front in terms of digital advertising and Ignite, as well as continuing our Townsquare Interactive, which I obviously on this call went to great lengths to outline the market opportunity of 8.8 million SMBs that fit our target profile. So back to your question, Jim, yes, Ignite being sold outside our markets. We are and have started in the last 8 months doing that and expect to accelerate that through '21 and '22.