OTT/CTV = Streaming TV….an Opportunity

In this exceptional world filled with advertising, media, mediums, channels and ever evolving targeting options, I invite you to ask yourself this question…. Am I leveraging my advertising investment to the fullest? If you invest in advertising at all for your law firm, you know along with branding your name, expertise, service and results via traditional media, nowadays there are literally numerous expanding opportunities within which to promote your brand.

The Legal Services category is one of the most competitive advertising verticals in the country. With more dollars being poured into your market every year, it’s become more challenging to not only defend and protect your market share, but to realize growth as well. So, what to do? Embrace and explore “new” media. 

One such example is Streaming Television (OTT/CTV). This is a thriving and expanding medium that complements traditional media and may expand your voice in the market by at least one third. According to Comscore’s State of Streaming report, as of 2022, 77.5 million U.S. households use ad-supported streaming services (Please read that again). In fact, more than one half of consumers (55%) use at least one free ad-supported streaming TV service for their program consumption viewing habits.

The national average of homes that receive their TV programming without access to traditional cable or satellite services (known as BBO, Broad-Band Only homes) is now above 30%. So, if you are not utilizing OTT/CTV as part of your overall media strategy, you could be missing out on reaching a significant percentage of your market. And yes, every market is different. According to Nielsen November 2022 data, the Seattle and Atlanta DMAs tie for #1 in terms of market percentage of BBO homes at 41%, and the West Palm Beach DMA has the lowest percentage of BBO homes at 20%. 

Really understanding what and how an OTT/CTV strategy can be an effective option in your marketing plan is critical in implementing a successful campaign. If you have questions (…and you should), we have answers. We enjoy exploring new opportunities and hope you do as well. Feel free to reach out via phone at 800-525-3332, and ask for Tammy Kehe, or email at

55+: Influencers and Decision Makers

In an era of “Boomerangers” and rising housing costs there are more multigenerational households than we’ve seen in decades. As a result of better healthcare and lifestyle changes, the 55+ demographic is actively holding influence over their families and their communities.

If you look at the 55-64 population today, you’re looking at 100% of Gen Xers and over 50% of Baby Boomers. They have significant decision-making power, watch more traditional linear television, and comprise the largest group of news viewers in the United States.

Does your marketing strategy embrace the 55+ audience? If not, should it? Is your brand relevant in this circle of influence and reaching the largest decision-making demographic in the country? They’re watching, they’re listening, and they’re sharing information! That could mean thousands of additional influencers in your market saying, “I saw this lawyer on TV,” “Did you call (x) law firm? They are confident and experienced and know what they’re talking about,” and even better…. “Yes! I have heard of that firm. I used them for my accident and…”

If you aren’t embracing this audience in your media strategy (and yes, creative strategies as well), you are missing out on a mind-boggling opportunity to influence the influencers, and subsequently expand your brand awareness and your market share. To learn more about how Network Affiliates can leverage our expertise with your media and creative strategy and execution (or if you just want to know what a “Boomeranger” is!) give us a call at 1-800-525-3332 (and ask for Tammy Kehe) or visit us at

The 2% Difference!

Personal Injury Lawyers comprise one of the most competitive advertising categories in this country.  Leads are precious and conversion (percentage of leads to cases) is paramount to leveraging your marketing investment.  The surprising truth is that an increase of as little as 2% in your conversion rate can add millions of dollars to your bottom line annually.

Below are a few proven tactics to improve your intake conversion rate:

Invest in the process. You’ve made a substantial investment in getting the calls, but do you have the right people taking the calls? You need compassionate intake specialists who are able to provide an exceptional customer experience.

Understand that your biggest competitors are the insurance companies, not other law firms. Insurance companies are investing multi-millions to make sure auto claimants don’t call you first.

Timing is everything! Respond to prospects immediately with a focus to convert on the first-time call. Call backs are conversion killers.

Monitor your conversion intake metrics frequently. Waiting a quarter or a year to review your conversion metrics is costing you millions in lost clients and cases.

Secret shop yourself and other firms in your marketplace.

Your intake process is perhaps your most valuable marketing asset… not just another “expense.” Invest the time and resources to ensure every person you invite to contact you stops their “lawyer shopping” with you!  Interested in learning more?  Give us a call at 1-800-525-3332 and ask for Tammy Kehe, or visit our website at

Live Your Brand Promise

– by Tammy Kehe

What’s your brand promise? First of all, your brand isn’t your firm name, your logo, or even your business’s specialty. Brands are perceptions that live in the hearts and minds of people. They’re about the emotional and psychological connection a person experiences with you, your law firm and the service you provide. What’s more, the apex of successful brand building isn’t just to be well known or recognizable…it’s to be respected, trusted, and even loved.

Which brings us to defining your firm’s brand promise. What’s your firm’s “because”? What makes your brand better, special, and the best choice for representation in your market’s legal landscape?

When people talk about your business behind closed doors, what are they saying? What do you hope they say? Imagine a former client is referring your firm to a friend or family member. They might say: “You should call them because they were there for me every step of the way and you can trust them.”

When your employees, clients, neighbors, friends, referral sources, and other thought leaders talk about your law firm, they need something differentiating, elevating, compelling, and honest to say about the relationships and experiences had by those who work with you—that’s your brand promise.

If you’d like to know how Network Affiliates can help you get the most out of your brand and your brand promise, we’d love to hear from you. Call us today at 888-461-1016, or let us know you’re interested online, and we’ll get in touch with you.

Google Suspends My Business Features During COVID-19

Google responded to the COVID-19 outbreak by sending workers home and operating with a limited support team. This temporarily removes certain Google My Business (GMB) features and delays for remaining features are expected.

According to Google, they’re prioritizing “critical health-related businesses and services” to ensure the public has access to important health and safety information amid the evolving COVID-19 situation.

Client Reviews Are Unavailable

New reviews, new review replies, Q&A, and all videos are currently unavailable. Google has given no indication of when these features will return.

While unclear, it’s believed new reviews will be saved and published after Google resumes normal operations. However, with so many reviews getting backlogged, it’s unclear how quickly they will appear.

That being said, now is NOT a good time to ask clients for new reviews. More importantly, asking for a review may not be received well during these difficult times.

Click here to explore our community communication guidelines amid COVID-19.

Log new client information in a reliable place and ask for reviews once Google has made it clear the review process is back to normal.

Business Information

Business information edits are significantly delayed. This includes changes to hours of operation, temporary closures, business descriptions, and attributes.

However, it’s critical that any changes to your operation be reflected in your GBM profile. According to Google, the best way to make these critical edits is via business attributes or posts.

The post functionality, specifically, has been called out by Google as a reliable way to get important information to your clients. Click here for instructions on how to create a post.

Google has also recommended using the COVID-19 post type, which will make the content more noticeable to clients.

Claims, Verifications, New Listings

Claims, verifications and new listings are currently delayed for all non-critical businesses.

Google’s limited support team is manually reviewing new content for health-related businesses and services—it’s unclear how Google plans to prioritize new claims, verifications, and listings for all other businesses.

Frustrated? You’re Not Alone…

If you’re having trouble updating information on GMB, you’re in good company.

Fortunately, there are other ways to get clients the information they need:

  • Add operational changes to your website’s homepage. A pop-up window or top banner will help call attention to important updates.
  • Share operational changes on social media and update business descriptions on these platforms to reflect changes taking place amid COVID-19.
  • Email your client database to help spread the word. Connecting with past clients is also a great way to improve referral business.

While there are certainly challenges your business will face as Google continues to make adjustments, Network Affiliates is here to help.

Connect with our team online or call our office directly at 888-461-1016.

Law Firm Marketing Amid COVID-19

A Message From Your Partners at Network Affiliates

We recognize that with the constantly changing Coronavirus (COVID-19) situation, this is an unprecedented time for everyone—it’s also unchartered territory for your business.

As a dedicated partner to you and your law firm, we’re compelled to share our strategic thoughts on navigating the difficult road ahead.

Community Communication Guidance

Make no mistake, COVID-19 will impact every sector and industry. We don’t know what the world will look like following this pandemic, so it’s critical that your business is agile and willing to change with the needs of your community.

Right now, consumers are being bombarded with information on every news station, in their social media feeds and inboxes. It’s important that your communications and messaging emphasize your organization’s integrity without pandering to fear or opportunity.

If you feel compelled to communicate with your audience directly, whether via social media, in an email, or on TV, remember that people need to feel safe right now. You and your firm can help establish that safety by being a community supporter, a source of information, and a trusted brand.

What you say to your community, and how you say it, will impact the community’s perception of your brand well after the crisis is over. Creativity, compassion, and relevancy are important concepts to consider throughout the evolving COVID-19 situation:

  • Creativity—messaging that mimics what competitors are saying is likely to get lost.
  • Compassion—people cope differently with stress and anxiety. Be sensitive to the needs of your community.
  • Relevancy—make sure the right message reaches the right people at the right time.

If you need help communicating the right words to the right people, don’t hesitate to reach out to us. Our in-house team includes creative and media experts who will ensure your message hits the mark on TV, social media, email, etc.

Let’s talk about intake, too. Intake communication has never been more important. With calls down as much as 80 percent in some markets, the outcome of each call matters more today than it did just a month ago.

Is your intake team anxious or preoccupied? How might these feelings translate on a call? What’s more, your team may be fielding questions they’re not prepared to answer. How are you helping them prepare?

Your intake team represents your brand on every single call. This is a golden opportunity to improve your intake process. Use this time to listen to your intake calls and mentor your intake team.

The people calling your law firm are undoubtedly worried, and the COVID-19 situation only makes matters worse. Be sensitive to the many ways people are coping with stress by preparing your intake team.

How Can Your Law Firm Make A Difference?

Many of our clients are already active in the community, providing college scholarships, free rides home, youth helmet programs, and much more.

Consider assessing how your law firm plans to utilize funds typically set aside for community outreach. Since we don’t know how long the COVID-19 crisis will last or what the lingering implications will be, think critically about what your community needs today; for example:

  • As schools across the country shut down and move to online learning, some kids don’t have access to a computer or the internet at home. Reach out to your local school district and find out if children in your community need help getting geared up for online learning.
  • In addition to teaching students, public schools provide 22 million children with free or reduced-price lunch. There are several organizations responding to this food crisis including Feeding America and No Kid Hungry. Donations to your local foodbank can also help ensure kids in your community don’t go hungry.
  • Healthcare workers, police, and firefighters are working overtime and local restaurants are struggling. Consider buying frontline workers lunch or dinner from a local restaurant that participates in takeout or delivery options.

Business as usual won’t work right now—not for you, your practice, or your clients. Think about what your law firm planned to do this year in terms of outreach, and ask yourself: is this what my community needs right now?

More importantly, making a difference doesn’t mean a state-wide relief plan. In fact, the biggest difference you can make is how you care for your employees.

For many workers, this may be their first time working from home or adjusting to a virtual office. They may need supplies, hardware, or time to turn a guest room into a productive work space—and a lot of these things cost money. Make sure employees have what they need to do their jobs well at home.

Parents are also facing unique challenges as they juggle child care, home schooling, and round-the-clock family meals. Be flexible with their new schedule and they’ll find unique ways to be productive at home.

Be patient with employees as they make this transition. We don’t know how long social distancing and self-quarantine will be mandated—anticipating for the worst could be the safest bet. If working from home lasts longer than expected, your employees (and your business!) will be prepared.

Sadly, some law firms may face furloughs or employee layoffs, and we know the thought of this keeps you up at night. If you’re worried about taking care of your team, remember that employees can’t collect unemployment benefits unless they’re officially let go. Compelling employees to quit is not recommended, as they will undoubtedly have a difficult time securing new employment during the outbreak.

Doing right by your employees can make all the difference in the world—but if you have the means to do more for your community, think about what would make the biggest impact—this may mean pausing your firm’s annual charity events or programs and returning to them next year.

Digital Spaces Are Exploding

In addition to community outreach, there are alternative ways to reach out to your community. As social lives shift toward digital spaces, there are new opportunities to engage consumers online.

Leverage your brand on digital platforms like YouTube and Facebook.

YouTube, for example, has 2 billion logged-in monthly users and is the second most-preferred platform for watching video on TV screens among those aged 18 to 34. (The only platform that has greater viewership is Netflix and Netflix doesn’t run ads.)

Safety recommendations during COVID-19 may extend social distancing, which means consumers will turn to digital spaces for education, information, and entertainment. Your law firm can meet consumers in these virtual spaces with minimal spending and a large audience footprint.

Facebook is another digital space your law firm should explore right now. Facebook has powerful audience targeting tools that deliver extreme precision with even a modest advertising budget. Plus, Facebook is reporting a surge in usage across the globe due to the ongoing pandemic. 

Use Facebook to test out new practice areas; we’ve seen great success with campaigns focused on nursing home abuse, medical malpractice, large truck accidents, and more.

Facebook advertising doesn’t need to be complicated or even service focused—in fact, a few kind words, an entertaining video, or a charitable announcement can foster community while maintaining brand recognition.

As we suggested in the first section, explore your creativity, be compassionate, and keep it relevant. YouTube and Facebook are great ways to reach out to your community because it’s where your community is right now.  

The Elephant in the Room: Television Advertising

Social distancing and self-quarantine will undoubtedly impact the number of drivers on the road and, subsequently, the number of accident-related calls your office receives. Your biggest competitors, however, (the insurance companies) are ramping up their marketing.

Reports indicate quarantined consumers are using their extra time at home to review insurance policies, and insurance companies are responding by remaining steadfast in their TV advertising.

Now is a critical time to reflect on the creative commercials your law firm is running—if not auto accidents, this may be a good time to showcase other practice areas (e.g., large truck accidents, nursing home neglect/abuse, etc.).

We also encourage you to consider custom messaging that speaks to the COVID-19 situation, specifically. This is a great time to simply offer support to your community by letting them know they can still access quality legal services via phone, email, or virtual meeting.

Many of our clients have already taken advantage of our in-house creative and production capabilities to enhance their TV campaigns with relevant, timely messaging.

From everyone at Network Affiliates, we remain firmly committed to your brand and business as we embark together on the challenges ahead.

Please know that as your strategic media and marketing partner, we will continue to shepherd your investment throughout these trying times.

Stay home. Stay safe. Stay connected.  

Optimize Efficiency to Supercharge a Media Investment

Legal advertisers know that success isn’t always about how much you spend—it’s how effectively you can spend it.

And while media agencies can certainly spend your money, how are you, the attorney, able to ensure you got what you paid for?

Attorneys and law firms can improve the efficacy of a media investment by analyzing the past and improving financial transparency.

If you’re not getting these things from your current agency, what else could you be missing?

The Post-Buy Analysis

Rates have been negotiated with TV stations and sales reps. The inventory has been purchased and the spots have aired or published. Is this the end of your campaign?

Not by a long shot…

To ensure all advertising ran as requested and that you received the rating and impressions you purchased, your agency should provide a comprehensive post-buy analysis.

A post-buy analysis will help you answer questions like:

  • Did you get the ratings you paid for? If not, who’s following up to get no-charge spots or other value-add bonuses to make up for what was missed?
  • How successful was the reach? Understanding audience behavior and demographic data is essential to future media opportunities.
  • How effective was the buy? Ad rates can fluctuate by quarter. Comparing your agency’s estimated cost and the actual spend can help inform future buys. 

At Network Affiliates, we use post-buy analyses to measure the effectiveness of a schedule’s performance after it runs and to hold stations accountable on behalf of our clients.

If your ad campaigns aren’t getting the attention they deserve, you could be overspending or leaving real money on the table.

Billing Transparency

What does your monthly media invoice look like? Do you get affidavits of performance from every station on the buy? Are the totals listed in gross dollars or net?

Not every agency handles billing the same way. Some agencies report net totals, separating agency fees and commissions. While not necessarily inaccurate, this can lead to confusion.

What’s more, some agencies blind bill their clients, an accounting practice that consolidates campaign purchases into one lump sum, which effectively avoids important details like what creative ran, when it ran, and what the agency is charging compared to the buy.

Do you get to see each commercial itemized on a station invoice? Maybe, maybe not.

Transparent billing is the only way to know that your marketing investment is being managed effectively.

At Network Affiliates, your top sheet invoice includes all your media purchases on a monthly basis. This can include your broadcast TV and cable buys, billboard campaigns, radio buys, etc.

Plus, instead of sending checks to a dozen different stations, our administrators manage the entire billing process seamlessly.

Billing transparency is essential to how we run our business. If your current agency isn’t willing to review their billing procedures with you, ask yourself, why?

To learn more about Network Affiliates or to schedule a free competitive market analysis and/or media audit call 888-461-1016 or fill out this quick contact form and we’ll get in touch with you.

Grow Your Marketing Investment with Superior Media Analytics

Of all the ways to collect competitive data, our network of successful attorneys consistently relies on competitive market analyses and media audits to identify valuable information and to make effective budget decisions.

These proven approaches are essential to any legal practice, but especially critical to:

  • Longtime advertisers facing new competition
  • Young attorneys or new law firms looking to break into a market
  • All firms seeking greater Share of Voice (SOV)

But what are market analyses and media audits, exactly? How do you know if your law firm needs one?

What Is a Competitive Market Analysis?

competitive market analysis provides a clear overview of the legal advertising activity happening within a designated market area (DMA) — both yours and your competitors’.

Among other things, a market analysis will reveal:

  • Share of Voice (SOV) for all legal advertisers in a market
  • Market shifts and new entrants to the legal vertical
  • Who the top spenders are
  • How much they spend per month and per year
  • Where they’re placing ads
  • What their creative looks like and what their messaging sounds like

The very fact that this competitive information is available comes as a huge surprise to many lawyers who aren’t familiar with top marketing resources such as Nielsen TV and Audio Ratings, Strata Analytics, and Kantar Media—the world’s largest data, insights, and consulting company.

Each of these marketing resources requires a significant capital investment—one that rarely makes sense for a law firm to make. Thankfully, our client roster enjoys access to these powerful tools via the Network, which includes the expert analysis of a dedicated account manager and a team of experienced media planners and buyers.

If you’re a current advertiser, the “competitive” part of a competitive marketing analysis will also reveal:

  • How much you’re spending relative to competitors
  • How your creative, messaging, and branding differ from competitors
  • Where your advertising overlaps with competitors; and much more

Side note: so far, we’ve only talked about television, but it’s also valuable to perform a competitive market analysis on digital properties (e.g. website, social media, PPC, etc.) to see how your brand compares online. 

What Is a Media Audit?

media audit is a comprehensive analysis of an entire advertising campaign. For example, a media audit might ask:

  • Are there television programs or dayparts that would be a better fit for your strategy (i.e. produce better results)?
  • Are you running spots of different lengths? Is there a better combination of five, 10, 15, 30, and 60-second spots that would improve your reach, frequency, and ROI?
  • Did the station deliver what you paid for? Did the programming deliver the ratings negotiated?

The information discovered in these audits has helped many law firms realize real savings or turn the tide in a competitive market. What’s more, a media audit can be performed again and again to optimize results and increase your return on investment.

Television advertising dollars are finite. A media audit can help you make sure you’re investing each dollar in the most efficient way.

More importantly, there’s an art to media audits, and not everyone approaches them the same way.

Information is your best investment tool in an increasingly competitive legal landscape.

But if you’re doing it right, attorney marketing is about making strategic investment decisions based on data and reliable analysis. You too can grow your marketing investment with superior media analytics.  

Network Affiliates is an attorney marketing agency headquartered in Lakewood, Colorado. For nearly 40 years, we’ve been providing exclusive media partnerships and superior marketing services to elite attorneys around the world.

To learn more about Network Affiliates or to schedule a free competitive market analysis and/or media audit call 888-461-1016 or fill out this quick contact form and we’ll get in touch with you.


Digital vs. Traditional Marketing: What’s Right for Your Practice?

If traditional marketing has performed well for you in the past, why go digital? Or, if you’re already in the digital space, why spend more money on traditional marketing?

Here’s a quick look at both to help you decide.

Traditional Marketing

Traditional marketing (or outbound marketing) has a long history; it’s well-researched, and proven to get a message in front of a large, attentive audience.

Traditional marketing includes virtually all advertising before the internet: TV advertising, direct mail, billboards, print, radio, you name it.

Think of traditional marketing as a large paintbrush: it covers a lot quickly but can lack important detail.

Traditional marketing works. Data shows that television and radio advertising are still top performers. It continues to be a primary source of lead generation for nearly every business in every conceivable industry, and there’s still no better way to build brand recognition.

But in the digital age, can you ignore the efficacy of digital marketing?

Digital Marketing

If traditional marketing is your large brush, digital marketing lets you create fine brush strokes.

Digital marketing can target an audience with near granular precision, taking into account several parameters simultaneously (e.g., age, interest, location, etc.).

Digital marketing includes a range of online approaches: website design, search engine optimization (SEO), written and video content, the list goes on and on.

More importantly, digital marketing allows your practice to nurture relationships with prospective, current, and former patients. And what’s more important than building relationships with the people you serve?

Social media marketing, for example, maximizes the best-known marketing tool: word of mouth. And these days, few things are more trusted than a personal recommendation.

Finally, digital marketing capitalizes on interest, especially, using various tools to drive prospects to your digital doorstep.

However, there are trillions of doors in the digital landscape. But with effective digital marketing, you can be sure the right user gets to the right door at the right time.

Get the Best of Both Worlds

If you’ve already enjoyed success with traditional marketing, don’t abandon what you’re doing for a digital-only plan. Traditional methods work, but you wouldn’t believe how much more effective those efforts can be combined with digital marketing.

And if you’re already in the digital space, why not boost your web traffic and analytics with a TV branding campaign?

Combining traditional with digital guarantees your practice is making the most of its marketing dollars. Working with an experienced legal marketing agency ensures the right combination.

What does your mix look like? Let’s find out! A quick phone call can get the ball rolling today. Call 888-461-1016, or contact Network Affiliates online, and we’ll get in touch with you.


Your Law Firm Doesn’t Need A Mobile App

Since 2008, 2.2 million apps have launched in the Apple App Store and 2.8 million are ready for download on Google Play. There’s an app for everything, so why shouldn’t your law firm jump on the bandwagon?

According to Google developers, the web reaches three times as many mobile users than software applications when they compared the top 1,000 mobile apps to the top 1,000 mobile web properties.

App usage has taught us a lot about the end user, and by combining what we know with technology advancements, businesses don’t have to rely on expensive app development to reach mobile users in an effective and engaging way.

Progressive Web Applications (PWAs)

Progressive web applications combine the reach and familiarity of web properties with the speed and ease-of-use of apps.

Instead of asking a user to download an app, a step that most brands can’t overcome, PWAs are recognized by popular web browsers and deliver a seamless experience that mimics a mobile app.

This includes all the shiny bells and whistles: push notifications, placement on the home screen, and tools that reduce data usage for a speedier, more reliable experience on just about any device.

And here’s the best part: the cost is significantly lower than developing an app.

More on Bells & Whistles

Getting people to download your app shouldn’t be the hard part. The hard part is getting users to engage your brand and purchase your services. PWAs reduce this friction by cutting out the middle man—the app stores.

Web users are often redirected to an app store when they reach a web property on their mobile device. This extra step leads to drop off and user frustration.

PWAs avoid this process by giving the user an app-like experience with no strings attached. Instead, users are prompted to add an optional home screen icon to create a shortcut to the PWA. The icon lives on the user’s home screen and looks exactly like an app icon.

With a progressive web application, users won’t know they’re interacting with a web property. PWAs integrate the latest capabilities of HTML5, the standard used across the web—no special equipment or installs required.

The PWA’s responsive design and compatibilities function across nearly every device, without the need for multiple versions or constantly editing code.

Moreover, when launched from the user’s home screen, the PWA loads instantly, regardless of network connection. This allows the user to engage when and where they want.

Finally, with the addition of push notification, which are credited with enhancing user engagement on apps, web properties can now remind users to check back for updates, promotions, and other relevant news.

Money, Red Tape, & Other Considerations

App development is expensive and limited to users of a particular device. This often means multiple app versions to accommodate iOS and Android operating systems.

Moreover, the bureaucracy of app publishing is slow, involving community guidelines, forms, red tape, and reviews. The review process, specifically, takes place every update or iteration. With PWAs, changes can be made immediately and implemented without delay.

Law firms should think critically about their offerings before spending a lot of money on a branded app. Personal injury, for example, is a need-based service—you won’t find many users eager to download an app that’s only useful in crisis situations. This is contrast to popular apps like Facebook and Amazon, which deliver a want-based service.

That being said, a PWA can enhance your firm’s online experience, even if the user doesn’t add the home screen icon to their phone. With a PWA, the look and functionality of your site can be condensed to fit the expectations of the user, regardless of the device they’re on.

From a legal client’s perspective, this might include quicker access to contact information, service pages, and testimonials.

If you think your law firm needs a branded app to be successful, think again. PWAs can do just about anything an app can do and for much less.

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