Chris Greiner: It was usage driven and it was frustratingly, I say, because it was, it literally fell right at that cut-off point. None of them left. They are all now hanging around the hoop at that high 900K level and wouldn’t be surprised if they jump back in. So it was more fourth quarter usage driven. But I think the important point here is, if you look at the ARPU of those customers. Superscaled ARPU grew 26%, superscaled revenue as a contributor to overall Zeta’s revenue grew 34%, and then even zooming out further, we have got a great slide in the supplemental that breaks out a cohort of those scaled customers and how long they have been with us. What really exciting to see is, those customers and the cohort of one year at Zeta to three years at Zeta, their average revenue went from 900K to 1.4 million in a year.
So, to David’s point, we are not shy about getting in on pilots, because we have proven over time, the longer they stay with us, the bigger they become. Thanks, Chris.
Operator: Our next question
Scott Schmitz: Thanks. Operator, next
Operator: Our next question comes from Koji Ikeda of Bank of America. Please go ahead.
Natalie Howe: Hey. This is Natalie Howe on for Koji. Thanks for squeezing me in. I wanted to ask for a bit more clarity on the impact from political customers, if you could help us understand the contribution there. We were hoping to get a bit more granular, in particular, what the impact on Q4? Thank you.
Chris Greiner: Yeah. So our guidance entering the quarter was for $4 million of mid-term candidate revenue and it ended up being $4.5 million. So we did a little bit better, but was right in line with our expectations.
Natalie Howe: Okay. And then quick follow-up
David Steinberg: And we did disclose
Natalie Howe: Oh! Go ahead. Sorry.
David Steinberg: I am sorry, I was just going to say, we did disclose that. We think it’s an important metric. We agree with you. So, we — it was about $4.5 million of the $175 million.
Natalie Howe: Okay. Thank you. And then quick follow up. You guys mentioned you are investing more on brand recognition. Should we expect increased expenses there and is there any insight on the trajectory of that over this year and the next few years?
David Steinberg: Yeah. Well, so we did say that we expected to get material leverage out of SG&A this year. So that would imply that we will not be increasing overall expense as it relates to our sales, marketing and general and administrative expenses, which brand building fits into. We quite frankly, we have just shifted budget from other places and we have been very fortunate, right? Because over the last few years we have materially lowered our cost of goods sold, which has given us more flexibility. I don’t see us spending more money this year. I mean, you might spend a little more on an absolute dollar perspective, but I don’t see the percentage going up on brand build. The big thing last year was Zeta Live. We expect to do it again this year.
The funny thing is, Zeta Live was such an incredible success last year, a number of our partners have come to us and said, can we help sponsor this next year? Can we do a dinner? Can we host a session? So shockingly we are now potentially going to lower the cost of building the brand for the company, while simultaneously hopefully growing Zeta Live even bigger than it’s ever been.
Scott Schmitz: Thank you, Natalie. Operator, we have a time for one more question, please?
Operator: Our next question comes from DJ Hynes of Canaccord Genuity. Please go ahead.
