The OOH Insider Show

(IWC + EssenceMediacom) x Locala Case Study: https://asklocala.com/casestudy/iwc-foot-traffic-brand-engagement/The Programmatic Primer: https://www.theoohinsider.com/programmatic-primer/SummaryIn this episode with Ed Silhan, CRO of Locala, we explore topics like the digitization of print and similarities with DOOH, how a mobile-first platform evolved into an omnichannel DSP, and bolt-on tools for publishers for planning and attribution.Ed shares insights about the transformation from traditional print advertising to digital media, drawing parallels with the current evolution in digital out-of-home (DOOH) advertising. The discussion highlights Locala's approach to programmatic advertising, audience targeting, and attribution across multiple channels.TakeawaysHow Locala uses AI and location data to find hyper-local audiences at scale The portability of attribution capabilities, including foot traffic measurement for DOOH campaigns, for publishers and advertisers alikePanel Optimizer technology for DOOH optimization, launched in October, enables real-time audience targeting for brands and outcomesDevice Graph 101 - what is it and why does it matter?Real-time optimization and reporting capabilities through customizable attribution windowsConnect with Ed and LocalaWebsite: www.asklocala.com Learn more about their solutions and connect with Ed Silhan on LinkedIn for further discussions about omnichannel programmatic advertising solutions.Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

The Programmatic Primer: https://www.theoohinsider.com/programmatic-primer/SummaryIn this conversation, Tim and Eric Tilbury talk about the problems with attribution vs outcome-based measurement and why outcomes ultimately beat clicks and other performance metrics that are often the KPIs of a media buy. Eric talks about the role of programmatic traders in campaign execution and how to unlock the power of one-to-many tactics like DOOH in your next programmatic media buy.Key Topics:The limitations of user-based attribution and the need for a more holistic approach to measurement.The benefits of Marketing Mix Modeling (MMM) for understanding the true impact of advertising campaigns.How DOOH can thrive in a privacy-first world by focusing on outcomes and delivering impactful creative experiences.Real-world case studies showcasing the effectiveness of DOOH when combined with data-driven strategies.Connect with Eric:On X: https://x.com/EricTilbury_RTBOn LinkedIn: https://www.linkedin.com/in/eric-tilbury-2a798932/ And learn more about inuvo at https://inuvo.com/Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

"Automation is 100% the job to be done." - Alvaro Villa, FatTailSummaryIn this episode of OOH Insider, Tim Rowe and Alvaro Villa discuss the challenges facing DOOH advertising, focusing on the importance of maintaining premium inventory standards, the role of automation in direct sales, and the challenges faced by publishers navigating the Programmatic DOOH explosion. Join us as we explore how FatTail helps publishers like WebMD and The Financial Times with end-to-end ad ops, automating direct sales strategies, and enabling programmatic growth that maintains premium standards for brands, publishers, and partners. The conversation specifically highlights and emphasizes the need for direct relationships and an understanding of how and why media is transacted.TakeawaysWhy direct advertising still generates the majority of revenue for publishers.What role does Automation serve in reducing friction and selling more?How Creativity in direct sales is a superpower and competitive advantage.The importance of integrations with existing systems to unlocking value.Embracing what makes your inventory unique and how to sell it without slowing down.Chapters01:24 Understanding Premium Content and Direct Advertising03:17 The Role of Automation in Advertising04:38 Defining 'Programmatic'07:47 Balancing Direct Sales and Programmatic Efficiency09:09 Addressing Common Publisher Pain Points11:38 Case Study: GSTV and FatTail Collaboration15:10 Integration Challenges in DOOH19:07 Strategizing Sales Approaches for DOOH PublishersLearn more about FatTail here: https://www.fattail.com/Connect with Al here: https://www.linkedin.com/in/alvaro-villa-4034627/Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

SummaryIn this conversation, Tim and Emmy-Award Winning Media Researcher, Bill Harvey, Founder/Chairman at Research Measurement Technologies, Inc., unpack the evolution of addressable TV advertising technology, focusing on the development of driver tags and their impact on recommendation engines. Bill shares insights from his early work in the industry, the creation of a system that distilled a million words into 265 driver tags, became the concept of 'Resonance' (vs Attention), and how these tags have proven to be more effective than other traditional attention metrics in predicting sales outcomes. The discussion covers the integration of resonance in digital advertising, the relationship between resonance and physical context, and the future of addressability and AI in advertising. TakeawaysDriver tags were developed to empirically deduce behavioral drivers.Driver tags have shown to be more effective than attention metrics in predicting sales.Privacy can be maintained while optimizing marketing strategies through data clean rooms (DCRs).Resonance drives Attention and can maintain interest in ads themselves.Bill's literary pursuits reflect his lifelong interest in consciousness, improving the world, and using advertising as a vehicle for positive impact.Chapters00:00 Introduction and Upcoming Events01:25 The Genesis of Driver Tags12:47 Evolution of Recommendation Engines17:41 Effectiveness of Driver Tags vs. Attention30:30 Integrating Resonance in Digital Advertising33:26 Resonance and Physical Context in Advertising38:43 The Future of Addressability and AI in Advertising43:22 Creative Challenges and AI Solutions47:17 Bill's Literary Pursuits and MotivationsConnect with Bill and learn more about his work here:https://www.humaneffectivenessinstitute.org/https://www.rmt.solutions/https://billharveyconsulting.com/we-just-won-an-emmy/https://www.linkedin.com/in/bill-harvey-9581801/And learn more about Semasio at https://www.semasio.com/Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

SummaryIn this episode of Out of Home Insider, Tim interviews Jeromy Sonne, Founder of Daypart.ai, discussing the evolution of his career in advertising, the challenges of running a DSP, and the transformative role of AI in advertising. Jeromy shares insights on how Daypart.ai has pivoted to focus on B2B marketing and the importance of understanding customer needs in the advertising landscape. The conversation also delves into the practical applications of AI in media buying and the future of advertising strategies.TakeawaysAI can automate monotonous tasks, allowing marketers to focus on creativity and strategy.Holistic probabilistic attribution is key to understanding advertising effectiveness.AI can enhance user experience by streamlining data communication.Daypart.ai aims to bridge the gap in B2B advertising by unlocking new channels.The future of advertising will involve a blend of human creativity and AI efficiency.ConnectJeromy Sonne on TwitterJeromy Sonne on LinkedInDaypart.AIJoin OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

READY TO TAKE THE FIRST STEP TO UNLOCKING THE LONG TAIL?SellMoreDOOH.comSummaryIn this conversation, Tim and Jonathan Moffie discuss the innovative advertising platform Streamr AI, which leverages generative AI to simplify the process of creating and launching commercials for CTV. They explore how the platform solves challenges for brands and publishers, the future of AI in advertising, and trending industry news. TakeawaysGenerative AI can create commercials in seconds.The platform supports multiple languages and dialects.Advertisers can launch campaigns on major streaming platforms.The ease of use has led to concerns about credibility.Full funnel measurement is crucial for advertisers.The future of advertising will heavily involve AI technology.Challenges include getting advertisers comfortable with AI.The platform aims to democratize CTV advertising.Upcoming versions of the platform will enhance creative capabilities.Try Streamr AI 2.0 Here: https://streamr.ai/pro/Chapters00:00 Introduction to Streamr AI and Live Demo02:46 The Evolution of Advertising with Gen AI05:59 Challenges and Solutions in CTV Advertising08:57 The Future of Gen AI in Advertising11:57 Building a Marketplace for CTV Advertising15:01 The Impact of AI on AdvertisingNews We DiscussedIAB Tech Lab introduces Ad Format Idol initiative to standardize CTV ad formatshttps://www.streamtvinsider.com/advertising/iab-tech-lab-introduces-ad-format-idol-initiative-standardize-ctv-ad-formatsPulling A FAST One: 25% Of CTV Ad Inventory Can Only Be Bought Via Linear TVhttps://www.adexchanger.com/on-tv-and-video/pulling-a-fast-one-25-of-ctv-ad-inventory-can-only-be-bought-via-linear-tv/Connect & Learn MoreConnect with Jonathan Moffie on LinkedIn: https://www.linkedin.com/in/jonathanmoffie/Checkout Streamr.ai: https://streamr.ai/A bit about FAST Channels (As discussed in today's podcast)According to the IAB, FAST channels are free, ad-supported streaming TV channels that offer scheduled content in a linear format: Definition: FAST stands for "Free Ad-supported Streaming TV". FAST channels are similar to broadcast TV networks and offer scheduled content. Content: FAST channels offer a variety of content, including live TV, on-demand content, and genre-focused channels. Access: FAST channels are available on smart TVs, mobile apps, tablets, and other internet-enabled devices. Some services are tied to specific brands, such as Samsung TV Plus on Samsung devices. Monetization: FAST channels are monetized by inserting ads into the programming. Viewing experience: FAST channels offer a "leaned-back" viewing experiJoin OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

Connect with Ravi Patel, Founder of Swym.ai https://www.linkedin.com/in/ravipats/Check Out Swym.ai here:https://www.swym.ai/Marketing Brew Curation Articlehttps://www.marketingbrew.com/stories/2024/10/15/the-ad-tech-world-s-newest-buzzword-is-curationMicrosoft Exits Retail Mediahttps://www.retailbrew.com/stories/2024/10/15/microsoft-is-reportedly-exiting-its-retail-media-businessJoin OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

Have feedback or a question? Text us!SummaryIn this episode of OOH Insider, Tim Rowe celebrates the fifth anniversary of the podcast and introduces a comprehensive series on programmatic advertising. We discuss the current state of global advertising spend, the shift towards DOOH, and the importance of understanding programmatic trading. Tim emphasizes the need for direct sales strategies and best practices for private marketplace (PMP) deals while navigating the challenges of open auctions and remnant inventory. The episode concludes with a call to escape the echo chamber of sales discussions and focus on actionable strategies for growth.DOWNLOAD THE DECK FROM TODAY'S EPISODE: https://www.theoohinsider.com/downloads/2025-programmatic-dooh-primer/TakeawaysHappy anniversary to OOH Insider!Understanding advertising spend is critical as a publisher.DOOH is gaining a larger share of spend, but is it growing?Programmatic trading is on the rise, but direct sales are essential to growth.PMP deals offer curated inventory for targeted advertising.Open auctions can lead to quality control issues.Direct sales teams are necessary for success in programmatic.Brands are increasingly using programmatic for trafficking advertising.Escaping the echo chamber is essential for true innovation.Chapters00:00 Celebrating Five Years of OOH Insider02:47 Introduction to the Programmatic Primer06:06 Understanding Global Advertising Spend08:57 The Shift Towards DOOH11:49 Programmatic Trading Insights15:07 Best Practices for PMP Deals17:56 Navigating Open Auctions and Quality Control21:11 The Importance of Direct Sales24:05 Escaping the Echo ChamberJoin OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

Have feedback or a question? Text us!SummaryIn this episode of the Marketecture podcast, host Ari Paparo is joined by Eric Franchi and Tim Rowe, founder of the OOH Insider podcast, to dive into the world of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising. The episode kicks off with an exciting scoop about a recently published deck from DoubleClick (get it here), revealing insights that highlight their conservative estimates regarding media revenue.  From there, it's an action-packed conversation about Why DOOH Matters, how it's being traded, and speculation on winners and losers as the programmatic pieces fall into place.TakeawaysMarket Size and Growth: The global DOOH market is approximately $21 billion, with $5 billion in the U.S. Despite growth, its share of advertising spend is declining, indicating challenges in capturing a larger market share.Fragmentation Challenges: The DOOH industry faces fragmentation, with many screens and networks leading to inefficiencies. Most programmatic transactions occur through private marketplaces (PMPs), complicating the buying process.Future of DOOH: The integration of DOOH with connected TV (CTV) and advancements in technology, such as first-party data utilization, are seen as key opportunities for growth and innovation in the sector.Attention Measurement: The collaboration between IAB and MRC for attention measurement accreditation is a significant step towards validating attention as a metric in advertising, which could benefit OOH advertising strategies.Chapters00:02:05 - Why Care About OOH/DOOH?00:02:23 - Case for DOOH00:02:49 - Market Size of DOOH00:04:07 - Growth Challenges in DOOH00:07:16 - Programmatic Transactions in DOOH00:08:03 - Leading Programmatic Companies in DOOH00:13:08 - Measurement in DOOH00:16:33 - Future of DOOH and CTV Convergence00:21:45 - Roku's Role in DOOH00:37:41 - Attention Measurement in OOHCheck out the Marketecture Podcast at https://www.marketecture.tv/Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

Have feedback or a question? Text us!SummaryIn this episode of OOH Insider, Tim and Chris Kane from Jounce Media discuss the complexities of Supply Path Optimization (SPO) in the context of DOOH advertising. They explore challenges posed by fragmentation in the RTB supply landscape, sources of demand for DOOH inventory, and strategies employed by networks that are succeeding in this space. The conversation also delves into programmatic advertising's implications and the role of ad networks, emphasizing the need for screen owners to make informed decisions about partnerships and inventory management.TakeawaysSPO involves deliberate choices about RTB auctions.DOOH faces ambiguity compared to CTV.75% of DSP money is concentrated in three platforms.Winning networks focus on specialized SSPs for inventory.Screen owners must ensure their supply is highly available.Ad networks can dilute ad spend for screen owners.The market rewards publishers who run duplicate auctions.Screen owners face a dilemma in choosing partnerships.Transparency in advertising is crucial for trust.Jounce Media offers valuable resources for understanding the market.Chapters00:00 Introduction to Supply Path Optimization (SPO)02:54 Challenges in DOOH Advertising06:29 Understanding Demand Sources in DOOH11:32 Winning Strategies for DOOH Networks15:55 Navigating Programmatic Advertising in DOOH19:44 The Role of Ad Networks in DOOHNews We CoveredCommerce Video Drives Retail GrowthAdvertisers Measure Retail Media Success Through PerformanceHow to Connect with Chris KaneCheck out Jounce Media: https://jouncemedia.com/Connect with Chris Kane on LinkedIn: https://www.linkedin.com/in/christopherfkaneFollow him on Twitter/X: https://twitter.com/ckaneTry our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

Have feedback or a question? Text us!SummaryIn this episode, Tim discusses the critical distinction between Connected TV (CTV) and Digital Out of Home (DOOH) advertising with guests Stephen Brooks and Rob O'Rourke from AdXact.io. They explore the importance of content adjacency in unlocking CTV dollars for DOOH, the impact of this integration on the advertising ecosystem, and the role of AdExact in facilitating seamless campaign activation across channels. The conversation also delves into the significance of measurement and reporting in DOOH, highlighting its advantages over traditional CTV metrics.TakeawaysSeparating CTV from DOOH is essential for media buyers.Content adjacency enhances the effectiveness of advertising campaigns.DOOH is evolving with the integration of CTV principles.AdExact provides a platform for seamless campaign activation across channels.The ecosystem is opening up more buying streams for advertisers.Transparency in content adjacency is crucial for building trust with buyers.Omnichannel marketing is becoming a standard practice in advertising.Buyers are looking for easy-to-use platforms that simplify their workflow.Measurement and reporting are key components of successful advertising campaigns.DOOH offers advantages in terms of fraud prevention and real-time reporting.Chapters00:54 Understanding CTV and DOOH03:38 Content Adjacency and Its Importance05:33 The Role of AdXact in the Ad Ecosystem08:13 Activating Campaigns with AdXact Content Adjacency Engine 10:09 How the Content Selection and Curation Process Works17:21 Feedback from Media Buyers19:19 Measurement and Reporting in Omnichannel AdvertisingConnect with Rob here: https://www.linkedin.com/in/robert-o-abab7610/And Stephen here: https://www.linkedin.com/in/stephenbrooksla/News we covered:Why Separating CTV from DOOH Mattershttps://www.cynopsis.com/cyncity/ctv-and-dooh-advertising-whats-the-difference/37% of US Marketers Shift Ad Spend from Digital to prDOOH Campaignshttps://www.martechcube.com/37-of-us-marketers-shift-ad-spend-from-digital-to-prdooh-campaigns/Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

Have feedback or a question? Text us!The retail media advertising category has experienced explosive growth, with spending expected to reach $141 billion in 2024. This surge has seen retail media evolve from a niche segment to a dominant force in digital advertising, led by giants like Amazon and Walmart. But as retail media networks expand beyond traditional search formats into video, audio, one question remains - how can OOH capture more share of wallet and ride this wave?

Have feedback or a question? Text us!Curious about how AI is disrupting media buying?If so, then this episode is a must-listen! We dive deep with Brecker Brees, Founder of Preflect, a platform aiming to replace media buying agencies with AI.

Have feedback or a question? Text us!Ever wondered what it takes to go viral on DTC Twitter for the right reasons? Meet Cory Gill, who did just that with his groundbreaking research on the Shopify App Store.

Have feedback or a question? Text us!We sit down with Ben Sharf, Co-Founder of Platter, to discuss making the leap from being an Agency to becoming a SaaS.

The Art of Agency Acquisition: What Kyle Hunt Looks for in a BuyoutAre you built to scale?Built for sale?Or built for fail?TL;DR: Tune into this episode of OOH Insider with Tim Rowe and Kyle Hunt if you're thinking about starting your own ad agency, especially if you want to work with D2C and ecom brands.Learn the key pitfalls that make an agency unacquirable The critical difference between working in your business vs. on your businessAnd the seasonal dynamics that impact ad spending Discover what makes a company an attractive acquisition target and why owning brands could be a strategic move for agencies. Get insights on prioritizing effective merchandising over basic marketing, the risks and rewards of making significant business bets, and the common trap of chasing new ventures at the expense of expanding what already works. This episode is packed with actionable strategies for anyone looking to elevate their agency-operational acumen.Scaling agencies is hard BUT there are a few common mistakes that can hinder growth and make them less attractive as acquisition targets - how do you know if you're making them or not?Thinking about starting an agency? Here's how to know when it's the right time.00:03:29-00:03:39 - "I'm making so much money for these guys. I should be doing this on my own and starting something else."BEWARE The Brilliant Bottleneck - Does this sound like anyone you know?00:06:53-00:07:04 - "The Brilliant Bottleneck is where they are so involved in working in the business and they know where all of the deep tribal knowledge is buried. They know how it should look and feel, (so much so) that they themselves become the thing preventing the agency from actually scaling."The #1 Shortcut to Building a Better Business00:16:09-00:16:19 - "It's a little bit of good old fashioned roll up your sleeves and figure it out. Talk to humans."Is the silent killer lurking in your day-to-day?00:24:07-00:24:17 - "I think shiny object syndrome is the number one killer of great entrepreneurs because it pushes your focus to multiple places."Top 3 Things I Learned From Kyle Hunt:Avoid being the "brilliant bottleneck": Agency owners should learn to delegate and trust their team, rather than being the bottleneck for decision-making and progress. This allows for scalability and growth.Be cautious of shiny object syndrome: Agency owners should resist the temptation to constantly chase new strategies and channels. Instead, focus on doing more of what is already working and optimizing those areas for better results.Plan ahead for peak seasons: Proper planning and preparation are key for successful peak seasons like Black Friday and Cyber Monday. Start planning well in advance to ensure smooth operations and avoid last-minute chaos. 

There are more than 4.4M sites hosted on Shopify.Best known for as a powerhouse platform enabling DTC and E-Commerce brands, Shopify isn't just for boutique challengers. It's trusted by Blue Chips like Heinz, Tesla, and Red Bull too, but regardless of size - your site speed is a HUGE part of your customer's experience and ultimately, revenue

In this week's episode, Zachary Pardes, co-founder of Black Valley, a modern media collective, and shares his expertise on how out-of-home advertising can be a game changer for brands. From the power of tangible marketing to the importance of creative and engaging content, Zach breaks down the strategies for cutting thru the clutter with big, bold OOH - how in a world saturated with fake influencers and AI, OOH advertising stands out as a genuine and authentic way to connect with consumers.

Top 10 Takeaways

Are you struggling to track and measure ROI from your marketing mix?Tune in to this episode to decode the digital marketing media buyers' playbook and quantify the full-funnel buyer's journey.

Struggling to separate the signal from the noise in your marketing attribution? 

 In this episode of the Dealer Talk podcast, host Herb Anderson welcomes guest Tim Rowe to discuss the power of traditional marketing, specifically Out-of-Home (OOH) advertising, in 2024. Tim, a self-pronounced reformed digital marketer and ambassador for Team Real World, shares his perspective on the effectiveness of traditional marketing strategies and provides tactical insights for dealers looking to leverage these strategies for success. [00:02:32] Traditional marketing's evolution.[00:09:10] SEO Hack - Podcasting for local dealers.[00:15:11] Offline attention arbitrage[00:17:27] Traditional advertising vs digital advertising.[00:20:06] The challenges of digital marketing.[00:23:58] Dealers going dark during COVID.[00:28:23] The ultimate grassroots credibility.[00:32:38] Tracking website traffic correlations.[00:33:45] Thinking differently for profitability.[00:36:27] Deterministic targeting in Out-of-Home (OOH) advertising.[00:40:19] Traditional vs. digital marketing.[00:43:08] Mindshare and advertising effectiveness.[00:46:54] Traditional ad channels and cost.Want to work together? Take advantage of fintech solutions JUST for marketers and the ultimate Authority Growth Engine for B2B/Founder-led growth at: https://www.troweco.com/

In this episode, OOH Insider Host Tim Rowe, appears on the Prompt Jockey podcast hosted by Joe DiRico. The Prompt Jockeys get the Insider's take on "What Is OOH?"and how born online brands and creators should start to think about attention in the real world.[00:02:58] Brick and mortar mindset.[00:06:28] Billboards and modern media.[00:11:39] Exploitable value in billboards.[00:14:24] Exposed Visitation Rate - How to Measure OOH Advertising[00:16:40] Long-lasting impact of billboards.[00:22:02] LifeLock's bold marketing strategy.[00:25:36] RideshareTV - backseat tablet advertising.[00:32:02] Young people deleting social media.[00:37:02] Targeting for OOH.[00:41:17] Out of Home and direct mail.[00:44:00] App integration into screens.[00:50:33] Video production and short clips.[00:52:27] Content distribution strategies.[00:55:53] Accountability and motivation.[00:59:44] Changing marketing mix drives success.Connect with Tim Rowe at https://www.linkedin.com/in/troweactual/And learn more about Joe DiRico here https://www.theoohinsider.com/guests/joe-dirico/ or checkout the Prompt Jockeys podcast - https://www.promptjockeys.ai/Want to work together? Take advantage of fintech solutions JUST for marketers and the ultimate Authority Growth Engine for B2B/Founder-led growth at: https://www.troweco.com/

Did you know there's 45% more ad budget available from the long tail? But what is the long tail and how do you master if your own growth?In this episode, Tim Rowe discuss a report from Moffett-Nathanson that lowers its long-term forecast for digital advertising. The trigger for this revision was a profit warning by social media company Snapchat.The firm expresses concerns about the long-term growth prospects of digital advertising, citing unsustainable corporate profitability and the explosion of e-commerce activity by small and medium-sized businesses. Tim highlights how the COVID-19 pandemic has impacted the advertising landscape, with the cost to acquire customers digitally rising and lockdowns causing a flood of money into the internet. As a result, Moffett-Nathanson has lowered its long-term online ad growth forecast by 33%, from 18.5% to 12.5% - find out what it means for your media sales team.[00:01:07] Lowering long-term ad forecast.[00:03:42] The long tail revenue.[00:07:18] Programmatic as a bad deal.[00:11:14] Local regional sales strategy.[00:14:29] Laggy comment section on LinkedIn.Full episode at  https://www.theoohinsider.com/thelongtail Want to work together? Take advantage of fintech solutions JUST for marketers and the ultimate Authority Growth Engine for B2B/Founder-led growth at: https://www.troweco.com/

Get SwellAI and Support OOH Insider Or click here https://shorturl.at/kmsw1 Originally aired on the In The Pit podcast with Swell.ai co-founder, Cody Schneider, in this episode, Cody interviews Tim Rowe, Host of OOH Insider and goes under the hood of How OOH Marketing and Advertising works and inside the growth engine that powers the OOH Insider podcast, a Top 100 Apple Podcast.We discuss the importance of learning the skills required to produce and grow a podcast, including content creation and marketing and emphasize the significance of having good distribution for content above everything else. Overall, the episode provides insights into the world of OOH advertising, podcasting and the strategies for success with both. Connect with Cody here https://www.theoohinsider.com/guests/cody-schneider/ Key Moments[00:00:09] Podcasting challenges and growth.[00:04:58] Dominating attention in physical spaces.[00:07:12] Billboard campaigns targeting specific audiences.[00:12:05] Terrible show notes and SEO.[00:13:57] Detaching from perfectionism.[00:19:59] YouTube shorts viewership strategy.[00:23:20] Explosive YouTube growth.[00:25:37] Building media brands with AI.[00:28:43] Podcasting changing lives and businesses.[00:33:19] The magic of billboards.[00:36:20] Growing social accounts through algorithms.[00:38:46] Cheap and effective advertising.[00:42:49] Ramen profitable?[00:47:13] AI and people with lots of tabs.[00:53:03] Deterministic measurement and market feedback.[00:56:12] The power of niche media.Want to work together? Take advantage of fintech solutions JUST for marketers and the ultimate Authority Growth Engine for B2B/Founder-led growth at: https://www.troweco.com/

In this episode, Tim Rowe, host of OOH Insider is joined by Bob Gruters, CRO of Loop TV, and Brian Rappaport, Founder of Quan Media Group in a recreation of their recent panel discussion at Advertising Week titled "It's Just TV". The episode is a raw, direct conversation on the existential crisis facing brands and marketers, and how taking advantage of context and content has never made more sense; given the targetability, measurement capabilities available, and pure efficiency from a cost standpoint.They recount what the in-person experience was like, answer the same audience questions that were submitted LIVE, and build on those concepts in this action-packed panel-style conversation originally titled "It's Just TV" and reborn in this setting as "It's Just Good Marketing".Key Moments:[00:06:05] How does context shape content consumption? [00:07:18] Context and relevance in media. [00:10:34] Building a streaming content network. [00:14:08] Branded content in OOH. [00:21:24] Programmatic sponsorships and independent shops. [00:25:14] Falling effectiveness of advertising online. [00:32:25] Passing data in programmatic advertising. [00:34:15] Being a participant in active feedback and shaping media.[00:38:27] Why should we take OOH advertising seriously? [00:41:49] Digital advertising and news platforms.Want to work together? Take advantage of fintech solutions JUST for marketers and the ultimate Authority Growth Engine for B2B/Founder-led growth at: https://www.troweco.com/

Learn About:The 4 Pillars for Performance Marketers Using OOHIn this episode, Tim Rowe and performance marketing expert, Simon Mills (Founder of George St. Growth) highlight the significance of simplicity and directness in advertising to elicit a response from the audience. They emphasize the need for visual clarity, an offer, and a call-to-action to create the ultimate "branded-performant creative"They discuss the importance of negotiation to bottom-line metrics like CAC and Simon emphasizes the importance of creating a win-win situation for brands and media publishers alike. And check out some of these key moments:[00:06:30] Running direct response test. [00:10:34] SaaS or FinTech application. [00:12:27] Branded search and campaign awareness. [00:15:53] Channel diversification and mindset shift. [00:17:41] The halo effect of OOH advertising. [00:26:26] Impact through wrapped delivery trucks. [00:27:07] Critical Creative for CAC[00:39:38] Negotiating media buying strategies. [00:45:01] How To Measure OOH Advertising and Results.Mentioned links:https://www.theoohinsider.com/guests/simon-mills/https://georgestgrowth.com/https://www.linkedin.com/in/troweactual/https://www.linkedin.com/in/simonmills3/Want to work together? Take advantage of fintech solutions JUST for marketers and the ultimate Authority Growth Engine for B2B/Founder-led growth at: https://www.troweco.com/

Join Clay Lundquist, Founder of Exposure Agents, and Tim Rowe, Host of OOH Insider in a conversation about how brands show up, for real.We talk about the importance of customers trying your product and the impact it has on conversion rate, lifetime value, and overall customer satisfaction.Clay teaches us the simplicity with which you can execute an impactful brand experience for your biggest fans with event marketing.Links:Connect with Clay on LinkedIn Here: https://www.linkedin.com/feed/Learn More About Clay Here: https://www.theoohinsider.com/guests/clay-lundquist/And Check Out Exposure Agents Here: https://exposureagents.com/Key Moments:[00:05:51] Why is it important to show up?[00:07:08] Street sampling and market research. [00:010:47] Event marketing as a part of your strategy. [00:12:14] Choosing the right event venue. [00:15:24] Alternative marketing ideas and tactics. [00:20:34] Memories of McDonald's French fries. [00:22:41] Festivals and the last mile of marketing.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

What makes "Fake OOH", fake? Who gets to decide?Join David Title, Founder and Partner of Bravo Media and Tim Rowe, Host of OOH Insider as we discuss the marketing trend that's taking over social channels - CGI-generated, virtual OOH.We talk about how brands are embracing the idea of creating virtual versions of their content for distribution through social media channels and influencers.  And talk about how brands are testing digital versions of their ideas and scaling into the real world. So the question to be answered is - is this a good or bad thing?This episode is definitely Pro-FOOH and explores how this "trend" could be a growth hack for the industry. And checkout some great examples of CGI-Generated OOH here:https://www.youtube.com/playlist?list=PLeUiVph10C45IBb3LVYzzk-Bt53_4p6ioGet in touch with David directly at david@bravomedia.comKey Moments:[00:05:10] A visual dining experience.[00:09:31] "Fake OOH" [00:011:02] Anamorphic billboards and social media amplification.[00:17:06] Virtual billboards and perception. [00:19:19] Where's the line between spec art and a lawsuit?[00:23:01] Creative 3D video effects IRL.[00:27:22] How brands are executing against these objectives.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

In this episode, we're joined by Rae Guimond from digital retail analytics platform - PriceSpider. In it, we discuss the changing landscape of consumer behavior and how brands can effectively reach their target audience. We unpack the importance of understanding which marketing channels and opportunities yield the best results and explore how the post-pandemic trends have accelerated the in-store application of digital insights for retail brands.Key Moments:00:07:19 Consumer spending impacted by inflation.00:18:46 How to leverage QR Codes to enhance the customer experience.00:29:43 Real-time data optimization for ROI.00:35:37 Consider omni-channel customer experience.00:39:47 Integration of digital and physical for the customer.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

In this episode, we explore the evolution of location-based marketing and its impact on the industry. With the global market for location-based marketing services projected to reach $232 billion by 2030, we discuss the challenges posed by ad blockers, VPNs, and the shift to a cookie-less future. Our guest, Dan Hight, Vice President of Channel Partnerships at Placer, shares insights on the origins of GPS and how it has transformed the marketing landscape. From commercial real estate to advertising, we delve into the role of location analytics and true market intelligence in shaping the future of location-based marketing. Tune in to learn more and leave with a deeper understanding of this dynamic field.Get in touch with Dan at dan.hight@placer.ai and visit https://www.placer.ai/ for a free trial of Placer.ai and to learn more.Key Concepts and Highlights:The Growth of Location-Based Marketing: The global market for location-based marketing services is projected to reach $232 billion by 2030, driven by the widespread use of cell phones and advancements in technology.The Role of GPS: GPS on our phones exists primarily due to the need for public safety, particularly in emergency situations. The FCC mandated the inclusion of GPS capabilities on cell phones to enhance 911 services.The Evolution of GPS: GPS technology has come a long way since its inception, with improvements in accuracy and new standards being deployed. GPS is now responsible for an estimated trillion-dollar impact globally.Transition from Interest and Intent to Behavior and Movement: Traditional digital marketing focused on targeting audiences based on their interests and intent. However, location-based marketing shifts the focus to understanding consumer behavior and movement in the real world.Privacy Concerns and Changing Regulations: With the rise of privacy regulations and consumer awareness, the advertising industry is moving away from one-to-one targeting and towards one-to-many or one-to-few approaches. This shift aligns with the changing landscape of consumer preferences and regulatory requirements.The Impact of Data Collection: Data collected for location-based marketing differs from online data collection for ad targeting. Placer.ai's approach focuses on place intelligence rather than individual profiling, ensuring privacy and regulation compliance.Technology Advancements and Future Possibilities: Advancements in technology, such as the expansion of the Wi-Fi spectrum, will unlock new capabilities for location-based marketing. Improved indoor positioning and enhanced consumer experiences will be exciting developments in the coming years.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

In this follow-up episode, Brooke returns as the most downloaded guest to discuss programmatic DOOH. The conversation focuses on the disconnect between OOH specialist agencies, programmatic buying teams, and media companies in navigating the fast-paced world of programmatic. We talk about trends and media integration, how unified education is arguably more important than unified impression counting, and how the power of real-time broadcast could be the key to unlocking more growth for offline media, at large.See the AT&T commercial mentioned here: https://youtu.be/BKjzp3En67QBe sure to check out the new look and app of doohx.io here: https://www.doohx.io/And you can email brooke@doohx.io to get in touch directly.Key Moments00:04:28 Programmatic DOOH as a growth lever for brands and publishers.00:07:33 How OOH is evolving into a content platform.00:10:31 The Power of RTB - Real-Time Broadcast > Bidding 00:12:06 How To Measure OOH Advertising00:16:08 Celebrating the Creatives. 00:20:59 Global education platform launching app 9/12Learn more about the guest here : https://www.theoohinsider.com/guests/brooke-ermogenis/Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

This is a rebroadcast of "AI in OOH" a LinkedIn Live Event (which can you can access here).Watch the YouTube version hereIn this free class, I talk about how to incorporate AI in your OOH workflows.Whether for sales enablement, measurement, or streamlining your operation, this is a great primer on  the use of generative AI in your media company or as a media buyer or media planner. There is a deck that accompanies this presentation which can be accessed for free at https://rb.gy/d5kk4Key Timestamps:[00:01:25] AI enabling personal workflows. [00:06:13] AI in the podcasting industry. [00:11:22] Researching keywords with AI. [00:14:07] Creating internal apps with AI. [00:16:09] App built with spreadsheet integration. [00:20:13] Billboard foot traffic in cities. [00:24:03] Increasingly challenging quantifying the impact measurement. [00:27:58] Web traffic and media measurement.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

Retail Media MasterclassLearn about in-store networks and how to maximize return on ad spend. Join Mike Pollack, the CRO of GroceryTV, and myself in today's episode where we're breaking down:1. What it means to scale as a modern media company2. How to unlock distribution with focus3. And dive deep on why Retail Media Networks (RMNs) are so hotGet in touch with Mike at mike@grocerytv.comHighlights and Key Concepts:The Power of Having Systems and a Defined Product:Leveraging Distribution for Scaling:The Current Wave of Innovation in Retail Media:Challenges and Opportunities in Adoption:Key Moments00:08:14 Focus and sacrifice drive success.00:17:03 Retail media is rapidly growing.00:19:20 Retail media networks are evolving.00:27:02 In-store media is evolving.00:29:33 Retail media can drive performance.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

In this episode, Tim is joined by Robert Chen, CEO of eatmise, a food delivery platform in New York City. They talk about how eatmise partners with top restaurants to bring prepped, ready-to-cook ingredients to customers' doors, allowing them to cook restaurant-quality meals in under 10 to 15 minutes. They discuss the challenges of upending an established business model and of building a three-sided marketplace, and how, by restricting their supply side to a curated offering of premier restaurants and dishes, they're able to drive demand and scale, profitably and predictably.Do You Create Value or not?It's a simple question, but an honest one.And in a crowded market, it's the most important.Join eatmise CEO, Robert Chen, and I as we break down his founder's story and apply the lessons of a disruptive NYC food-delivery platform to the job to be done with OOH advertising and enabling brands to access the ultimate canvas.Should you curate and limit supply-side partners?Why does the opportunity exist in the first place?Can your framework scale?What's your defensible moat?Do you create value or not?Key Moments -00:11:03 Opportunity to monetize unused capacity.00:16:23 Building a startup requires hands-on experience.00:17:21 Outsider is the new Insider.00:22:32 Convenient subscription-based buying.00:26:52 Standardized ordering.Enjoy,Tim

In this episode, Tim Rowe, Host of OOH Insider and Raghav Sharma, Founder of Perfitly discuss the importance of retail and the challenges faced by e-commerce brands. They highlight the significant ad spend on retail media networks and the dominance of brick-and-mortar stores in global retail sales. Did you know that more than 80% of purchases are made in brick-and-mortar stores? And that trend is only growing

In this episode, Brendan Papariello, CEO of Viniamo, shares the fascinating story of how his company brings the Italian countryside and its unique wines to customers' doors. We discuss the intersection of wine and OOH advertising, highlighting the importance of how connecting customers with exclusive, hard-to-find wines can be just like the job to be done in building a real-world brand.Key Moments:[00:06:05] Licensing logistics and loopholes - how to create opportunity[00:09:10] Overlooked opportunities in the industry[00:14:41] The internet loves Nonna[00:19:14] Italian-American culture and authenticity as a brand[00:25:11] Introducing unique wines and grapes[00:29:44] The untapped beauty of Northern ItalyLove OOH? Love wine?Get 20% off at Viniamo.co by using promo code OOH20Because of state laws, Viniamo is only able to ship to PA, NY, FL, Washington DC, and CA.Don't live in one of those states? I bet a colleague or client does!Get someone an incredible gift that comes complete with stories for your next conversation, send them some wine from Viniamo and use promo code OOH20 to save 20% Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

In this episode, Tim Rowe (host) and Jason Eckerling (guest) discuss the relevance of programmatic digital out-of-home (DOOH) advertising in the current marketing landscape. Connect with Jason on LinkedIn here.They highlight how more media is being pushed through programmatic channels, making it easier for agencies and buyers. They also emphasize the flexibility and convenience of programmatic advertising, especially in uncertain economic times. Jason, who was a co-founder of an online marketplace (Billboarder), shares insights on the benefits of programmatic dooh advertising. Tune in to learn more about the role of programmatic technology in accessing inventory and launching campaigns offline and in the retail media space. Key Moments: 00:06:48 Complexity in programmatic out-of-home advertising.00:13:30 Programmatic DOOH growth in local markets.00:21:54 Opportunity in entertainment industry uncertainty.00:22:06 OOH measurement as the catalyst for growth.00:23:39 Consolidation of programmatic DOOH players in the industry. Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

In this episode, Tim welcomes Nathan, a fractional CMO with a background in finance and management consulting. They discuss the challenges facing CMOs and marketing leaders, with a focus on out-of-home advertising. Nathan shares his experiences, including wrapping buses, hanging billboards upside down, and using Google Search Console for brand lift studies. Despite starting out in finance and management consulting, Nathan found his passion in sales and marketing and now helps companies grow and scale. Tune in for an insightful conversation on modern marketing strategies. Key Moments:00:06:06 Takeaway: Selling ideas is not enough; execution is key.00:16:19 Perfection hinders progress and scale.00:22:05 Consider sustainability and practicality.00:27:04 Focus on high-impact, memorable experiences.00:38:40 How To measure brand lift with Google Search Console.Connect with Nathan on LinkedIn at https://ca.linkedin.com/in/yeungnathanFollow his marketing tips and insights on Instagram at https://www.instagram.com/fyamarketing/And check out his company here https://findyouraudience.online/Here are the top 3 key takeaways from our discussion:1️⃣ Importance of Imperfection and Scale in Business: Nathan shared how perfection isn't necessary for success in business. Instead, focusing on scale and productivity can lead to remarkable results. As he said, "You don't need perfection. What you need is scale."

Today's guest is Avi Stoller, co-founder and chief revenue officer of TAIV, a place-based ctv disruptor that uses AI to perform maybe one of the most agreeably useful tasks for humanity - changing the channel on the TV during commercial breaks.Find out how drinking beer and watching playoff hockey led to building AI that changes the channel during commercial breaks in sports bars during the biggest moments in sports to position brands front and center at the right place and right time.Here's a fun fact for you - 94 of the top 100 most-watched pieces of television programming last year was a sporting event. 82 of them were NFL games. Now, think about how many tv commercials you see playing on tv's in public places. Now think about how many of those are in sports bars and consider the ability to automate changing the channel on all of those TVs as soon as they go to commercial break and infusing more timely and relevant content.Check out TAIV on AdScout by clicking here.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

10 years ago, MK was winning awards and caffeinating the greater Boston area as a Manager at Starbucks. Today, just a decade later, MK is the CMO of Loop &Tie, a gifting platform that is disrupting the traditional industry of putting your logo on a coffee mug and calling it a gift by focusing on sourcing gifts from small, artisan makers to create a marketplace full of unique actual gifts like handcrafted nesting bowls or a cowboy firepit grill. And every gift comes with the story of how it came to be, enabling connection with the artist while maintaining their ethos of being the first carbon regenerative platform of its kind.MK came up through the performance marketing ranks, with stops at HubSpot, Birdeye, and Alyce before taking the reigns at Loop &Tie and we talk about some really hard topics like balancing the responsibility of ethics and the bottom line while being a marketer and how to ensure that everyone from the consumer to the creator receives the value they're expecting.We discuss the importance of storytelling as an amplifier for your brand no matter what tactics you choose to tell it, and how being a facilitator is not only a superpower but also a skill to master in your career in pursuit of solving meaningful problems.Connect with MK on LinkedIn here:https://www.linkedin.com/in/mkgetler/And be sure to check out the amazing gifts at Loop &Tie here:https://www.loopandtie.com/Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

In this episode, Eddie Yang, founder of Visual Feeder, talks about his journey into out-of-home advertising and how he came to found Visual Feeder, a projection mapping platform that leverages vacant storefronts to create network effects for brands. Eddie shares his experience of starting a company in this industry and how he landed his first client, Lyft. He also discusses his experience with Techstars, an accelerator program that provides investment and mentorship to startups. Eddie emphasizes the value of participating in an accelerator program like Techstars, as it helped Visual Feeder to grow faster and avoid costly mistakes. Eddie also talks about Visual Feeder's approach to leasing commercial spaces for their projection mapping campaigns and their plans for future growth. And check out the available store windows for your next campaign from Visual Feeder here - https://app.visualfeeder.com/Key Moments: Realizing the industry of out-of-home [00:05:02]Eddie talks about when he realized there was an industry called "out-of-home" and how he started researching it.Getting the first client [00:08:04]Eddie talks about how he got his first client, Lyft, and the challenges of starting a two-sided, tech company in OOH.Lyft Campaign [00:11:16]Eddie talks about the Lyft campaign that was Visual Feeder's first client and how they executed a regional campaign across three locations.Building a Company with a Sibling [00:14:57]Eddie shares his experience of building a company with his sister, the ups and downs, and the importance of trust.Techstars program [00:19:44]Eddie talks about his experience with Techstars, a startup boot camp that prepares entrepreneurs to pitch to investors and raise capital.Engagement and Creative Practice [00:21:52]Eddie discusses the importance of engagement in out-of-home advertising and the creative process behind designing content for projection mapping.Number of Locations and Markets [00:26:33]Eddie shares that Visual Feeder currently has 70 available locations and 28 active locations in primarily Chicago and New York markets.Challenges of securing locations [00:27:43]Eddie discusses the challenges of securing locations for their campaigns and how they compensate for any transitions.Expansion plans for 2023 [00:29:25]Eddie talks about their plans to capture more of their market in two specific cities in 2023 before scaling into more cities.Announcement of new marketplace application [00:30:57]Eddie announces the launch of their new marketplace application, where advertisers can upload their own content and see how it looks on storefront windows.Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

Connect with Brian Rappaport, Founder and CEO of Quan Media Group here.See the Lemon Perfect campaign with Jalen Hurts in their 2023 campaign.See the Tubi campaign here.See the Bombas campaign here.Key MomentsIndustry Growth and Drivers [00:05:19] Brian Rappaport discusses the growth of out-of-home advertising and how it is being driven by brands exploring the channel for the first time or those who are not fully educated on its potential.Education and Collaboration [00:08:03] The use of education to enable collaboration between agencies and the importance of finding like-minded partners.Challenges in Out-of-Home Advertising [00:10:34] Discussion on the hard questions asked during a meeting with marketers and media buyers, including out-of-home measurement and unrealistic stunts.Out-of-Home Specialists [00:12:17] Brian praises the work of other out-of-home specialists, including Project X and Glossier, Rapport's work with the NBA, and Miss Jiff's work with Netflix and Tinder.Measurement and ROI [00:18:12 - 00:21:38] Brian discusses the need for a universal system of measurement for out-of-home advertising and mentions various ways to measure the impact of out-of-home advertising, including brand lift studies, mobile retargeting, and cause lift analysis.Challenges with media partner relationships [00:33:04] Brian talks about the challenges that arise when media partners reach out to clients directly, and how it affects the relationship between the agency and the client.Programmatic Advertising and Digital Cities [00:42:45] Brian Rappaport discusses the trend of programmatic advertising and the evolution of smarter digital cities, offering more opportunities for out-of-home advertising.Universal Out-of-Home Measurement [00:44:24] Brian Rappaport predicts the development of a universal measurement system for out-of-home advertising within the next two years.https://www.theoohinsider.com/guests/brian-rappaport/https://quanmediagroup.com/Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

Blogs I mentioned:OOH Exchange Rates/Carfax For OOHLinks I mentioned:Layne Cox, Startup CMO https://www.theoohinsider.com/layne-cox/Jason Shuster, Metaverse as a Servicehttps://www.theoohinsider.com/metaverse/Benjamin Fishlock, The Concrete Canvashttps://www.theoohinsider.com/hpa-gsa/Dennis Kelly, The $40B Mailboxhttps://www.theoohinsider.com/dennis-kelly/Who Is Hypercell/Movia?https://oohtoday.com/hypercell-and-mobilytics-join-forces-to-provide-real-time-audience-measurement-for-ooh-place-based-media/Do you have napkin sketches and big ideas that you want to bring to life for a brand? If so, you should head over to tryadscout.com Expedite procurement with verified & responsive companies who turn napkin sketches into reality. TryAdScout.com Is Simplified Discovery For Marketing In The Real World.

Today's guest is Dennis Kelly. Dennis is the CEO of Postalytics a platform that is disrupting direct mail and solving the challenges of automating the $40B industry.Dennis talks about the importance of closing the loop and providing analytics for direct mail campaigns and the growth hack that Postalytics found by integrating with their customers' existing marketing tech stacks.Dennis' insights provide valuable lessons for entrepreneurs and marketers looking to stay ahead of the curve, especially in industries that are poised for disruptionSo that's the big idea I'd like to challenge you to take into this conversation: How are you staying ahead of the curve in a rapidly evolving industry?Check out Postalytics great LinkedIn page that Dennis mentioned here - https://www.linkedin.com/company/postalytics/Want to stay on the cutting edge? Subscribe to the Insider Daily Brief and read what I'm reading - https://www.oohinsiderdaily.com/subscribe

Today's guest is Benjamin Fishlock. Benjamin is the Head of Client Strategy at Global Street Art, a platform and organization that brings together artists, brands, and enthusiasts to promote and support the street art culture around the world. Check out the May the 4th Global Street Art video hereThroughout the episode, Ben and I discuss the different jobs that out-of-home advertising can do for a brand, and how the environment plays a crucial role in shaping consumer behavior and ultimately…outcomes. He stresses the importance of simplicity and creativity in outdoor advertising, and how creating celebrity status can be a force multiplier in the ongoing battle for share of voice and market.Leonardo da Vinci said that ‘simplicity' is the ultimate sophistication, so the big idea I'd like you to consider during this episode is:How you can simplify something that unlocks incredible value today? Key MomentsWhy Outdoor Works [00:02:08] Benjamin Fishlock explains why outdoor advertising works and the unique social proof and the cultural imprinting piece that makes it hugely effective.Share of Voice, Share of Market, and Fame [00:08:14] Benjamin discusses the relationship between share-of-voice, share-of-market, and fame in outdoor advertising, and how adding fame to share of voice materializes as a brand's market share.Excess Share of Voice and Creativity [00:16:56] Fishlock talks about the concept of excess share of voice (ESOV) and how creativity can amplify its impact, leading to greater market share gain for brands. He also mentions the importance of dwell time and costly signaling in outdoor advertising.Top of Funnel vs Bottom of Funnel Out of Home [00:20:28] Benjamin and Tim discuss the different roles of out-of-home advertising, from top of funnel to bottom-of-funnel, and how brands should plan their campaigns accordingly.Creating a Stop and Share Moment [00:24:05] The conversation shifts to the importance of creativity in out-of-home advertising and how it can lead to a higher return on investment. They discuss the concept of creating a "stop and share" moment, where people not only stop to look at the ad but also engage with it.Hand-Painted Advertising and Environment [00:30:50] Benjamin talks about how the environment influences consumer behavior and how hand-painted advertising creates a unique environment that drives a different level of behavior.Social Proof and Congratulatory Culture [00:38:20] Benjamin and Tim discuss how out-of-home advertising is a public promise from a brand and how it creates a cultural imprinting that goes beyond just brand awareness. They also talk about the unique congratulatory culture surrounding out-of-home advertising.Visual salience in outdoor advertising [00:42:02] Benjamin Fishlock talks about the importance of visual salience in outdoor advertising and how the brain can only contend with five visual elements in the first four or five seconds.Want to stay on the cutting edge? Subscribe to the Insider Daily Brief and read what I'm reading - https://www.oohinsiderdaily.com/subscribe

Welcome to OOH Insider, the podcast for media and marketing executives that explores the relationship between offline attention and driving conversion. Host Tim Rowe brings us today's episode, featuring Eric Kubischta, CTO and Co-founder of Lucit Technologies, a startup that has solved trafficking digital creative in a way that maximizes control and blends traditional guaranteed buying with programmatic capabilities.While technology is a central topic in this episode, Rowe also discusses Eric's unique insight into the evolution of internet advertising from the mid-90s to the present day and how this timeline correlates with OOH's current state. The conversation dives into underfunded topics such as "feedback and collaboration" and the importance of creating useful feedback loops to achieve desired outcomes.Building on the big idea from the previous episode, "How do you show something that needs to be felt?" Rowe asks listeners to consider how they can improve their collaboration with technology partners by providing more direct feedback, both in quantity and clarity, to ensure that the technology being built suits their needs.Links Mentioned:When Eric starts sharing his screen (watch on YouTube here)Digital And Dirt Episode w/ Bobby Switzer (Hosted by Ian Dallimore)Looking for your next job in OOH? Start here: www.oohired.com

 Tim Rowe interviews Jason Shuster, Co-founder and COO of BizzTech.io a company enabling more social connection in B2B settings via the metaverse. Jason discovered building in the metaverse was a cross-section of his passion for helping more people to discover the life of working from home and his profession of building video games.Jason cuts through the myths that you need weird AR/VR goggles or niche hardware to access the metaverse and that the mass market applications are actually already here with brands like Nike seeing more than 21,000,000 visitors to their Roblox store last year and Walmart with 15M+ visitors to their metaverse experience already too.Key Takeaways:Web 1 - Weekly Real Estate Flyer In Your Mailbox Goes OnlineWeb 2 - Weekly  Real Estate Flyer Becomes Modern Marketplace, Like ZillowWeb 3 - Zillow Becomes Zillow Overworld Where Buyers Can Experience The Home, The Neighborhood, The Schools, etc., In A 3D Web Experience 58% of companies are planning to build in the metaverse in 2023Start by building an environment for your internal company team (think: creating a team environment to replace the office  we used to go to)Next, consider the job to be done in solving for your customer's highest-value use-caseBig Idea To Consider: How do you show something that needs to be felt?Looking for your next job in OOH? Start here: www.oohired.com

Follow along with the blog series on OOH measurement here:Part Ihttps://www.theoohinsider.com/blog/oohmeasurement-part1/Part 2https://www.theoohinsider.com/blog/oohmeasurement-part2/Looking for your next job in OOH? Start here: www.oohired.com

Tim Rowe interviews Layne Cox, CMO of Union and one of the earliest startup marketers to leverage OOH advertising as a growth channel all the way back in 2009. Layne's career is a culmination of commitment to a passion for serving family-run businesses in the hospitality industry, with a marketing career that started out “as a lunch lady” and evolved into one of the most revered marketing leaders in the world of building B2B and B2C two-sided marketplaces. Layne has helped to build and scale amazing companies like Seamless, Grub Hub, Slice, and Pomp, specializing in the connection of the digital experience with the physical world.Key Takeaways:On getting the formula right: A 20-50% overall lift in customers (specific case study story)On measurement: Offline media impacts everything else you're doing so don't measure it in a silo, instead use a blended cost per acquisition (Total Amount Spent / Total Amount of Customers Acquired)On OOH being grassroots at scale: Be relevant and fun!On OOH being grassroots at scale: Meet your customers where they are, with multiple touchpoints per dayOn being a Challenger Brand: You will have fewer resources which can be a great catalyst for finding creative solutions and using agility to out-maneuver the competitionOn being a Challenger Brand: “We had to use big, broad channels to prove to customers and partners - ‘it's a thing!'”On the wasted reach of broadcast media for a two-sided marketplace: Eventually, you'll be where they are or they'll be where you are so it's really a low-cost, long-term investment. Extend your time horizons on the impact of marketingBig Idea To Consider: When is the last time you experienced what it's like to buy from yourself/your company?Read Part I of the Multi-part Measurement & Attribution series at The OOH Insider -https://www.theoohinsider.com/blog/oohmeasurement-part1/Looking for your next job in OOH? Start here: www.oohired.com

In this episode 100 guest spotlight recap, host Tim Rowe recaps his interview with James Heller, CEO of Wrapify, the first performance-driven ad platform built on the gig economy and the first three-time Inc 5000 company in OOH. Check out the original conversation here.And get dialed in with Part I of Measurement Series - Impression Counting vs Attribution ReportingLooking for your next job in OOH? Start here: www.oohired.com