Podcasts about dooh

The 16:9 PODCAST IS SPONSORED BY SCREENFEED – DIGITAL SIGNAGE CONTENT Digichief has been helping digital signage and DOOH network operators feed the so-called content beast for a bunch of years. While the Kentucky-based company started up in 2007, its roots go back another decade to a tech start-up that did similar graphics-driven content work for broadcast TV. I've known co-founder Gene Hamm forever, but this podcast was the first time we had a detailed chat about what Digichief does and offers. We get into a bunch of things, including what's widely used and what seems like perfect contextual content, but hasn't caught on. We talk in detail, as well, about more customized content, and about a new service called Mercury that Digichief spent more than a year developing and recently rolled out. If you hear thumping sounds in the background on my end, that's the roofers. It wasn't until the morning we recorded this that I remembered about the racket they'd be making. Big job. Big bill. Subscribe from wherever you pick up new podcasts. TRANSCRIPT Gene Hamm, thank you for joining me. For those people who don't know much about Digichief, could you gimme the elevator pitch on what you guys do?  Gene Hamm: Absolutely. Thanks Dave. Long-time listener, first-time caller. Am I the first one to say that?  Probably not, among the first.  Gene Hamm: My kids always say I've got a lot of dad jokes, so I oh, no, I won't bore with that. But thanks for having me today. I'm Gene Hamm, one of the founders of Digichief.  In a nutshell we're a content solutions provider. Basically, a one-source solution for all things content. We work in a number of capacities. We have a white labeled solution for data feeds for those clients who want to control the designs themselves. Or we can provide an integrated solution with HTML5, our widgets for clients that don't want to do the heavy lifting on the design. We already have it baked into our APIs, and so we've built up a library of content over the years. All the staples, weather news, sports info, that sort of thing. We also have some short-form, video series, and some other products that we work as distribution partners, with digital art, things like that. But in a nutshell, we aggregate, we curate, and we create content for you, and we provide it in a consistent manner. We take care of the licensing, and we keep up with the inevitable changes in the source, data feeds, and put it out in a highly scalable, cloud infrastructure. So I would say in the early days or earlier days of digital signage, a lot of companies, I shouldn't say a lot because there weren't many, and there still aren't that many, but the companies that were doing the sort of work that you do, I would describe as aggregators that they were collecting and harmonizing data feeds from news gathering organizations, government organizations like National Weather Service and so on, and getting in a format that's structured, reliable and all those sorts of things so that CMS companies or end users could tap into your feeds and have something that's reliable, organized, and curated to some degree. Is that a fair way of describing things?  Gene Hamm: That is a fair assessment, and I think it's evolved over time. I think early on, it was basically, just kind of an aggregation model. We actually started the company, it's an offshoot of another company we'd started back in the 90s where we worked in the broadcast television space, where we were doing lower third tickers, turnkey systems.  So kinda like Chiron?  Gene Hamm: Yeah, we were third-party developers for Chiron. So we worked a lot with Chiron early on, but a lot of the stuff you saw on the lower thirds and newscasts around the country was our stuff.  The dreaded tickers.  Gene Hamm: The dreaded tickers that kind of blew up in the 90s, yeah. We did news headlines, we were doing integrations with AP Weather. We actually ended up doing elections, school closings, and internet chat. We were all over the board on that.  So that's how we got our feet wet on integrating and aggregating content. In the mid 2000s, we saw the digital signage kind of take off, and we said, look, we've already got these connections with these sources, so why don't we just license these and license this vertical? So that's kind of how it started, but it's evolved over time. We certainly still do that and provide those in a consistent format, but then it's also moved into kind of bespoke projects where people will say, we've got this data, we've got, we want this, maybe we have to go out and do research on specific topics for “Cold weather starting tips for Automotive Dealerships”, things like that. So there's really a research arm to it that we can go out and create stuff for custom projects.  So if you had to give a percentage of from a third party versus what you guys are developing internally, what roughly would that be?  Gene Hamm: I would say about 60 to 70% of it is aggregating. All the staples, traffic, transit, flight data, news headlines, sports scores, the stuff that people want to display most often. So yeah, I would say roughly 60 to 70% of it, and then the other stuff is, a lot of stuff on the infotainment route is data-based that we've created over time and this could be for like “This day in history” trivia, fun facts, jokes, clean jokes of the day, holidays, whimsical, eye-catching things to get eyeballs up on the screen.  The challenge I've always seen with using third-party sources for things like tickers and full-screen presentations, whether it's from the AP, Canadian Press, or Reuters, is that they typically don't write headlines for digital signage or digital at home or anything else, and they don't even really do it in a lot of cases online. So what you end up with are headlines that don't really say anything. It'll say, “This week's top news is this…” and that'll show up on screens. I see it on broadcast still, and I'm going, why are you even using this? Why don't you curate stuff that you know has fully formed thoughts and says in a headline what you need to know versus kind of a teaser?  Have you guys struggled with that, or has it gotten better?  Gene Hamm: We've absolutely run into that. You're speaking to the choir here. We've knocked our head against the wall so many times, and I just think that for these news organizations, digital signage is an afterthought. Believe me, over the last 20 years, we've seen so many stories come out that we just scratch our heads, and I've had conversations with the editors to try to plead my case, and it just goes on deaf ears.  So basically what we have to do with our news, we have two formats. We have one that's filtered, and we've got lookups and intelligence written in where if something comes out misformed or certain key phrases, we just kick them out. And then we have basically a curated version where we actually go in and manually approve and post. We look at the image, we look at the images is another problem with it, but we look at the story, and we say, this doesn't make sense, or maybe we change a few words around to make it flow better and fit into a kind of concise title and description. So yeah, it's been a big problem and honestly it hasn't gotten any better in my viewpoint. Does AI present an opportunity to clean things up? Because I will take the odd story that I write and dump it into Claude and just say, “Give me 10 suggested headlines” and it'll knock out ten headline headlines in 15 seconds, and I'll look at it and go, oh, that one's pretty good and I'll take that one and maybe massage it a little bit. But it does a pretty good job with that sort of thing.  Gene Hamm: It absolutely will be a tool that we can utilize, and we're certainly looking into it right now to try to inject on our backend tools that you can request a specific, character-limited title that makes sense. One of the nuances to AI, which I know you're aware of, is that it's all in the phrasing of how you ask the question for the format that you wanted back in.  Prompt engineering.  Gene Hamm: Yeah. It's an art in itself, and what we see is that we think that AI can help this curation service to look at the headlines that we're getting and spit them out in more of a usable, readable, concise form.  But it's not gonna be autonomous anytime soon.  Gene Hamm: We'll see.  Yeah, not reliably autonomous, it's still gonna give you some weird headlines and all that, but then again, you could hire somebody and they'll give you weird headlines.  Gene Hamm: That's true. That's absolutely true. We try to say that our Soft News, which is our curated version, and we try to bill it as G-rated content that's not going to tick somebody off, but that's next to impossible these days because whatever you think is G-rated and is not going to satisfy everyone. We try to stay away from the political end of it, but there's always gonna be somebody that's offended. Yeah. I've talked to a few people who just said, you know what, we don't even do politics on our feeds anymore, or what we show on our screens, because somebody's gonna be irritated, somebody's gonna complain, and it's just not worth it.  Gene Hamm: Oh, the stories I can tell. It's funny. We have a custom bad word filter for stuff that we don't want to come across in the AP and so we've built that over time, and I could never let that see the light of day that the things that we've seen come across the wire that we now omit. Even the images as well. There are a lot of times we'll get images that don't really explain the story, it doesn't make sense, maybe they aren't centered on the right focal point of the image, and we think maybe AI could definitely benefit, maybe being able to zone in on what the main cue is of the image that we get with the AP stories or any of the news images.  Have the demands and the uses, usage trends evolved through the years, like when I got into digital, more than 25 years ago now, there weren't really even smartphones, and the internet was still fairly new-ish, and you could have public screens in elevators or walkways or shopping malls or whatever that were running news and weather on there, and those would be a primary source for that information, you fast forward to now, and you can't get away from news, you can't get away from weather data, that sort of thing.  I've always wondered, do those things need to be on screens anymore?  Gene Hamm: That's definitely a good debatable topic. There are so many of these black screens in our hands that fight for attention. We work in the automotive space in dealer showrooms and you walk into the showroom there and people are in the waiting area, and they've got screens up with content on it, news headlines, weather, things like that, and everybody is looking at their phone. So you're always thinking how do we compete with getting eyeballs up on the screen to get the messaging and whatnot for the client, as opposed to the ubiquitous news headlines and things like that. So yeah, it's something that our clients definitely have to deal with. Is that something you coach to, to tell both your resellers and your end users, that it's important to really think through what you're using in terms of content feeds or your content mix so that it's hyper relevant and contextual to where you are versus just “We need stuff to run on this lower third” or “We need stuff to run in between our dealer promotional messages” or whatever it may be, whatever the venue is. Gene Hamm: Absolutely. As you said, it's all in the content mix. If you're trying to get eyeballs up there on the screen, you gotta have relevant hyper-local content, whether that be local traffic maps or local sports scores or things like that for the market.  But yeah, the dwell time and how long the content is on the screen, you want to get the eyeballs up there and then move on to what your marketing message is. So it's definitely a delicate balance between, you can't just inundate someone with all the news, all weather. You definitely have to make it in short, concise forms because people's attention spans go elsewhere. They go back to their phone or something else.  A few months ago, you announced a partnership with a company called Stream, and I've done a podcast with those folks and laid out what they do and all that.  How do you work with them, and could you kinda run down what they do and how that's resonating with your user base? Gene Hamm: Yeah, so we met Anthony Nerantzis at one of the trade shows, and he came by and explained his interest. He's kind of a broadcaster, newsroom journalist. So basically, what it is they do is a presenter-led, concise, short-form video of bespoke custom news, right? And it can be catered to the industry.  So if it's medical, financial, or automotive, or what have you. They can go back, write the scripts, and of course, Anthony can describe this company better than I can, so hopefully he's not gonna be mad at me for giving this kind of dissertation. But yeah, I just thought it brought to the table something that we could really customize for our clients, and it's very professional, the workflow is great, you can provide some of the background, what you know the company's looking to do, what type of information they're trying to get across, their team can go back and write a script that's engaging and they can automate the product to put it out on whatever the interval you need, whether it be weekly or monthly.  Originally, when they came out, it was a closed caption type thing with lower third supers on the bottom of the screen and I had mentioned to them, “Hey, there are too many graphics on the screen. Maybe, you might wanna streamline that a little bit.” They did that because they're very good about taking feedback, and now they've moved in. It was more of a no-volume type environment product, and now they've, they're able to do audio voiceover as well from the on-air talent actually speaking and you can actually hear it.  Now they're getting into kind of the marketing communication end of it where, let's say it's a pharmaceutical company or something that wants to talk about things that like the president or the CEO wants to talk about certain things to their employees that they have going on, his team's able to go out and produce that and deliver that information and they can get eyeballs up on the screen, educate and inform the client. It's been very well received and we're also looking to work with them on some of our feeds, whether it's health-related type content, maybe we can work in some of the real, day-to-day, hyper-local information on the tail end of the video segment. Say if it's a medical facility and they're talking about medical health tips, things like that, maybe it comes in and we can integrate with one of our APIs and follow the levels of the flu levels there are for the specific area, so we can really hyper-localize it.  So in a lot of respects, it's a variation on the sort of work that you've been doing, particularly on the custom side of it. But instead of it just being text and visuals, they can do a full video with on-air talent and they do that by green screening, on-air hosts, and then mashing that up with AI so that it's a human talking to you and doing a custom presentation as opposed to an anime avatar look that I think looks ghastly in most cases? Gene Hamm: Absolutely. I think going to the presenter-led approach is advantageous and some of the early ones, like you said, that we've seen are just creepy. But I think what they're doing with their technology is amazing. I think it looks spot on.  Yeah, I've looked at it a couple of times for extended periods, just paying attention to see if it's glitchy at all, and it's very smooth, and if you didn't know, you'd be hard pressed to know, this is AI-generated, but it's absolutely human. But the movements and lips and all that stuff are being massaged through AI.  Gene Hamm: Yeah, and the neat thing about it, too, is just it's so scalable and they can automate it, and they can really like its bespoke content, so they can create the script, have it produce it in very short order. So more recently, you've announced something else called Mercury. Can you walk through what that is?  Gene Hamm: Mercury was created basically to give our users a more robust way to onboard our HTML content. We were getting requests for more of a web portal that gives more granular design choices such as colors, backgrounds, logos, the transitions. They can go in and micromanage the news they wanna see, or the sports they want to see, the duration that it's on the screen, and then, they can compile that into a playlist and then output it to a URL and that URL can be scheduled. It's quite a long time coming. We certainly had HTML55 widgets before, but this just gives people a little bit more granular decisions and a web portal, and then we also thought it was a good way to showcase our widget library. We built up these designs over time. Many of the products that we have, there's multiple designs, and so for, we think it might be a growth area for new prospects, that it lowers the barrier of entry to go out and actually, sign up for a free trial, take a look at, it's an all you can eat type model where we've got all the staples, the news, the weather, the sports, the stocks, the infotainment and we're adding new designs and widgets all the time. I think it's intuitive where we spent well over a year designing the system, and I think it really gives people a way to sample our products and see how it works with their systems.  Could you give an example of how a typical client would use it and what they do? Gene Hamm: Yeah, so they sign up for the product. It's a subscription service, with volume discounts that they can go in, and we've got a kind of smorgasbord of content, a widget library and it's all categorized by, like I said, news, weather, things like that, and they can pick and choose what content they wanna build into a playlist? Now that could be just a single piece of content, whether, say, weather, and they've got a bunch of different designs, whether they wanna do a 5K five-day forecast, if they wanna do a full-screen weather map, they can choose their locations, and then they can output it as a URL that URL can be a plugged into a playlist and that pluglist can have their content or they can massage their own local content, through their own platform, so it just gives them the ability to do this kind of infotainment type stuff in between their other messaging.  But yeah, they can build a playlist with a single asset, or they can build a playlist with 30 and build a longer duration, say, a 20-minute loop if they want. So yeah, that's the typical workflow.  So more normally or in the past, if I were a corporate entity and I had a corporate campus in three cities in South Carolina. If I were buying that from a typical subscription content service or weather provider, it's going to have a certain look and color schemes, everything else, and you can't really deviate from that, versus with Mercury, you can choose your fonts, choose your background, colors, everything else, and tweak it so it fits the way you want, maybe has the company's corporate colors and or just fits in with the overall look of the network.  Is that a clear way of saying this? Gene Hamm: Yeah. To make it very granular, the layout of, let's say, a five-day forecast, the data itself is set on the screen, but all the other elements around it like if they wanted to upload their own. company logo, if they wanna match their corporate colors, they can choose certain fonts that may match what you know they're using. So yeah, they can make different transitions to it, so they can really make granular choices with it to fall in line with what they're looking for, but be on the same thing across the same board. We have stocks, if they wanna put their own company stock up there, they can do that. If they wanna do infotainment like trivia or whatnot, we have a number of different trivia categories that they can choose. So yeah, they can really hyper-localize.  Do you put guardrails in terms of design choices that can be made? Like thinking particularly of font choices and Lord knows we've all seen online, particularly, and less so on digital signage, here somebody decides I'm going to use this font, and it's just the wrong choice.  Gene Hamm: We have chosen a list of fonts that we have in a dropdown box that they can choose from. As you can imagine, this was our initial decision when we debuted this release system a few months ago, and our thought is that we wanna give them these options to an extent, right? So we have several fonts that we think we deem look good, and we certainly can add additional fonts as we go. But yes, I agree there's some god awful fonts up there that we don't think would at the end of the day look great on particular design.  Is this the way to deal with the demand that can scale up so that if you were just doing this through managed services, where you would have companies come to you and say, “Hey, we would like a live custom feed that presents ou  weather and other information in these fonts, this background and everything else.” That's hard to do and hard to charge because if it's a one-off, you gotta charge a lot more for it, versus a service where you log in and you do it yourself, by and large, that makes it possible to do more.  Gene Hamm: Yeah, I think so. I think with the pricing model, how we have it, they can use everything. It's all you can eat, in terms of all these different designs and content categories that they can go in and it's not gonna cost them anymore if they put the news or the weather up there. I think the value proposition to Mercury is that we're doing the heavy lifting on the backend, and that these local networks don't have to go out and find different sources, and like you mentioned, the National Weather Service.  Early on, we were integrating with the National Weather Service and that got to be just an overwhelming task because of stages and formats, and changes in the designs and things like that. It just made more sense for us to go out and get an aggregated list. Actually, we have a couple of different aggregated services. So, like a lot of our staples, we have a primary source and a backup source. So if one goes inevitably, these sources have issues, and if one goes down. It really streamlines the whole process.  Has the whole business of getting data from different sources improved? Have they started to, or maybe not started, but long since understood that you can't keep changing the structure. You've gotta stick to something.  Gene Hamm: Yes and no. With sports specifically, they're good about giving us a heads up when things are gonna change. In the olden days, we would find out about it after it happened. So I think a lot of the source APIs that we have do a good job of giving us kind of a change. But there's repercussions. If they do a full change of their structure, we have to integrate that, and if it has any changes to how we do content, we have to let our clients know, and we have to make sure the widgets are changed. We have to make sure they know that the structure's changed.  During the pandemic, we really moved our cloud infrastructure from one cloud service to another. We added a lot of data points to our structure, and so that was really an uphill battle in terms of having to communicate to our current client base that had already done the design work and had already integrated with our APIs to let them know that's coming. So we don't take these things lightly and we've communicated to our sources over time about the repercussions to this. You can't just pull the trigger and give us a two-week notice.  What about social media? If I go back 10-15 years, there were a lot of subscription content providers and CMS companies developing widgets so that you could display Twitter (now X) or Facebook post or whatever maybe on screens and I think over time people realize, oh boy, that's a dangerous thing to do unless you've got somebody sitting right on top of it all the time.  Gene Hamm: It's absolutely the case. In fact, we were one of the ones early on that were doing native integrations with the APIs from Twitter and Facebook and whatnot, and it got to be a full-time job for our developers, changing not only the licensing, but the structure, and we finally threw in the towel on it and outsourced it to a company where that's all they do, and so we work with this particular company, and they take care of it. They've got a team of developers that don't do anything else, and they keep up on all the backend changes, the licensing, and so we're able to not only provide Facebook, Instagram, Twitter or X, LinkedIn, all this as a concise data feed with different data points and assets, and then we also have an HTML version that integrates with it.  So yeah, we've definitely gone the route of outsourcing that to someone who could keep up with it. Is there a most popular resource and one that you thought would have traction and that just never worked out, and you've since dropped or rarely see sold? Gene Hamm: About a year ago, we started with a health API, so seasonal and patient level data, and by seasonal, we mean pollen which is a big one and we have multiple sources for that. But, RSV levels, COVID-19 numbers, cold and cough, and flu. And then we can even get granular with patients. We can go and say a zip code in the United States, and say, what are the ten highest levels of obesity? And they can customize a message or an ad campaign towards that. Those particular zip codes we thought would take off at least the patient-level stuff and it was just really slow out of the gate. We've had a lot of interest and we've made a lot of presentations, but I think there are a lot of these companies that are still trying to figure out how they might use it. Flight data is one that we work with, and we have some clients using it.  There are certain sources that are very expensive to keep up with. That's something that we thought would be selling more than it does. A lot of times, the people that you know that put the flight data up are probably going directly to the source as opposed to going through somebody like us.  Is there one that everybody uses, or almost everybody?  Gene Hamm: Everybody uses weather, of course, that's the big one. Everybody uses sports scores, and everybody uses news. That's news, weather, sports are the big dogs.  Just a couple of final questions. Where are you guys based, and how big is your company? I'm thinking you don't have that big of a headcount because you don't need to, because you're using external resources. Gene Hamm: Yeah, so we're based in Lexington, Kentucky. We also have partners spread across the world. But I got a partner in California. There are a few of us here, and then we've got a couple in Ukraine. So we've been working with a couple of developers who are now employees in Ukraine, well before the war. So it's been interesting seeing that side of it from an employee.  It gives you a perspective on a drone flying over, and bombings and things like that. So there are five of us. We run a small operation, but like you said, we don't really need an extensive team. We certainly have worked with or contracted out some design work in terms of the graphical design. We've worked with the same designers for well over a decade. All right, so thank you. If people wanna find out more, it's just Digichief.com, right?  Gene Hamm: Yeah, Digichief.com, and then if someone wants to sample Mercury for a free trial, there's a Mercury link on there that they can go and sign up for, and give it a whirl.  Gene, thank you. Gene Hamm: Thank you, Dave. I appreciate your time.

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Out-of-Home platform owner Target Media has made remarkable growth to the Digital Out-of-Home (DOOH) space in Singapore's advertising scene. Daniel Ng, Chief Revenue Officer of Target Media, a joint venture between Focus Media Group and SPH Media joins The Afternoon Update's Lynlee Foo to explore how DOOH is reshaping brand strategies with hyper-local targeting and other unique features. Daniel also discusses the role of DOOH in complementing digital and social ads, and shares his vision for the future of the industry in a data-driven era.See omnystudio.com/listener for privacy information.

Season five of the Life in Programmatic DOOH (pDOOH) podcast kicks off with Imogen Nightingale, Senior Consultant at research and strategy agency MTM and Mark Halliday, Director of Programmatic, JCDecaux, discussing the findings from our latest collaborative qualitative research that has identified seven key principles that, when followed, result in successful pDOOH campaigns. Read the white paper here: https://heyzine.com/flip-book/c6d5157a43.html#page/1 Hosted on Acast. See acast.com/privacy for more information.

Out-of-home advertising isn't just about billboards anymore. With data-driven targeting, creative innovations, and deep measurement capabilities, the OOH industry has transformed into a sophisticated media channel that deserves a bigger seat at the table. In this episode of Insider Interviews, I got to explore the great outdoors with David Krupp, Global CEO of Billups, and Jaime Byrdak, CEO of North America, to go beyond the boards and explore how out-of-home ('OOH' and 'DOOH') is making an undeniable impact on today's media mix. David and Jaime bring decades of experience in the industry, having worked together for 20 years in the industry before bringing their considerable chops to billups, Ben and Heather Billups' eponymous agency -- a name that works pretty darn well for working with billboards!  The company itself is only a couple of decades old but already claims nine patents that solve for the challenges of measurement and capturing data-driven insights in OOH. Probably good reasons it also claimed a spot on the 2024 list of fastest-growing companies among the Inc.5000 of companies "building the future." From their strategic approach to planning and measurement to their creative applications of technology like anamorphic (think: 3D) and AI-powered  optimization, David and Jaime share insights on why OOH is more "in" and relevant than ever -- and how they are making the most of being the largest independent agency in the space. Anamorphic DOOH "Out-of-home is sometimes the first to get cut from a media plan, but it shouldn't be. We're proving that it's measurable, it drives sales, and it deserves a seat at the table." -- Jaime Byrdak It's about staying nimble even with international scale, offering up considerable expertise as "consigliere" for media planners and buyers, and growing relationships both inside with coworkers and outside with customers. "Anybody can buy a billboard. The question is, are you buying the right one in the right place at the right time for the right reasons against the right audience?" -- David Krupp To that point, hear about their leadership philosophies, personal stories (including Jaime's time as a White Sox ball girl!), and what's next for the future of OOH. Top Takeaways: OOH is More Than Awareness – While traditionally seen as just a brand awareness tool, out-of-home can now drive sales, foot traffic, and digital engagement thanks to improved data and measurement techniques. Technology is Changing the Game – Innovations like AI-powered planning tools, real-time ad serving, and 3D anamorphic creative are pushing OOH into new territory. Measurement is Critical – Billups has developed patented measurement methodologies to prove ROI, showing how OOH contributes to everything from app downloads to in-store visits. The Power of Independence – As the largest independent out-of-home agency, Billups leverages its flexibility to provide unbiased, data-driven media recommendations. Leadership & Mentorship Matter – Both David and Jaime emphasize the importance of team culture, professional development, and fostering the next generation of OOH experts. Key Moments: [00:00] Get to Know the Great Outdoors & the Evolution of OOH [03:00] Get to Know the Experts: David Krupp and Jaime Byrdak CEOs of billups [07:30] Out-of-Home's Role in the Media Mix [10:20] How Data & Technology Are Driving Smarter Campaigns [16:00] Measuring the Impact: Proving ROI in OOH [21:45] Creative Innovations: 3D, AI, and What's Next [28:15] Boards for Good: Billups' Corporate Mission & Industry Leadership [34:00] The Future of OOH & Leadership Lessons If you enjoyed this episode, follow Insider Interviews for me, and leave a comment on @Apple or @Spotify... or a tip in my jar to help me tip my engineer,  Jim Mullen!: https://buymeacoffee.com/mossappeal!  Connect with David, Jaime and Billups: LinkedIn: https://www.linkedin.com/company/billups/

In this episode of the Digital Signage Today podcast, editor Daniel Brown interviews Vince Mosca, chief revenue officer and co-founder at Highly Analytical. Mosca discusses how his company integrates AI-driven analytics with digital signage, transforming traditional advertising spaces like ATMs and dispensaries into dynamic, revenue-generating platforms.Highlighting innovations in programmatic digital-out-of-home (DOOH) advertising, Mosca explains how AI enhances customer engagement through predictive inventory management, personalized ad targeting, and community-driven solutions. He shares insights from his experience in the cannabis industry, demonstrating how creative applications of digital signage can revolutionize retail environments and smaller businesses, from barbershops to comedy venues.Mosca emphasizes collaboration with hardware providers and the potential of AI-powered tools to improve accessibility and operational efficiency, offering solutions for both large enterprises and independent retailers. His message underscores the evolving synergy within the digital signage industry and its capacity to bridge the gap between technology and human connection, and the power of AI-fueled systems to build end-to-end intelligence for businesses across sectors.This conversation captures Mosca's vision for integrating data and digital mediums to create accessible, impactful, and profitable advertising ecosystems. Moreover, it illustrates the disruption AI has brought to digital signage, along with massive potential for growth.

On this episode of the Six Five Webcast: The 5G Factor, hosts Ron Westfall and Tom Hollingsworth discuss the promising future of 5G technology in 2025, focusing on Open RAN, direct-to-cell satellite communications, and digital out-of-home (DOOH) applications. They dive into the early efforts by the US NTIA to administer the $1.5 billion Public Wireless Supply Chain Innovation Fund to encourage Open RAN development, with a keen eye on supply chain and national security considerations, citing the Salt Typhoon cybersecurity incident as a critical factor. Their discussion covers: The potential impact and benefits of the $1.5 billion Public Wireless Supply Chain Innovation Fund for Open RAN development, focusing on supply chain resilience and national security. An analysis of the pros and cons of federal funding in the technology sector, specifically regarding Open RAN, including how US DoD mandates for private 5G on military bases could influence its adoption. Future projections for the satellite industry, moving towards integrated multi-orbit space networks, and how this shift will redefine satellite communications. T-Mobile's acquisition of Vistar Media and its strategic move to capitalize on the accelerating momentum within the DOOH advertising market for 2025 and beyond. Debates on how federal initiatives and industry acquisitions might reshape the landscape of 5G, satellite communications, and advertising technologies, setting the stage for innovation and growth.  

In the season four finale of the Life in Programmatic DOOH podcast, members of the JCDecaux Programmatic team discuss their favourite campaigns of 2024. Tune in to hear how brands such as Eurostar, Regatta, Boots, and OVO leveraged the power of programmatic to achieve scale and precision in strategic and creative ways. Hosted on Acast. See acast.com/privacy for more information.

Today, more than 90% of advertisers are partnering with retailers to reach existing and prospective consumers. However, there is more to retail media than online advertising and programmatic DOOH (pDOOH) is emerging as a powerful channel within the broader retail media ecosystem. The challenge for many marketers is how to most effectively define and manage retail media campaigns across all touchpoints. In this podcast, Dan Larden, Head of Media at ISBA joins Jon Mundy, Associate Director – Programmatic Demand at JCDecaux to unpick how brands and agencies can best navigate the constantly evolving world of retail media and integrate pDOOH for maximum results. Hosted on Acast. See acast.com/privacy for more information.

(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.

The programmatic advertising ecosystem is fragmented and continually evolving which can present challenges for marketers looking to achieve the optimal media mix. In this episode of Life in Programmatic DOOH Amanda Robertson, Programmatic Account Director, Numodo, and Dan Ward, Programmatic Account Director, Numodo talk to Dave Mullan, Account Director – Programmatic, JCDecaux UK about their experiences running programmatic DOOH campaigns in an omnichannel context. Hosted on Acast. See acast.com/privacy for more information.

Episode 695 of #locationweekly is out now! Highlighting stories include Amap improving lane-level navigation/mapping with AI, Virgin Media and Blis signing an exclusive partnership in the UK, AT&T T-Mobile and Verizon contesting heavy FCC fines, and media targeting DOOH ads in the UK via license plate recognition.

Almost all growth marketers want diversification. Diversification was almost unanimously chosen as a key focus by over 100 UA pros when I recently asked them during a webinar. So how do you do it? In this episode of Growth Masterminds, we chat with Angelina Marmorato, VP at Lemma, about omnichannel via emerging (and old!) media. Omnichannel is kind of an old world in digital marketing, but maybe it's time to revive it. We talk about digital out of home (DOOH), connected TV (CTV), and audio, including both podcasts and radio, which is increasingly available via programmatic purchasing. We also chat about the challenges and potentials of each platform, highlighting their relevance for performance marketers, plus key strategies for targeting, audiences, and measurement. 00:00 Meet Angelina Marto: VP at Lemma 01:23 Understanding Omnichannel Platforms 01:50 Exploring Emerging Media 02:51 The Evolution of Out-of-Home Advertising 03:55 The Rise of Digital Radio and Podcasts 05:20 The Nostalgia of Traditional Radio 07:08 Hyper-Local Targeting in Advertising 08:24 The Explosion of CTV 10:52 Challenges and Opportunities in CTV 15:41 Gotchas and Measurement in New Media 21:40 Final Thoughts and Insights

JCDecaux has recently partnered with ExchangeWire to produce a definitive guide to programmatic DOOH (pDOOH) featuring eight case studies from brands including Lucozade, Maltesers, Dell, and Costa. In this episode of Life in Programmatic DOOH, Philippa Evans, Head of Programmatic Operations at JCDecaux UK is joined by John Still, Head of Content at ExchangeWire to discuss the many proven benefits of pDOOH. Listen to discover how pDOOH can help you to boost brand awareness, grow return on investment, and form part of a modern, privacy, marketing strategy. Download the report here. Hosted on Acast. See acast.com/privacy for more information.

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.

In Episode 8 of this season's Digital and Dirt Podcast, Ian sits down with a variety of industry leaders and brands to discuss Digital Out of Home at the MediaPost Insider Summit in Austin, TX. Podcast Breakdown00:00 - 10:26 Adrian Witter 10:36 - 21:29 Albert Thompson 21:29 - 30:52 Anna Boyer31:03 - 37:11 Dave Conklin 37:21 - 42:49 Michelle Millar 43:00 - 50:07 Rick Robinson 

Let's dive in! Deborah Hall is CEO and Co-Founder of DIVE Billboards, a company renowned for transforming digital out of home (DOOH) screens with real-time, human-curated and brand safe content. Under her leadership, alongside Co-Founder Michael Girgis, DIVE Billboards is bringing the best of mobile and social to DOOH. Deb joins Justin to discuss how DIVE curates and translates dynamic, data-driven creative and social UGC moments to billboards around the world, combining social and digital out of home (DOOH) strategies for ultimate engagement and discovery.

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.

Join us for an enlightening conversation with Mark Ciccone, Digital Marketing Sales Executive at N-Compass TV. With over a decade of experience in various roles within the company, Mark shares his unique perspective on the evolution of digital marketing in the DOOH industry. In this episode, we dive into effective strategies for selling digital marketing services, explore the changing landscape of client needs, and uncover valuable insights for both dealers and marketing professionals alike.

New research from leading premium global supply-side platform (SSP) VIOOH, JCDecaux's SSP partner, reveals that UK advertisers have strongly embraced programmatic DOOH. In the past 12 months, half (47%) of all DOOH campaigns bought by participants in the research were always or usually exclusively programmatic. Furthermore, investment in pDOOH is set for substantial growth, with research participants predicting a 29% average increase in spending over the next 18 months. In this episode of Life in Programmatic DOOH, Philippa Evans, Associate Director, Programmatic, JCDecaux UK is joined by Gavin Wilson, Chief Global Customer and Revenue Officer, VIOOH to discuss the findings in more detail. Hosted on Acast. See acast.com/privacy for more information.

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.

The Out of Home (OOH) advertising industry is evolving rapidly, driven by digitisation, growing scale across the globe, and the advanced targeting and measurement capabilities of programmatic media. In this time of change, how can the industry best deliver on the promise of programmatic OOH?In this special podcast, NDA Editor Justin Pearse is joined by OOH experts Lee Cutter, VP, UK & Emerging Markets, Hivestack, and Shanil Chande, Commercial & Partnerships Director, UK & International at Hawk. Topics discussed in this in-depth conversation include the new opportunities for advertisers that digital out of home (DOOH) creates, how programmatic DOOH can boost the performance of your other media investments and how some of the world's biggest brands are making the most of outdoor advertising.

I connected with Jill Schnitt, President of Omnicom's Outdoor Media Group (OMG), to explore how they're connecting with audiences on every step of the customer journey through innovative uses of Out of Home (OOH) and Digital Out of Home (DOOH) media. Jill shares insights on everything from how her team leverages programmatic Digital Out-of-Home (pDOOH!) to the creative campaigns that literally make brands jump out, whether in Times Square or at a gas pump. Jill breaks down the evolution of OOH, where digital formats and data are reshaping the landscape and the growing role of retail media in OOH strategies to reach consumers enroute to and at the point of purchase. We talk giant Doritos chips on buildings to the Sphere in Las Vegas as examples.  My view of the Luxor wrapped in Doritos! "Out of home is an 'I made it' moment. Whether you're a Fortune 100 company or a new DTC brand, it's a moment for brands to put their message out in an authentic and brand-safe way." -- Jill Schnitt pDOOH! Jill shares how OMG has developed the first retail-based programmatic product, helping clients reach consumers at critical points in their journey. Learn about the value of proximity to the point of purchase and how data is transforming the way brands connect with their audiences. She also opens up about balancing life as a new mom and a leader in a rapidly evolving industry and how her travels sparked empathy at work and home. PS: Yes, we talk about brand purpose -- and the role OOH can play there, too.   The Inside Scoop: New Research on DOOH from DPAA and KOCHAVA Visit dpaasummit.com for "Video Everywhere Summit" tickets In my quick new mid-show segment, "The Inside Scoop,"  I share the latest research on DOOH in five minutes flat, with a preview of the upcoming DPAA Video Everywhere Summit (10/15/24 in New York City). Hint: 96% of brands plan to increase their DOOH spend in the coming year! Key Highlights with Timecodes: [00:01:25] – Jill explains the wide range of OOH media formats OMG handles, from street-level media to the Sphere in Las Vegas. [00:03:23] – The shift from static to digital OOH, with 50% of OMG's media buys now digital. [00:05:06] – How programmatic DOOH offers brands the flexibility to adjust campaigns in real-time. [00:07:30] – OMG's use of first-party data and attribution models to ensure targeted campaigns and measurable outcomes. [00:10:51] – Creative campaigns like the Dorito takeover of the Luxor in Las Vegas, and how creative thinking elevates OOH impact. [00:17:49] – 3D and anamorphic billboards: How brands are embracing these dynamic formats to create buzz-worthy moments. [00:19:30] – How OMG is leveraging retail media and proximity to point of purchase to boost campaigns. [00:21:00] – Inside Scoop Segment: New research from DPAA reveals 96% of agencies plan to increase spending on DOOH over the next year. [00:24:30] – Integrating OOH with digital strategies to create seamless consumer touchpoints in omnichannel campaigns. [31:00] - Driving small business with local targeting [00:32:54] – How personal – and travel – journeys both affected Jill's leadership approach at OMG...and how DOOH can affect brand purpose. Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws

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.

Matt Repicky, Chief Brand Officer of Tailored Brands – known for Men's Wearhouse and Jos. A. Bank – shares what he's learned about making iconic brands more culturally relevant. With a career trajectory that included Accenture to Amazon, a stint in Pharma, even leading global brand marketing for the Barbie brand at Mattel, I call Matt a "marketing polymath." (Don't blink and miss his star turn in "Tiny Shoulders" - the great documentary on evolving Barbie's very shape.)   Learn what Matt's learned -- going from dolls to men. In his current home of the past five years he's been modernizing marketing for men's fashion, which he's done through keeping tabs on culture and leveraging customer insights, evolving the brand messaging with a refreshing use of humor... He's taken the Men's Wearhouse from "like" to LOVE. Matt has also switched up the overall Tailored Brands media mix – from heavy direct mail to embracing TikTok and Pinterest and podcasting. When he shared his POV on DOOH I had to pop in with my new segment called, "The Inside Scoop!" For its launch on Insider Interviews, I happened to speak to Barry Frey, the CEO of trade association, DPAA, for a five minute download on how DOOH is doing attribution and programmatic, to growing the careers of out-of-homers.   And, big reminder: this was only a five minute deep dive. You'll want to head to their Global Video Everywhere conference on 10/15 in NYC for a full day of downloads.  Back to Matt, he described where they are with Retail Media and how they apply the cultural zeitgeist to messaging. Through it all, Matt is proud to lean in to Tailored Brands' purpose-driven campaigns, such their "Threads of Valor" supporting Veterans' organizations, and living his own personal brand through mentorship and supporting LBGTQIA.  And, being true to my personal brand, I manage to inject a little singing and a childhood story about MY Barbie into this otherwise smart and informative conversation! Key Moments: 00:30 Meet Matt Repicky: Chief Brand Officer at Tailored Brands 01:21 Matt's Career Journey and Marketing Insights – from Accenture to Amazon 03:00 Guiding the Barbie Transformation and Honoring Culture 07:13 Modernizing Men's Wearhouse and Joseph A. Bank 13:25 Exploring Media Trends – From Digital Out of Home to TikTok 15:31 Inside Scoop: Digital Out of Home with Barry Frey 22:08 Tailored Brands' Test & Learn Approach to Media and Customer Engagement 26:35 Brand Purpose – DEIB to Veterans Organizations – to Personal Purpose 30:26 Walk Down Memory Lane – with Song and Childhood Stories 32:10 Applying Experience to Marketing Impact Connect with Matt Repicky: https://www.linkedin.com/in/mattrepicky Follow Men's Wearhouse: Instagram: https://www.instagram.com/menswearhouse TikTok https://www.tiktok.com/@menswearhouse Connect with Barry Frey: https://www.linkedin.com/in/barryfrey1/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ YouTube: https://bit.ly/InsiderInterviews-YouTubePlaylist LinkedIn: https://www.linkedin.com/in/mossappeal Threads: https://www.threads.net/@insiderinterviews  X: https://x.com/InsiderIntervws And, please share, rate, like this podcast. Support more free content and… BuyMeACoffee    

AdTechGod sits down with Leslie Lee.Leslie Lee is the Sr Vice President of Marketing at Vistar Media. Leslie Lee dives into her journey in the ad tech industry and the evolution of digital out-of-home (DOOH) advertising. As digital out-of-home continues to evolve, Leslie points out key trends, such as the increasing programmatic integration and the rise in brand investment. She touches on how the channel is moving beyond its traditional top-of-funnel role, with more brands leveraging it in lower-funnel campaigns that can now deliver measurable results. She believes that the industry is approaching a tipping point, where digital out-of-home will become a more integrated and crucial part of the broader programmatic advertising ecosystem.Thank you AdLib for sponsoring this episode.

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.

Explore the world of digital and dynamic out-of-home (DOOH) with Croud, Impression and Posterscope + Liveposter. Hosted on Acast. See acast.com/privacy for more information.

Over the years there's been a lot of talk about in-housing, especially programmatic channels. In this episode of Life in Programmatic DOOH, our Associate Director – Programmatic, Jon Mundy is joined by Dan Larden, Head of Media at ISBA to unpick what it is that drives the longevity of the in-housing conversation, current trends, benefits, and what media owners can do to support brands that choose to in-house some or all of their programmatic DOOH planning and buying. Hosted on Acast. See acast.com/privacy for more information.

En Desayunos Capital hablamos de publicidad con Álvaro Canelo Sampelayo, CEO de Grupo Corporalia. La publicidad puede manifestarse en forma de anuncios impresos, comerciales de televisión, vallas publicitarias, marketing digital, entre otros medios. En la actualidad, resulta fundamental en el mundo del marketing y la comunicación empresarial para alcanzar objetivos comerciales y de posicionamiento de marca. Grupo Corporalia lleva 22 años trabajando para dar a sus clientes soluciones 360°. Su marcada orientación al cliente y diferentes ámbitos de actividad, les permiten crear soluciones a medida, gestionando los proyectos con recursos propios de principio a fin. Canelo recuerda la época dorada de la empresa, coincidiendo con la crisis de 2008, muy duro para las empresas de nuestro país pero una oportunidad para el grupo de crecer y desarrollarse. Especializados en publicidad exterior, se encargan de colocar las publicidades que vemos en las calles, medios de transporte, y demás lugares cotidianos. Hacen cobertura nacional gestionando la publicidad en más de 2.000 autobuses. En la Comunidad de Madrid, gestionan y comercializan Canal Bus, un canal digital (DOOH) con más de 1.000 pantallas ubicadas en los autobuses interurbanos de la región.

“Eventually, we stopped the shenanigans and got vertical." – Rob Murray, Founder and President of Intrigue Media Some founding stories are more eccentric, and entertaining, than others, and today's guest certainly has a tale to tell. While these days, the digital marketing agency Intrigue Media does over $5 million in annual revenue serving 110 clients and counting, its founder, Rob Murray started his business selling local out-of-home advertising all the way back in college. While Rob started out as a local generalist, he ultimately, after some hits and glorious misses, narrowed his focus to select niches like HVAC and landscaping. Rob joins Corey to not just share Intrigue Media's journey, but also to dish out a hot take (or five!), served with a side of refreshing honesty. For one, Rob doesn't think that different niches are truly that different to serve; you just have to deeply understand business basics like revenue models and problem-solving. Pair that with honest service and the ethos of trying to do good, and you're golden. So tune in for a wealth of knowledge and actionable advice on topics like growth and retention, what not to do with sales, and moreover, the leadership principles that Rob lives by. Here's what we cover in this episode: Rob's crazy founding story from DOOH to verticalization. How showing up in the community and doing thought leadership sparked initial growth. Rob's approach to marketing, sales, and business leadership. The challenges of hiring sales and how to incentivize them. Here are some actionable key takeaways for agency founders: You have two ways to position your offering: vertical versus horizontal. If you have the resources, you can grow quickly in the beginning by creating a sensation that your agency is everywhere. Think: parties, events, community, and lots of speaking. Don't send sales into the market before you're sure they get your business and you trust them to represent it. Try to uncover unconscious beliefs you hold about your business to break harmful patterns; journaling is great for this. The resources mentioned in this episode are: Connect with Rob on LinkedIn Here Check out Intrigue Media Here Books mentioned in this episode are: Verne Harnish, Scaling Up John C. Maxwell, 21 Irrefutable Laws of Leadership Simon Sinek, Leaders Eat Last and Start With Why Dr. Eric Byrne (Related to Transactional Analysis, no specific book mentioned) Seth Godin (Specific book not mentioned)

This Week: Farrah Bostic, Saul Colt, and Jonathan Sackett join Bob to discuss whether we should fear Reddit, DOOH making a splash, Google already scaling back AI summaries, Instagram tests unskippable ads, plus this week's #FairFailFoul.

What is up everyone my name is Chris Clark and welcome to episode # 39 of the digital madvertising pod cast! Its Monday June 3rd so lets dig into the top news stories in tech and marketing today. Spotify's Announcement: Spotify has announced a price hike for its U.S. customers, marking the second increase within a year.Effective Date: The new pricing takes effect in July for existing subscribers, while new subscribers will be charged the updated rates immediately.Walmart: has launched an immersive shopping platform called Walmart Realm, aimed at enhancing the virtual shopping experience. The debut was announced by Chief Marketing Officer William White via a LinkedIn post.Record-Breaking Spending: The 2024 US election is set to be the most expensive in history for political ad spending, with projections exceeding $12 billion according to eMarketer.Challenges in Political AdvertisingMisinformation Concerns: With rising concerns over misinformation and disinformation on social media platforms, there's a need for more trustworthy advertising channels.Limited TV Inventory: The limited availability of TV and connected TV (CTV) inventory has driven up prices, making these options less accessible for many campaigns.Digital Out of Home (DOOH) AdvertisingTrust and Reach**: Digital out of home (DOOH) advertising emerges as a strong alternative due to its combination of trust and broad reach. According to a study by The Harris Poll for the OAAA, 73% of consumers have a favorable view of DOOH ads, compared to lower rates for other media channels:  - Television/Video: 50%  - Social Media: 48%  - Online: 37%  - Audio: 32%  - Print: 31%Advantages of DOOH- **Non-Invasive**: DOOH is less intrusive, coexisting naturally within everyday environments like highways, malls, gas stations, gyms, and restaurants.-Targeting Capabilities DOOH provides significant scale and targeting options to reach specific voter segments effectively.Visit us at www.digital-ignite.comThis Podcast is powered by Digital Ignite and recorded in Charleston, SC. Hosted by Chris Clark and Winnie Teal. Digital Madvertising is edited, produced & scored by the talented Connor Sage. Join us each week as we cover the wild wild west of digital marketing news, trends, and products. Follow us! linkedin.com/company/digitaligniteagency twitter.com/digitalignite instagram.com/digital_ignite/ Digital-Ignite.com

This week's #LocationWeekly episode features OpenBet launching “locator” tool in North America, FTC settling with InMarket & fines mobile operators, Adidas turning DOOH totems into running checkpoints in Stockholm + Ivee and Creative Mobile Technologies partnering on “smart taxi” advertising.

In this episode we discuss programmatic advertising in Australia including how emerging channels such as retail media, programmatic DOOH and audio are impacting programmatic investment. Our guests Kali Guillas from The Trade Desk and Benton Goodbrand from Kinesso provide a local perspective on data signals that are valuable to buyers, reducing waste and the control levers that buyers are looking for currently. See omnystudio.com/listener for privacy information.

Épisode 1130 : Dooh, Smooh, ça vous parle ? On rentre dans le sujet aujourd'hui et on creuse le lien entre Social media et vie réelle grâce aux panneaux d'affichage numériqueQu'est-ce que c'est le DOOH ? Digital Out Of Home.La publicité extérieure numérique.DOOH fait référence aux panneaux d'affichage numériques, aux affichages en magasin, aux écrans d'ascenseur et à toute autre signalisation électronique trouvée dans les espaces à fort trafic et accessibles au public. C'est bien simple en quelques années leur présence dans le paysage urbain a explosé et a par endroit quasiment remplacé l'affichage papier.Quelques chiffres sur le DOOH et le SMOOHEngagement accru : ajouter du social média dans une campagne d'affichage numérique peut augmenter la portée de la campagne jusqu'à 203%.91% des GenZ repartagent le OOH ensocial media Impressions élevées : Calvin Klein a obtenu 3.1 millions d'impressions OOH et 46.4 millions de personnes atteintes sur Instagram grâce à une campagne SMOOH.Interaction et mémorisation : Le taux de mémorisation des messages sur écrans dynamiques est de 75%, comparé à 44% pour l'affichage classique​​.Efficacité des campagnes : TikTok a préhempté près de 2 milliards d'écrans DOOH pour diffuser ses vidéos, élargissant son impact au-delà des mobiles​​.Pourquoi le DOOH ça marche ?Large portéeL'un des principaux avantages de la publicité DOOH est sa large portée. Les écrans numériques sont partout, des centres commerciaux aux cabinets médicaux en passant par les stations-service. Cela signifie que les publicités DOOH ont le potentiel d'atteindre un public massif.Contenu dynamiqueContrairement à la publicité extérieure traditionnelle comme les panneaux d'affichage et les affiches, les publicités DOOH permettent un contenu dynamique. Cela signifie que les annonceurs peuvent créer un contenu accrocheur et engageant qui change en fonction de l'heure de la journée, des conditions météorologiques ou d'autres facteurs. DOOH et social media ça marche bien ensemble ?Le premier point c'est que c'est le même format. Les écrans sont au format 9:16, donc ce que je diffuse en vidéo sur Instagram ou TikTok je peux aussi le distribuer sur des écrans dans la vraie vie. Comment lancer une campagne DOOH ?Aujourd'hui l'inventaire DOOH est principalement détenu par des géants de l'affichage urbain : ClearChannel, JCDeceaux ou DIve Billboards. SI je souhaite diffuser du contenu sur les écrans des garres françaises, des abri bus ou dans le métro… il me faudra passer un deal avec l'une de ces 2 maison.TikTok étend son offre publicitaire au DOOHEn Octobre 2023, TikTok a annoncé un partenariat avec plusieurs acteurs de l'affichage DOOH. Ce partenariat permettra aux annonceurs d'afficher leurs publicités TikTok IRL.Ces publicités peuvent notamment s'afficher dans les restaurants, les stations services, les aéroports et même au cinema.. . . Le Super Daily est le podcast quotidien sur les réseaux sociaux. Il est fabriqué avec une pluie d'amour par les équipes de Supernatifs. Nous sommes une agence social media basée à Lyon : https://supernatifs.com. Ensemble, nous aidons les entreprises à créer des relations durables et rentables avec leurs audiences. Ensemble, nous inventons, produisons et diffusons des contenus qui engagent vos collaborateurs, vos prospects et vos consommateurs. Hébergé par Acast. Visitez acast.com/privacy pour plus d'informations.

In a special episode of the Digital and Dirt podcast, Ian sat down with several of the marketing and advertising leaders who spoke at the MediaPost DOOH Insider Summit, which took place this past March in Scottsdale. Albert Thompson, Walton Isaacson Toni Morris, Vistar MediaRick Robinson, PJX Media Michelle Capasso, Connelly PartnersJaime Ogus, Jack in the Box Jon Whitfield, MediaPostJessica Edwards, Albertsons Claudia Damas, Altermark 

This week's #LocationWeekly podcast features Shakira combining DOOH and stage in Times Square, Israeli start-up Wi-Charge developing wireless power for DOOH, AR innovator mirrAR raises $1.75M pre-seed round & Microsoft bringing Tutch digital platform to US retailers.

Planar just announced it's adding many of the Leyard LEDs to its product lineup. Gary asked Planar's EVP, Adam Schmidt, to join him on today's videocast to discuss where this positions Planar in the LED market. Planar, known as a high-end LED company catering to the ProAV integration channel, will offer the Leyard lineup as a way to expand the vertical and horizontal applications reach of LED imaging - this will clearly include DOOH, Live Events, monumental signage, sporting venues, etc. This is a potential boon to the ProAV channel, as it allows them to enter all these LED opportunities now backed by the Planar brand.

We've all faced moments of doubt, where the path ahead seems uncertain and our dreams a bit too distant. But what if the secret to overcoming challenges lies in embracing our authentic selves and pursuing our passions with strong determination? In this episode, Amanda Dorenberg shares her unconventional journey from being a fashion model to becoming the CEO of Billboard Magazine Canada and president of COMMB and how she uses setbacks as stepping stones to success. Listen in as Amanda shares the significance of authenticity, networking, recognizing your worth in building a successful business, and how embracing both our strengths and weaknesses can lead to trust and open doors to opportunities. You'll gain practical tips on how women entrepreneurs can make a mark in male-dominated industries. Never forget what empowered women can bring to the table! Always empowering women, Marta   Let's keep the conversation going! Website: martaspirk.comInstagram: @martaspirkFacebook: Marta Spirk   Get ready to take notes and elevate your business's presence as we share over 30 visibility-boosting ideas (access it here: www.martaspirk.com/visibility) and introduce a mastermind program designed to keep you accountable and support your entrepreneurial journey. Get 30-day free trial of my membership! freegiftfrommarta.com   MORE VISIBILITY MASTERMIND application: https://forms.gle/jegEmwzYsTPrH4oP8   One thing I don't talk about enough is the impact podcasting has had on my professional life, and how it opened so many doors for me. So if you want to start a podcast or you want to level up your current one, then you need to work with my podcast strategist, Juliana Barbati. She owns a podcast marketing and production agency and her team takes care of everything from editing and optimizing to scheduling for you making this process a breeze for you. She's seriously the best. All her info is in the show notes. You can go tojulianabarbati.com and tell her I sent you.   About Amanda: Amanda Dorenberg is an esteemed technology and marketing executive, renowned for her ability to disrupt traditional industries through the application of new and emerging technologies. With a track record that has garnered recognition from top national and international media outlets such as Forbes Tech and Wired Magazine, Amanda's expertise in data, ad-tech, and out-of-home advertising is unparalleled. As the President of COMMB (Canadian Out-of-Home Marketing & Measurement Bureau), she spearheads innovative change and utilizes her deep tech background, product development acumen, and growth marketing skills to revolutionize the out-of-home industry across Canada.  Amanda's impressive career includes notable positions such as Partner and CIO at FrontRunner Technologies, a leading DOOH company in North America, where she leveraged her expertise to drive disruptive growth. She also served as Chief Mar-Tech Officer for blockchain venture-consulting firm Centrys Inc., where she led impactful growth marketing and product development initiatives. Amanda's versatile expertise in blockchain, AI/ML, and advertising has made her a sought-after independent consultant in the industry.  With her compelling background in thought leadership and mentorship, Amanda is a natural fit for podcasts catering to business-minded individuals eager to expand their knowledge. CEOs, CMOs, investors, advertising executives, marketing executives, brands, agencies, and other professionals in the industry will greatly benefit from Amanda's insights. She is poised to deliver captivating discussions on data-driven advertising, the future of ad-tech, and the impact of out-of-home advertising in the ever-evolving digital landscape.   Moreover, Amanda's inspirational journey as a successful woman in tech and business leader adds an empowering dimension to her expertise. Engage with Amanda Dorenberg on your podcast to captivate and educate your audience with her unrivaled knowledge and motivational speaking that empowers women in the tech and business world.   Connect with Amanda: Website: https://linktr.ee/amandadorenberg IG: https://www.instagram.com/amandadorenberg  

Phil and Ted welcome Radio legend, actor and comedian, Frazer Smith. "The Fraze" is a culture jammer who hosted manic shows on LA's biggest rock stations. Frazer co-hosted subversive, alternate audio commentary to television coverage of the Tournament of Roses Parade. His improv was also heard on KROQ-FM's Hollywood Nightshift, which featured Firesign Theatre's Phil Austin. As The Faze likes to say, "Too hip, gotta go!"

The 16:9 PODCAST IS SPONSORED BY SCREENFEED – DIGITAL SIGNAGE CONTENT I'm not really joking when I write about needing to find my decoder ring if I am going to write something about an announcement from a digital out of home ad tech company. There are exceptions, of course, but more often than not, I read this stuff and I just go cross-eyed. So I was pleased to learn of a new education-focused initiative called DOOH Academy, which exists to raise the level of understanding of how things work for operators, end-users and the people who make ad-buying and planning decisions. I was also pleased to learn - though I pretty much knew - that I'm not the only one confused as hell by how technology like programmatic is marketed. The Academy is the smiling, weeks-old baby of ad industry veteran Jeff Gunderman, who saw a need to get quality, vendor-neutral educational material out there that helps people get up a steep and slippery learning curve. He has an interesting model - in that the academy is subsidized by companies in this business who also understand everyone benefits from better awareness and deeper knowledge. We had a really good chat about the roots of the online academy, how it works, and also how the industry has responded. Subscribe from wherever you pick up new podcasts. TRANSCRIPT Jeff, thank you for joining me. Can you give me a rundown on what DOOH Academy is all about?  Jeff Gunderman: Yes, the DOOH Academy is the Digital Out of Home Academy, and it is an education initiative I started that is designed to help people understand all of the advances going on in digital and programmatic media for the out-of-home media industry.  I had been a media operator for about 15 years running a company called Eye Corp Media, which was an Australian-based media company, we did both static and digital signage around the country and places like shopping malls, bars, restaurants, and cinema lobbies, and when I sold that business, I essentially was talking with a number of individuals in the industry and recognized that there was a real gap in education and understanding around digital and place-based media, and at the same time, when I sold my company, I started to have some requests from media companies and ad tech firms for consulting work and that clarified for me, really the gap that existed in our industry as we are moving to more of a digital and programmatic world, people are very confused, and so after talking with a number of people in the industry, I felt that we really needed a single point of education to help people understand digital place-based media. I get asked quite a bit if I'm doing any consulting, I don't really do much these days, but when I get asked specifically about doing consulting around digital out-of-home networks, I just say, I really can't help you because I don't fully understand what's going on, I don't understand the nomenclature, everybody seems to market themselves a little bit differently, even if they're doing the same damn thing. It's just overwhelmingly complicated to me, so I do one of these things with my hands up beside me going, I don't even want to touch that.  Jeff Gunderman: You know what? It's much simpler than it seems, but because it's such a massive change from the way we used to plan media with spreadsheets we used to sell a location, or a billboard on the side of a street corner,  You used to sell location and audience. Jeff Gunderman: Location and audience, and now, really what we're selling is I'll use the term audience again, but audience and impressions. So it used to be more boards and ad loops and you'd sell a flip on a board, and nowadays people, especially advertisers, and marketers are really looking to maximize their reach of a very particular audience and the beautiful part about it is that data companies have come in and enabled out-of-home media operators to sell their media based on the audience that's in front of that media, they've enabled the ability to understand the measurement of the audience that actually goes by their boards, and so with all this data and measurement that has come into the space, out-of-home media operators can now, especially digital ones, can now sell their media the same way that social, mobile, online media is sold today, and by the programmatic partners that have come in, have enabled the transactional component of that to happen the same way that digital, social, mobile is being transacted today. S we really are in an amazing position as an industry now to gain a share of the marketing spend. But to do that, we've got to better understand programmatic, especially digital out of home and all the data that sits behind it, and that's what the DOOH Academy is really designed to do to elevate the knowledge level of both media operators and agencies or buyers of place-based, digital and programmatic media. Now, if it's increasingly similar to the way that you plan and buy online and the way you plan and buy mobile, why then are media planners confused by digital out-of-home if it's the same sort of process and everything else? Are they using different naming conventions and things?   Jeff Gunderman: There are a few reasons behind that. The first one is that, especially in the United States, a lot of the people buying this media are out-of-home media specialists. Out-of-home media used to be so complicated to buy, and in some cases, it's still not as smooth as you would like, but it used to be so complicated to buy because there were so many different media operators and so many different options that putting together a plan was a massive undertaking.  Now with digital and especially with the programmatic infrastructure that's out there, you can actually go into a tool and a planning tool or a demand-side platform and you can actually program in the audience you want to reach, the locations you want to be in, all kinds of criteria, and it will connect and pull down the inventory that's available that meets those demand criteria and with the push of a button, essentially you can book a campaign across many different media operators, many different locations, many different boards, and many different media types. And it's so much simpler than it used to be, and it's so much more accurate in your ability to reach an audience. So what we're finding is that out-of-home media, which used to be mainly for branding, can be much more part of the full funnel of audience conversion.  Which gives access to more, better budget, right? Before, it was just gross impressions, like I know that a hundred thousand cars go down this highway every week, and therefore we can estimate that many people are going to see it. Now you can get into much richer data that will tell you, you know, give you a much better sense of how many people actually did look as opposed to that gross number. Jeff Gunderman: That's exactly right. So not only you're tapping into bigger budgets because now, all of a sudden, those digital budgets were designed for activities other than branding, such as store visits, web traffic, or driving conversions. All of that is now trackable within the digital out-of-home space and so we're seeing people who may be used to spending with social, mobile, and online, take a much more serious look at digital out-of-home, not only for that reason, but also because digital out-of-home has such a lower density for fraud and it's a safer place to advertise, and now you can measure it, which is really driving an opportunity for space. I have a theory, and you can tell me it's stupid or spot on. God knows I have no pride of ownership of it. But I get a ton of press releases every week from different digital out-of-home ad tech companies, and they'll say, we've just done this, or we've partnered with these people, and so on, and I will try to read the things and decode what on earth they're going on about, and I've sent notes back to him saying, I've read this five times, I still don't know what the hell this is about, and you're saying it's a lot simpler than maybe I think it is, or the world thinks it is. But my theory is that the marketers are having to change their descriptions, their naming, and everything else about their product versus the other ones just to make it sound distinct. Jeff Gunderman: There are nuances within digital and place-based, specifically within programmatic that are really the catalyst for why the DOOH Academy is in such high demand right now, and it's because if you look at my model, I am funded primarily through sponsorship of companies, unbiased, and nobody can have any kind of exclusivity and when they talk in an educational format that has to be generic and not self-promoting. But what I've found is these competing ad tech agencies, trade associations, media operators, and companies have all come together to support foundational learning that enables people to get to a level of understanding of how the entire ecosystem works together. And then what it has allowed is the same, let's say ad tech companies that are sponsoring, to not have to focus on getting people up to a basic level of education, but then they can focus on really educating on the nuances of their specific platform and the benefits that they drive. And so I think that email communication that you're getting or the other communications you're getting are today confusing. If you went through a digital out-of-home academy course, you learned the full infrastructure of how everything works together from A to Z. Now, all of a sudden, it's going to make sense what that specific company's particular value proposition is and many of these ad tech companies have very specific value propositions that make sense, but they make sense in the context of greater knowledge of what's going on across the industry, and that's where we're really designed to do is to bring the entire industry up to a specific level of education and knowledge base. Is this aimed primarily at newbies to the industry or is it something that everybody could benefit from? Jeff Gunderman: It's interesting you say that. We're now working on advanced courses, but the first course we released is called Digital and Programmatic Fundamentals. It is fantastic for an entry-level person who knows nothing about it because we use vocabulary and acronyms, and we really worked you through the basics of digital and programmatic media in the out-of-focus space. But then it's also very good for people with, I'll say, intermediate knowledge that want to just get to the next level because it's pretty in-depth. It's a five-hour streaming video course with 12 different, we call modules, but we could refer to that as a chapter, and it has 20 different video segments with 12 different industry experts, so it's a very thorough course, but it also starts out very basic so it doesn't leave someone behind. Let's go down to the wood on this. How does it work? You go to the website, and you basically register to become a student? Jeff Gunderman: Exactly. So you go to doohacademy.com, and that is the portal for everything. It's the portal for our learning classes. It's the portal for our thought leadership. It's the portal for company spotlights and other content, and it will continue to build. So all of the content, with the exception of the learning courses, is free. You can go in and see company spotlights on very specific companies. They were just launched recently so you'll see more and more of those start to be released. You can see thought leadership that will continue to release on a fairly regular basis to get ideas of, you know, hot topics that are happening in the industry and people's perspectives, and then there's also the certification courses, and you would go into the course section, and you can register. There's a small fee for the certification courses, and usually, a discount that's out there in the industry can reduce that fee further because all of the courses are underwritten from a cost perspective by the sponsors, and you go on, and you register, and then it is all built on a university grade LMS or learning management system or platform, and so, and it's all streaming videos. So you can start and stop as your schedule permits. So some students will come in, and they'll take the whole course in a weekend, and others will come in, and they'll be on a coffee break, they'll take one video segment at a time, and those are somewhere between 8 and 20 minutes in length, and then they'll turn it off, and they'll come back another day when they have a chance around their next coffee break, and will take the next segment. So, it's fairly easy to navigate at your own pace.  And from what I saw, it's a kind of a combination of interviews/discussions with a second person or, in the case of, I went through the acronym one, or at least kind of quickly bombed my way through it. It was you talking, but also, you had a deck that you were referencing and talking to. So are those the two formats that you're using?  Jeff Gunderman: They are. The real design of the course. I don't call myself the experts, so to speak, I call myself the host because, you know, I have a level of knowledge about all of it, but I really host most of them, mostly through interviews with very specific industry experts. And then on the basic things, I'll teach myself vocabulary and acronyms and a couple of other areas, you'll see me instructing, but for the most part, the design of it is to bring in the foremost experts in a specific topic. So when we talk about an SSP or the sell-side platform, we work with two different ad tech companies and their specific head of supply, we interview on that topic. And so you're hearing really from experts in the industry that are about as knowledgeable as it can be.  But they're not setting the curriculum. They're not saying, okay, this is what I want to talk about for the next 25 minutes with you? Jeff Gunderman: No. They certainly can give me some feedback that they don't like a question or what have you. But, all the questions are formulated by me.  Let's take a step back on this, actually. I think this is important. We have an advisor team and an expert team, and the advisor team helps me guide the actual curriculum. And the experts are experts from multiple competing companies. So I make absolutely sure that I'm not swayed by a certain way of thinking or doing things, and I'm ignoring maybe another option. So we try to be as neutral as possible and bring it, this is fully an educational course. I'll use measurement as an example. So on the measurement side, we have one company, Geopath, that has a measurement methodology, and their measurement methodology is different from Place Exchange, the PerView product that Place Exchange has, and so I was very confident or very certain to make sure that I used interviews with someone for each of those companies so that we weren't, giving a single way of doing things, and in fact, we also brought in, because it's North America, from a measurement perspective, also Combe Canada, who has yet a third methodology for measurement. In the first course, I think it's probably important to point out that measurement is one of those tricky pieces that, as we expand into new markets and new areas of the world, measurement is sometimes defined by the capabilities within that market to measure an audience. So it would be very hard to have a worldwide single measurement methodology because it's, you know, what you can do in the United States is potentially a little different than what you can do in other regions. So if I'm going to be interviewed as an expert in one of these modules, do I need to be a financial supporter of the Academy, or would you pull in somebody who is absolutely the best person to talk about this? Jeff Gunderman: No, we would pull in the people who is the best people to talk to about this. We've done that on a couple of occasions, and those individuals have decided to sponsor. But if we feel that a topic needs to get covered, regardless of whether you pay money for sponsorship, we want to cover that topic, and we will cover that topic. Now, there are two sides to the platform. There's the educational piece, which starts with Digital and programmatic fundamentals as a course, and later this year, you'll see advanced courses come out on the sell side and the buy side. So you'll see more and more content and more courses come out. But on the other side are actual spotlights on very specific companies, and those are sponsored companies, and it is thought leadership with very specific people. Many of them sponsor, but not all are open sponsors, so we have an unbiased education piece. Then, we actually have another area where we show how real people and real companies are applying that education or that knowledge in the real world. So if I'm an ad tech company, being a sponsor, a supporter of this initiative also gives me the opportunity and the outlet, so to speak, of, kind of a central repository of good content about, you know, the industry that I'm active in, and if I want to produce thought leadership pieces, this is a great home for it, as opposed to maybe just my corporate blog that nobody's going to read? Jeff Gunderman: Exactly, and I like to think of it as a centralized area where the industry can come for content, thought leadership, company spotlights, all of this content that is not specific to an individual organization, that gives a really well-rounded view of what's happening in the latest news and education around digital and programmatic for the out of home space. You said, in passing, that it's going quite well, that there's a lot of demand for it. What was your initial reaction when you went to some of these organizations, and how do you kind of quantify that things are hopping?  Jeff Gunderman: A few answers to that question. The first one would be the fact that we have multiple competing companies across ad tech, agency associations, trade associations, and media operators. This tells you that it is supported by the industry, and I gauge success, not by ultimately who sponsors it, but really by the reaction of the people that are taking the course. So we've been live for just six weeks now. We've already had over 200 individuals register for the course. We've had almost 40 complete the course, and a large chunk of those 40 have provided feedback to us, their reaction to the course, and we've had nothing but very positive feedback from the industry, which alone helps. We've solicited a lot of the people that have gone through the course, just to make sure that if there's any, you know, your first few weeks, it's obviously the time when you test the integrity of the course and the platform that you're on and things like that. There have been a couple of little things that we've been able to fix. There was somebody who pointed out an audio issue with one of the videos that we were able to fix immediately. You know, one person pointed out a typo that we had. But now that all that is corrected, we're starting to get group registrations. So we're seeing companies come to us and say, we want to register our entire team, and so we actually have a new product now where you can register your team in what we call a group training, and we will register them all at one time for you and send invites out that they can log in with so they'll be auto-registered into the tool. They just have to set a password, and then we can send to the organization a report every week or two that shows the progress of each of their team members against completing the course, and we're finding that's been popular. We have two agencies and three media companies so far that have signed up their teams, and we're seeing increased interest in that. I've heard a number of times over the last several years from companies who've said, I appreciate what you do with Sixteen:Nine, You should know that when we onboard new employees, we tell them where the cafeteria is and all the nuts and bolts and we also tell them you need to be reading Sixteen:Nine every day. You need to subscribe to this and so on so you can get up to speed on the industry.  Do you see the time when this will just be kind of part of the normal routine of you've joined this ad tech company, there's your desk, there's this and that, and, here's your login for the DOOH Academy? Jeff Gunderman: I mean, I could only hope to have the amount of content that you do after seven years. I can imagine that the archives that you have are probably invaluable for anyone entering the industry.  But yeah, I'm fairly humble about that. I saw a need, and I created a platform, it took me a little longer to release the first course than I thought it would, but I'm rewarded by the fact that the industry seems to be responding very positively to it, and it would be fantastic to think that this would be part of someone's onboarding. Certainly, the goal of this is to fill a gap that exists in education, and as long as we produce the right content, I think the people will follow, and that's proving to be true so far in our first six weeks of being live with the course. Have you had the, “Oh, thank God, somebody's done this” responses? Jeff Gunderman: Quite a few actually, and I've had others that have said, I can't believe you did this because I know what an undertaking it is, certainly a little bit bigger of an undertaking than I had anticipated in the beginning, but, I think as you probably know from Sxiteen:Nine, once you've started to create enough content, it gets much easier. We're working on an advanced course right now for the sell side, and we're also working on, which we'll produce after that, an advanced course on the buy side, but. We are getting smarter at producing some of that content earlier on, and it's now much easier to pull it all together. It's interesting one of the modules that I didn't see in there that I think would be very helpful. I don't know where you position it, but is one on business fundamentals and viability. Because every week I still get phone calls or emails or press releases from companies who are putting screens over urinals and washrooms or in corporate aviation lounge, just all these, build it and they will come ideas that I just know from doing this for 25 years ain't going to work or a really tough go and it would be so beneficial if somebody could save themselves half a million dollars or whatever and take this course and go, you know what? Maybe that's not such a great idea.  Jeff Gunderman: I think it's a great idea for the course. I'm not sure I'm gonna tackle that one, but I get what you mean.  You log in, and it just says, “Don't!”  Jeff Gunderman: It'd be great to have like a little calculator of sorts where you enter these values, and it spits out a good business case or a bad business case. But I think you touch on a topic that topic, I don't know that education specifically is going to be able to tackle it, but you touched on a topic that's interesting, and that is that too many new media companies are saying, I'm going to deploy a bunch of new screens and the business will come. I do think you have to understand the statistics in the industry, where the demand is coming from an advertising perspective, and where you fit into that demand. I'll use a couple of resources. DPAA, for instance, has an immense amount of information, and, in fact, one of their recent reports said that there were 1. 25 million digital screens connected, from an advertising perspective, just in the United States, and most of those there's certainly a chunk that are billboards, but most of those, the 1.25 million is specifically place-based media screens that are sitting inside of that. Whether it's a gas station or a convenience store or a cinema lobby or what have you if you then go to the agencies and you talk about the demand for advertising, there are venue types that in their mind are a must or like to buy and there are venue types that are not even on their radar screen, and I think one of the challenges that new media companies face is that they don't take the time to do the research on where the demand is coming from.  I'll use one other example: the Out Of Home Advertising Association does a great job every year of producing a document that breaks down the industry. So I think we're in the United States, for instance, we're about $8.4 billion spent in out-of-home out of that, about a third is driven from digital out-of-home, whereas two-thirds is still driven from the static or printed side of the space. So you've got about $2.67 billion dollars, give or take that is, and then out of that, you have about 15 percent or about 450 million today that is driven programmatically, and one of the things we see is these smaller or upstart companies come out with digital screens, they think they're going to connect to programmatic, and then, they don't really have to sell a whole lot and that all this money is going to come, and they don't realize that in their business plan, they're saying I'm part of an 8. 4 billion industry, but the reality is there's only 450 million right now transacted programmatically. And so they're trying, and they're few screens, a hundred or a thousand screens that they've deployed to compete with 1.25 million screens, all connected, all competing for $450 million, and so when you start doing the numbers, it doesn't always add up quite as aggressively as probably their business plan does. Yeah. And, of that $450 million spent, for most of those media operators who are getting that money, it represents 15- 20% of their inventory at most. Is that pretty accurate? Jeff Gunderman: Well, programmatic is at most 15 percent of your total sales. You've got to have direct sales, and even half of the programmatic is not open exchange. It's coming in through private marketplace deals that someone has to physically set up with the agency or the trade desk. So, it is arguably closer to about 92-95% percent of your sales of any successful, healthy companies arw coming in through direct sales. So anybody who sets up a screen network and just thinks I'm going to put these up and I'll do it all through programmatic, I won't even need salespeople, and I'll just watch the money flow in, God bless you! Jeff Gunderman: It's not a good business model, no.  This has been great. We could chat forever, but I try to cap my time on these things. If people want to know more about your academy, where do they find you?  Jeff Gunderman: I appreciate that. It's as simple as going to www.doohacademy.com and if you want to take a course, the code DOOH20 will take 20% off the cost of the course. There's a ton of free content there and a growing amount of free content there as well. Wow. I think this is my first discount code on this podcast. All right, Jeff, that was terrific. Thank you! Jeff Gunderman: I appreciate the time.

Geoff Crain is the Senior Director of Sales and Marketing at Kingstar Media, Canada's top performance marketing agency. The agency designs and implements winning media strategies based on each client's goals. As a seasoned media professional, Geoff has amassed over 12 years of experience in planning, purchasing, and optimizing offline and online media for some of the most distinguished brands in the world. He has a proven track record of successfully executing media buys across all advertising mediums, such as linear TV, radio, DOOH, CTV, SEM, SEO, programmatic, and paid social while managing high-volume media campaigns across Google, Meta, and TikTok. In this episode… In today's highly competitive business landscape, having a great product or service alone is not enough to guarantee success. To significantly impact your industry, effectively marketing your offerings to your target audience is crucial. According to performance marketing expert Geoff Crain, this is where media advertising comes in. However, designing and implementing winning media strategies can be complex and time-consuming, especially if you lack the necessary expertise. That's why it's crucial to hire a reputable agency that can help you achieve your advertising goals. At a professional media agency, you'll have access to a team of experienced professionals who can execute successful media buys across all advertising mediums, including linear TV, radio, paid social, and more. On this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz sits down with Geoff Crain, Senior Director of Sales and Marketing at Kingstar Media, to discuss how companies can thrive through media advertising. Geoff talks about Kingstar Media and what it does, The Future of TV Advertising Conference, the best call-to-action strategy for infomercials, TV advertising for businesses with limited budgets, and radio and podcast advertising.