Where DOOH Meets AdTech

In this episode of OOH Insider, host Tim Rowe is joined by Jonathan Frohlinger, CEO, and Gabby Stoller, GM DOOH, at Big Happy to answer the hardest question of all - how do you measure the impact of great creative?

Who Should Listen:

• Brands & Agencies looking to unlock incremental value from their media buy
• Strategists & Planners focused on improving performance through creativity
• Ad Tech Innovators rethinking the balance between distribution, measurement, and creative storytelling

What You’ll Learn:

• Creative > Everything: Creative isn’t a bolt-on—it’s the foundation for a great media plan, and the lever most brands are still ignoring.
• From Mobile to Monumental: How Big Happy is scaling CGI-driven mobile ad success onto physical DOOH screens.
• Emotion Drives Action: What Pixar and Lunchables have in common—and how feeling something first leads to buying something later.
• Measurement: Why DOOH isn't just top-of-funnel anymore, and how to use creative to drive lower-funnel outcomes like foot traffic and sales lift.

Big Ideas & Hot Takes:

“We’re kind of the Pixar of advertising.”

 – Jonathan Frohlinger, on emotional resonance and storytelling.

“Creative is number one. Strategy is number two. That’s the order of operations.”

 – Gabby Stoller, on why Big Happy leads with creative-first thinking.

“We want to walk into a room and show people something they can feel.”

 – Jonathan Frohlinger, on avoiding ad tech jargon and speaking the universal language of good creative.

“If we can break through on mobile, imagine what we can do on a 75-inch canvas in the real world.”

 – Gabby Stoller, on scaling mobile-native creative to DOOH environments.

Where to Go Next:

Visit: BigHappy.co
Connect with Gabby: Gabby Stoller on LinkedIn
Reach Jonathan: Jonathan Frohlinger on LinkedIn

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

In this episode of OOH Insider, host Tim Rowe sits down with K.C. McLeod of VideoElephant to unpack how content—not just ad inventory—is shaping the future of Digital Out of Home (DOOH). 

Who Should Listen:

• Publishers looking to monetize idle or underperforming screen inventory
• Advertisers & Brands eager to stretch their CTV strategy into the physical world
• Ad Tech Leaders navigating the evolving standards between DOOH and programmatic video
• Strategists & Planners who love blending performance, storytelling, and efficiency

What You’ll Learn:

• The Secret to Better Screens: Why filling DOOH screens with premium, short-form video content is creating more engagement—and new revenue—for screen owners.
• CTV Meets DOOH: How VideoElephant is helping bridge the education gap for advertisers by reframing DOOH as CTV outside the living room—and what that means for monetization.
• The Measurement Moment: From tequila campaigns to political ads, hear how content-rich environments drive higher recall (+84% lift!) and why measurement standards are still evolving.

Big Ideas & Hot Takes:

“These are CTV screens—just not in the living room.”
 – K.C. McLeod, on bringing familiar CTV buying logic to DOOH environments.

“Content isn’t just a filler—it’s the lever that makes your media mix resonate.”
 – Tim Rowe, on why content-first strategy matters in high-attention spaces.

“Sometimes the best measurement is the check the publisher gets and the content the audience stays to watch.”
 – K.C. McLeod, on balancing technical measurement with real-world impact.

Where to Go Next:

• Visit: VideoElephant.com
• Contact K.C.: [email protected]
• Connect on LinkedIn: K.C. McLeod
• Explore related episodes:
  • 🎧 Chris Kane - How to win DOOH OpenRTB
  • 🎧Bill Harvey - The Godfather of Contextual Resonance
  • 🎧 Robert O’Rourke + Stephen Brooks - DOOH and Context

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

(IWC + EssenceMediacom) x Locala Case Study: https://asklocala.com/casestudy/iwc-foot-traffic-brand-engagement/

The Programmatic Primer: https://www.theoohinsider.com/programmatic-primer/

Summary

In 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.

Takeaways

• How 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 alike
• Panel Optimizer technology for DOOH optimization, launched in October, enables real-time audience targeting for brands and outcomes
• Device Graph 101 - what is it and why does it matter?
• Real-time optimization and reporting capabilities through customizable attribution windows

Connect with Ed and Locala

Website: www.asklocala.com

Learn more about their solutions and connect with Ed Silhan on LinkedIn for further discussions about omnichannel programmatic advertising solutions.

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

The Programmatic Primer: https://www.theoohinsider.com/programmatic-primer/

Summary

In 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_RTB
On LinkedIn: https://www.linkedin.com/in/eric-tilbury-2a798932/
And learn more about inuvo at https://inuvo.com/

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

"Automation is 100% the job to be done." - Alvaro Villa, FatTail

Summary

In 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.

Takeaways

• Why 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.

Chapters

• 01:24 Understanding Premium Content and Direct Advertising
• 03:17 The Role of Automation in Advertising
• 04:38 Defining 'Programmatic'
• 07:47 Balancing Direct Sales and Programmatic Efficiency
• 09:09 Addressing Common Publisher Pain Points
• 11:38 Case Study: GSTV and FatTail Collaboration
• 15:10 Integration Challenges in DOOH
• 19:07 Strategizing Sales Approaches for DOOH Publishers

Learn more about FatTail here: https://www.fattail.com/
Connect with Al here: https://www.linkedin.com/in/alvaro-villa-4034627/

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

Summary

In this conversation, Tim and Emmy-Award Winning Media Researcher, Bill Harvey, Founder/Chairman at Research Measurement Technologies, Inc., unpack the evolution of addressable TV advertising technology, focusing on the development of driver tags and their impact on recommendation engines. Bill shares insights from his early work in the industry, the creation of a system that distilled a million words into 265 driver tags, became the concept of 'Resonance' (vs Attention), and how these tags have proven to be more effective than other traditional attention metrics in predicting sales outcomes.

The discussion covers the integration of resonance in digital advertising, the relationship between resonance and physical context, and the future of addressability and AI in advertising.

Takeaways

• Driver tags were developed to empirically deduce behavioral drivers.
• Driver tags have shown to be more effective than attention metrics in predicting sales.
• Privacy can be maintained while optimizing marketing strategies through data clean rooms (DCRs).
• Resonance drives Attention and can maintain interest in ads themselves.
• Bill's literary pursuits reflect his lifelong interest in consciousness, improving the world, and using advertising as a vehicle for positive impact.

Chapters

• 00:00 Introduction and Upcoming Events
• 01:25 The Genesis of Driver Tags
• 12:47 Evolution of Recommendation Engines
• 17:41 Effectiveness of Driver Tags vs. Attention
• 30:30 Integrating Resonance in Digital Advertising
• 33:26 Resonance and Physical Context in Advertising
• 38:43 The Future of Addressability and AI in Advertising
• 43:22 Creative Challenges and AI Solutions
• 47:17 Bill's Literary Pursuits and Motivations

Connect with Bill and learn more about his work here:

https://www.humaneffectivenessinstitute.org/
https://www.rmt.solutions/
https://billharveyconsulting.com/we-just-won-an-emmy/
https://www.linkedin.com/in/bill-harvey-9581801/

And learn more about Semasio at https://www.semasio.com/

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

Summary

In 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.

Takeaways

1. AI can automate monotonous tasks, allowing marketers to focus on creativity and strategy.
2. Holistic probabilistic attribution is key to understanding advertising effectiveness.
3. AI can enhance user experience by streamlining data communication.
4. Daypart.ai aims to bridge the gap in B2B advertising by unlocking new channels.
5. The future of advertising will involve a blend of human creativity and AI efficiency.

Connect

Jeromy Sonne on Twitter
Jeromy Sonne on LinkedIn
Daypart.AI

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

READY TO TAKE THE FIRST STEP TO UNLOCKING THE LONG TAIL?
SellMoreDOOH.com

Summary

In this conversation, Tim and Jonathan Moffie discuss the innovative advertising platform Streamr AI, which leverages generative AI to simplify the process of creating and launching commercials for CTV. They explore how the platform solves challenges for brands and publishers, the future of AI in advertising, and trending industry news.

Takeaways

• Generative AI can create commercials in seconds.
• The platform supports multiple languages and dialects.
• Advertisers can launch campaigns on major streaming platforms.
• The ease of use has led to concerns about credibility.
• Full funnel measurement is crucial for advertisers.
• The future of advertising will heavily involve AI technology.
• Challenges include getting advertisers comfortable with AI.
• The platform aims to democratize CTV advertising.
• Upcoming versions of the platform will enhance creative capabilities.

Try Streamr AI 2.0 Here: https://streamr.ai/pro/

Chapters

• 00:00 Introduction to Streamr AI and Live Demo
• 02:46 The Evolution of Advertising with Gen AI
• 05:59 Challenges and Solutions in CTV Advertising
• 08:57 The Future of Gen AI in Advertising
• 11:57 Building a Marketplace for CTV Advertising
• 15:01 The Impact of AI on Advertising

News We Discussed

IAB Tech Lab introduces Ad Format Idol initiative to standardize CTV ad formats

https://www.streamtvinsider.com/advertising/iab-tech-lab-introduces-ad-format-idol-initiative-standardize-ctv-ad-formats

Pulling A FAST One: 25% Of CTV Ad Inventory Can Only Be Bought Via Linear TV

https://www.adexchanger.com/on-tv-and-video/pulling-a-fast-one-25-of-ctv-ad-inventory-can-only-be-bought-via-linear-tv/

Connect & Learn More
Connect with Jonathan Moffie on LinkedIn: https://www.linkedin.com/in/jonathanmoffie/

Checkout Streamr.ai: https://streamr.ai/

A bit about FAST Channels (As discussed in today's podcast)

According to the IAB, FAST channels are free, ad-supported streaming TV channels that offer scheduled content in a linear format: 

• Definition: FAST stands for "Free Ad-supported Streaming TV". FAST channels are similar to broadcast TV networks and offer scheduled content. 
  
  
  
• Content: FAST channels offer a variety of content, including live TV, on-demand content, and genre-focused channels. 
  
  
  
• Access: FAST channels are available on smart TVs, mobile apps, tablets, and other internet-enabled devices. Some services are tied to specific brands, such as Samsung TV Plus on Samsung devices. 
  
  
  
• Monetization: FAST channels are monetized by inserting ads into the programming. 
  
  
  
• Viewing experience: FAST channels offer a "leaned-back" viewing experience. 
  
  
  
• Benefits: FAST channels can benefit content owners and advertisers. 
  
  
  

FAST channels differ from

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

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 Article
https://www.marketingbrew.com/stories/2024/10/15/the-ad-tech-world-s-newest-buzzword-is-curation

Microsoft Exits Retail Media
https://www.retailbrew.com/stories/2024/10/15/microsoft-is-reportedly-exiting-its-retail-media-business

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

Have feedback or a question? Text us!

Summary

In 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/

Takeaways

• Happy 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.

Chapters

00:00 Celebrating Five Years of OOH Insider
02:47 Introduction to the Programmatic Primer
06:06 Understanding Global Advertising Spend
08:57 The Shift Towards DOOH
11:49 Programmatic Trading Insights
15:07 Best Practices for PMP Deals
17:56 Navigating Open Auctions and Quality Control
21:11 The Importance of Direct Sales
24:05 Escaping the Echo Chamber

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.