Where DOOH Meets AdTech

It's Programmatic pandemonium on this episode!! Brooke Ermogenis, Founder + Head of Insight at DOOHx, establishes once and for all what programmatic digital out-of-home is, best practices, and how to utilize DSPs and SSPs.

DOOHx is an online learning platform for all things digital out-of-home and programmatic digital out-of-home.

Takeaways 

• Programmatic OOH is the automated trading of inventory. Inventory is more accessible and highly targeted. It is an entire evolution of how out-of-home is bought and sold.
• There is no magic solution for programmatic. Start off by trial and error to see what works best for your clients.
• Publishers should consider connecting to as many SSPs as possible when integrating inventory to programmatic. This shows your inventory in more “shop windows” around the world.
• Targeting triggers draw on data feeds to activate a campaign. Programmatic makes it easier to integrate these data feeds into creatives because many of the DSP platforms have data feeds ready to connect.
• The non-guaranteed activity provides buyers with the flexibility to not commit to being locked in for a certain amount of time so they can be active when and where they want.
• Audience measurement in out-of-home is impossible to standardize. As a publisher, educate on what impressions mean on your network and how they can be rationalized.

Links

• LinkedIn: https://www.linkedin.com/in/brooke-ermogenis/
• Company: https://www.doohx.io

Ways To Tune In

• Spotify: https://open.spotify.com/show/30yI5WJKPTmH1ttOT92stj
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ooh-insider-show/id1483489943
• Amazon: https://www.amazon.com/The-OOH-Insider-Show/dp/B08JJT1GC5
• Audible: https://www.audible.com/pd/The-OOH-Insider-Show-Podcast/B08JJPQ8HF
• Stitcher: https://www.stitcher.com/show/the-ooh-insider-show
• Listen Notes: https://www.listennotes.com/podcasts/the-ooh-insider-show-tim-rowe-GqAoaXnLVlx/
• iHeart Radio: https://www.iheart.com/podcast/269-the-ooh-insider-show-51761700/
• Podbay: https://podbay.fm/p/the-ooh-insider-show

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OneScreen.ai is the first free, public-access directory for all things Out of Home.

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

Vengo Labs is a place-based media leader in DOOH. They are on a mission to deliver their inventory everywhere buyers are. On this episode of OOH Insider, Mary Perrella, VP of Media and Marketing at Vengo Labs, chats about the role of place-based media within the marketing industry.

Takeaways 

• Place-based media is contextual to the environment and audience experience. This is a perfect place to make an emotional connection.
• Out-of-home is more than billboards. It is any moment when a person is out of their home and experiences an advertisement.
• Generate creative that specifically connects the message to the context. The relationship improves the response and emotional connection consumers make.
• Vengo Labs is not an off-the-shelf SaaS solution. They are determined to cater to the needs of media and screen owners by customizing their solutions.
• Direct and programmatic buying are both valuable. Direct guarantees exact locations, rotations, and ad exposure frequency. Whereas, programmatic allows for more flexibility and fluidity in the planning process, budgeting, and optimization.

Links

• LinkedIn: https://www.linkedin.com/in/maryperrella/
• Email: [email protected]
• College Email: [email protected]
• Company: vengolabs.com

Ways To Tune In

• Spotify: https://open.spotify.com/show/30yI5WJKPTmH1ttOT92stj
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ooh-insider-show/id1483489943
• Amazon: https://www.amazon.com/The-OOH-Insider-Show/dp/B08JJT1GC5
• Audible: https://www.audible.com/pd/The-OOH-Insider-Show-Podcast/B08JJPQ8HF
• Stitcher: https://www.stitcher.com/show/the-ooh-insider-show
• Listen Notes: https://www.listennotes.com/podcasts/the-ooh-insider-show-tim-rowe-GqAoaXnLVlx/
• iHeart Radio: https://www.iheart.com/podcast/269-the-ooh-insider-show-51761700/
• Podbay: https://podbay.fm/p/the-ooh-insider-show

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

Bob Johns, VP Media & Marketing at BOLDSITE Media, talks about the American Dream Mall’s network of screens and its ability to create immersive brand experiences.
BOLDSITE Media, is a destination media company that creates boundless brand environments. They are motivated to design unparalleled immersive and integrated brand stories.

Takeaways
Out-of-home has an amazing ability to connect to people throughout their daily lives.

• The American Dream has 138 displays inside that are synchronized on one network. This allows brands to foster unique, immersive brand experiences across the property.
• The American Dream is a premiere destination that attracts and influences a variety of audiences across the Tri-state area. The opportunities are endless between the 12 million visitors, screens that face the MetLife Stadium parking lot, and drivers on the New Jersey Turnpike.
• There is not a specific bucket that American Dream fits into. Depending on the brand it is either destination, playspace, or mall media.
• Mall media is not what it used to be since the pandemic. Traditional malls have had to redefine themselves into a destination medium.
• Destination media is defined by the way that audiences have the opportunity to interactive with displays in an environment, such as American Dream, to create a brand experience.

Links

• LinkedIn: https://www.linkedin.com/in/bob-johns-2079634/
• Email: [email protected]
• Company: http://www.boldsite.com

Ways To Tune In

• Spotify: https://open.spotify.com/show/30yI5WJKPTmH1ttOT92stj
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ooh-insider-show/id1483489943
• Amazon: https://www.amazon.com/The-OOH-Insider-Show/dp/B08JJT1GC5
• Audible: https://www.audible.com/pd/The-OOH-Insider-Show-Podcast/B08JJPQ8HF
• Stitcher: https://www.stitcher.com/show/the-ooh-insider-show
• Listen Notes: https://www.listennotes.com/podcasts/the-ooh-insider-show-tim-rowe-GqAoaXnLVlx/
• iHeart Radio: https://www.iheart.com/podcast/269-the-ooh-insider-show-51761700/
• Podbay: https://podbay.fm/p/the-ooh-insider-show

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

Jess Fitzpatrick, Senior Media Trader at Buyers and Sellers Media PLC, discusses the power of DigiVans, the NFT market, and creating the best campaign surrounding them.

Buyers and Sellers Media PLC is an out-of-home media wholesaler. They buy digital billboard advertising space in bulk and create national and regional packages for direct to brands and agencies.

Takeaways 

• Buyers and Sellers Media’s model is unlike any others. They supply flexible packages that cater to the customer's needs while providing the best value.
• DigiVans are an eye-catching way for small businesses or artists to bring their brand directly in front of their target audience. 
• The NFT market has thrived with DigiVans due to restrictions from other media owners. They promote their content as an art form rather than a call to action.
• The best campaigns are not the ones that have the biggest return on investment. They are the ones that people remember and change the perception of your brand story.

Links

• LinkedIn: https://www.linkedin.com/in/fitzpatrickjessica/
• Email: [email protected]
• Instagram: @oohwithjess
• Tik Tok: @oohwithjess
• Company: https://buyersandsellers.com

Ways To Tune In

• Spotify: https://open.spotify.com/show/30yI5WJKPTmH1ttOT92stj
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ooh-insider-show/id1483489943
• Amazon: https://www.amazon.com/The-OOH-Insider-Show/dp/B08JJT1GC5
• Audible: https://www.audible.com/pd/The-OOH-Insider-Show-Podcast/B08JJPQ8HF
• Stitcher: https://www.stitcher.com/show/the-ooh-insider-show
• Listen Notes: https://www.listennotes.com/podcasts/the-ooh-insider-show-tim-rowe-GqAoaXnLVlx/
• iHeart Radio: https://www.iheart.com/podcast/269-the-ooh-insider-show-51761700/
• Podbay: https://podbay.fm/p/the-ooh-insider-show

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

On this episode of OOH Insider, Glenn Hopper, Chief Financial Officer at Sandline and Author of Deep Finance: Corporate Finance in the Information Age, dives into back-office automation, private equity versus venture capital groups, and achieving efficient project management.

Sandline is an eDiscovery and document management service provider. They deliver clarity by deciphering pain points within an organization’s data and empowering their partners to achieve transformation faster.

Takeaways 

• When we don’t have the right tools we are more likely to be inefficient and make mistakes. Learn about what tools are available to organize and simplify your process.
• “If you automate your back office and if you have an efficient back office, you are not only making things easier right now and more efficient right now, but you are actually adding value to the business. It becomes like an internal intellectual property.” ~Glenn Hopper
• Having clean data and buttoned-up systems in an acquisition shows investors that you are knowledgeable and confident in your business. As a result, this makes your company more valuable in the long term.
• Private equity and venture capital look at businesses very differently. Private equity groups want to see something established and a clear path to cash flow positive. Venture capital groups invest in multiple companies at an earlier stage in the hopes of having bigger returns.
• Hopper’s book, Deep Finance: Corporate Finance in the Information Age, breaks down how companies can consolidate their systems, automate back-office operations, and build a business intelligence platform within the company.

Links

• LinkedIn: https://www.linkedin.com/in/gbhopperiii/
• Company: https://sandlineglobal.com
• Deep Finance: Corporate Finance in the Information Age: https://www.barnesandnoble.com/w/deep-finance-glenn-hopper/1139904270

Ways To Tune In

• Spotify: https://open.spotify.com/show/30yI5WJKPTmH1ttOT92stj
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ooh-insider-show/id1483489943
• Amazon: https://www.amazon.com/The-OOH-Insider-Show/dp/B08JJT1GC5
• Audible: https://www.audible.com/pd/The-OOH-Insider-Show-Podcast/B08JJPQ8HF
• Stitcher: https://www.stitcher.com/show/the-ooh-insider-show
• Listen Notes: https://www.listennotes.com/podcasts/the-ooh-insider-show-tim-rowe-GqAoaXnLVlx/
• iHeart Radio: https://www.iheart.com/podcast/269-the-ooh-insider-show-51761700/
• Podbay: https://podbay.fm/p/the-ooh-insider-show

Powered by OneScreen.ai
OneScreen.ai is the first free, public-access directory for all things Out of Home.

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

We have an un-provoked podcast! Tim and Heather Waisanen, Media Planner and Strategist at OneScreen, are joined by Nick Haggard, Director of Sales at Edison Interactive. While on a call, the content was so good we decided to hit record so it could be shared with our loyal fanbase!
 
Join us for a conversation in hyper-targeting golfers through interactive, touchscreen devices within golf carts.

Edison Interactive is a content management software for connected devices. They are motivated to provide information and entertainment, as well as, create a profit center through screens.

Takeaways 

• Alpine Media and Edison Interactive have joined forces! Edison is now the exclusive seller of Alpine’s ski inventory.
• Shark Experience presented by Verizon is an interactive, touchscreen device installed in golf carts. It enhances the golfer experience by providing content to help across the course.
• This platform provides golfers with live and on-demand sports news and tips, GPS yardages, hole flyovers, and music connectivity through Bluetooth or radio.
• Ad units run consistently throughout the platform. There are five partners maximum for each course: four bigger named brands and the golf course themselves.
• Edison Interactive is in the process of creating a self-serve feature to find the best digital screen for advertisers targeting golfers.

Links

Nick Haggard:

• LinkedIn: https://www.linkedin.com/in/nick-haggard/
• Company: https://edisoninteractive.com
• Email: [email protected]
• Self-Serve Release: edisoninteractiveadmanager.com
• Shark Experience presented by Verizon: https://sharkexperience.com
• Club Car: https://www.clubcar.com/en-us
• Captivate: https://www.captivate.com

Heather Waisanen:

• LinkedIn: https://www.linkedin.com/in/heather-waisanen/
• Company: https://www.onescreen.ai

Powered by OneScreen.ai
OneScreen.ai is the first free, public-access directory for all things Out of Home.

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

It’s time for automotive to rethink how they approach Out of Home. On this episode of OOH Insider, Matt Raymond, Director of Digital Operations at Team Automotive Group, chats about how to build your brand image and engage your target audience within your community.

Team Automotive Group is a dealership that sells and services Buick, Chevrolet, GMC, Chrysler, Dodge, Jeep, and RAM vehicles. They are motivated by their community and value building relationships that matter.

Takeaways 

• Consistent messaging in your creative is key to having a recognizable brand. Think about repurposing your out-of-home content on digital platforms.
• Appeal to shared interests or what is important to the community when developing out-of-home creative. This bridges a connection between the target audience and your brand.
• Before selecting a billboard, drive the market area during different traffic patterns and pull your zip code reports to engage the best target audience.
• There is a much larger pool of customers that are looking to service their car rather than buy or sell a car. Cast a bigger net by targeting the larger audience with billboard advertising.
• Build relationships with your community. Whether someone has purchased or serviced a vehicle at your dealership or not, be the brand that everyone has something positive to say about.

Links

• LinkedIn: https://www.linkedin.com/in/matt-raymond-26496820/
• Company: https://www.teamautogroup.com
• Email: [email protected]

Powered by OneScreen.ai
OneScreen.ai is the first free, public-access directory for all things Out of Home.

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

We are back from our hiatus! And boy did we come back with a huge show! 

As we see more media owners wanting to convert static units to digital, we see the emergence of more LED trucks and other LED formats. In this episode of OOH Insider, Rafale Chang, CEO of Tiger Party, discusses techniques for creating the best digital billboard experience.

Tiger Party is a leading interactive solution agency. They specialize in unique, custom digital out-of-home. They are dedicated to pushing the limits of digital out-of-home creativity.

Takeaways 

• When it comes to the sharpness and vibrancy of a billboard, compression is a huge factor. This determines how much data is embedded in every pixel.
• New Year's Eve in Times Square for out-of-home is the equivalent of commercials during the Super Bowl.
• There is always a level of risk when creating a live camera feed on a digital billboard. Always be prepared with a primary, secondary, and backup system to avoid timing or technology issues.
• Out-of-home has the ability to create experiences like no other advertising medium. Check out the Time Square take-over Tiger Party created for Harry Potter and The Cursed Child.
• Each billboard has different capabilities. This is especially important when it comes to syncing a countdown or displaying action results.

Links

• LinkedIn: https://www.linkedin.com/in/rafalechang/
• Company: https://www.thetigerparty.com/en
• Instagram: @tigerpartynewyork
• Marriage Proposal in Time Square: https://youtu.be/S7NGO19U1S8
• Harry Potter and The Cursed Child in Time Square: https://youtu.be/7MtbBYn3Hws

Powered by OneScreen.ai
OneScreen.ai is the first free, public-access directory for all things Out of Home.

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

Jeanne Hopkins, Chief Revenue Officer at OneScreen, joins us this week to chat about OneScreen’s goal to support supply and demand-side partners and grow their businesses.

Takeaways 

• How can you as a company look bigger than you are? Investing in out-of-home is an effective way to be more visible while working in tandem with your digital campaigns.
• OneScreen is dedicated to building the world’s first offline marketplace for out-of-home. They work with marketers to develop and receive tangible results from their campaigns.
• Real estate is highly fragmented within this industry.
• OneScreen wants to maximize transactions within its OOH marketplace. They ensure supply vendors are found by giving them a listing, optimizing for search engines, and promoting them.
• OneScreen’s marketplace is free for everyone, whether you are an out-of-home specialist or a digital-first agency that’s looking for new offerings. They also improve cash flow presence.

Links

• LinkedIn: https://www.linkedin.com/in/jeannehopkins/
• Twitter: https://twitter.com/jeannehopkins
• Company: https://www.onescreen.ai
• Career Opportunities: https://www.onescreen.ai/careers
• Video: https://www.onescreen.ai/blog/top-5-onescreen-ooh-campaigns-of-2021?hsLang=en-us

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OneScreen.ai is the first free, public-access directory for all things Out of Home.

Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Get ready for a super interesting episode this week! Becky Smith, Enterprise Manager at IBOUSA, discusses how we can unite as an industry and secure a seat at the table.

IBOUSA is a networking group of independent business operators. They are a for-profit business that operates on a non-profit basis. Their out-of-home network comes together a couple of times a year to share new technologies and ideas at IBO conferences.

Takeaways 

• IBO represents over 90,000 faces in their network. The IBO Speedway is a free platform that acts as a liaison between advertisers and the network’s inventory.
• IBO is actively looking for a standard unit of measurement for data. The Media Rating Council is currently creating an auditing method for out-of-home.
• Conferences are a great way to learn best practices from other industry leaders. Twice a year, IBO organizes a three-day conference for associates to network and share experiences.
• Image quality is everything! Having high-quality approach shots for your inventory is a crucial visual for advertisers.

Links

• LinkedIn: https://www.linkedin.com/in/becky-smith-4bb945162/
• Company: https://www.ibousa.org
• Email: [email protected]
• Phone: 580-226-2234

Powered by OneScreen.ai
OneScreen.ai is the first free, public-access directory for all things Out of Home.

Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/