Where DOOH Meets AdTech

In this episode of OOH Insider, John James, Founder of SignBird, discusses how to bridge the gap between content quality and design to strategically get advertisers excited for out-of-home.

SignBird is an out-of-home service company. They partner with companies to enhance the quality of their out-of-home content through photography, videography, aerial drone technology, and web design.

Takeaways 

• SignBird values providing a quality product above all else. There is a strategic purpose behind every photograph, video, and drone shot. 
• The more we can facilitate brands doing great out-of-home campaigns the more brands win and great experiences are created.
• Drone footage is a powerful tool for billboard owners and sellers. It provides a visual experience of the landscape for advertisers to see what they are buying into.
• A billboard video proposal is a 60-second display of the billboard’s key details. This is an evergreen tool that is time-efficient and allows advertisers to view or refer back to it multiple times.

Links

• LinkedIn: https://www.linkedin.com/in/john-james-3265b397/
• Company: https://signbird.io

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

"No one has ever taken photo in front of a Facebook ad" - Tim Rowe

Bonus content from last week! Listen in to get some behind-the-scenes content of some real, raw, and truthful takes on Out of Home. 

Noah Peshkopia, Geopath certified student at Centenary University, switched things up on last week’s episode of OOH Insider. In this bonus clip, they discuss the insight Tim has gained by having a child, his view on OOH and much more. 

Takeaways 

• Kids pay attention to everything! Tim has seen on multiple occasions his son show brand recall and association between a commercial and a product.
• Many marketers and advertisers are consumed with targeting and metrics. However, marketing is much more holistic than we give it credit.
• Creativity and the message matter more than targeting. Focus more on the delivery than the spreadsheet.

Links

• LinkedIn: https://www.linkedin.com/in/noah-peshkopia/
• Email: [email protected]
• Website: https://noahpeshkopia33.wixsite.com/analyticsportfolio
• Ogilvy on Advertising: https://www.amazon.com/Ogilvy-Advertising-David 

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

A change up this episode! Instead of being the interviewer, Tim becomes the interviewee! Noah Peshkopia, Geopath Certified student at Centenary University, switches things up on this episode of OOH Insider.  Get the inside scoop on his origin story, the birth of OOH Insider, and advice for upcoming OOH advertisers.

Takeaways 

• Tim found that if clients added out-of-home in their campaigns then their organic traffic, direct traffic, and conversion goals consistently rose.
• Hosting a podcast is one of the most powerful ways to develop relationships learn from professionals within the industry.
• One Screen is a marketplace for advertisers to find the best out-of-home medium for their campaign.
• Out-of-home creates new opportunities for brands to drive organic traffic to their websites, profitably grow and scale their companies.
• “It’s never been harder to market, but also never been easier. You see so many ads per day. It is easy to get out there, but hard to make it stick because there is so much content.” - Noah Peshkopia
• Key advice from Tim Rowe "Be open-minded to companies and roles. The job market has changed drastically in the past few years."

Links

• LinkedIn: https://www.linkedin.com/in/noah-peshkopia/
• Email: [email protected]
• Website: https://noahpeshkopia33.wixsite.com/analyticsportfolio

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

On this episode of OOH Insider, Adam Malone, Co-Founder & President of Screenverse, shares his knowledge of programmatic digital out-of-home.

Screenverse is a specialized provider of ad management and monetization for digital screen owners. They maximize revenue through direct, programmatic, and systematic direct sales channels.

Takeaways

• Media owners should utilize direct sales through the existing channels and programmatic tools to sell their inventory.
• Make your inventory available during the open exchange and then read the data to see who is putting a bid. Use programmatic tactics to communicate and strategize with companies while they are still at the top of the funnel.
• OOH impressions can be difficult to calculate because there is no set way to measure them. The industry needs to work on pinpointing data for targeting, addressability, and contextual relevancy.
• In order to grow as an industry, we need to be more honest and establish goodwill with advertisers, especially during the current buying climate.

Links

• LinkedIn: https://www.linkedin.com/in/adammalone/
• Company: https://www.screenversemedia.com

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

“A shorter journey; a healthier planet; more jobs in the USA. Buy an American product today.” 

In this episode of OOH Insider, Don Rongione, President and CEO of Bollman Hat Company, educates us on the importance of buying American-made products to strengthen the American dream.

Bollman Hat Company was founded in 1868 by George Bollman. Located in Adamstown, PA, they are America’s oldest hat makers. They are customer-driven, team players, think and act like owners, value respect, and strive for excellence.

Support the American Made Matters movement on November 19th by purchasing at least one product made in the USA.

Takeaways 

• Due to the jobs that are required to support manufacturing, American-made manufacturers create 3.5 residual jobs per manufacturing job. This supports local communities and strengthens the American dream.
• Products made in the USA promote stronger communities. It boosts the economy, is sustainable, and creates jobs.
• When connecting with consumers, be innovative in regards to products and how you market.
• People want to connect with brands on a personal level. Brands that tell stories that resonate with their target audience are more relatable and sustainable long term.

Links

• LinkedIn: https://www.linkedin.com/in/don-rongione-54041a5/
• Company: https://www.bollmanhats.com
• American Made Matters: https://www.americanmadematters.com

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

On this episode of OOH Insider, Adam Malone, Co-Founder & President of Screenverse, shares his knowledge on industry disruption and building a startup.

Screenverse is a specialized provider of ad management and monetization for digital screen owners. They maximize revenue through direct, programmatic, and systematic direct sales channels.

Takeaways 

• Talk to the industry and ask questions before putting the time and money into developing a tool or system. Is the vision for the tool or system meeting the end-user need?
• The industry cannot be defined as one thing; it is comprised of many different personalities and stories. Try testing out a few tools, based on market feedback, with the community and build from there.
• Respect the industry. If there is an opportunity to disrupt within any industry, come in with the mindset of growth on top of the existing groundwork rather than a bug in the foundation.
• Timing can be the make or break for startups.
• “Everybody needs to understand what their north star is in their career and in their life.”~Adam Malone

Links

• LinkedIn: https://www.linkedin.com/in/adammalone/
• Company: https://www.screenversemedia.com

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

During the 1980s recession, unemployment and mortgage rates were at a high. Billboard Boys, directed by Pat Taggart, is a documentary based on the radio contest turned international phenomenon in Allentown, PA. Three men were selected to live and outlast each other on a billboard in the hopes of winning a mobile home.

On this episode of OOH Insider, Frank Petka, Producer of Billboard Boys, shares the story of three men’s determination to earn a home by living on a billboard.

Takeaways 

• The creativity of the billboard these men stayed on promoted the radio station’s switch from country to big band music. Unfortunately, the creative and target audience did not bode well.
• This story went viral before viral was a thing. It began as a regional contest and quickly gained national, and even international, traction. For four months straight the media covered this story on every major tv station, radio station, and newspaper.
• If you have “lightning in a bottle” put a cap on it. The contest gained national media attention every day. This was a huge opportunity for brands to advertise in OOH, but no one could fast enough.
• “Billboards are timeless; the ultimate medium.” ~Frank Petka

Links

• LinkedIn: https://www.linkedin.com/in/frank-j-petka-mba-73b756147/
• Film: https://billboardboys.com

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

Out of Home at its finest in this episode!  Insider, Garrett Crenshaw, President at Crenshaw Visions, and David Oakley, Chief Creative Officer at BooneOakley, chat about their provoking pro-vaccine digital billboard that has gone viral and taken the internet by storm. 

In collaboration with StarMed Healthcare, BooneOakley and Crenshaw Visions created a mobile digital billboard aiming to make vaccine information more readily available. The advertisement, disguised as an anti-vax message from a faux funeral home, leads to a website promoting vaccination and providing further information through a link to the StarMed Healthcare site.

Takeaways 

• Boone & Oakley utilized an unconventional approach when developing the “Don’t Get Vaccinated” mobile LED truck. Their goal was to stun viewers and encourage vaccination.
• Location is essential to a successful out-of-home campaign. Pinpoint the best location by finding the most saturated area of your target audience.
• “If we got one person vaccinated it was worth my time.” ~David Oakley 
• In the first week the campaign launched, StarMed Healthcare received a 28% increase in vaccinations.
• The market for mobile out-of-home is quickly increasing. Mobile billboards present your brand and physically get in front of your target audience.

Links

• LinkedIn: 
  • https://www.linkedin.com/in/garrett-crenshaw-3082aa166/
  • https://www.linkedin.com/in/david-oakley-0365b3/
• Wilmore Funeral Home
  • https://wilmorefuneralhome.com 
  • https://starmed.care/vaccine/
• Twitter
  • https://twitter.com/visionscrenshaw 
  • https://twitter.com/booneoakley
• Company:
  • https://crenshawvisions.com
  • https://booneoakley.com

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

Buckle up for this one! We are joined by Gina Gordon, CEO at Lucit, to discuss improving the way we interact with digital billboards. Gina explains how Digital OOH helps automotive dealers display their inventory and pricing. Lucit’s application reduces friction by being connected to the inventory on the lot. This way those billboards are current and consistently updated.

Lucit is an inventory platform designed to improve the way automotive dealers promote and publish their dealership management systems.

Takeaways 

• Digital billboards nowadays are dynamic digital, however, they are often considered to be traditional media.
• Car dealerships create the best marketing campaigns when combining someone who knows the ins and outs of the current inventory and traditional lease ads. This gives a well-rounded approach to engaging prospect buyers.
• Lucit has the ability to create a campaign that segments inventory and where it is being shown. For example, it can allow advertisers to target a specific market that has budget parameters such as a lower-income area. 
• OOH has a history of not doing well with automotive because:

 1. It has not been truly dynamic digital until now.

 2. Billboards have been seen and historically sold as long-term branding.

 3. It is often seen as a secondary buy because analytics and ROI are not as clearly determined as online campaigns.

Links

• LinkedIn: https://www.linkedin.com/in/gina-gordon-04a91685/
• Company: https://lucit.cc
• Facebook: https://www.facebook.com/lucittech
• Instagram: https://www.instagram.com/lucittech/

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

We have an awesome episode this week! Douglas Lusted, CEO at AdStash, joins Tim to discuss how businesses and entrepreneurs can benefit from digital screen advertising.

AdStash is an adtech platform that helps businesses of all sizes to generate new revenue with digital screen monetization.

Takeaways 

• AdStash provides a media player that powers ads onto a screen, as well as, a free content management system to schedule ads or content onto the screen. It is an ad-supported model for businesses of all sizes.
• Small businesses have the opportunity to monetize their screens with AdStash devices for no monthly fees. This gives advertisers the opportunity to directly access specific audiences.
• The AdStash platform has a premium option to compile impression analytics through cellphone tracking data. Their technology only counts those who are in viewing distance of the screen rather than within the venue itself.
• Media owners can modernize their playspace networks through digital screens on AdStash. This is a hyperlocal, targeted playspace technique and complements existing billboards.
• Indoor or digital playspace is a very efficient way to spend ad dollars. Placing an ad on a screen versus a billboard allows companies to get in front of a highly concentrated area of their targeted audience.

Links

• LinkedIn: https://www.linkedin.com/in/douglaslusted/
• Company: https://www.adstash.com

Shout Out

• Brian Fitzgibbons - Venue X\
  • Episode: https://youtu.be/_02oye7VMX4

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