Where DOOH Meets AdTech

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

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

Summary

In 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.

Takeaways

• Market 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.

Chapters

• 00:02:05 - Why Care About OOH/DOOH?
• 00:02:23 - Case for DOOH
• 00:02:49 - Market Size of DOOH
• 00:04:07 - Growth Challenges in DOOH
• 00:07:16 - Programmatic Transactions in DOOH
• 00:08:03 - Leading Programmatic Companies in DOOH
• 00:13:08 - Measurement in DOOH
• 00:16:33 - Future of DOOH and CTV Convergence
• 00:21:45 - Roku's Role in DOOH
• 00:37:41 - Attention Measurement in OOH

Check out the Marketecture Podcast at https://www.marketecture.tv/

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

Summary

In 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.

Takeaways

• SPO 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.

Chapters

• 00:00 Introduction to Supply Path Optimization (SPO)
• 02:54 Challenges in DOOH Advertising
• 06:29 Understanding Demand Sources in DOOH
• 11:32 Winning Strategies for DOOH Networks
• 15:55 Navigating Programmatic Advertising in DOOH
• 19:44 The Role of Ad Networks in DOOH

News We Covered

• Commerce Video Drives Retail Growth
• Advertisers Measure Retail Media Success Through Performance

How to Connect with Chris Kane

• Check out Jounce Media: https://jouncemedia.com/
• Connect with Chris Kane on LinkedIn: https://www.linkedin.com/in/christopherfkane
• Follow him on Twitter/X: https://twitter.com/ckane

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

Summary

In 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.

Takeaways

• Separating 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.

Chapters

00:54 Understanding CTV and DOOH
03:38 Content Adjacency and Its Importance
05:33 The Role of AdXact in the Ad Ecosystem
08:13 Activating Campaigns with AdXact Content Adjacency Engine
10:09 How the Content Selection and Curation Process Works
17:21 Feedback from Media Buyers
19:19 Measurement and Reporting in Omnichannel Advertising

Connect with Rob here: https://www.linkedin.com/in/robert-o-abab7610/

And Stephen here: https://www.linkedin.com/in/stephenbrooksla/

News we covered:

https://www.cynopsis.com/cyncity/ctv-and-dooh-advertising-whats-the-difference/

https://www.martechcube.com/37-of-us-marketers-shift-ad-spend-from-digital-to-prdooh-campaigns/

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

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

📌 Why You Should Listen:

This episode is packed with valuable insights for anyone involved in retail, advertising, or media. Whether you're a retailer looking to enhance the shopping experience and monetize your in-store audiences or a brand aiming to optimize your advertising spend, this conversation will provide you with actionable takeaways.

Meet Our Guests:

• Dan Hight: Head of Advertising and Media Partnerships at Placer.ai, a location analytics and market intelligence company.
• Paul Brenner: SVP  of Retail Media and Partnerships at Vibenomics, the advertising ad tech and retail media division of Mood Media.

What You'll Learn:

• The Explosion of Retail Media: Discover why retail media is the fastest-growing segment in advertising and how it closely ties ad spend to outcomes.
• Success Factors: Learn what successful retail media networks are doing right, from leveraging first-party data to achieving high loyalty card participation.
• Role of Technology: Understand the critical role technology plays in in-store retail media and how it impacts monetization and customer experience.
• Impressions and Attribution: Get insights into how impressions are quantified and the importance of accurate, trusted data for brands.
• Audio's Impact: Explore the dynamic role of audio in enhancing the in-store experience and driving customer engagement.

🔗 Listen Now:

🎙️https://www.theoohinsider.com/from-data-to-dollars-a-framework-for-measuring-in-store-retail-media-with-dan-hight-placerai-and/


📬 Connect with Dan and Paul:

• Dan Hight - https://www.linkedin.com/in/danhight/
• Paul Brenner - https://www.linkedin.com/in/pabrenner/

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at [email protected]

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

Curious about how AI is disrupting media buying?

If so, then this episode is a must-listen!

We dive deep with Brecker Brees, Founder of Preflect, a platform aiming to replace media buying agencies with AI. 🤖

The Origin Story of Preflect: Brecker shares the story of why Mark Cuban invested in an AI Media Buying platform.

AI in Media Buying: Understand how AI is being used to unlock efficiencies and drive growth for some of the fastest-growing brands.

Impact of iOS 14.5: Learn how the changes in iOS 14.5 have influenced media buying and how technology is being used to adapt to these challenges.

Challenges for Small to Mid-Sized Brands: Find out what's holding back DTC brands spending between $3,000 and $90,000 a month on ads from scaling faster and spending more.

Future-Proofing with AI: Get insights into how Preflect's AI-driven platform automates ad buying, optimizes budgets, and adapts to platform changes seamlessly.

📌 Why You Should Listen:

If you're a brand owner, marketer, or just someone interested in the future of AI in marketing, this episode is packed with valuable insights and practical advice. Brecker's journey from a college project to a successful AI platform backed by Mark Cuban is not only inspiring but also full of actionable takeaways.

🔗 Listen Now:

🎙️https://www.theoohinsider.com/ai-media-buying

📬 Connect with Brecker:

• Social Media:@BreckerBrees

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at [email protected]

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

Ever wondered what it takes to go viral on DTC Twitter for the right reasons?

Meet Cory Gill, who did just that with his groundbreaking research on the Shopify App Store. 🛒


📌 Why You Should Listen:

Whether you're a Shopify app developer, an e-commerce enthusiast, or just curious about the inner workings of app stores, this episode is packed with insights. Cory's research sheds light on the often-overlooked B2B app store ecosystem and offers actionable takeaways for anyone looking to improve their app's performance.

B2B App Marketplaces:  The research and conversation focuses on factors that impact app rankings, drawing parallels with consumer app stores like Google Play and Apple App Store. But Shopify's B2B nature makes it unique, find out why.

Reviews, Ratings, and Pieces of Flare: Discover the surprising factors that influence app rankings, including the impact of reviews, average review ratings, and the built-for-Shopify badge.

How To Win: Cory shares practical strategies for app store optimization, keyword usage, and the role that maintaining high review ratings plays.

The Power of Momentum: We discuss the impact of the "snowball effect" in app rankings. Apps that perform well continue to do so, thanks to momentum and social proof.
 

📃Download the Shopify App Store Analysis here:
 
https://www.alialearn.com/shopify-app-analysis

🔗 Listen Now:

🎙️https://www.theoohinsider.com/winning-the-shopify-app-store

📬 Connect with Cory:

• Social Media:@CoryGill
• Email: [email protected]

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at [email protected]

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

We sit down with Ben Sharf, Co-Founder of Platter, to discuss making the leap from being an Agency to becoming a SaaS.

🎧 Episode Highlights:

Taking The Leap: Discover what made Ben turn down a lucrative consulting job just 12 hours before his first day to join an early-stage COVID testing startup that scaled to $50 million in revenue in just five months.

Identifying Pain Points: Platter started as an e-commerce agency. Ben shares how they identified recurring pain points in the Shopify ecosystem and turned them into a productized solution. 🛒

Incentive Structures: We unpack how misaligned incentives can disrupt business processes. Ben explains why agencies often struggle to productize their services. 📊

Plotting Your Course: Ben talks about the challenges and strategies for transitioning from an Agency to a SaaS company. "You're not going to get to where you want to go if you don't know where it is that you're trying to get to." 🗺️

Monetizing Excess Value Creation: Learn why focusing on profitability instead of just revenue is crucial, especially in today's market. Ben shares how Platter aims to make and save money for their clients, at the same time. 💰

Saying No to Bad Revenue: Ben discusses the importance of recognizing and avoiding bad revenue. "The people with the least amount of money end up having the most amount of problems." 🚫💸

The Role of AI: Discover how AI is integrated into Platter's operations and the importance of staying ahead of technological advancements. 🤖

Self-Awareness & Vulnerability: Ben opens up about the importance of self-awareness and vulnerability in both personal and professional life. "Regret hurts a lot more than failure. Take the risk and do the things that consume your mind." 🧠


📌 Why You Should Listen:

This episode is packed with actionable insights and real-world experiences that can help you navigate your own entrepreneurial journey. Whether you're looking to transition from an Agency model to a SaaS company, or simply want to hear an inspiring story of resilience and innovation, this episode has something for you.

🔗 Listen Now:

🎙️ https://www.theoohinsider.com/ben-sharf-platter

📬 Connect with Ben:

• Social Media:@BenSharf
• Email: [email protected]

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at [email protected]

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

The Art of Agency Acquisition: What Kyle Hunt Looks for in a Buyout

Are you built to scale?

Built for sale?

Or built for fail?

TL;DR: Tune into this episode of OOH Insider with Tim Rowe and Kyle Hunt if you’re thinking about starting your own ad agency, especially if you want to work with D2C and ecom brands.

• Learn the key pitfalls that make an agency unacquirable 
• The critical difference between working in your business vs. on your business
• And the seasonal dynamics that impact ad spending 

Discover what makes a company an attractive acquisition target and why owning brands could be a strategic move for agencies. Get insights on prioritizing effective merchandising over basic marketing, the risks and rewards of making significant business bets, and the common trap of chasing new ventures at the expense of expanding what already works. This episode is packed with actionable strategies for anyone looking to elevate their agency-operational acumen.

Scaling agencies is hard BUT there are a few common mistakes that can hinder growth and make them less attractive as acquisition targets - how do you know if you’re making them or not?

Thinking about starting an agency? Here’s how to know when it’s the right time.

• 00:03:29-00:03:39 - "I'm making so much money for these guys. I should be doing this on my own and starting something else."

BEWARE The Brilliant Bottleneck - Does this sound like anyone you know?

• 00:06:53-00:07:04 - "The Brilliant Bottleneck is where they are so involved in working in the business and they know where all of the deep tribal knowledge is buried. They know how it should look and feel, (so much so) that they themselves become the thing preventing the agency from actually scaling."

The #1 Shortcut to Building a Better Business

• 00:16:09-00:16:19 - "It's a little bit of good old fashioned roll up your sleeves and figure it out. Talk to humans."

Is the silent killer lurking in your day-to-day?

• 00:24:07-00:24:17 - "I think shiny object syndrome is the number one killer of great entrepreneurs because it pushes your focus to multiple places."

Top 3 Things I Learned From Kyle Hunt:

1. Avoid being the "brilliant bottleneck": Agency owners should learn to delegate and trust their team, rather than being the bottleneck for decision-making and progress. This allows for scalability and growth.
2. Be cautious of shiny object syndrome: Agency owners should resist the temptation to constantly chase new strategies and channels. Instead, focus on doing more of what is already working and optimizing those areas for better results.
3. Plan ahead for peak seasons: Proper planning and preparation are key for successful peak seasons like Black Friday and Cyber Monday. Start planning well in advance to ensure smooth operations and avoid last-minute chaos.

 📧 Connect with Kyle
 
Kyle offers a free 21-point agency assessment: If you are an agency owner in the one to five million dollars per year revenue range and looking to exit, you can reach out to Kyle Hunt for a free 21-point agency assessment to explore potential opportunities.

Twitter: https://twitter.com/huntkyle

Link Tree: https://linktr.ee/kyledtc 

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

There are more than 4.4M sites hosted on Shopify.

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

Why does it matter?

Because media money drives interest. Interest drives intent.
And intent shows up as bricks or clicks - store visits or web visits.

Imagine 9 out of every 10 customers who walked into your brick-and-mortar store turning around and walking out before buying or even talking to anyone.

Would you consider that a success? Of course not.

Deloitte Insights 📰

"A staggering 70% of consumers admit that a slow-loading website negatively affects their willingness to make purchases from online retailers"

A delay of 1-3 seconds in page load time increases the likelihood of a bounce by 32%.

As the delay increases to five seconds, the bounce rate jumps to 90%.

This means that 9 out of every 10 customers will leave the site if it takes five seconds to load.

Now consider the opening question..."Why does it matter?"

Find out:

1) How the scam works 😲
2) How to identify if you or someone you're working with has been duped 🧐
3) Why it matters to anyone responsible for driving traffic 📈

What does site speed and media mix say about YOUR brand?

00:10:55-00:11:05 - "If it takes that long to load, I'm thinking personally..."Ah, you know, they're advertising on a billboard. They're old school. They're not quite online-ready." So they're not cool. In my mind. I'm going to go get this brand.

How much is a slow site costing?

00:17:29-00:17:40 - "A page load time goes from one to three seconds? The probability of a bounce increases by 32%."

Click-and-Mortar - How are offline retail and DTC most similar?

00:52:18-00:52:29 - "How quickly is someone coming to greet me? How friendly are they? How quickly are they asking me the right questions to get me moving towards the right part of the store? How effectively are they building rapport as we're walking to that area of the store? How's their eye contact? It's just all these, it's like the, you know, speeds version of, you know, how quickly are they relaying the information to me and not rambling random"

Search 'OOH Insider' wherever you enjoy fine podcasts or directly, here: https://www.theoohinsider.com/shopifyspeedscam

Get in touch with Lukas here:

• On Twitter https://twitter.com/igobylukas
• On LinkedIn https://www.linkedin.com/in/lukastanasiuk/ 
• With The Nice Agency https://www.theniceagency.co/

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