Where DOOH Meets AdTech

In this week's episode, Zachary Pardes, co-founder of Black Valley, a modern media collective, and shares his expertise on how out-of-home advertising can be a game changer for brands.

From the power of tangible marketing to the importance of creative and engaging content, Zach breaks down the strategies for cutting thru the clutter with big, bold OOH - how in a world saturated with fake influencers and AI, OOH advertising stands out as a genuine and authentic way to connect with consumers.

🚀 Why Out-of-Home Advertising Matters

Zach emphasizes the tangible and real nature of OOH in a world filled with digital noise. He highlights the unique opportunity out-of-home provides to capture attention and engage with audiences in a meaningful, memorable way.

• 00:02:19-00:02:29 - "OOH is one of those few channels that is tangible. It's still real. And not to mention it's sleek, it's sexy. You throw some killer creative up on a board or on transit, people take note."
• 00:06:18-00:06:29 - "Let's not lose sight of the fact that there is huge value in running BIG, bold, visual creative, that's fun, that's engaging, that's entertaining, and that gets eyeballs on the brand."

📊 Data-Driven Strategies for Success

Discover how Black Valley leverages data to drive successful OOH campaigns. From analyzing customer clusters to creating timely and relevant offers, Zach shares insights on how data plays a crucial role in campaign planning and execution.

• 00:05:47-00:05:58 "I always laugh when execs or senior leadership will come into a room and they'll say, How can you justify this? And it feels so much like you're talking to your pops, like your grandfather back then. "Oh, when I was your age, hot dogs cost a nickel!" And look, yeah, that was true. But we're also not dying of polio, right? So some things have gotten better. Some things have changed. Let's open up our minds a little bit here." 
• 00:09:02-00:09:12 - "I'm sure 2% to 5% of people are like, you know what? I could go for a chicken sandwich. But for the rest of them, it's like, look, you've planted the seed. And the seed is there. And it's going to grow. And you're going to cultivate it."

🌈 Message of the Month: "Chill the F Out!"

In a world filled with hustle and bustle, Zach reminds us to take a moment to relax and enjoy life. Remember, it's all going to be okay. So, take a deep breath, put down your phone, and spread some positivity around you.

• 00:30:57-00:31:07 - "Chill the fuck out. Everyone relax. It's all going to be OK."

Connect with Zachary Padres here 🤝

• LinkedIn: https://www.linkedin.com/in/zpardes/
• Check out the Black Valley media collective here: https://blkvlly.com/

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

Top 10 Takeaways 📰

1. Brands should focus on acquiring new customers rather than overspending talking to existing customers via paid media. Why? Because the reported ROAS for existing customers is typically higher than the actual incremental ROAS.
2. Incrementality testing is critical to determining the true impact of different marketing channels. Try This: Match market tests can help identify the incremental revenue generated by specific channels.
3. Balancing media spend between creative and actual media is essential. Creative plays an important role in driving performance and can be overlooked. Consider: Effective ad dollars and the relationship to creative dev.
4. Traditional media, like OOH, can be truly incremental and complementary to digital channels like Facebook and Google. Why: Reaching new audiences.
5. Over-attribution can occur when multiple platforms take credit for the same conversion. Pro Tip: Limit the number of digital channels and focusing on the ones that drive the most results can help avoid over-attribution.
6. Transparency in messaging during sales events, like Black Friday or Cyber Monday, is table stakes. Brands should avoid misleading or confusing customers with any sale message to maintain a positive customer experience.
7. User-generated content (UGC) is under leveraged in promoting sales. Brands should consider creating more entertaining and relatable content that resonates with their target audience.
8. Brands should prioritize email and SMS programs, as well as website optimization, to maximize customer retention and lifetime value. 
9. Avoid over-optimization from a content standpoint. Instead of creating highly tailored creative for existing customers, focus on distilling the brand and product in a way that is universal and engaging to a broader audience. Pro Tip: Be cohesive.
10. When working with media partners, prioritize those who provide input and expertise on creative strategies. Their insights can help optimize the effectiveness of out-of-home, TV, or direct mail campaigns.

Key Moments 🔑

1. 00:02:09 - Media Buying and Budget Optimization
2. 00:03:31 - Balancing Creative and Media Spend
3. 00:07:10 - Incrementality and Attribution
4. 00:08:19 - Over-Attribution and Marketing Efficiency
5. 00:09:10 - Starting Points for E-commerce Media Buying
6. 00:10:13 - Channel Expansion and Over-Targeting Issues
7. 00:12:18 - Incrementality Testing and Match Market Analysis
8. 00:14:58 - Why NOT To Nurture Existing Customers with Paid Media
9. 00:17:01 - How To Know When to Explore New Marketing Channels
10. 00:22:00 - Black Friday/Cyber Monday Biggest Mistakes

🚨 OOH Case Study 🚨

Don't forget to download the Out-of-Home case study mentioned in the episode.

• https://www.theoohinsider.com/downloads/case-study-geneo/

Connect with Chris Rigas and Markacy 🤝

• LinkedIn: https://www.linkedin.com/in/chris-rigas-b03079b1/
• Email: [email protected]
• Markacy: https://www.markacy.com/

To listen to the episode, head over to [Podcast Platform] or visit our website [Website URL]. And don't forget to check out the show notes for all the links and resources mentioned in the episode.

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

Are you struggling to track and measure ROI from your marketing mix?

Tune in to this episode to decode the digital marketing media buyers' playbook and quantify the full-funnel buyer's journey.

📢 Marketing Measurement: Balancing Data and Insights

We've all heard the saying...

"I know half of my marketing works. I just don't know which half."

Now. with the disappearance of cookies and the rising cost of customer acquisition, it has become more crucial than ever to understand the effectiveness of our marketing efforts.

In this episode, our guest, Phoenix Ha, shares her insights on how to balance the need for tracking and measuring every marketing dollar with understanding the full buyer's journey.

On Having Hard Conversations About Data
00:14:13-00:14:24 - "I believe in pure honesty, even if it hurts."

On Data Bias
00:15:06-00:15:16 - "What's the name of the platform? Google. It's biased. I cannot go after biased data because I suffered the consequences."

On Using Data to Inform and Optimize Strategy
00:20:21-00:20:32 - "I can optimize the landing page to show this beanie, but the next three are going to be a snapback. And why don't we create a bundle, increase conversion, reduce the amount of clicks"

On iOS 14.5
00:05:47-00:05:58 - "Cataclysmic. I call it the 'AdPocalypse'."

On the Founder's Journey
00:07:26-00:07:36 - "I think that's the beautiful part is the journey and falling in love with the process"

🎙️ Origin Story: From Modeling to Marketing

Phoenix Ha's origin story starts as a model at a young age, where she developed a passion for the business side of the industry. After a chance encounter during medical school, Phoenix decided to go all-in on a career in marketing.

Phoenix has worked with brands like RVCA, Oakley, and Disney, and has led teams of media buyers for some of the fastest-growing DTC brands in the world. But it was the challenges brought about by the iOS 14.5 update that led Phoenix to discover her true passion for data-driven marketing.

Today, she is the co-founder of AdBeacon, a platform that helps brands track and optimize their marketing efforts.

🌐 AdBeacon: Solving the Challenges of Measurement

AdBeacon utilizes first-party data, to provide brands with a comprehensive view of their marketing performance. With AdBeacon, marketers can track the entire customer journey, from the initial click to the final purchase. 

The platform offers unique insights, like the ability to parse out

• Which channels and campaigns are driving new customers 🛍
• Optimize landing pages based on purchase data 📈
• And even analyze the impact of specific models or creative elements on revenue generation 💰

📧 Connect with Phoenix

• Twitter: https://twitter.com/_phoenixha
• LinkedIn: https://www.linkedin.com/in/phoenixha/
• Email: [email protected]

Checkout AdBeacon here https://www.adbeacon.com/

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

Struggling to separate the signal from the noise in your marketing attribution?

 🎙️ Podcast Episode Recap

In this episode, we dive deep into the world of "Hard to Measure Marketing Channels" with customer insights platform, KnoCommerce Founder, Jeremiah Prummer.

Jeremiah highlights the need to go beyond tracking and measuring every marketing dollar and focus on the qualitative insights that drive growth. By asking the right questions, brands can uncover the motivations behind customer purchases and target their ideal audience more effectively.

Also discussed: The impact of different marketing channels, such as TV, radio, and Out-of-Home (OOH) advertising. He emphasizes the correlation between these channels and their ability to amplify word-of-mouth recommendations and build customer trust. 

By tracking trends and asking customers about their journey, brands can optimize their marketing mix and achieve better results. 

 📰 Top Highlights

•  With more than 100M survey questions observed each year, Jeremiah helps us understand how "hard to measure" channels like TV, Radio, and OOH, contribute to the overall marketing funnel for some of the world's fastest-growing DTC and e-commerce brands. 
• Jeremiah emphasizes the importance of specifically understanding what motivates customers to buy and bridging the gap between offline and online buying experiences.
• The correlation between different marketing channels and their impact on the buyer's journey is a key factor in optimizing marketing strategies.
• TV advertising is an underutilized channel that can provide credibility and reach new audiences, but it requires patience and a longer-term perspective.

Key Moments

• 00:16:43-00:16:54 - "60% plus of people take more than a week to make their first purchase."
• 00:27:12-00:27:22 "I actually think TV gives you, it gives your brand more credibility than just throwing up a Facebook ad, right? There's a bigger barrier to being on TV and especially on having a good TV ad. I think that tells people you're a legitimate brand. You're real."
• 00:30:46-00:30:56 "Asking people 'How long they knew about your brand before purchasing' can be really valuable."

 📢 Message from Jeremiah

"If I could put any message on a billboard for the world to see, it would be: 'Show up, do your best, and remember that it's enough.' We often get caught up in comparison and feeling like we're not doing enough, but the truth is, as long as we give our best effort, that's all that matters." 

📚 Recommended Resources

• Nine Operators Podcast: Jeremiah recommends this podcast hosted by four entrepreneurs who run nine-figure businesses. Gain valuable insights into planning, operations, and running a successful business. Listen here

📧 Connect with Jeremiah

• Twitter: https://twitter.com/JeremiahPrummer
• LinkedIn: https://www.linkedin.com/in/jeremiahprummer/
• Email: [email protected]

To listen to the episode, search 'OOH Insider' on your favorite podcast platform or visit https://www.theoohinsider.com/jeremiahmeasures 

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

 In this episode of the Dealer Talk podcast, host Herb Anderson welcomes guest Tim Rowe to discuss the power of traditional marketing, specifically Out-of-Home (OOH) advertising, in 2024. Tim, a self-pronounced reformed digital marketer and ambassador for Team Real World, shares his perspective on the effectiveness of traditional marketing strategies and provides tactical insights for dealers looking to leverage these strategies for success. 

[00:02:32] Traditional marketing's evolution.

[00:09:10] SEO Hack - Podcasting for local dealers.

[00:15:11] Offline attention arbitrage

[00:17:27] Traditional advertising vs digital advertising.

[00:20:06] The challenges of digital marketing.

[00:23:58] Dealers going dark during COVID.

[00:28:23] The ultimate grassroots credibility.

[00:32:38] Tracking website traffic correlations.

[00:33:45] Thinking differently for profitability.

[00:36:27] Deterministic targeting in Out-of-Home (OOH) advertising.

[00:40:19] Traditional vs. digital marketing.

[00:43:08] Mindshare and advertising effectiveness.

[00:46:54] Traditional ad channels and cost.

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

In this episode, OOH Insider Host Tim Rowe, appears on the Prompt Jockey podcast hosted by Joe DiRico. The Prompt Jockeys get the Insider's take on "What Is OOH?"and how born online brands and creators should start to think about attention in the real world.

[00:02:58] Brick and mortar mindset.

[00:06:28] Billboards and modern media.

[00:11:39] Exploitable value in billboards.

[00:14:24] Exposed Visitation Rate - How to Measure OOH Advertising

[00:16:40] Long-lasting impact of billboards.

[00:22:02] LifeLock's bold marketing strategy.

[00:25:36] RideshareTV - backseat tablet advertising.

[00:32:02] Young people deleting social media.

[00:37:02] Targeting for OOH.

[00:41:17] Out of Home and direct mail.

[00:44:00] App integration into screens.

[00:50:33] Video production and short clips.

[00:52:27] Content distribution strategies.

[00:55:53] Accountability and motivation.

[00:59:44] Changing marketing mix drives success.

Connect with Tim Rowe at https://www.linkedin.com/in/troweactual/

And learn more about Joe DiRico here https://www.theoohinsider.com/guests/joe-dirico/ or checkout the Prompt Jockeys podcast - https://www.promptjockeys.ai/

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

Did you know there's 45% more ad budget available from the long tail? But what is the long tail and how do you master if your own growth?

In this episode, Tim Rowe discuss a report from Moffett-Nathanson that lowers its long-term forecast for digital advertising. 

The trigger for this revision was a profit warning by social media company Snapchat.

The firm expresses concerns about the long-term growth prospects of digital advertising, citing unsustainable corporate profitability and the explosion of e-commerce activity by small and medium-sized businesses. 

Tim highlights how the COVID-19 pandemic has impacted the advertising landscape, with the cost to acquire customers digitally rising and lockdowns causing a flood of money into the internet. 

As a result, Moffett-Nathanson has lowered its long-term online ad growth forecast by 33%, from 18.5% to 12.5% - find out what it means for your media sales team.

[00:01:07] Lowering long-term ad forecast.

[00:03:42] The long tail revenue.

[00:07:18] Programmatic as a bad deal.

[00:11:14] Local regional sales strategy.

[00:14:29] Laggy comment section on LinkedIn.

Full episode at  https://www.theoohinsider.com/thelongtail 

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

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Or click here https://shorturl.at/kmsw1

Originally aired on the In The Pit podcast with Swell.ai co-founder, Cody Schneider, in this episode, Cody interviews Tim Rowe, Host of OOH Insider and goes under the hood of How OOH Marketing and Advertising works and inside the growth engine that powers the OOH Insider podcast, a Top 100 Apple Podcast.

We discuss the importance of learning the skills required to produce and grow a podcast, including content creation and marketing and emphasize the significance of having good distribution for content above everything else. Overall, the episode provides insights into the world of OOH advertising, podcasting and the strategies for success with both.

Connect with Cody here https://www.theoohinsider.com/guests/cody-schneider/

Key Moments

[00:00:09] Podcasting challenges and growth.

[00:04:58] Dominating attention in physical spaces.

[00:07:12] Billboard campaigns targeting specific audiences.

[00:12:05] Terrible show notes and SEO.

[00:13:57] Detaching from perfectionism.

[00:19:59] YouTube shorts viewership strategy.

[00:23:20] Explosive YouTube growth.

[00:25:37] Building media brands with AI.

[00:28:43] Podcasting changing lives and businesses.

[00:33:19] The magic of billboards.

[00:36:20] Growing social accounts through algorithms.

[00:38:46] Cheap and effective advertising.

[00:42:49] Ramen profitable?

[00:47:13] AI and people with lots of tabs.

[00:53:03] Deterministic measurement and market feedback.

[00:56:12] The power of niche media.

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

In this episode, Tim Rowe, host of OOH Insider is joined by Bob Gruters, CRO of Loop TV, and Brian Rappaport, Founder of Quan Media Group in a recreation of their recent panel discussion at Advertising Week titled "It's Just TV".

The episode is a raw, direct conversation on the existential crisis facing brands and marketers, and how taking advantage of context and content has never made more sense; given the targetability, measurement capabilities available, and pure efficiency from a cost standpoint.

They recount what the in-person experience was like, answer the same audience questions that were submitted LIVE, and build on those concepts in this action-packed panel-style conversation originally titled "It's Just TV" and reborn in this setting as "It's Just Good Marketing".

Key Moments:

[00:06:05] How does context shape content consumption? 
[00:07:18] Context and relevance in media. 
[00:10:34] Building a streaming content network. 
[00:14:08] Branded content in OOH. 
[00:21:24] Programmatic sponsorships and independent shops. 
[00:25:14] Falling effectiveness of advertising online. 
[00:32:25] Passing data in programmatic advertising. 
[00:34:15] Being a participant in active feedback and shaping media.
[00:38:27] Why should we take OOH advertising seriously? 
[00:41:49] Digital advertising and news platforms.

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

Learn About:

The 4 Pillars for Performance Marketers Using OOH

In this episode, Tim Rowe and performance marketing expert, Simon Mills (Founder of George St. Growth) highlight the significance of simplicity and directness in advertising to elicit a response from the audience. They emphasize the need for visual clarity, an offer, and a call-to-action to create the ultimate "branded-performant creative"

They discuss the importance of negotiation to bottom-line metrics like CAC and Simon emphasizes the importance of creating a win-win situation for brands and media publishers alike.

And check out some of these key moments:

[00:06:30] Running direct response test.
[00:10:34] SaaS or FinTech application.
[00:12:27] Branded search and campaign awareness.
[00:15:53] Channel diversification and mindset shift.
[00:17:41] The halo effect of OOH advertising.
[00:26:26] Impact through wrapped delivery trucks.
[00:27:07] Critical Creative for CAC
[00:39:38] Negotiating media buying strategies.
[00:45:01] How To Measure OOH Advertising and Results.

Mentioned links:
https://www.theoohinsider.com/guests/simon-mills/
https://georgestgrowth.com/
https://www.linkedin.com/in/troweactual/
https://www.linkedin.com/in/simonmills3/

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