Where DOOH Meets AdTech

In this episode, Tim Rowe (host) and Jason Eckerling (guest) discuss the relevance of programmatic digital out-of-home (DOOH) advertising in the current marketing landscape.

Connect with Jason on LinkedIn here.

They highlight how more media is being pushed through programmatic channels, making it easier for agencies and buyers. 

They also emphasize the flexibility and convenience of programmatic advertising, especially in uncertain economic times. Jason, who was a co-founder of an online marketplace (Billboarder), shares insights on the benefits of programmatic dooh advertising. Tune in to learn more about the role of programmatic technology in accessing inventory and launching campaigns offline and in the retail media space. 

Key Moments:

00:06:48 Complexity in programmatic out-of-home advertising.
00:13:30 Programmatic DOOH growth in local markets.
00:21:54 Opportunity in entertainment industry uncertainty.
00:22:06 OOH measurement as the catalyst for growth.
00:23:39 Consolidation of programmatic DOOH players in the industry. 

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

In this episode, Tim welcomes Nathan, a fractional CMO with a background in finance and management consulting. They discuss the challenges facing CMOs and marketing leaders, with a focus on out-of-home advertising. 

Nathan shares his experiences, including wrapping buses, hanging billboards upside down, and using Google Search Console for brand lift studies. 

Despite starting out in finance and management consulting, Nathan found his passion in sales and marketing and now helps companies grow and scale. Tune in for an insightful conversation on modern marketing strategies. 

Key Moments:

00:06:06 Takeaway: Selling ideas is not enough; execution is key.

00:16:19 Perfection hinders progress and scale.

00:22:05 Consider sustainability and practicality.

00:27:04 Focus on high-impact, memorable experiences.

00:38:40 How To measure brand lift with Google Search Console.

Connect with Nathan on LinkedIn at https://ca.linkedin.com/in/yeungnathan

Follow his marketing tips and insights on Instagram at https://www.instagram.com/fyamarketing/

And check out his company here https://findyouraudience.online/

Here are the top 3 key takeaways from our discussion:

1️⃣ Importance of Imperfection and Scale in Business: Nathan shared how perfection isn't necessary for success in business. Instead, focusing on scale and productivity can lead to remarkable results. As he said, "You don't need perfection. What you need is scale." 📈

2️⃣ Unconventional Advertising Strategies: We explored unique advertising tactics that grab attention and create a memorable brand image. From flipping billboards upside down to placing ads on doors, Nathan revealed how intentionally making mistakes can engage and captivate audiences. 🚀

3️⃣ Sustainability and Practicality in Marketing: Nathan emphasized the need for sustainable and practical marketing tactics. We discussed the importance of considering long-term viability and operational feasibility. As he put it, "You have to be in an operational environment where you can sustainably do something for a long period of time without it disrupting your business." ♻️

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

Today’s guest is Avi Stoller, co-founder and chief revenue officer of TAIV, a place-based ctv disruptor that uses AI to perform maybe one of the most agreeably useful tasks for humanity - changing the channel on the TV during commercial breaks.

Find out how drinking beer and watching playoff hockey led to building AI that changes the channel during commercial breaks in sports bars during the biggest moments in sports to position brands front and center at the right place and right time.

Here’s a fun fact for you - 94 of the top 100 most-watched pieces of television programming last year was a sporting event. 82 of them were NFL games. Now, think about how many tv commercials you see playing on tv’s in public places. Now think about how many of those are in sports bars and consider the ability to automate changing the channel on all of those TVs as soon as they go to commercial break and infusing more timely and relevant content.

Check out TAIV on AdScout by clicking here.

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

10 years ago, MK was winning awards and caffeinating the greater Boston area as a Manager at Starbucks. Today, just a decade later, MK is the CMO of Loop &Tie, a gifting platform that is disrupting the traditional industry of putting your logo on a coffee mug and calling it a gift by focusing on sourcing gifts from small, artisan makers to create a marketplace full of unique actual gifts like handcrafted nesting bowls or a cowboy firepit grill. 

And every gift comes with the story of how it came to be, enabling connection with the artist while maintaining their ethos of being the first carbon regenerative platform of its kind.

MK came up through the performance marketing ranks, with stops at HubSpot, Birdeye, and Alyce before taking the reigns at Loop &Tie and we talk about some really hard topics like balancing the responsibility of ethics and the bottom line while being a marketer and how to ensure that everyone from the consumer to the creator receives the value they’re expecting.

We discuss the importance of storytelling as an amplifier for your brand no matter what tactics you choose to tell it, and how being a facilitator is not only a superpower but also a skill to master in your career in pursuit of solving meaningful problems.


Connect with MK on LinkedIn here:
https://www.linkedin.com/in/mkgetler/

And be sure to check out the amazing gifts at Loop &Tie here:
https://www.loopandtie.com/

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

In this episode, Eddie Yang, founder of Visual Feeder, talks about his journey into out-of-home advertising and how he came to found Visual Feeder, a projection mapping platform that leverages vacant storefronts to create network effects for brands.

Eddie shares his experience of starting a company in this industry and how he landed his first client, Lyft. He also discusses his experience with Techstars, an accelerator program that provides investment and mentorship to startups. Eddie emphasizes the value of participating in an accelerator program like Techstars, as it helped Visual Feeder to grow faster and avoid costly mistakes.

Eddie also talks about Visual Feeder's approach to leasing commercial spaces for their projection mapping campaigns and their plans for future growth.

And check out the available store windows for your next campaign from Visual Feeder here - https://app.visualfeeder.com/

Key Moments:

Realizing the industry of out-of-home [00:05:02]
Eddie talks about when he realized there was an industry called "out-of-home" and how he started researching it.

Getting the first client [00:08:04]
Eddie talks about how he got his first client, Lyft, and the challenges of starting a two-sided, tech company in OOH.

Lyft Campaign [00:11:16]
Eddie talks about the Lyft campaign that was Visual Feeder's first client and how they executed a regional campaign across three locations.

Building a Company with a Sibling [00:14:57]
Eddie shares his experience of building a company with his sister, the ups and downs, and the importance of trust.

Techstars program [00:19:44]
Eddie talks about his experience with Techstars, a startup boot camp that prepares entrepreneurs to pitch to investors and raise capital.

Engagement and Creative Practice [00:21:52]
Eddie discusses the importance of engagement in out-of-home advertising and the creative process behind designing content for projection mapping.

Number of Locations and Markets [00:26:33]
Eddie shares that Visual Feeder currently has 70 available locations and 28 active locations in primarily Chicago and New York markets.

Challenges of securing locations [00:27:43]
Eddie discusses the challenges of securing locations for their campaigns and how they compensate for any transitions.

Expansion plans for 2023 [00:29:25]
Eddie talks about their plans to capture more of their market in two specific cities in 2023 before scaling into more cities.

Announcement of new marketplace application [00:30:57]
Eddie announces the launch of their new marketplace application, where advertisers can upload their own content and see how it looks on storefront windows.

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

Connect with Brian Rappaport, Founder and CEO of Quan Media Group here.

See the Lemon Perfect campaign with Jalen Hurts in their 2023 campaign.

See the Tubi campaign here.

See the Bombas campaign here.

Key Moments

Industry Growth and Drivers [00:05:19] Brian Rappaport discusses the growth of out-of-home advertising and how it is being driven by brands exploring the channel for the first time or those who are not fully educated on its potential.

Education and Collaboration [00:08:03] The use of education to enable collaboration between agencies and the importance of finding like-minded partners.

Challenges in Out-of-Home Advertising [00:10:34] Discussion on the hard questions asked during a meeting with marketers and media buyers, including out-of-home measurement and unrealistic stunts.

Out-of-Home Specialists [00:12:17] Brian praises the work of other out-of-home specialists, including Project X and Glossier, Rapport's work with the NBA, and Miss Jiff's work with Netflix and Tinder.

Measurement and ROI [00:18:12 - 00:21:38] Brian discusses the need for a universal system of measurement for out-of-home advertising and mentions various ways to measure the impact of out-of-home advertising, including brand lift studies, mobile retargeting, and cause lift analysis.

Challenges with media partner relationships [00:33:04] Brian talks about the challenges that arise when media partners reach out to clients directly, and how it affects the relationship between the agency and the client.

Programmatic Advertising and Digital Cities [00:42:45] Brian Rappaport discusses the trend of programmatic advertising and the evolution of smarter digital cities, offering more opportunities for out-of-home advertising.

Universal Out-of-Home Measurement [00:44:24] Brian Rappaport predicts the development of a universal measurement system for out-of-home advertising within the next two years.

https://www.theoohinsider.com/guests/brian-rappaport/

https://quanmediagroup.com/

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

Blogs I mentioned:

OOH Exchange Rates/Carfax For OOH

Links I mentioned:

Layne Cox, Startup CMO
https://www.theoohinsider.com/layne-cox/

Jason Shuster, Metaverse as a Service
https://www.theoohinsider.com/metaverse/

Benjamin Fishlock, The Concrete Canvas
https://www.theoohinsider.com/hpa-gsa/

Dennis Kelly, The $40B Mailbox
https://www.theoohinsider.com/dennis-kelly/

Who Is Hypercell/Movia?
https://oohtoday.com/hypercell-and-mobilytics-join-forces-to-provide-real-time-audience-measurement-for-ooh-place-based-media/

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

Today’s guest is Dennis Kelly. Dennis is the CEO of Postalytics a platform that is disrupting direct mail and solving the challenges of automating the $40B industry.

Dennis talks about the importance of closing the loop and providing analytics for direct mail campaigns and the growth hack that Postalytics found by integrating with their customers’ existing marketing tech stacks.

Dennis' insights provide valuable lessons for entrepreneurs and marketers looking to stay ahead of the curve, especially in industries that are poised for disruption

So that’s the big idea I’d like to challenge you to take into this conversation: 

How are you staying ahead of the curve in a rapidly evolving industry?

Check out Postalytics great LinkedIn page that Dennis mentioned here - https://www.linkedin.com/company/postalytics/

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

Today’s guest is Benjamin Fishlock. Benjamin is the Head of Client Strategy at Global Street Art, a platform and organization that brings together artists, brands, and enthusiasts to promote and support the street art culture around the world. 

Check out the May the 4th Global Street Art video here

Throughout the episode, Ben and I discuss the different jobs that out-of-home advertising can do for a brand, and how the environment plays a crucial role in shaping consumer behavior and ultimately…outcomes. He stresses the importance of simplicity and creativity in outdoor advertising, and how creating celebrity status can be a force multiplier in the ongoing battle for share of voice and market.

Leonardo da Vinci said that ‘simplicity’ is the ultimate sophistication, so the big idea I’d like you to consider during this episode is:

• How you can simplify something that unlocks incredible value today? 

Key Moments

Why Outdoor Works [00:02:08] Benjamin Fishlock explains why outdoor advertising works and the unique social proof and the cultural imprinting piece that makes it hugely effective.

Share of Voice, Share of Market, and Fame [00:08:14] Benjamin discusses the relationship between share-of-voice, share-of-market, and fame in outdoor advertising, and how adding fame to share of voice materializes as a brand's market share.

Excess Share of Voice and Creativity [00:16:56] Fishlock talks about the concept of excess share of voice (ESOV) and how creativity can amplify its impact, leading to greater market share gain for brands. He also mentions the importance of dwell time and costly signaling in outdoor advertising.

Top of Funnel vs Bottom of Funnel Out of Home [00:20:28] Benjamin and Tim discuss the different roles of out-of-home advertising, from top of funnel to bottom-of-funnel, and how brands should plan their campaigns accordingly.

Creating a Stop and Share Moment [00:24:05] The conversation shifts to the importance of creativity in out-of-home advertising and how it can lead to a higher return on investment. They discuss the concept of creating a "stop and share" moment, where people not only stop to look at the ad but also engage with it.

Hand-Painted Advertising and Environment [00:30:50] Benjamin talks about how the environment influences consumer behavior and how hand-painted advertising creates a unique environment that drives a different level of behavior.

Social Proof and Congratulatory Culture [00:38:20] Benjamin and Tim discuss how out-of-home advertising is a public promise from a brand and how it creates a cultural imprinting that goes beyond just brand awareness. They also talk about the unique congratulatory culture surrounding out-of-home advertising.

Visual salience in outdoor advertising [00:42:02] Benjamin Fishlock talks about the importance of visual salience in outdoor advertising and how the brain can only contend with five visual elements in the first four or five seconds.

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

Welcome to OOH Insider, the podcast for media and marketing executives that explores the relationship between offline attention and driving conversion. Host Tim Rowe brings us today's episode, featuring Eric Kubischta, CTO and Co-founder of Lucit Technologies, a startup that has solved trafficking digital creative in a way that maximizes control and blends traditional guaranteed buying with programmatic capabilities.

While technology is a central topic in this episode, Rowe also discusses Eric's unique insight into the evolution of internet advertising from the mid-90s to the present day and how this timeline correlates with OOH's current state. The conversation dives into underfunded topics such as "feedback and collaboration" and the importance of creating useful feedback loops to achieve desired outcomes.

Building on the big idea from the previous episode, "How do you show something that needs to be felt?" Rowe asks listeners to consider how they can improve their collaboration with technology partners by providing more direct feedback, both in quantity and clarity, to ensure that the technology being built suits their needs.

This is the timestamp to check out YouTube and Eric's screen share.

Links Mentioned:

When Eric starts sharing his screen (watch on YouTube here)

Digital And Dirt Episode w/ Bobby Switzer (Hosted by Ian Dallimore)

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