Where DOOH Meets AdTech

 Tim Rowe interviews Jason Shuster, Co-founder and COO of BizzTech.io a company enabling more social connection in B2B settings via the metaverse. Jason discovered building in the metaverse was a cross-section of his passion for helping more people to discover the life of working from home and his profession of building video games.

Jason cuts through the myths that you need weird AR/VR goggles or niche hardware to access the metaverse and that the mass market applications are actually already here with brands like Nike seeing more than 21,000,000 visitors to their Roblox store last year and Walmart with 15M+ visitors to their metaverse experience already too.

Key Takeaways:

• Web 1 - Weekly Real Estate Flyer In Your Mailbox Goes Online
• Web 2 - Weekly  Real Estate Flyer Becomes Modern Marketplace, Like Zillow
• Web 3 - Zillow Becomes Zillow Overworld Where Buyers Can Experience The Home, The Neighborhood, The Schools, etc., In A 3D Web Experience 
• 58% of companies are planning to build in the metaverse in 2023
• Start by building an environment for your internal company team (think: creating a team environment to replace the office  we used to go to)
• Next, consider the job to be done in solving for your customer's highest-value use-case

Big Idea To Consider: How do you show something that needs to be felt?

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

Follow along with the blog series on OOH measurement here:

Part I
https://www.theoohinsider.com/blog/oohmeasurement-part1/

Part 2
https://www.theoohinsider.com/blog/oohmeasurement-part2/

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

Tim Rowe interviews Layne Cox, CMO of Union and one of the earliest startup marketers to leverage OOH advertising as a growth channel all the way back in 2009. Layne’s career is a culmination of commitment to a passion for serving family-run businesses in the hospitality industry, with a marketing career that started out “as a lunch lady” and evolved into one of the most revered marketing leaders in the world of building B2B and B2C two-sided marketplaces. Layne has helped to build and scale amazing companies like Seamless, Grub Hub, Slice, and Pomp, specializing in the connection of the digital experience with the physical world.

Key Takeaways:

• On getting the formula right: A 20-50% overall lift in customers (specific case study story)
• On measurement: Offline media impacts everything else you’re doing so don’t measure it in a silo, instead use a blended cost per acquisition (Total Amount Spent / Total Amount of Customers Acquired)
• On OOH being grassroots at scale: Be relevant and fun!
• On OOH being grassroots at scale: Meet your customers where they are, with multiple touchpoints per day
• On being a Challenger Brand: You will have fewer resources which can be a great catalyst for finding creative solutions and using agility to out-maneuver the competition
• On being a Challenger Brand: “We had to use big, broad channels to prove to customers and partners - ‘it’s a thing!’”
• On the wasted reach of broadcast media for a two-sided marketplace: Eventually, you’ll be where they are or they’ll be where you are so it’s really a low-cost, long-term investment. Extend your time horizons on the impact of marketing

Big Idea To Consider: When is the last time you experienced what it’s like to buy from yourself/your company?

Read Part I of the Multi-part Measurement & Attribution series at The OOH Insider -https://www.theoohinsider.com/blog/oohmeasurement-part1/

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

In this episode 100 guest spotlight recap, host Tim Rowe recaps his interview with James Heller, CEO of Wrapify, the first performance-driven ad platform built on the gig economy and the first three-time Inc 5000 company in OOH.

Check out the original conversation here.

And get dialed in with Part I of Measurement Series - Impression Counting vs Attribution Reporting

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

In this episode, Dimitri Gärtner, Founder and CEO of FRAMEN shares the journey of FRAMEN and talks about how a consumer product idea evolved into one of the leading international Place-based CTV disruptors. 

• He sheds light on the challenges of building a technology startup and doing that in OOH. 
  • Dimitri also reveals that 63% of the Fortune 100 use a co-working space and how FRAMEN has focused on scaling a global network to solve traditional quality control challenges that can come with digital place-based media. 
• And one of the most unique things about FRAMEN is how they've created a social app that connects their networks to their audiences, in the truest sense of "social media" that has maybe ever existed.

If you enjoyed this conversation with Dimitri Gärtner, please consider leaving us a review wherever you're enjoying the conversation. Your feedback helps us to improve and reach more listeners like you and means the world to me.

- Tim

And make sure to bookmark https://www.theoohinsider.com/ so you never miss an update!

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Jam packed with completely candid feedback, insights, and perspective on this year’s conference.

Recorded on location at the Screenverse penthouse in Nashville with Adam Malone (President and co-founder of Screenverse), David Weinfeld (CEO and co-founder of Screenverse) and COMMB President, Amanda Dorenberg.

Connect with these great co-hosts:

https://www.linkedin.com/in/adammalone

https://www.linkedin.com/in/dweinfeld

https://www.linkedin.com/in/amanda-dorenberg

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

In this episode, host Tim Rowe interviews Chris Grosso, CEO of Intersection Media, about various topics related to the out-of-home (OOH) advertising industry. They discuss Grosso's background, the importance of transit advertising in rebooting cities, the role of public-private partnerships, and the potential of street furniture as a retail media network.

Segment 1: Chris Grosso's Origin Story

• Grosso discusses his background and entry into the OOH industry
• Talks about his passion for bringing technology to the industry

Segment 2: Transit Advertising and Post-Covid Recovery

• Grosso highlights the importance of transit advertising in revitalizing cities
• Discusses the need for cities to be livable and multi-used to thrive post-Covid
• Talks about the role of public-private partnerships in providing amenities such as bus shelters, street furniture, and the LinkNYC program in New York

Segment 3: Collaboration and Data in the OOH Industry

• Grosso emphasizes the importance of data and collaboration in the OOH industry
• Discusses the significance of agencies and specialist agencies as critical partners
• Talks about the industry's need to work together to gain the budgets it deserves and make it easier for non-OOH buyers to purchase OOH media

Segment 4: Leveraging Street Furniture as a Retail Media Network

• Grosso discusses the potential of leveraging street furniture as a retail media network to drive foot traffic
• Talks about Intersection Media's 400 signs within 250 feet of drug stores and 200 signs within 250 feet of a Target
• Discusses the need to connect the right buyers and sellers with the right data to unlock value for marketers, retailers, and the industry

Segment 5: Interactivity and Measurement in OOH Advertising

• Grosso talks about how the digitization of signs is not necessary for interactivity and measurement benefits
• Highlights the value of OOH media as a mass-reach medium, particularly in major cities
• Shares an example of how they used the LinkNYC program for the launch of a movie to show nearby theaters, available tickets, and show times

Conclusion: Chris Grosso and Tim Rowe wrap up the discussion by summarizing the main points of the interview and emphasizing the importance of collaboration, data, and innovation in the OOH advertising industry.

Quotable Moments from Chris

"Whatever one can do on a mobile phone, they can do on a digital sign."

"The industry needs to work together to gain the budgets it deserves and make it easier for non-OOH buyers to purchase OOH media."

"Transit advertising is critical in revitalizing cities."

"The potential of leveraging street furniture as a retail media network to drive foot traffic is huge."

"Data and collaboration are crucial for success in the OOH industry."

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

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

This concept was initially mentioned in this episode in case you want to check it out https://www.theoohinsider.com/669730/12327510-is-this-the-compromise-for-great-creative-episode-99-recap-of-wes-frick-of-wes-frick-design and for the episode I referenced about Brooke Ermogenis, it's this one here -  https://www.theoohinsider.com/669730/12157378-the-programmatic-primer-101-episode-98-recap-of-brooke-ermogenis-founder-of-doohx-io

And if you're this far down the rabbit hole, you may appreciate going back and listening to this episode too about Edison Interactive and why I think they're the dark horse of DOOH and the lessons you may take for yourself https://www.theoohinsider.com/669730/11884569-is-edison-interactive-the-dark-horse-of-dooh-and-the-f-word

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

Go back and check out the original conversation with Wes here https://www.theoohinsider.com/669730/10433048-episode-099-creative-over-everything-w-wes-frick and connect with him on LinkedIn at https://www.linkedin.com/in/wes-frick-2456511a9/.

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