Where DOOH Meets AdTech

The link to the data episode that I referenced:

https://www.theoohinsider.com/669730/11830794-how-can-commercial-real-estate-data-unlock-growth-for-ooh-from-digital-first-brands?t=0

And check out the original conversation with Matt, here:
https://www.theoohinsider.com/669730/10124892-episode-092-automotive-brand-awareness-w-matt-raymond

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The LinkedIn Live Event Replay I mentioned can be seen here:

https://www.linkedin.com/posts/troweactual_linkedin-live-event-targeted-offline-activity-7004148588104536064-uNsz


And if you'd like to reference my show notes from this episode, here you go...

For the past two years, one of the most powerful data tools I’ve used to show brands how they can find their audience in the real world has actually been a commercial real estate platform called Placer.ai

You may be familiar with Placer, for one reason or another, but most commonly, I see real estate teams from place-based media companies using Placer as a tool to help them understand things like:

1. Where they should put more screens or ad placements - where should they invest in developing their OOH real estate portfolio if you will because placer gives you deep insights on things like:
   1. Where customers of specific businesses live, where they work, which roads they take to get to and from their destination, and ultimately what’s so powerful about this is because it’s used for commercial real estate, it isn’t subjected to the same privacy laws as data that is collected for the purposes of serving ads online.
      1. What this means then for a brand is that the real world is just as, if not MORE deterministically targeted than ads on the internet.
2. So why does this matter?
   1. It matters for two reasons
      1. The first is - if you’re a brand sold in a retail store, or you’re a brand WITH retail stores, or let’s say you’re a D2C brand that wants to target specific customers of a certain brick-and-mortar retailer, then this is the most powerful data you could have at your disposal for picking where in the real world you should advertise.
         1. And I’m not taking just the market here, in fact, I covered this pretty extensively in the LinkedIn Live event I hosted last week and I’ll link to the replay so you can go watch it for yourself, but specifically, this is like having a military intelligence team on the ground for your brand, in the markets that matter most to you and they’re able to tell you which roads people take, other places they spend time and money, where they work out, where they get groceries, where they do their shopping
      2. The second reason is that if you are a brand sold in retail, or you have retail stores, or you are that D2C brand, why wouldn’t you use the same tools that billions of dollars of physical real estate investment decisions are already being made with?
         1. That’s literally what this platform is designed for - to give commercial real estate folks the confidence to invest in physical real estate (or in some cases, DIVEST or sell, to get out from underperforming locations). It’s how the major retail chain your product is sold in selected the site to build their store on, so why wouldn’t you use that same data to inform your real-world, targeted offline marketing campaign?
            1. The same data these huge multi-national retail conglomerates are using to select their commercial real estate is the same data you could be used to inform your next out-of-home ad campaign and that’s pretty frickin cool and so I took a ton of notes and came away with some core themes which I want to share with you here…

The first of which was this hot take from the morning panel of speakers:

Brands that survived the last 2 years are going to be around for the next 100 years

• Retail experience is inherent to human behavior/experience
• Retail foot traffic and sales back to 2019, despite that, hiring and staffing still remain the primary challenge for retail, and because of how the retail lands

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Today’s episode is a recap of the conversation that I had with  Raf Chang. Raf is the CEO at Tiger Party and even if you haven’t heard of Tiger Party, you’ve definitely seen their work.

Tiger Party is the company behind-the-scenes that brings all those digital billboards together in Times Square on the New Years' Eve to countdown together and create Out of Home’s most famous moment each year and what actually goes on behind the scenes, one night of the year, to pull it all off. And they do it all, from hardware to software, and I think a good way to think about this one is if Elon really wants to put a billboard on the moon, he’s probably going to use Tiger Party to do it.

Check out some of their incredible Times Square productions here.

What did I learn?

• That there is an emerging theme amongst guests and Episode 111 guest Stew Redwine put it this way, that “life is what happens to you when you’re making other plans”. Raf was pulling off insane Museum Exhibitions when he got pulled onto a digital billboard project and the rest is history in the making so wherever you are right now, it is only your final destination if you choose it to be, otherwise, wherever you are right now is exactly where you’re meant to be to get to that next chapter, however long that may take, even if you are perfectly happy with where you are. What I’m constantly reminded of from those of you who are driven by the thrill to learn, explore, build, and discover is that it only starts to make sense when you look back…and that the road ahead isn’t always clear but to keep moving in pursuit of whatever drives you.

• From there we had a pretty technical conversation about what goes into building the amazing digital spectacular billboards that we see in top cities around the world, like the ones in Times Square for example. Raf went deep on what creatives need to consider when designing for these screens and I think the overarching theme is - if you’re making a huge investment in running a campaign on a digital spectacular, that you have to understand the technical capabilities for two reasons:

1. Most importantly, so your creative retains its integrity and doesn’t end up all distorted or looking like you just resized every other ad from your campaign and threw it up there
2. And two, so you know how to leverage the asset to create the most memorable moment for your brand

Ultimately, asking “what is the job to be done?” is important for advising brands or for, as a brand, making the most of your investment, and understanding the technicals is vitally important.

• One of the most interesting parts of the conversation to me was about Raf’s team. The team at Tiger Party is the team behind all of those digital billboards in Time Square counting down together on New Year’s Eve which is effectively the Superbowl moment of OOH and comes with an incredible amount of coordination. Each system has a backup and typically each system has multiple backups and the soundbite I wrote down here is specifically about how Raf’s team is structured to handle a potential crisis like a screen going out. For crisis moments like that, Tiger Party dedicates 1 person to fix the problem and 2 people to answer the phone which I think is a really valuable lesson from a customer success standpoint because eventually, you’re going to have something that doesn’t go right, whatever your business is, but that it’s usually easier to have one person focus on fixing the problem and that the best investment

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Start writing your next chapter at oohired.com

And to get a job opening listed, please contact me via the LinkedIn page here:
https://www.linkedin.com/company/91537034

Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

On this episode of OOH Insider, Stew Redwine, VP of Creative Services at Oxford Road, discusses performance audio advertising and how to implement it in congruence with out-of-home.

Oxford Road is a performance audio advertising agency. They assist innovative companies to connect with new customers through multiple media channels, such as radio, podcasts, etc.

Takeaways 

• Performance audio is advertising that, as a business function, is looking to get a direct response from consumers to take immediate action within an attributed window. It is a direct metric to measure if audio advertisements drive sales.
• There are a few different kinds of performance audio: hosted read ads and produced audio, such as jingles; customer testimonies, dramatized scenes, etc. Hosted ads are intimate and authentic, whereas, produced audio is entertaining and engaging.
• Visuals are passive images processed by your brain, but audio needs to be processed and translated in your mind. It is an intentional and intimate experience for listeners.
• Combining out-of-home advertisement with performance audio can create impactful campaigns, if done correctly.
• “When you do performance audio well, the branding comes free.” ~Stew Redwine
• If you want to encourage consumers to fill out a post purchase survey, then you need to make it worth their while. 

Links

• LinkedIn: https://www.linkedin.com/in/stewredwine/
• Oxford Road: https://oxfordroad.com/

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Things I said would be in the show notes during the show...

My LinkedIn - Connect with me or send me a DM!
https://www.linkedin.com/in/troweactual/

The Targeted Offline Marketing LinkedIn Event on 12/1 @ 1:30 EST
https://www.linkedin.com/video/event/urn:li:ugcPost:7002753432633630720/

OOPS! That episode didn't drop yet but you can listen here for early access:
https://www.buzzsprout.com/669730/11789141

Goldfish Ads
https://www.doohmarketing.com/

Placer.ai
https://www.placer.ai/

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Raf Chang/Times Square Episode
https://www.theoohinsider.com/669730/10087074-episode-091-ceo-of-tiger-party-rafale-chang

Matt Raymond/Automotive Episode
https://www.theoohinsider.com/669730/10124892-episode-092-automotive-brand-awareness-w-matt-raymond

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

My Personal LinkedIn
https://www.linkedin.com/in/troweactual/

My Email
[email protected]

OOH Insider LinkedIn
https://www.linkedin.com/company/oohinsider

LinkedIn Live Event
https://www.linkedin.com/video/event/urn:li:ugcPost:7002753432633630720/

Founders on Apple
https://podcasts.apple.com/us/podcast/founders/id1141877104

Founders on Spotify
https://open.spotify.com/show/7txiovdzPARhjm18NwMUYj

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Jeremie Watkins, President of Spotlight Outdoor Advertising, talks about engaging and creating one-of-a-kind experiences for audiences on the Las Vegas Strip.

Spotlight Outdoor Advertising is an enterprise leader in out-of-home advertising. They specialize in creating immersive experiences with their exclusive inventory on the Las Vegas Strip.

Takeaways 

• Mobile billboard trucks yield less out-of-home waste. Advertisers only pay for the time that their ad is on the road. As a result, brands are able to hyper-target audiences by bringing their message directly in front of them.
• Clark County, Las Vegas was the first US municipality to create a mobile billboard ordinance. The ordinance dictates the number of trucks allowed on the road as well as safety and insurance guidelines. 
• Spotlight Outdoor Advertising focuses on unique out-of-home advertising on the Las Vegas Strip. They recently acquired the unit at Lids Digital Spectacular. This one-of-a-kind unit allows advertisers to create 3D, memorable experiences for audiences.
• Brands on the Vegas Strip look to create memorable moments in tourist journeys. Investing in an experience for audiences transforms advertisements into micro-moments within a buyer’s journey.
• When ooh advertising in Vegas, be mindful of location. For example, look at the route conventioneers will take from the airport to a convention center or where they will be going when not at a conference.

Links

• LinkedIn: https://www.linkedin.com/in/jeremiewatkins/
• Spotlight Outdoor Advertising: https://www.spotlightoutdoorads.com/
• Phone: (702) 210-7750
• Instagram: spotlightoutdoorads

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OneScreen.ai is the first free, public-access directory for all things Out of Home.

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Demetria Wideman, Vice President of Business Development and Airport Partnerships at ReachTV, chats about how to best reach out and connect to tastemakers on the go.

ReachTV is a linear short-form television network designed for travelers. They create opportunities for audiences to stay informed on the latest news, sports, business, style, and entertainment.

Takeaways 

• One of top challenges within airport advertising is the red tape. Airports have contractual duties to their brands. Advertisers have to be cognizant when making decisions in this space.
• Travel is a very personal experience. Although travelers are surrounded by hundreds of people, they are attentive and engage with their environment.
• Television is a communal activity. The content on the screen brings familiarity into foreign environments and allows people to connect to others.
• ReachTV provides a communal experience for travelers within a high-stress environment. They strive to be a source of connection, trust, and community.
• ReachTV is exploring ways for brands that advertise on screens to also convert to become the point of purchase in the terminal. 

Links

• LinkedIn: https://www.linkedin.com/in/dwideman/
• Email: [email protected]
• ReachTV: http://reachtvnetwork.com/

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OneScreen.ai is the first free, public-access directory for all things Out of Home.

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