Where DOOH Meets AdTech

On this episode of OOH Insider, Will Haire, CEO & Co-founder of BellaVix, discusses how to grow your brand and sales in the Amazon marketplace.

BellaVix is a performance-driven, marketplace management agency that helps direct-to-consumer retail brands drive bottom-line growth on Amazon and Walmart. Their team of experts specialize in navigating eCommerce markets and achieving category dominance. 

Takeaways 

• Research your product’s marketplace before launching on Amazon. If the market is saturated, then your product will need to stand out among the crowd.
• The first step in the journey to becoming a 5 million-dollar brand is focusing on bottom-of-the-funnel growth. From there, work your way up by utilizing marketing and advertising activities. 
• Brands capture intent and reach new customers on Amazon through shopping data. Amazon is able to segment and organize audiences by tapping into the customer engagement data on their platform, third-party marketplaces on suppliers, and Amazon-operated properties.
• Companies that engage a PR agency have insane growth compared to companies that don’t. They engage in media, get more SEO, and get more audience-driven engagement by positioning their brand as authoritative in specific niches.
• One of the most common challenges when scaling on Amazon is working with third-party sellers. Having a minimum advertised price standard in place is essential to avoid consumer confusion and counterfeit products.
• Today’s shoppers are omnichannel shoppers. They are experiencing brands offline and online whether it is measurable or not.

Links

• LinkedIn: https://www.linkedin.com/in/willhaire/
• BellaVix: https://www.bellavix.com/

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Did you know that 63% of Gen Z are using ad blockers?

And if that weren’t bad enough, 99% say they’re ready to skip your video ad as soon as it starts playing. Mix in a startling amount of programmatic ad fraud and it starts to seem like none of the old tricks are working.

This episode is the primer on how the $100B global opportunity to engage Gen Z could be the ultimate test for marketers in understanding offline media and advertising in the real world.

theoohinsider.com

References:

https://resources.bulbshare.com/wp-content/uploads/2022/03/Bulbshare-Ad-Blockers-and-Advocacy-Report-3.pdf

https://abcnews.go.com/Technology/gen-bypassing-google-tiktok-search-engine/story?id=88493981

https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/gen-z-viewing-habits/?utm_medium=email&utm_source=d-content-alert&utm_team=twg-us&utm_campaign=TwG-US-NL-2022-08-23-Content-Newsletter-Tuesday-Roundup-Knak&utm_content=article-1-cta&mkt_tok=MTcyLUdPUC04MTEAAAGGaj4_XLoIjz55lZShHKQcYNu9TFMllzuK44Tn7lZwGLnxZ76L6FkXvwXM-LpGGP-PjXPc-VkSM8OzGSg2jIt6kb3P9WtK5xhQ3mqr6YmWvfsA1Q

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Mehul Mandalia, Co-founder of Moving Walls, discusses measurement, currency, and standardization within the Asian OOH market.

Moving Walls is an international media technology group specializing in OOH planning, buying, and measurement technology. Their goal is to bring transparency and automation to out-of-home.

Takeaways 

• Measurement is key to scaling out-of-home markets and demonstrating to advertisers why it is worth investing in. Educate brands and agencies on the different measurement systems in ooh.
• The accuracy of ooh data is often questioned. How sure are you that these were the potential audiences that were exposed to? However, brands invest in this media without knowing data, so any measurement is better than no measurement at all. 
• Associations in the Asian market are looking to build a single currency. Partnering with solution partners, they can create a guide for the industry to follow and be successful in this market.
• “You are only going to give confidence to clients once they have an idea that whatever they are investing in is actually being delivered on the screens.” ~Mehul Mandalia
• Mehul Mandalia predicts that the focus over the next decade is going to be standardization across new markets, formats, how bookings are made, and how industry is discovered.
• Pay attention to the Indonesian markets. Despite the amount of digital inventory compared to classic inventory being a lot less than other markets, out-of-home is huge here. The country is challenging because it is fragmented into many islands. Even so, there is a huge opportunity for out-of-home to scale.

Links

• LinkedIn: https://www.linkedin.com/in/mehul-mandalia/
• Email: [email protected]
• Moving Walls: https://www.movingwalls.com/moving-walls-plan-buy-and-measure-outcome-based-outdoor-advertising

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Shane Hutton, CEO of TastyAd, chats about how to involve the general public in out-of-home advertisement and best practices for creative teams.

Billboard4Me.com is a service that offers billboards to the general public. These billboards can be used to celebrate birthdays, congratulations, anniversaries, memorials, and more on a day-to-day basis.

Takeaways 

• Everyone needs billboards! Without the general public advertisers would not have out-of-home advertisement. Billboard4Me’s goal is to get the public more involved in out-of-home.
• Creating ads for the public gets the community more involved and encourages them to look up at billboards. This content is relevant to the community and provides intrinsic value for advertisers.
• Use a brand’s known factors, such as color scheme or fonts, and current campaigns/offers to establish credibility with advertisers in the spec art stage. This shows prospective clients that you have done your homework on that brand.
• There’s a difference between good creative and good out-of-home creative.
• There’s a scale in terms of how effective a creative can be. The more time the creative team is allowed to create an ad, the more time there is for research and understanding a brand.

Links

• LinkedIn: https://www.linkedin.com/in/tshanehutton/
• Tasty Ad: https://www.tastyad.com
• Billboard4Me: https://billboard4me.com
• Merchandise: https://www.billboardstuff.com

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

On this episode of OOH Insider, Kevin Gephart, Co-Author of The Ultimate OOH Sales Guide: Your Competitive Advantage To Selling OOH, shares his 38+ years of ad sales knowledge. Learn about best practices during a recession, idea generation, entrepreneurship, and more.

The Ultimate OOH Sales Guide: Your Competitive Advantage To Selling OOH is a culmination of the out-of-home selling experience Gephart has gathered in the past 12 years. Within these 38 chapters are everything he wished he would have known when he started selling.

Takeaways 

• We are not in the business of selling billboards; we are in the business of selling ideas. 
• Your strength is your weakness and your weakness is your strength. For every business that is suffering during the recession there is one that is thriving. Do not pull back your advertising during a recession.
• Consumers tend to fall into four different categories during a recession:

 1. Slam on the Breaks - people who stop spending and buying altogether.

2. Pained but Patient - people who are annoyed buy the price increases but are tolerant.

 3. Comfortably Well Off - people who are not effected by any of it.

 4. Live For Today - people who carry on as usual.

• There is no replacement for canvassing. It is a powerful and direct way to sell. 
• There is a client for every billboard. You have to find out who that client is and make use of that audience.
• When you are in high commission or straight commission sales you are an intrapreneur; you are operating your own business within the context of a larger business. Plan to spend 3-5% of your gross income on growing your business through books, new technology, etc.

Links

• LinkedIn: https://www.linkedin.com/in/kevin-gephart-5829198/
• Website: https://oohsalesfaster.com
• Email: [email protected]
• The Ultimate OOH Sales Guide book: https://www.billboardinsider.com/the-ultimate-out-of-home-sales-guide/
• A Technique for Producing Ideas book: https://www.amazon.com/technique-producing-ideas-simple-formula/
• Ogilvy on Advertising book: https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X
• 5 Step Framework For Idea Generation: https://www.billboardinsider.com/what-are-we-really-selling/
• 47 Thriving Ad Categories During A Recession (request via email): [email protected]
• The 4 Categories of Messaging For Each Consumer Buying In The Recession (request via email): [email protected]

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

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Start on YouTube right at the live product demo part by clicking here:

https://www.youtube.com/watch?v=Ajr98WNDTrc&t=539s

For access to Persona Builder, email me directly at [email protected] 
Subject Line: Persona Builder Access

The articles I referenced today are...

https://digiday.com/media/apple-is-building-a-demand-side-platform/

https://www.fastcompany.com/90744880/in-a-cookieless-world-location-is-king

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How big of a market opportunity is the Disney and Trade Desk deal? And why does it matter to OOH? Find out in this episode.

WARNING: May trigger some hurt feelings because the talk is real.

For professional inquiries, please email [email protected]

#oohadvertising #marketing #advertising

Articles Referenced:

https://techcrunch.com/2022/07/12/disney-strikes-a-big-adtech-deal-with-the-trade-desk-as-disney-expands-into-ads/

https://deadline.com/2022/07/disney-record-9-billion-upfront-advertising-streaming-digital-1235071895/

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For consulting inquiries, please email me at:

[email protected]


Articles Referenced Today...

https://blogs.microsoft.com/blog/2022/07/13/netflix-names-microsoft-as-partner-for-new-consumer-subscription-plan/

https://about.ads.microsoft.com/en-us/blog/post/december-2021/microsoft-to-acquire-xandr-to-accelerate-its-digital-advertising-and-retail-media-solutions

https://www.prnewswire.com/news-releases/hivestack-announces-global-alliance-with-xandr-for-programmatic-digital-out-of-home-dooh-301532845.html

https://www.businesswire.com/news/home/20220620005103/en/DIRECTV-Taps-Yahoo-Unified-Ad-Tech-to-Unlock-Advanced-TV-Opportunities

https://www.verizon.com/about/news/verizon-media-full-dooh-ad-suite

https://www.adexchanger.com/mobile/t-mobile-acquires-octopus-interactive-and-says-its-still-committed-to-ad-tech/

Scott Brinker's Tweet 

https://twitter.com/chiefmartec/status/1548376488864493570?t=ebzmqsHDN3llx3JXSPUMsA&s=09

Pandium Study

https://info.pandium.com/hubfs/Pandium%20Ebook_Product%20Integrations%20and%20APIs%20at%20400%20SaaS%20Companies%20FINAL.pdf?utm_medium=email&_hsmi=215945825&_hsenc=p2ANqtz-_7-zI4tHFr2MgC0xiGisAsZtWr4mqWMJ1P_1aqDVW34Ptz7qGG6OfTZJ_3vyTElOmx8Lbu5RxNzeKuIotc4hKIIKhv5g&utm_content=215945825&utm_source=hs_automation

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[email protected]


Articles Referenced Today...

https://www.zeebiz.com/markets/commodities/news-will-oil-prices-surge-to-380-or-slump-to-45-what-jp-morgan-citi-reports-say-188834

https://www.neurosciencemarketing.com/blog/articles/friction-candy.htm

https://www.monmouth.edu/polling-institute/reports/monmouthpoll_us_070522/

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

For consulting inquiries, please email me at:

[email protected]


Articles Referenced Today...

Attribution Is Killing Your Strategy

https://www.mediapost.com/publications/article/375302/attribution-is-killing-your-strategy.html

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