Explore every episode of the podcast Where DOOH Meets AdTech
Dive into the complete episode list for Where DOOH Meets AdTech. Each episode is cataloged with detailed descriptions, making it easy to find and explore specific topics. Keep track of all episodes from your favorite podcast and never miss a moment of insightful content.
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Title
Pub. Date
Duration
Big Happy teaches us about How to Drive Performance Outcomes with Definably Great Creative
22 Jul 2025
00:33:29
In this episode of OOH Insider, host Tim Rowe is joined by Jonathan Frohlinger, CEO, and Gabby Stoller, GM DOOH, at Big Happy to answer the hardest question of all - how do you measure the impact of great creative?
Who Should Listen:
Brands & Agencies looking to unlock incremental value from their media buy
Strategists & Planners focused on improving performance through creativity
Ad Tech Innovators rethinking the balance between distribution, measurement, and creative storytelling
What You’ll Learn:
Creative > Everything: Creative isn’t a bolt-on—it’s the foundation for a great media plan, and the lever most brands are still ignoring.
From Mobile to Monumental: How Big Happy is scaling CGI-driven mobile ad success onto physical DOOH screens.
Emotion Drives Action: What Pixar and Lunchables have in common—and how feeling something first leads to buying something later.
Measurement: Why DOOH isn't just top-of-funnel anymore, and how to use creative to drive lower-funnel outcomes like foot traffic and sales lift.
Big Ideas & Hot Takes:
“We’re kind of the Pixar of advertising.”
– Jonathan Frohlinger, on emotional resonance and storytelling.
“Creative is number one. Strategy is number two. That’s the order of operations.”
– Gabby Stoller, on why Big Happy leads with creative-first thinking.
“We want to walk into a room and show people something they can feel.”
– Jonathan Frohlinger, on avoiding ad tech jargon and speaking the universal language of good creative.
“If we can break through on mobile, imagine what we can do on a 75-inch canvas in the real world.”
– Gabby Stoller, on scaling mobile-native creative to DOOH environments.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
K.C. McLeod teaches us about How CTV Advertisers are Discovering DOOH
08 Jul 2025
00:25:04
In this episode of OOH Insider, host Tim Rowe sits down with K.C. McLeod of VideoElephant to unpack how content—not just ad inventory—is shaping the future of Digital Out of Home (DOOH).
Who Should Listen:
Publishers looking to monetize idle or underperforming screen inventory
Advertisers & Brands eager to stretch their CTV strategy into the physical world
Ad Tech Leaders navigating the evolving standards between DOOH and programmatic video
Strategists & Planners who love blending performance, storytelling, and efficiency
What You’ll Learn:
The Secret to Better Screens: Why filling DOOH screens with premium, short-form video content is creating more engagement—and new revenue—for screen owners.
CTV Meets DOOH: How VideoElephant is helping bridge the education gap for advertisers by reframing DOOH as CTV outside the living room—and what that means for monetization.
The Measurement Moment: From tequila campaigns to political ads, hear how content-rich environments drive higher recall (+84% lift!) and why measurement standards are still evolving.
Big Ideas & Hot Takes:
“These are CTV screens—just not in the living room.” – K.C. McLeod, on bringing familiar CTV buying logic to DOOH environments.
“Content isn’t just a filler—it’s the lever that makes your media mix resonate.” – Tim Rowe, on why content-first strategy matters in high-attention spaces.
“Sometimes the best measurement is the check the publisher gets and the content the audience stays to watch.” – K.C. McLeod, on balancing technical measurement with real-world impact.
In this episode with Ed Silhan, CRO of Locala, we explore topics like the digitization of print and similarities with DOOH, how a mobile-first platform evolved into an omnichannel DSP, and bolt-on tools for publishers for planning and attribution.
Ed shares insights about the transformation from traditional print advertising to digital media, drawing parallels with the current evolution in digital out-of-home (DOOH) advertising. The discussion highlights Locala's approach to programmatic advertising, audience targeting, and attribution across multiple channels.
Takeaways
How Locala uses AI and location data to find hyper-local audiences at scale
The portability of attribution capabilities, including foot traffic measurement for DOOH campaigns, for publishers and advertisers alike
Panel Optimizer technology for DOOH optimization, launched in October, enables real-time audience targeting for brands and outcomes
Device Graph 101 - what is it and why does it matter?
Real-time optimization and reporting capabilities through customizable attribution windows
In this conversation, Tim and Eric Tilbury talk about the problems with attribution vs outcome-based measurement and why outcomes ultimately beat clicks and other performance metrics that are often the KPIs of a media buy. Eric talks about the role of programmatic traders in campaign execution and how to unlock the power of one-to-many tactics like DOOH in your next programmatic media buy.
Key Topics:
The limitations of user-based attribution and the need for a more holistic approach to measurement.
The benefits of Marketing Mix Modeling (MMM) for understanding the true impact of advertising campaigns.
How DOOH can thrive in a privacy-first world by focusing on outcomes and delivering impactful creative experiences.
Real-world case studies showcasing the effectiveness of DOOH when combined with data-driven strategies.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Alvaro Villa teaches us about Automating Direct Sales and Navigating Programmatic as a DOOH Publisher
19 Nov 2024
00:26:53
"Automation is 100% the job to be done." - Alvaro Villa, FatTail
Summary
In this episode of OOH Insider, Tim Rowe and Alvaro Villa discuss the challenges facing DOOH advertising, focusing on the importance of maintaining premium inventory standards, the role of automation in direct sales, and the challenges faced by publishers navigating the Programmatic DOOH explosion. Join us as we explore how FatTail helps publishers like WebMD and The Financial Times with end-to-end ad ops, automating direct sales strategies, and enabling programmatic growth that maintains premium standards for brands, publishers, and partners. The conversation specifically highlights and emphasizes the need for direct relationships and an understanding of how and why media is transacted.
Takeaways
Why direct advertising still generates the majority of revenue for publishers.
What role does Automation serve in reducing friction and selling more?
How Creativity in direct sales is a superpower and competitive advantage.
The importance of integrations with existing systems to unlocking value.
Embracing what makes your inventory unique and how to sell it without slowing down.
Chapters
01:24 Understanding Premium Content and Direct Advertising
03:17 The Role of Automation in Advertising
04:38 Defining 'Programmatic'
07:47 Balancing Direct Sales and Programmatic Efficiency
09:09 Addressing Common Publisher Pain Points
11:38 Case Study: GSTV and FatTail Collaboration
15:10 Integration Challenges in DOOH
19:07 Strategizing Sales Approaches for DOOH Publishers
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Emmy-Award Winning Media Researcher Bill Harvey teaches us about Attention vs Resonance
12 Nov 2024
00:45:25
Summary
In this conversation, Tim and Emmy-Award Winning Media Researcher, Bill Harvey, Founder/Chairman at Research Measurement Technologies, Inc., unpack the evolution of addressable TV advertising technology, focusing on the development of driver tags and their impact on recommendation engines. Bill shares insights from his early work in the industry, the creation of a system that distilled a million words into 265 driver tags, became the concept of 'Resonance' (vs Attention), and how these tags have proven to be more effective than other traditional attention metrics in predicting sales outcomes.
The discussion covers the integration of resonance in digital advertising, the relationship between resonance and physical context, and the future of addressability and AI in advertising.
Takeaways
Driver tags were developed to empirically deduce behavioral drivers.
Driver tags have shown to be more effective than attention metrics in predicting sales.
Privacy can be maintained while optimizing marketing strategies through data clean rooms (DCRs).
Resonance drives Attention and can maintain interest in ads themselves.
Bill's literary pursuits reflect his lifelong interest in consciousness, improving the world, and using advertising as a vehicle for positive impact.
Chapters
00:00 Introduction and Upcoming Events
01:25 The Genesis of Driver Tags
12:47 Evolution of Recommendation Engines
17:41 Effectiveness of Driver Tags vs. Attention
30:30 Integrating Resonance in Digital Advertising
33:26 Resonance and Physical Context in Advertising
38:43 The Future of Addressability and AI in Advertising
43:22 Creative Challenges and AI Solutions
47:17 Bill's Literary Pursuits and Motivations
Connect with Bill and learn more about his work here:
And learn more about Semasio at https://www.semasio.com/
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Jeromy Sonne teaches us about How DSPs Evolve and AI in AdTech
05 Nov 2024
00:28:23
Summary
In this episode of Out of Home Insider, Tim interviews Jeromy Sonne, Founder of Daypart.ai, discussing the evolution of his career in advertising, the challenges of running a DSP, and the transformative role of AI in advertising. Jeromy shares insights on how Daypart.ai has pivoted to focus on B2B marketing and the importance of understanding customer needs in the advertising landscape. The conversation also delves into the practical applications of AI in media buying and the future of advertising strategies.
Takeaways
AI can automate monotonous tasks, allowing marketers to focus on creativity and strategy.
Holistic probabilistic attribution is key to understanding advertising effectiveness.
AI can enhance user experience by streamlining data communication.
Daypart.ai aims to bridge the gap in B2B advertising by unlocking new channels.
The future of advertising will involve a blend of human creativity and AI efficiency.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Jonathan Moffie teaches us about How Generative AI is unlocking long-tail CTV demand for publishers
29 Oct 2024
00:24:07
READY TO TAKE THE FIRST STEP TO UNLOCKING THE LONG TAIL? SellMoreDOOH.com
Summary
In this conversation, Tim and Jonathan Moffie discuss the innovative advertising platform Streamr AI, which leverages generative AI to simplify the process of creating and launching commercials for CTV. They explore how the platform solves challenges for brands and publishers, the future of AI in advertising, and trending industry news.
Takeaways
Generative AI can create commercials in seconds.
The platform supports multiple languages and dialects.
Advertisers can launch campaigns on major streaming platforms.
The ease of use has led to concerns about credibility.
Full funnel measurement is crucial for advertisers.
The future of advertising will heavily involve AI technology.
Challenges include getting advertisers comfortable with AI.
The platform aims to democratize CTV advertising.
Upcoming versions of the platform will enhance creative capabilities.
A bit about FAST Channels (As discussed in today's podcast)
According to the IAB, FAST channels are free, ad-supported streaming TV channels that offer scheduled content in a linear format:
Definition: FAST stands for "Free Ad-supported Streaming TV". FAST channels are similar to broadcast TV networks and offer scheduled content.
Content: FAST channels offer a variety of content, including live TV, on-demand content, and genre-focused channels.
Access: FAST channels are available on smart TVs, mobile apps, tablets, and other internet-enabled devices. Some services are tied to specific brands, such as Samsung TV Plus on Samsung devices.
Monetization: FAST channels are monetized by inserting ads into the programming.
Viewing experience: FAST channels offer a "leaned-back" viewing experience.
Benefits: FAST channels can benefit content owners and advertisers.
FAST channels differ from
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Ravi Patel teaches us about Curation and How SPO is shaping the future of Programmatic DOOH
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
DOOH Programmatic Primer: Learn about How Programmatic Trading is influencing DOOH and how to think about growth as a publisher
15 Oct 2024
00:26:54
Summary
In this episode of OOH Insider, Tim Rowe celebrates the fifth anniversary of the podcast and introduces a comprehensive series on programmatic advertising. We discuss the current state of global advertising spend, the shift towards DOOH, and the importance of understanding programmatic trading. Tim emphasizes the need for direct sales strategies and best practices for private marketplace (PMP) deals while navigating the challenges of open auctions and remnant inventory. The episode concludes with a call to escape the echo chamber of sales discussions and focus on actionable strategies for growth.
Understanding advertising spend is critical as a publisher.
DOOH is gaining a larger share of spend, but is it growing?
Programmatic trading is on the rise, but direct sales are essential to growth.
PMP deals offer curated inventory for targeted advertising.
Open auctions can lead to quality control issues.
Direct sales teams are necessary for success in programmatic.
Brands are increasingly using programmatic for trafficking advertising.
Escaping the echo chamber is essential for true innovation.
Chapters
00:00 Celebrating Five Years of OOH Insider 02:47 Introduction to the Programmatic Primer 06:06 Understanding Global Advertising Spend 08:57 The Shift Towards DOOH 11:49 Programmatic Trading Insights 15:07 Best Practices for PMP Deals 17:56 Navigating Open Auctions and Quality Control 21:11 The Importance of Direct Sales 24:05 Escaping the Echo Chamber
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Does DOOH Matter? Tim Rowe on the Marketecture Podcast with Ari Paparo and Eric Franchi
08 Oct 2024
00:47:45
Summary
In this episode of the Marketecture podcast, host Ari Paparo is joined by Eric Franchi and Tim Rowe, founder of the OOH Insider podcast, to dive into the world of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising.
The episode kicks off with an exciting scoop about a recently published deck from DoubleClick (get it here), revealing insights that highlight their conservative estimates regarding media revenue. From there, it's an action-packed conversation about Why DOOH Matters, how it's being traded, and speculation on winners and losers as the programmatic pieces fall into place.
Takeaways
Market Size and Growth: The global DOOH market is approximately $21 billion, with $5 billion in the U.S. Despite growth, its share of advertising spend is declining, indicating challenges in capturing a larger market share.
Fragmentation Challenges: The DOOH industry faces fragmentation, with many screens and networks leading to inefficiencies. Most programmatic transactions occur through private marketplaces (PMPs), complicating the buying process.
Future of DOOH: The integration of DOOH with connected TV (CTV) and advancements in technology, such as first-party data utilization, are seen as key opportunities for growth and innovation in the sector.
Attention Measurement: The collaboration between IAB and MRC for attention measurement accreditation is a significant step towards validating attention as a metric in advertising, which could benefit OOH advertising strategies.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Chris Kane, Jounce Media, teaches us about How to win in OpenRTB as a DOOH publisher
01 Oct 2024
00:29:25
Summary
In this episode of OOH Insider, Tim and Chris Kane from Jounce Media discuss the complexities of Supply Path Optimization (SPO) in the context of DOOH advertising. They explore challenges posed by fragmentation in the RTB supply landscape, sources of demand for DOOH inventory, and strategies employed by networks that are succeeding in this space. The conversation also delves into programmatic advertising's implications and the role of ad networks, emphasizing the need for screen owners to make informed decisions about partnerships and inventory management.
Takeaways
SPO involves deliberate choices about RTB auctions.
DOOH faces ambiguity compared to CTV.
75% of DSP money is concentrated in three platforms.
Winning networks focus on specialized SSPs for inventory.
Screen owners must ensure their supply is highly available.
Ad networks can dilute ad spend for screen owners.
The market rewards publishers who run duplicate auctions.
Screen owners face a dilemma in choosing partnerships.
Transparency in advertising is crucial for trust.
Jounce Media offers valuable resources for understanding the market.
Chapters
00:00 Introduction to Supply Path Optimization (SPO)
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Robert O'Rourke and Stephen Brooks teach us about connecting CTV buyers with DOOH audiences via content adjacency
24 Sep 2024
00:33:57
Summary
In this episode, Tim discusses the critical distinction between Connected TV (CTV) and Digital Out of Home (DOOH) advertising with guests Stephen Brooks and Rob O'Rourke from AdXact.io. They explore the importance of content adjacency in unlocking CTV dollars for DOOH, the impact of this integration on the advertising ecosystem, and the role of AdExact in facilitating seamless campaign activation across channels. The conversation also delves into the significance of measurement and reporting in DOOH, highlighting its advantages over traditional CTV metrics.
Takeaways
Separating CTV from DOOH is essential for media buyers.
Content adjacency enhances the effectiveness of advertising campaigns.
DOOH is evolving with the integration of CTV principles.
AdExact provides a platform for seamless campaign activation across channels.
The ecosystem is opening up more buying streams for advertisers.
Transparency in content adjacency is crucial for building trust with buyers.
Omnichannel marketing is becoming a standard practice in advertising.
Buyers are looking for easy-to-use platforms that simplify their workflow.
Measurement and reporting are key components of successful advertising campaigns.
DOOH offers advantages in terms of fraud prevention and real-time reporting.
Chapters
00:54 Understanding CTV and DOOH 03:38 Content Adjacency and Its Importance 05:33 The Role of AdXact in the Ad Ecosystem 08:13 Activating Campaigns with AdXact Content Adjacency Engine 10:09 How the Content Selection and Curation Process Works 17:21 Feedback from Media Buyers 19:19 Measurement and Reporting in Omnichannel Advertising
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
From Data to Dollars: A Framework for Measuring In-Store Retail Media with Dan Hight, Placer.ai and Paul Brenner, Vibenomics
27 Jun 2024
00:35:55
The retail media advertising category has experienced explosive growth, with spending expected to reach $141 billion in 2024. This surge has seen retail media evolve from a niche segment to a dominant force in digital advertising, led by giants like Amazon and Walmart. But as retail media networks expand beyond traditional search formats into video, audio, one question remains - how can OOH capture more share of wallet and ride this wave?
📌 Why You Should Listen:
This episode is packed with valuable insights for anyone involved in retail, advertising, or media. Whether you're a retailer looking to enhance the shopping experience and monetize your in-store audiences or a brand aiming to optimize your advertising spend, this conversation will provide you with actionable takeaways.
Meet Our Guests:
Dan Hight: Head of Advertising and Media Partnerships at Placer.ai, a location analytics and market intelligence company.
Paul Brenner: SVP of Retail Media and Partnerships at Vibenomics, the advertising ad tech and retail media division of Mood Media.
What You'll Learn:
The Explosion of Retail Media: Discover why retail media is the fastest-growing segment in advertising and how it closely ties ad spend to outcomes.
Success Factors: Learn what successful retail media networks are doing right, from leveraging first-party data to achieving high loyalty card participation.
Role of Technology: Understand the critical role technology plays in in-store retail media and how it impacts monetization and customer experience.
Impressions and Attribution: Get insights into how impressions are quantified and the importance of accurate, trusted data for brands.
Audio's Impact: Explore the dynamic role of audio in enhancing the in-store experience and driving customer engagement.
Paul Brenner - https://www.linkedin.com/in/pabrenner/
🌟 Don't Forget:
If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.
Thank you for being a part of our community!
- Tim
P.S. Have feedback or questions? Email us at tim@theoohinsider.com
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
AI-Powered Media Buying: How Mark Cuban and Brecker Brees, Founder of Preflect Are Disrupting DTC
The Origin Story of Preflect: Brecker shares the story of why Mark Cuban invested in an AI Media Buying platform.
AI in Media Buying: Understand how AI is being used to unlock efficiencies and drive growth for some of the fastest-growing brands.
Impact of iOS 14.5: Learn how the changes in iOS 14.5 have influenced media buying and how technology is being used to adapt to these challenges.
Challenges for Small to Mid-Sized Brands: Find out what's holding back DTC brands spending between $3,000 and $90,000 a month on ads from scaling faster and spending more.
Future-Proofing with AI: Get insights into how Preflect's AI-driven platform automates ad buying, optimizes budgets, and adapts to platform changes seamlessly.
📌 Why You Should Listen:
If you're a brand owner, marketer, or just someone interested in the future of AI in marketing, this episode is packed with valuable insights and practical advice. Brecker's journey from a college project to a successful AI platform backed by Mark Cuban is not only inspiring but also full of actionable takeaways.
If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.
Thank you for being a part of our community!
- Tim
P.S. Have feedback or questions? Email us at tim@theoohinsider.com
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Winners and Losers: Inside the Shopify App Store with Cory Gill, Founder of Alia
13 Jun 2024
00:27:01
Ever wondered what it takes to go viral on DTC Twitter for the right reasons?
Meet Cory Gill, who did just that with his groundbreaking research on the Shopify App Store. 🛒
📌 Why You Should Listen:
Whether you're a Shopify app developer, an e-commerce enthusiast, or just curious about the inner workings of app stores, this episode is packed with insights. Cory's research sheds light on the often-overlooked B2B app store ecosystem and offers actionable takeaways for anyone looking to improve their app's performance.
B2B App Marketplaces: The research and conversation focuses on factors that impact app rankings, drawing parallels with consumer app stores like Google Play and Apple App Store. But Shopify's B2B nature makes it unique, find out why.
Reviews, Ratings, and Pieces of Flare: Discover the surprising factors that influence app rankings, including the impact of reviews, average review ratings, and the built-for-Shopify badge.
How To Win: Cory shares practical strategies for app store optimization, keyword usage, and the role that maintaining high review ratings plays.
The Power of Momentum: We discuss the impact of the "snowball effect" in app rankings. Apps that perform well continue to do so, thanks to momentum and social proof.
If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.
Thank you for being a part of our community!
- Tim
P.S. Have feedback or questions? Email us at tim@theoohinsider.com
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Building for Exit:Transitioning Your Agency to a SaaS Company with Ben Sharf, Co-Founder of Platter
Taking The Leap: Discover what made Ben turn down a lucrative consulting job just 12 hours before his first day to join an early-stage COVID testing startup that scaled to $50 million in revenue in just five months.
Identifying Pain Points: Platter started as an e-commerce agency. Ben shares how they identified recurring pain points in the Shopify ecosystem and turned them into a productized solution. 🛒
Incentive Structures: We unpack how misaligned incentives can disrupt business processes. Ben explains why agencies often struggle to productize their services. 📊
Plotting Your Course: Ben talks about the challenges and strategies for transitioning from an Agency to a SaaS company. "You're not going to get to where you want to go if you don't know where it is that you're trying to get to." 🗺️
Monetizing Excess Value Creation: Learn why focusing on profitability instead of just revenue is crucial, especially in today's market. Ben shares how Platter aims to make and save money for their clients, at the same time. 💰
Saying No to Bad Revenue: Ben discusses the importance of recognizing and avoiding bad revenue. "The people with the least amount of money end up having the most amount of problems." 🚫💸
The Role of AI: Discover how AI is integrated into Platter's operations and the importance of staying ahead of technological advancements. 🤖
Self-Awareness & Vulnerability: Ben opens up about the importance of self-awareness and vulnerability in both personal and professional life. "Regret hurts a lot more than failure. Take the risk and do the things that consume your mind." 🧠
📌 Why You Should Listen:
This episode is packed with actionable insights and real-world experiences that can help you navigate your own entrepreneurial journey. Whether you're looking to transition from an Agency model to a SaaS company, or simply want to hear an inspiring story of resilience and innovation, this episode has something for you.
If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.
Thank you for being a part of our community!
- Tim
P.S. Have feedback or questions? Email us at tim@theoohinsider.com
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The Art of Agency Acquisition: What Kyle Hunt Looks for in a Buyout
27 Mar 2024
00:37:54
The Art of Agency Acquisition: What Kyle Hunt Looks for in a Buyout
Are you built to scale?
Built for sale?
Or built for fail?
TL;DR: Tune into this episode of OOH Insider with Tim Rowe and Kyle Hunt if you’re thinking about starting your own ad agency, especially if you want to work with D2C and ecom brands.
Learn the key pitfalls that make an agency unacquirable
The critical difference between working in your business vs. on your business
And the seasonal dynamics that impact ad spending
Discover what makes a company an attractive acquisition target and why owning brands could be a strategic move for agencies. Get insights on prioritizing effective merchandising over basic marketing, the risks and rewards of making significant business bets, and the common trap of chasing new ventures at the expense of expanding what already works. This episode is packed with actionable strategies for anyone looking to elevate their agency-operational acumen.
Scaling agencies is hard BUT there are a few common mistakes that can hinder growth and make them less attractive as acquisition targets - how do you know if you’re making them or not?
Thinking about starting an agency? Here’s how to know when it’s the right time.
00:03:29-00:03:39 - "I'm making so much money for these guys. I should be doing this on my own and starting something else."
BEWARE The Brilliant Bottleneck - Does this sound like anyone you know?
00:06:53-00:07:04 - "The Brilliant Bottleneck is where they are so involved in working in the business and they know where all of the deep tribal knowledge is buried. They know how it should look and feel, (so much so) that they themselves become the thing preventing the agency from actually scaling."
The #1 Shortcut to Building a Better Business
00:16:09-00:16:19 - "It's a little bit of good old fashioned roll up your sleeves and figure it out. Talk to humans."
Is the silent killer lurking in your day-to-day?
00:24:07-00:24:17 - "I think shiny object syndrome is the number one killer of great entrepreneurs because it pushes your focus to multiple places."
Top 3 Things I Learned From Kyle Hunt:
Avoid being the "brilliant bottleneck": Agency owners should learn to delegate and trust their team, rather than being the bottleneck for decision-making and progress. This allows for scalability and growth.
Be cautious of shiny object syndrome: Agency owners should resist the temptation to constantly chase new strategies and channels. Instead, focus on doing more of what is already working and optimizing those areas for better results.
Plan ahead for peak seasons: Proper planning and preparation are key for successful peak seasons like Black Friday and Cyber Monday. Start planning well in advance to ensure smooth operations and avoid last-minute chaos.
📧 Connect with Kyle
Kyle offers a free 21-point agency assessment: If you are an agency owner in the one to five million dollars per year revenue range and looking to exit, you can reach out to Kyle Hunt for a free 21-point agency assessment to explore potential opportunities.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The Shopify Site Speed Scam: How Brands Are Being Duped and Why It Matters For Media Partners with Lukas Tanasiuk, Founder of The Nice Agency
13 Mar 2024
01:03:28
There are more than 4.4M sites hosted on Shopify.
Best known for as a powerhouse platform enabling DTC and E-Commerce brands, Shopify isn't just for boutique challengers. It's trusted by Blue Chips like Heinz, Tesla, and Red Bull too, but regardless of size - your site speed is a HUGE part of your customer's experience and ultimately, revenue 🤑
Why does it matter?
Because media money drives interest. Interest drives intent. And intent shows up as bricks or clicks - store visits or web visits.
Imagine 9 out of every 10 customers who walked into your brick-and-mortar store turning around and walking out before buying or even talking to anyone.
Would you consider that a success? Of course not.
Deloitte Insights 📰
"A staggering 70% of consumers admit that a slow-loading website negatively affects their willingness to make purchases from online retailers"
A delay of 1-3 seconds in page load time increases the likelihood of a bounce by 32%.
As the delay increases to five seconds, the bounce rate jumps to 90%.
This means that 9 out of every 10 customers will leave the site if it takes five seconds to load.
Now consider the opening question..."Why does it matter?"
Find out:
1) How the scam works 😲 2) How to identify if you or someone you're working with has been duped 🧐 3) Why it matters to anyone responsible for driving traffic 📈
What does site speed and media mix say about YOUR brand?
00:10:55-00:11:05 - "If it takes that long to load, I'm thinking personally..."Ah, you know, they're advertising on a billboard. They're old school. They're not quite online-ready." So they're not cool. In my mind. I'm going to go get this brand.
How much is a slow site costing?
00:17:29-00:17:40 - "A page load time goes from one to three seconds? The probability of a bounce increases by 32%."
Click-and-Mortar - How are offline retail and DTC most similar?
00:52:18-00:52:29 - "How quickly is someone coming to greet me? How friendly are they? How quickly are they asking me the right questions to get me moving towards the right part of the store? How effectively are they building rapport as we're walking to that area of the store? How's their eye contact? It's just all these, it's like the, you know, speeds version of, you know, how quickly are they relaying the information to me and not rambling random"
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
CMO Insights: Building Trust and Scaling Profitably with OOH with Zachary Padres, Co-Founder of Black Valley
28 Feb 2024
00:30:56
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 FOut!"
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."
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Behind the Media Buy: Incrementality and Lifecycle Marketing with Chris Rigas, VP, Media at Markacy
14 Feb 2024
00:20:59
Top 10 Takeaways 📰
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.
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.
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.
Traditional media, like OOH, can be truly incremental and complementary to digital channels like Facebook and Google. Why: Reaching new audiences.
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.
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.
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.
Brands should prioritize email and SMS programs, as well as website optimization, to maximize customer retention and lifetime value.
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.
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 🔑
00:02:09 - Media Buying and Budget Optimization
00:03:31 - Balancing Creative and Media Spend
00:07:10 - Incrementality and Attribution
00:08:19 - Over-Attribution and Marketing Efficiency
00:09:10 - Starting Points for E-commerce Media Buying
00:10:13 - Channel Expansion and Over-Targeting Issues
00:12:18 - Incrementality Testing and Match Market Analysis
00:14:58 - Why NOT To Nurture Existing Customers with Paid Media
00:17:01 - How To Know When to Explore New Marketing Channels
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.
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
Profitably Scaling DTC Brands in a Post-Cookie World with Phoenix Ha, CEO of AdBeacon
31 Jan 2024
00:29:05
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 💰
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Decoding the Buyer's Journey: 'Hard to Measure' Marketing Insights from Jeremiah Prummer, Founder of KnoCommerce
17 Jan 2024
00:35:48
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
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The Future of Car Dealership Marketing: Advertising Insights from a Reformed Car Guy (Appearance on Dealer Talk Podcast)
10 Jan 2024
00:48:56
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
Prompt Jockeys: Not Your Grandpa's Billboard - How to Build a Real World Brand and Degenerate Marketing (Appearance on Prompt Jockeys Podcast)
03 Jan 2024
00:51:22
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
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
The Long-Tail: A Growing Opportunity for OOH - Understanding and Mastering it for Growth in 2024 🚀
20 Dec 2023
00:14:47
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.
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.
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
Maximizing Impact: OOH Advertising for Performance Marketers with Simon Mills, Founder of George St. Growth
17 Oct 2023
00:46:40
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.
We talk about the importance of customers trying your product and the impact it has on conversion rate, lifetime value, and overall customer satisfaction.
Clay teaches us the simplicity with which you can execute an impactful brand experience for your biggest fans with event marketing.
Links:
Connect with Clay on LinkedIn Here: https://www.linkedin.com/feed/
Learn More About Clay Here: https://www.theoohinsider.com/guests/clay-lundquist/
And Check Out Exposure Agents Here: https://exposureagents.com/
Key Moments:
[00:05:51] Why is it important to show up? [00:07:08] Street sampling and market research. [00:010:47] Event marketing as a part of your strategy. [00:12:14] Choosing the right event venue. [00:15:24] Alternative marketing ideas and tactics. [00:20:34] Memories of McDonald's French fries. [00:22:41] Festivals and the last mile of marketing.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
How Brands Show Up, For Real: Is Fake OOH A Problem? Or Industry Growth Hack? With David Title, Partner, Bravo Media
We talk about how brands are embracing the idea of creating virtual versions of their content for distribution through social media channels and influencers. And talk about how brands are testing digital versions of their ideas and scaling into the real world. So the question to be answered is - is this a good or bad thing?
This episode is definitely Pro-FOOH and explores how this "trend" could be a growth hack for the industry.
And checkout some great examples of CGI-Generated OOH here: https://www.youtube.com/playlist?list=PLeUiVph10C44D-MdsNlR6EISGEFBoPqYr
Get in touch with David directly at david@bravomedia.com
Key Moments:
[00:05:10] A visual dining experience. [00:09:31] "Fake OOH" [00:011:02] Anamorphic billboards and social media amplification. [00:17:06] Virtual billboards and perception. [00:19:19] Where's the line between spec art and a lawsuit? [00:23:01] Creative 3D video effects IRL. [00:27:22] How brands are executing against these objectives.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
ROI At Every Touchpoint: Applying DTC Insights to the Physical Retail Space with Rae Guimond, Director of Strategy at PriceSpider
27 Sep 2023
00:45:37
In this episode, we're joined by Rae Guimond from digital retail analytics platform - PriceSpider. In it, we discuss the changing landscape of consumer behavior and how brands can effectively reach their target audience.
We unpack the importance of understanding which marketing channels and opportunities yield the best results and explore how the post-pandemic trends have accelerated the in-store application of digital insights for retail brands.
Key Moments:
00:07:19 Consumer spending impacted by inflation. 00:18:46 How to leverage QR Codes to enhance the customer experience. 00:29:43 Real-time data optimization for ROI. 00:35:37 Consider omni-channel customer experience. 00:39:47 Integration of digital and physical for the customer.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The Evolution of GPS and The Future of Location Marketing with Dan Hight, VP Channel Partnerships at Placer.ai
19 Sep 2023
00:26:53
In this episode, we explore the evolution of location-based marketing and its impact on the industry. With the global market for location-based marketing services projected to reach $232 billion by 2030, we discuss the challenges posed by ad blockers, VPNs, and the shift to a cookie-less future.
Our guest, Dan Hight, Vice President of Channel Partnerships at Placer, shares insights on the origins of GPS and how it has transformed the marketing landscape. From commercial real estate to advertising, we delve into the role of location analytics and true market intelligence in shaping the future of location-based marketing. Tune in to learn more and leave with a deeper understanding of this dynamic field.
Get in touch with Dan at dan.hight@placer.ai and visit https://www.placer.ai/ for a free trial of Placer.ai and to learn more.
Key Concepts and Highlights:
The Growth of Location-Based Marketing: The global market for location-based marketing services is projected to reach $232 billion by 2030, driven by the widespread use of cell phones and advancements in technology.
The Role of GPS: GPS on our phones exists primarily due to the need for public safety, particularly in emergency situations. The FCC mandated the inclusion of GPS capabilities on cell phones to enhance 911 services.
The Evolution of GPS: GPS technology has come a long way since its inception, with improvements in accuracy and new standards being deployed. GPS is now responsible for an estimated trillion-dollar impact globally.
Transition from Interest and Intent to Behavior and Movement: Traditional digital marketing focused on targeting audiences based on their interests and intent. However, location-based marketing shifts the focus to understanding consumer behavior and movement in the real world.
Privacy Concerns and Changing Regulations: With the rise of privacy regulations and consumer awareness, the advertising industry is moving away from one-to-one targeting and towards one-to-many or one-to-few approaches. This shift aligns with the changing landscape of consumer preferences and regulatory requirements.
The Impact of Data Collection: Data collected for location-based marketing differs from online data collection for ad targeting. Placer.ai's approach focuses on place intelligence rather than individual profiling, ensuring privacy and regulation compliance.
Technology Advancements and Future Possibilities: Advancements in technology, such as the expansion of the Wi-Fi spectrum, will unlock new capabilities for location-based marketing. Improved indoor positioning and enhanced consumer experiences will be exciting developments in the coming years.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The Evolution of Programmatic DOOH: Beyond Planning and Buying with Brooke Ermogenis, Founder of doohx.io
12 Sep 2023
00:22:40
In this follow-up episode, Brooke returns as the most downloaded guest to discuss programmatic DOOH. The conversation focuses on the disconnect between OOH specialist agencies, programmatic buying teams, and media companies in navigating the fast-paced world of programmatic.
We talk about trends and media integration, how unified education is arguably more important than unified impression counting, and how the power of real-time broadcast could be the key to unlocking more growth for offline media, at large.
In this free class, I talk about how to incorporate AI in your OOH workflows.
Whether for sales enablement, measurement, or streamlining your operation, this is a great primer on the use of generative AI in your media company or as a media buyer or media planner.
There is a deck that accompanies this presentation which can be accessed for free at https://rb.gy/d5kk4
Key Timestamps:
[00:01:25] AI enabling personal workflows.
[00:06:13] AI in the podcasting industry.
[00:11:22] Researching keywords with AI.
[00:14:07] Creating internal apps with AI.
[00:16:09] App built with spreadsheet integration.
[00:20:13] Billboard foot traffic in cities.
[00:24:03] Increasingly challenging quantifying the impact measurement.
[00:27:58] Web traffic and media measurement.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Scaling Modern Media Companies, Distribution, and Retail Media with Mike Pollack, CRO, GroceryTV
05 Sep 2023
00:28:30
Retail Media Masterclass
Learn about in-store networks and how to maximize return on ad spend.
Join Mike Pollack, the CRO of GroceryTV, and myself in today's episode where we're breaking down:
1. What it means to scale as a modern media company
2. How to unlock distribution with focus
3. And dive deep on why Retail Media Networks (RMNs) are so hot
Get in touch with Mike at mike@grocerytv.com
Highlights and Key Concepts:
The Power of Having Systems and a Defined Product:
Leveraging Distribution for Scaling:
The Current Wave of Innovation in Retail Media:
Challenges and Opportunities in Adoption:
Key Moments
00:08:14 Focus and sacrifice drive success.
00:17:03 Retail media is rapidly growing.
00:19:20 Retail media networks are evolving.
00:27:02 In-store media is evolving.
00:29:33 Retail media can drive performance.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Building While Flying: How To Monetize Excess Value Creation with Robert Chen, CEO and Founder of eatmise
29 Aug 2023
00:28:25
In this episode, Tim is joined by Robert Chen, CEO of eatmise, a food delivery platform in New York City.
They talk about how eatmise partners with top restaurants to bring prepped, ready-to-cook ingredients to customers' doors, allowing them to cook restaurant-quality meals in under 10 to 15 minutes.
They discuss the challenges of upending an established business model and of building a three-sided marketplace, and how, by restricting their supply side to a curated offering of premier restaurants and dishes, they're able to drive demand and scale, profitably and predictably.
Do You Create Value or not?
It’s a simple question, but an honest one.
And in a crowded market, it’s the most important.
Join eatmise CEO, Robert Chen, and I as we break down his founder’s story and apply the lessons of a disruptive NYC food-delivery platform to the job to be done with OOH advertising and enabling brands to access the ultimate canvas.
Should you curate and limit supply-side partners?
Why does the opportunity exist in the first place?
Can your framework scale?
What’s your defensible moat?
Do you create value or not?
Key Moments -
00:11:03 Opportunity to monetize unused capacity.
00:16:23 Building a startup requires hands-on experience.
00:17:21 Outsider is the new Insider.
00:22:32 Convenient subscription-based buying.
00:26:52 Standardized ordering.
Enjoy,
Tim 🎧
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The Future of Retail: Bridging the Gap Between Digital and Physical Shopping with Raghav Sharma, co-founder of Perfitly
They highlight the significant ad spend on retail media networks and the dominance of brick-and-mortar stores in global retail sales.
Did you know that more than 80% of purchases are made in brick-and-mortar stores?
And that trend is only growing 📈
Tim and Raghav explore ways to create more engagement in physical settings and bridge the gap between digital and physical shopping experiences.
Tune in to learn how to connect with customers and become their trusted guide in the retail journey.
Want to learn more about Placer.ai and schedule a personal demo together?
Send me an email at tim@theoohinsider.com
And be sure to connect with Raghav at raghav.sharma@perfitly.com and learn more at Perfitly.com
Key Moments:
[00:04:52] What does it mean to 'digitally try on clothes'? [00:08:57] Antiquated techniques in fashion. [00:14:05] How did digital adoption accelerate during the pandemic? [00:19:11] What is digital garment fitting technology? [00:22:09] Selling digital clothing in the metaverse. [00:26:41] What is the relationship between conversion rate and shopper experience? [00:29:39] How personalized lookbooks will change marketing.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Exploring the Connection Between Wine and OOH Advertising with Brendan Papariello, CEO and co-founder of Viniamo
08 Aug 2023
00:33:15
In this episode, Brendan Papariello, CEO of Viniamo, shares the fascinating story of how his company brings the Italian countryside and its unique wines to customers' doors. We discuss the intersection of wine and OOH advertising, highlighting the importance of how connecting customers with exclusive, hard-to-find wines can be just like the job to be done in building a real-world brand.
Key Moments:
[00:06:05] Licensing logistics and loopholes - how to create opportunity
[00:09:10] Overlooked opportunities in the industry
[00:14:41] The internet loves Nonna
[00:19:14] Italian-American culture and authenticity as a brand
[00:25:11] Introducing unique wines and grapes
[00:29:44] The untapped beauty of Northern Italy
Love OOH? Love wine?
Get 20% off at Viniamo.co by using promo code OOH20
Because of state laws, Viniamo is only able to ship to PA, NY, FL, Washington DC, and CA.
Don't live in one of those states? I bet a colleague or client does!
Get someone an incredible gift that comes complete with stories for your next conversation, send them some wine from Viniamo and use promo code OOH20 to save 20%
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Navigating Programmatic DOOH: Insights from Jason Eckerling on Programmatic Publisher Strategies
01 Aug 2023
00:30:50
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.
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
Ideation To Execution: A Conversation On How Brands Scale with Nathan Yeung, fractional CMO and Founder of Find Your Audience
06 Jul 2023
00:44:56
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
Don't Adjust Your Dial, This Is AI-TV: How TAIV Is Disrupting Place-Based CTV And Winning With Sports Audiences With Avi Stoller, Co-founder and Chief Revenue Officer
15 Jun 2023
00:35:07
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.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Amplifying Authenticity: Modern Brand Storytelling And The Intentional Marketer With MK Getler-Porizkova, CMO of Loop &Tie
08 Jun 2023
00:50:45
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
From Public Art to Sci-Fi Reality: Creating Brand Engagement In The Real World And Leveraging Vacant Spaces, Eddie Yang, Founder of Visual Feeder
01 Jun 2023
00:32:12
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
3 Years Later: Catching Up With Brian Rappaport, Founder of Quan Media Group, The Power of Collaboration in the Advertising Industry
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.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The $40B Mailbox: Unleashing Automation and Technology on Direct Mail w/ Dennis Kelly, CEO of Postalytics
11 May 2023
00:34:42
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?
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
The Concrete Canvas: The Impact of Environment on Consumer Behavior with Benjamin Fishlock, Head of Client Strategy @ Global Street Art
04 May 2023
00:45:21
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.
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
Maximizing OOH Campaigns with Technology: Insights from Eric Kubischta, CTO and Co-founder of Lucit
27 Apr 2023
00:51:41
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.
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
Web3 For Dummies: Bringing OOH Into The Metaverse with Jason Shuster, Co-Founder of Bizztech
20 Apr 2023
00:37:54
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