Where DOOH Meets AdTech – Details, episodes & analysis

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)
• 02:54 Challenges in DOOH Advertising
• 06:29 Understanding Demand Sources in DOOH
• 11:32 Winning Strategies for DOOH Networks
• 15:55 Navigating Programmatic Advertising in DOOH
• 19:44 The Role of Ad Networks in DOOH

News We Covered

• Commerce Video Drives Retail Growth
• Advertisers Measure Retail Media Success Through Performance

How to Connect with Chris Kane

• Check out Jounce Media: https://jouncemedia.com/
• Connect with Chris Kane on LinkedIn: https://www.linkedin.com/in/christopherfkane
• Follow him on Twitter/X: https://twitter.com/ckane

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

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

Connect with Rob here: https://www.linkedin.com/in/robert-o-abab7610/

And Stephen here: https://www.linkedin.com/in/stephenbrooksla/

News we covered:

https://www.cynopsis.com/cyncity/ctv-and-dooh-advertising-whats-the-difference/

https://www.martechcube.com/37-of-us-marketers-shift-ad-spend-from-digital-to-prdooh-campaigns/

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

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 💰

📧 Connect with Phoenix

• Twitter: https://twitter.com/_phoenixha
• LinkedIn: https://www.linkedin.com/in/phoenixha/
• Email: phoenix@adbeacon.com

Checkout AdBeacon here https://www.adbeacon.com/

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

It’s time for automotive to rethink how they approach Out of Home. On this episode of OOH Insider, Matt Raymond, Director of Digital Operations at Team Automotive Group, chats about how to build your brand image and engage your target audience within your community.

Team Automotive Group is a dealership that sells and services Buick, Chevrolet, GMC, Chrysler, Dodge, Jeep, and RAM vehicles. They are motivated by their community and value building relationships that matter.

Takeaways 

• Consistent messaging in your creative is key to having a recognizable brand. Think about repurposing your out-of-home content on digital platforms.
• Appeal to shared interests or what is important to the community when developing out-of-home creative. This bridges a connection between the target audience and your brand.
• Before selecting a billboard, drive the market area during different traffic patterns and pull your zip code reports to engage the best target audience.
• There is a much larger pool of customers that are looking to service their car rather than buy or sell a car. Cast a bigger net by targeting the larger audience with billboard advertising.
• Build relationships with your community. Whether someone has purchased or serviced a vehicle at your dealership or not, be the brand that everyone has something positive to say about.

Links

• LinkedIn: https://www.linkedin.com/in/matt-raymond-26496820/
• Company: https://www.teamautogroup.com
• Email: mraymond@teamautogroup.com

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

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

We are back from our hiatus! And boy did we come back with a huge show! 

As we see more media owners wanting to convert static units to digital, we see the emergence of more LED trucks and other LED formats. In this episode of OOH Insider, Rafale Chang, CEO of Tiger Party, discusses techniques for creating the best digital billboard experience.

Tiger Party is a leading interactive solution agency. They specialize in unique, custom digital out-of-home. They are dedicated to pushing the limits of digital out-of-home creativity.

Takeaways 

• When it comes to the sharpness and vibrancy of a billboard, compression is a huge factor. This determines how much data is embedded in every pixel.
• New Year's Eve in Times Square for out-of-home is the equivalent of commercials during the Super Bowl.
• There is always a level of risk when creating a live camera feed on a digital billboard. Always be prepared with a primary, secondary, and backup system to avoid timing or technology issues.
• Out-of-home has the ability to create experiences like no other advertising medium. Check out the Time Square take-over Tiger Party created for Harry Potter and The Cursed Child.
• Each billboard has different capabilities. This is especially important when it comes to syncing a countdown or displaying action results.

Links

• LinkedIn: https://www.linkedin.com/in/rafalechang/
• Company: https://www.thetigerparty.com/en
• Instagram: @tigerpartynewyork
• Marriage Proposal in Time Square: https://youtu.be/S7NGO19U1S8
• Harry Potter and The Cursed Child in Time Square: https://youtu.be/7MtbBYn3Hws

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

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

In this episode of OOH Insider, John James, Founder of SignBird, discusses how to bridge the gap between content quality and design to strategically get advertisers excited for out-of-home.

SignBird is an out-of-home service company. They partner with companies to enhance the quality of their out-of-home content through photography, videography, aerial drone technology, and web design.

Takeaways 

• SignBird values providing a quality product above all else. There is a strategic purpose behind every photograph, video, and drone shot. 
• The more we can facilitate brands doing great out-of-home campaigns the more brands win and great experiences are created.
• Drone footage is a powerful tool for billboard owners and sellers. It provides a visual experience of the landscape for advertisers to see what they are buying into.
• A billboard video proposal is a 60-second display of the billboard’s key details. This is an evergreen tool that is time-efficient and allows advertisers to view or refer back to it multiple times.

Links

• LinkedIn: https://www.linkedin.com/in/john-james-3265b397/
• Company: https://signbird.io

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

"No one has ever taken photo in front of a Facebook ad" - Tim Rowe

Bonus content from last week! Listen in to get some behind-the-scenes content of some real, raw, and truthful takes on Out of Home. 

Noah Peshkopia, Geopath certified student at Centenary University, switched things up on last week’s episode of OOH Insider. In this bonus clip, they discuss the insight Tim has gained by having a child, his view on OOH and much more. 

Takeaways 

• Kids pay attention to everything! Tim has seen on multiple occasions his son show brand recall and association between a commercial and a product.
• Many marketers and advertisers are consumed with targeting and metrics. However, marketing is much more holistic than we give it credit.
• Creativity and the message matter more than targeting. Focus more on the delivery than the spreadsheet.

Links

• LinkedIn: https://www.linkedin.com/in/noah-peshkopia/
• Email: noahpeshkopia33@gmail.com
• Website: https://noahpeshkopia33.wixsite.com/analyticsportfolio
• Ogilvy on Advertising: https://www.amazon.com/Ogilvy-Advertising-David 

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

A change up this episode! Instead of being the interviewer, Tim becomes the interviewee! Noah Peshkopia, Geopath Certified student at Centenary University, switches things up on this episode of OOH Insider.  Get the inside scoop on his origin story, the birth of OOH Insider, and advice for upcoming OOH advertisers.

Takeaways 

• Tim found that if clients added out-of-home in their campaigns then their organic traffic, direct traffic, and conversion goals consistently rose.
• Hosting a podcast is one of the most powerful ways to develop relationships learn from professionals within the industry.
• One Screen is a marketplace for advertisers to find the best out-of-home medium for their campaign.
• Out-of-home creates new opportunities for brands to drive organic traffic to their websites, profitably grow and scale their companies.
• “It’s never been harder to market, but also never been easier. You see so many ads per day. It is easy to get out there, but hard to make it stick because there is so much content.” - Noah Peshkopia
• Key advice from Tim Rowe "Be open-minded to companies and roles. The job market has changed drastically in the past few years."

Links

• LinkedIn: https://www.linkedin.com/in/noah-peshkopia/
• Email: noahpeshkopia33@gmail.com
• Website: https://noahpeshkopia33.wixsite.com/analyticsportfolio

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

On this episode of OOH Insider, Adam Malone, Co-Founder & President of Screenverse, shares his knowledge of programmatic digital out-of-home.

Screenverse is a specialized provider of ad management and monetization for digital screen owners. They maximize revenue through direct, programmatic, and systematic direct sales channels.

Takeaways

• Media owners should utilize direct sales through the existing channels and programmatic tools to sell their inventory.
• Make your inventory available during the open exchange and then read the data to see who is putting a bid. Use programmatic tactics to communicate and strategize with companies while they are still at the top of the funnel.
• OOH impressions can be difficult to calculate because there is no set way to measure them. The industry needs to work on pinpointing data for targeting, addressability, and contextual relevancy.
• In order to grow as an industry, we need to be more honest and establish goodwill with advertisers, especially during the current buying climate.

Links

• LinkedIn: https://www.linkedin.com/in/adammalone/
• Company: https://www.screenversemedia.com

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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

“A shorter journey; a healthier planet; more jobs in the USA. Buy an American product today.” 

In this episode of OOH Insider, Don Rongione, President and CEO of Bollman Hat Company, educates us on the importance of buying American-made products to strengthen the American dream.

Bollman Hat Company was founded in 1868 by George Bollman. Located in Adamstown, PA, they are America’s oldest hat makers. They are customer-driven, team players, think and act like owners, value respect, and strive for excellence.

Support the American Made Matters movement on November 19th by purchasing at least one product made in the USA.

Takeaways 

• Due to the jobs that are required to support manufacturing, American-made manufacturers create 3.5 residual jobs per manufacturing job. This supports local communities and strengthens the American dream.
• Products made in the USA promote stronger communities. It boosts the economy, is sustainable, and creates jobs.
• When connecting with consumers, be innovative in regards to products and how you market.
• People want to connect with brands on a personal level. Brands that tell stories that resonate with their target audience are more relatable and sustainable long term.

Links

• LinkedIn: https://www.linkedin.com/in/don-rongione-54041a5/
• Company: https://www.bollmanhats.com
• American Made Matters: https://www.americanmadematters.com

Special thanks to OneScreen.so for making this show possible. Check out OneScreen.ai and learn How to Beat Facebook with Billboards at www.onescreen.ai

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