(IWC + EssenceMediacom) x Locala Case Study: https://asklocala.com/casestudy/iwc-foot-traffic-brand-engagement/ The Programmatic Primer : https://www.theoohinsider.com/programmatic-primer/ Summary 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 Connect with Ed and Locala Website: www.asklocala.com Learn more about their solutions and connect with Ed Silhan on LinkedIn for further discussions about omnichannel programmatic advertising solutions. Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

The Programmatic Primer : https://www.theoohinsider.com/programmatic-primer/ Summary 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. Connect with Eric: On X: https://x.com/EricTilbury_RTB On LinkedIn: https://www.linkedin.com/in/eric-tilbury-2a798932/ And learn more about inuvo at https://inuvo.com/ Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

"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 Learn more about FatTail here: https://www.fattail.com/ Connect with Al here: https://www.linkedin.com/in/alvaro-villa-4034627/ Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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: https://www.humaneffectivenessinstitute.org/ https://www.rmt.solutions/ https://billharveyconsulting.com/we-just-won-an-emmy/ https://www.linkedin.com/in/bill-harvey-9581801/ And learn more about Semasio at https://www.semasio.com/ Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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. Connect Jeromy Sonne on Twitter Jeromy Sonne on LinkedIn Daypart.AI Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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. Try Streamr AI 2.0 Here: https://streamr.ai/pro/ Chapters 00:00 Introduction to Streamr AI and Live Demo 02:46 The Evolution of Advertising with Gen AI 05:59 Challenges and Solutions in CTV Advertising 08:57 The Future of Gen AI in Advertising 11:57 Building a Marketplace for CTV Advertising 15:01 The Impact of AI on Advertising News We Discussed IAB Tech Lab introduces Ad Format Idol initiative to standardize CTV ad formats https://www.streamtvinsider.com/advertising/iab-tech-lab-introduces-ad-format-idol-initiative-standardize-ctv-ad-formats Pulling A FAST One: 25% Of CTV Ad Inventory Can Only Be Bought Via Linear TV https://www.adexchanger.com/on-tv-and-video/pulling-a-fast-one-25-of-ctv-ad-inventory-can-only-be-bought-via-linear-tv/ Connect & Learn More Connect with Jonathan Moffie on LinkedIn: https://www.linkedin.com/in/jonathanmoffie/ Checkout Streamr.ai: https://streamr.ai/ 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 subscription-based services like Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

Connect with Ravi Patel, Founder of Swym.ai https://www.linkedin.com/in/ravipats/ Check Out Swym.ai here: https://www.swym.ai/ Marketing Brew Curation Article https://www.marketingbrew.com/stories/2024/10/15/the-ad-tech-world-s-newest-buzzword-is-curation Microsoft Exits Retail Media https://www.retailbrew.com/stories/2024/10/15/microsoft-is-reportedly-exiting-its-retail-media-business Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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. DOWNLOAD THE DECK FROM TODAY'S EPISODE: https://www.theoohinsider.com/downloads/2025-programmatic-dooh-primer/ Takeaways Happy anniversary to OOH Insider! 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 Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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. Chapters 00:02:05 - Why Care About OOH/DOOH? 00:02:23 - Case for DOOH 00:02:49 - Market Size of DOOH 00:04:07 - Growth Challenges in DOOH 00:07:16 - Programmatic Transactions in DOOH 00:08:03 - Leading Programmatic Companies in DOOH 00:13:08 - Measurement in DOOH 00:16:33 - Future of DOOH and CTV Convergence 00:21:45 - Roku's Role in DOOH 00:37:41 - Attention Measurement in OOH Check out the Marketecture Podcast at https://www.marketecture.tv/ Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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 Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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: Why Separating CTV from DOOH Matters https://www.cynopsis.com/cyncity/ctv-and-dooh-advertising-whats-the-difference/ 37% of US Marketers Shift Ad Spend from Digital to prDOOH Campaigns https://www.martechcube.com/37-of-us-marketers-shift-ad-spend-from-digital-to-prdooh-campaigns/ Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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. 🔗 Listen Now: 🎙️ https://www.theoohinsider.com/from-data-to-dollars-a-framework-for-measuring-in-store-retail-media-with-dan-hight-placerai-and/ 📬 Connect with Dan and Paul: Dan Hight - https://www.linkedin.com/in/danhight/ 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 Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

Curious about how AI is disrupting media buying? If so, then this episode is a must-listen! We dive deep with Brecker Brees, Founder of Preflect , a platform aiming to replace media buying agencies with AI. 🤖 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. 🔗 Listen Now: 🎙️ https://www.theoohinsider.com/ai-media-buying 📬 Connect with Brecker: Social Media: @BreckerBrees 🌟 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 Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

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. 📃 Download the Shopify App Store Analysis here: https://www.alialearn.com/shopify-app-analysis 🔗 Listen Now: 🎙️ https://www.theoohinsider.com/winning-the-shopify-app-store 📬 Connect with Cory: Social Media: @CoryGill Email: cory@alialearn.com 🌟 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 Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…

We sit down with Ben Sharf, Co-Founder of Platter , to discuss making the leap from being an Agency to becoming a SaaS. 🎧 Episode Highlights: 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. 🔗 Listen Now: 🎙️ https://www.theoohinsider.com/ben-sharf-platter 📬 Connect with Ben: Social Media: @BenSharf Email: ben@platter.co 🌟 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 Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.…