Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:15:47 · Barry Frey
[00:15:47] S1: So where is it at, and where is it going? And I've always been a bit of a rebel. And I know you little... Know a little bit about me, but, you know, I used to go with Ted Turner to ad agencies when there were no cable budgets, and we would help them understand the reasons to do that. And I'm gonna get back to your point on that. And as an example, we would go, and they'd say nice to see you, Barry and Ted, and Ted was on the cover of Time Magazine. He owned the Atlanta Braves, and he built this amazing satellite network. And they'd say, Ted, can I have your autograph? And, Barry, what are you doing here? And then they would go in, and they'd say, well, we have TV budgets, radio budgets. We have out home budgets. We don't have any cable TV budgets. So what would we do? We would then go out to the brands directly that were more interested in moving product and outcomes than accumulating a whole bunch of rating points, which was done in those days easily by ABC, CBS, and NBC. So part of my rebellious slash innovative nature is to look forward. And looking forward, there's been a lot of discussion on measurement and out of home. And, you know, everybody has got different views on what measurement should be. And even if you look at the independent company that's driving the most amount of money by independent measurement, Nielsen, when they deliver the actual results of that to media owners or to brands or agencies, they call it Nielsen's estimates because it is only an estimate. So I prefer to look at outcomes. Does it move the needle? Does it make brand awareness higher? Does it move product off the shelf? Does it drive people to a store? Outcomes is really what brands want. It really is what everybody wants, and measurement can help get there. And we have a whole lot of members that do different forms of measurement, but I like to measure outcomes and actually deliverables. And, Adam, look, that's, of course, what your company does, you know, so amazing is showcase outcomes. And what do what do brands, what do business people want? They wanna know that it delivers results, and that's what AdQuick is so good at. And that's what I've done my whole life.
00:17:51 · Barry Frey
I mean, we would show in those early days with Ted Turner that they were buying a whole lot of rating points, but wasn't really moving product because at that time, we reached a very targeted audience and influencer audience, and it's kind of how I lived my life. And then as you know about me as well, when I I brought up and built... Helped build the nba.com globally and all the sports partnerships and sponsorships in the cable division. I built the advanced advertising platforms where we not only developed mobile and online, but addressable TV advertising. And it was all about delivering results. So that's kind of the way I live my life. It's it's not necessarily window dressing, but it's getting outcomes, and and AdQuick does showcase outcomes. So thank you for that.
00:18:36 · Adam Singer
[00:18:36] S0: I love that. And, you know, one thing that we've seen... And and I think this is interesting for marketers who have to who have to sell in and sell innovation into companies is, for tech... Like, when when we have large tech companies use our product, they get the analytics right away. They get it right away. And then for some other industries, for some more legacy industries, you just have to handhold them. And it could be a number of reasons. It's not even just, like, a fear of innovation. And a lot of times, you know, they have they they have privacy issues with with how they can implement if they're in health care, or they have a, they they have a a bureaucratic process internally, and it's like there's a lot of complexity. They have a way that certain things are done. So I don't even think it's always about hating innovation. I think in a lot of cases, companies just get stuck in doing things a certain way. It's just easier to continue doing things the way that they were doing things. And I even saw this... I used to be a consultant. You know, I I was basically... I I got some of the first, QSRs, quick service restaurants to embrace Facebook. Right? Like, back when Facebook first launched brand pages. And some of my clients got it right away. And then I had other clients who said, well, why would I want my brand to be on Facebook? And I would show, oh, you know, there's already 5,000 groups talking about your restaurant there for, like, a national brand. But it was really interesting because, you know, like yourself, I've sat in the shoes of trying to sell innovation to people, and I've seen every possible excuse. And I've also seen all of the all of the different fears and whatnot. And I tend to think most people actually do want the outcome, as you said. They do want the outcome, and there's always some other weird reason. And it's usually solvable sometimes, maybe not in the near term, but, it's just become more interesting as I go on in my career because I see certain people, industry types are just, like, always naturally harder than others. And then you get these kind of bright spots, these rebels within these companies who are great to work with and are like, oh, yeah. We should do it this way. And I I think that's just the push pull of maybe being in the media sector because we have so much change around us.
00:20:48 · Adam Singer, Barry Frey
And and I think you you sort of get a sense, in your career, you know, how you're gonna bring things forward, and it's just like a skill you have to develop if you're if you're selling ads, if you're working in [00:21:00] S1: I agree. In fact, I give a I give a lot of sales training courses. And what we talk about is understanding who the decision makers are and the real decision makers, and then who can affect change. To everything you've talked about, I would sum it up in one word, inertia. Humans don't move that much that differently, and it's up to the innovators to take technology, to take ideation, and showcase change for the better. So when we do these sales courses, we not only identify who the decision makers are, but from a personality standpoint, You know, who wants to, in their life, have lunch and go home at 05:00? And who wants to create a new world, or who wants to do a better job for their brand and an agency? Who wants to move more product? And the key for marketers and salespeople is identifying the ones that want better better for their lives, more interesting for their lives, better for their brands, better for their business. And once those people are identified, identified, then the innovators, and these days, digital out of home is the innovation, can connect with those folks and help change the the largesse of inertia.
00:21:00 · Barry Frey, Adam Singer
[00:21:00] S1: I agree. In fact, I give a I give a lot of sales training courses. And what we talk about is understanding who the decision makers are and the real decision makers, and then who can affect change. To everything you've talked about, I would sum it up in one word, inertia. Humans don't move that much that differently, and it's up to the innovators to take technology, to take ideation, and showcase change for the better. So when we do these sales courses, we not only identify who the decision makers are, but from a personality standpoint, You know, who wants to, in their life, have lunch and go home at 05:00? And who wants to create a new world, or who wants to do a better job for their brand and an agency? Who wants to move more product? And the key for marketers and salespeople is identifying the ones that want better better for their lives, more interesting for their lives, better for their brands, better for their business. And once those people are identified, identified, then the innovators, and these days, digital out of home is the innovation, can connect with those folks and help change the the largesse of inertia. [00:22:16] S0: So, Barry, I have to ask about our outcomes initiative. What is it about, working on measurement is so important to you? Improving results, is it to show the importance of the medium? Why why is outcome so important for the DPAA?
00:22:40 · Barry Frey
[00:22:40] S1: Well, it's just key to business. You know, in the old days, where you'd have that billboard on the side of the road, the local guy at the cash register knew the billboard worked. He saw people come into a store. He was the owner, proprietor, and ad buyer all in one. So when he saw people come in and he spoke to his friends and neighbors and where they see the ads, he knew it worked. Now as we're talking about generating national advertising monies, global advertising money, big brand money to really move the needle. We have to bring that kind of local experience broader, and measurement and outcomes proves the case. So the same way that the the local shop guy and a small business knew what was happening, you know, what folks are doing like yourselves at AdQuick, you're bringing that kind of small business case study on a broader basis to give people confidence to change what they're doing. You know? I'd like to see people go from... To more zero based communications planning. Don't just tweak last year's plan. Don't, start with a a television plan and build around it. Don't start with a digital plan and build around it, but go to an outcomes based plan where you're seeing the media that can affect change, and you build it in a way from scratch, which is, you know, good communications planning. And I think that way, we get the, out of home world to its right percentage of of share of budgets.