Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:06:54 · Adam Singer
[00:06:54] S0: Yeah. And I think everything that survived COVID and out of home is a great example because now out of home is at all time high revenue. It's like it it really shows what's, antifragile. Right? What, you know, may have, you know, taken some sort of risk or or or fall but came back even stronger. I think that speaks to the quality of the medium and and really all of the companies that came back as well. Like, those companies clearly had things that were important to the world that that were durable, that were going to last through, you know, a filter like a like a pandemic or or some big event. So I I think especially because of actually a lot of things during COVID, like people glued to their devices. I think now we're seeing even more resilience in things like travel, in out of home ads, in, you know, people going to movies. You know, a lot of the new Gen Z focused movies are not high budget, like obsession and backrooms are generating, you know, incredible revenue. We just had the new Christopher Nolan movie. So I think we're seeing the world return to how it normally was, and and I think it's healthier. It's better. We shouldn't just be on our screens all day. Marketers should do bold, ambitious things. Because, really, at the end of the day, like, you know, if if if I'm just going through my own media habits, I couldn't... I'm probably served, you know, probably hundreds of ads a day on my phone and on my computer and on my TV. And I remember close to none of them, and I can actually recall the cool out of home ads I saw, not just because I work in the sector, because I take a photo of them. I share them with my friends, and I'm like, wow. This company really believes in this message. They're spending all this money for, you know, this big splashy campaign. I'm obviously biased. I'm a marketer, so I pay attention to them. But at the same time, I'm not the only one who does that. So I'm not unique.
00:08:46 · Barry Frey
[00:08:46] S1: You mentioned some great points, Adam. I I... You you... I love your descriptors. Antifragile and durable, the out of home world. You're absolutely right. And I'm gonna add something based on what you said, and that's IRL in real life. You know, we are connecting people to brands, people to each other in real life, so people are going out. Look at Major League Soccer. Look at f one. Look at the New York Knicks this year. Events and activities in addition to the movies you mentioned, people are out and about more than ever. They're they're going out more heads up than heads down. And this plays very well into our medium because we are a one to many medium out in the real world. So when you're in the real world, it's authentic. You know, as an example, authenticity, you have a lot of, you know, activity on on the web where people may be getting AI fed content or something that may be adjacent to a terrorist website or have some some bad issues around it. But when you're in a one to many medium in public, you can't hide in the sunshine. You gotta tell the truth. So it's an incredibly brand safe environment, and we are really so excited about how people are now coming out. People are engaging at events. Look at all the activities of concerts and sports over the past just six months, and we're going to be speaking a lot about that at our summit coming up in October. By the way, October, thirteenth, New York City. Reach me for details. Maybe we'll put up a a URL on this when you do it, but it's gonna be a really exciting day, and we're gonna talk all about how we are connecting, connecting with brands, connecting with each other all in real life.
00:10:30 · Adam Singer, Barry Frey
[00:10:30] S0: Yeah. We'll put a link, to the summit in the show notes so anyone listening can easily find it. I I also like... I I liked what you said about, one to many. And, you know, the large brands of the world, the the Apples, the, you know, Amazons, etcetera, they they were, like... Their most ambitious marketing is one to many. It's one message that they put to everyone. And, really, a lot of the Internet platforms that are hyper personalized, they're they're good for, you know, very end of funnel demand capture. So, you know, someone who wants to buy, like, a funny T shirt right then, sure, you might sell them or someone who's already in market for something, you know, if they were searching for a search ad. But how do they get in market in the first place, or how do they know to associate, you know, a brand with quality? And out of home is one of the final mediums where you can actually communicate things to the entire population where it's that shared [00:11:25] S1: things to your point.
00:11:25 · Barry Frey, Adam Singer
[00:11:25] S1: things to your point. [00:11:27] S0: That... Where where it's actually a shared message and shared experience. And and I think that's one thing I wrote once about out of home is it's the most Lindy ad format. So it goes back to the town square. And the fact that we can now buy this programmatically with technology, I do think using technology to make purchasing it more efficient is important. And so that's where the tech... I I think that's where a lot of the magic is in the world. For example, Uber. Right? Uber revolutionized the taxi industry. Taxi industry is not new. The the the notion of getting from point a to point b in a cab is obviously not anything, but they made it more efficient. And, you know, that... That's what we're doing and, you know, what some of the other out of home ad techs are doing. Obviously, we're doing it best, but, know, I have bias. But regardless, however you're you're buying ads, even in the real world, you should be using technology for them.
00:12:18 · Barry Frey
[00:12:18] S1: Well, you're you're talking a lot of great points there, and there's a lot to unpack. So you you mentioned, you know, what business are they really in. And go back to the model of the airlines taking over the railroad business. The railroad folks thought they were in the railroad business. They were really in the transportation business. So the airlines came in and did a better job of that. The same railroad pioneers could have ventured into the airline business, but they were too focused on on a lot lot of wheels and and not on really transporting people. The other part that you mentioned too about this personalized medium in the web where people are basically consuming what they already know, there's a lot to talk about there. Because one is how do you get people to experience new brands, new services? And that happens at the top of the funnel, which out of home has always been so great at exposing people to what a brand is, what it can do for you. And then the beauty of what's happening now with out of home is we're also moving up and down the funnel. We're a full funnel medium. So we now can drive people into stores. We can drive people to websites. And on the personalization, something that just came out a couple weeks ago in The UK media marketing publication is that these personalized experiences that people are getting from the web and consuming is not good for the psychology of people or for community of, of of society. What's happening is everybody's living in their own bubble, their own echo chamber in so many ways, and they're believing their own stuff. But, you know, Scott Galloway has done a lot of work on this where young men can't go into bars and say hello to a woman because they're busy playing games by themselves all day and going to the websites they've always been to, and society needs to connect, needs to interact, and that's best done out in the real world where our advertising is. So it's... You know, we're... We've... We focus on societal needs as well as brand needs, and out of home is is helping to solve a lot of today's problems.
00:14:19 · Adam Singer
[00:14:19] S0: Yeah. I I I think that's right. And while marketers can't do everything to fix those problems, the one thing that we can do is develop really good shared culture. And so, you know, when you can do that and it's not just this hyper personalization thing, I think that's where you really get a brand that people wanna come together about. They want to... You know, like, back in the day when Apple first launched the iPhone, right, you know, everyone was lined up to see, you know, Steve Jobs give his keynote, and then they would line up at the stores. There was this big shared moment. And, Apple has actually been... They've always been great about out of home as part of their mix, and they've always had, you know, the same message to people think differently. And so I think, you know, if you're a big, ambitious brand, you have to think about how can you build shared culture, and out of home is obviously a great way to do it. So one thing you also started talking about, Barry, was, you know, the notion of out of home being full funnel. And at AdQuick, we talk about... We we we have measurement products, so we're fully bought into measurement. But I'm curious when you're talking to, both brands and media owners, where do you sense the world is at with measuring out of home? Is it now understood that you can measure it? Are there still people you talk to where they're like, wow. You really can measure this, and you have to explain it to them, and you have to explain, you know, how we're using, you know, mobile devices and whatnot to help establish measurement? Kind of where is the industry at with that technology?