Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:03:35 · Adam Singer
[00:03:35] S0: Awesome. And so, Mo, can you talk a little bit about, like, how the technology actually works in just simplest terms for non geeks of how you guys actually do this on on the on the back end?
00:03:50 · Mo Moubayed
[00:03:50] S1: Absolutely. I think a really good way to to to look at it is to actually compare it to maybe what what other competitors do as well. And, historically, for you to know whether your campaign ran, you would ask the media owner for a proof of play report or a spreadsheet or a document asking... Telling you that the campaign had run. I think marketers who who spend a significant amount in out of home realize that that's not okay, and it sort of fits into your marking your own homework category. And what Veridoo sets out to do and what our technology does is we are 100% independent. And so if you ask a CMO or a marketer, what does a 100% independent mean from a verification perspective, it means the verification provider collects their own data, that that the data is not being supplied by the media owner. There is no conflict of interest with the media owner, and none of the data that's being collected can be changed or influenced by the media owner or the buyer as well in this instance. And we do that through a patented piece of technology called the smart... A smart creative. And essentially, what it is is the creative is is either traffic to Veridoo or or or traffic using our our tool and a tag. So online brands and advertisers and marketers will know a tag or a pixel. It's similar to a tag or a pixel, but it it it turns into this smart creative which we then deliver to media owners who play the smart creative, and that smart creative is passive and self aware and understands exactly when it's being played, for how long it's being played, and where it's being played, so on what panel. And so from that, we can then calculate and compare to what was booked in order to give the market a a clear view around, the delivery of their campaign.
00:06:09 · Adam Singer
[00:06:09] S0: Yeah. It's really cool. I I like that, you know, similar to how marketers are actually tracking things online. I think it's interesting because for the, for the out of home space, the trust is really important because the dollar figures are so high. And, you know, you really wanna make sure that the campaign is running as intended. So so I think what you guys are doing is really important. How do you how do you approach marketing, Veridoo itself, especially as a b to b company? You know, I think for... You know, how do you state the problem and, like like, what are the ways that work best... Have worked best for you to grow? Because we have a lot of b to b companies that are listening to this, and I always find listening to a little bit of how other people have grown in companies is always really instructive for other marketers to take some inspiration.
00:07:06 · Mo Moubayed
[00:07:06] S1: Yeah. So b to b, and as sort of maybe we define who our clients are, agencies, brands, advertisers are our clients. How do we talk to them? You you know, very early on, we invested in comms and PRs. I think that's that's the first thing that we did. We don't do a lot of paid advertising, sort of online paid advertising or anything like that. We have very clear target audience. And, you know, we sort of look at how do we sort of educate, and we use comms and PR to educate, and I think that's the best way. So the best way for us to do it is, like, really educating. And I think why is that important? Why do I use the word educate? It's because independent verification is very new. It is a recent sort of innovation in out of home, and so out of... A lot of out of home buyers maybe haven't had experience in the online world. So whereas independent verification is very well known in the online world, it's it's it's new to out of home. So, you know, I think out of home is going through a shift in in general around its digitization and and being omnichannel and and being accepted into the omnichannel sort of family. And, yeah, I think education is a huge one. Secondly, we do a lot of... What... Let's get more education at the agencies and talking to them. It... It's interesting. I think when you speak to a a CMO or a head of media, because of their breadth across online and and other mediums, If I if I mentioned independent verification about a home, it's it's sort of a no brainer for them, and I... Like, that's that's probably the easy bit. Figuring out, like, figuring out a way for them to know that we exist is probably the heart of it. So I think two two challenges. If you're... I don't know what... Unsure of what independent verification does, we're we're educating, and then there's a... There is an audience that knows what independent verification is but just don't know that independent verification for AdHome is available.
00:09:27 · Adam Singer
[00:09:27] S0: Yeah. I... And I've seen personally this really interesting split in marketing leadership. You either have leadership that, like, loves tech, loves the Internet, is all in. You know, we'll try new ad techs, we'll try new software. It's like they get it. And then there's still a large cohort in the marketing sector that... It's not that they don't appreciate ad techs and technology. They're just, like... They're just really old school, and, you know, it's it's like whereas I grew up in a space where I would just sign up for new software, try it out, no big deal. There's still this other mindset, increasingly fewer, but still exists where it's like they want to have that, you know, like, the handshake deal. They wanna go out to dinner. They wanna go golfing. And it... To me, that's always been, like, something that's... Like, the IT space. Right? Like, a lot of the CTOs and CIOs like that stuff. You know, I feel like marketing should be more scrappy. I feel like you should, you know, just say yes to start ups, get demos, you know, at least kick the tires because especially, like, one of the beautiful things about about the MarTech and Ad Tech space is there are so many startups because there's a lot of people like me. I'm a I'm a marketing decision maker. I get to make decisions about what software we try, and I always see it as, like, you wanna be amenable to the young people building because it's just... You know, it... It's so positive. That's how we get innovation in the sector. So, I don't know if you've seen the same dichotomy where it's, like, you know, the kind of old guard versus new guard.
00:11:03 · Mo Moubayed
[00:11:03] S1: Yeah. And and, like, just to add to that, there's there's probably some structural challenges as well within these companies. So maybe less about the people, but maybe how how empowered they are to make these decisions. And look at... I think sometimes it's a little bit overwhelming, like, just to sort of defend them a little bit. It's a little bit overwhelming about how many new products. Like, when do we when do we try one? When do we test it out? If I go back to maybe put put put my hat on about how do we market this and and maybe how new start ups should market, you you really should be thinking about value. How are you adding value to to that organization, to that person? And if you can answer that, then I hope, you know, the old guard is open to to trying new things.