Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:11:54 · Adam Singer
[00:11:54] S0: Yeah. I think that the reward for marketing and tech teams that had been early to things, whether you were early to build a Facebook page. I... When I was a consultant, I built one of the first, QSR, quick service restaurant Facebook pages. We had the first million member page for International Dairy Queen. And I had to take their executive team at the time, like, kicking and screaming into that. They didn't understand why they would wanna be on Facebook. And I'm like, there's already 5,000 people that have, you know, Facebook groups for you. That's just upside for you to have it all in one place so you can market to them. And... Or if you are early to a cryptocurrency. I I just think there's so much reward for trying new tech, and it's just so asymmetric. And... But to your point, you know, for a business, you you should bring value. You should share how you're saving time, saving money, helping do things better, faster, stronger. I I do worry in a lot of the AI startup space that they're kind of overpromising of how much this can do. You know? Because the the technology is really cool and sophisticated, but if you can't make it work with your team's processes, it's it's not gonna be very valuable. So there's, of course, always the overpromises.
00:13:09 · Mo Moubayed
[00:13:09] S1: And and you you touch on a point about pioneers. Right? As a pioneer into a new technology... As a a pioneering adopter of a new technology, what kind of benefit do you get? I strongly agree with you. If you... If there is a technology which you know is is valuable and delivers value to to to you and you're an agency and you think, oh, you know, my brand hasn't hasn't asked me for this yet or my, you know, my client hasn't asked me for this yet, pioneering that and taking that to your client is very valuable. Right? It's... It shows that it shows that you're bringing new innovations. It shows that you care about your brand. And by bringing these new innovations and and solutions to your brand, it makes you invaluable to to that brand. And then on the on the flip side, the brands that, like you said, that jump in first, the the advertisers and brands that jump in first and use this first are are going to have outsized returns, and I and I see that in verification also. You you have to think about if you're you're a brand verifying compared to another brand which is not verifying, I can almost guarantee you which campaign is gonna be delivered better, right, just by the fact that you verify. And and, you you know, if you... If if there had to be an underdelivery, it'd probably be on the one that was unverified. And I think that's, you know, sometimes a hard pill to swallow, but that's the truth. Right? So if you're if you're using independent verification first, then the the return is gonna be bigger, and for a longer period of time.
00:14:55 · Adam Singer
[00:14:55] S0: So that brings us to the fact that we recently partnered. So if you're an AdQuick user, your ads will be verified, in yet another way. So, what excites you most about collaboration with us and what it means for advertisers?
00:15:11 · Mo Moubayed
[00:15:11] S1: Yeah. Firstly, you know, I I really enjoy working with everyone at AdQuick. I think that's a big call out for me. It's important that you work with people that bring you joy and care about what they do and are are really committed to delivering value to their to their clients. Right? Like, we have the same obsession, you know, with our clients and delivering and listening to our clients. And I think the the people at AdQuick that I've met so far have been amazing, and I really... That... That's one thing that excites me about it. And I think it's part of a a long term relationship. If you like the people you work with, it's it's gonna go well. The second thing is love AdQuick's pioneering nature. You know, we talked about pioneers here, and I see AdQuick is pioneers a lot of technology. Not only do they build their own technology and and their pioneers, but they're partnering with us to make this a standard across all programmatic campaigns, which is great to to roll this out across their direct digital out of home buyers as well. I think, you know, when we we when we did the first trial campaigns with AdQuick, it was very obvious from the first campaign that we were complementary to to what you guys were delivering, and we have a similar mission. Right? And I think if you can... If if you have people that you like, you have a similar mission, and you're complementary to each other, then we're gonna drive value to our mutual clients. And I think if we... We we have a a principle within Veridooh that says our client's success is our success, and so partnering with someone who who who can help that and and drive that is is really exciting.
00:17:10 · Adam Singer
[00:17:10] S0: Yeah. I think so too. And you guys are... Yeah. I think you guys are trying to bring a very traditional... Well, we are too, a very traditional form of media into the digital age, and verification is really important. I think we all share that mission. Yeah. It's it's been interesting because I've only been in the out of home space for three years now, and I come from... You know, I was at Google, and I consulted for, like, Marketo and all of these all these Internet first marketing companies. And so this has been, like, a totally different experience where they're still marketers, but they were kind of operating in a little bit of a different space where for a lot of it, it it... It's like buying real estate, really. It's it's, like, completely different than buying a web ad. And I I think it's I think it's better. I... And I say this having worked on online ads. I I think the large ad techs have kind of overstepped in terms of, like, too many ads. They're intrusive. I got an ad the other day in, Google search that led me to an obvious phishing and spam website for, like, a pretty important query. And it's just, like, apparent to me that they're kind of... They're dropping the ball in a lot of ways, and I don't think online ads are going anywhere. They're gonna continue to do billions upon billions of revenue. But for me, it's really apparent that all of the out of home ads are just... Such a great format because when you're in public, out with friends, driving your car, your... You have focused attention, and you don't have that on your phone when you're second streaming. You don't have that, you know, if you're if if you're, like, watching YouTube videos and just clicking through because you don't wanna see the ad. A lot of people just block ads entirely.
00:18:56 · Mo Moubayed, Adam Singer
[00:18:56] S1: Okay. [00:18:57] S0: And I... I'm super bullish on on out of home. I think it's it's a clear future of what happens if people are fully ad free or fully ad supported where it's just gone too far where, you know, what's really left that reaches everyone. [00:19:11] S1: Exactly. I... I'm really bullish on out of home also. And and it's interesting that you you say online ads aren't going anywhere. I agree with you on that. But I... I've been, you know, thinking about how how AI will affect search. Yeah. And it's a really interesting thought about it. You know? There's a lot of anecdotal evidence and, you know, recent research showing that people are clicking on links less. You know, you do your search within your your chatbot. It'll give you an answer, but you're not clicking through. And it it got me thinking about, you know, how this will affect out of home. I read an article about a week ago by Kieran at... I forget the publication's name. But it was it was around how he believes out of home will go to a 100,000,000,000 by the end of the decade as a market because AI will affect search and and advertisers will will shift money to brand advertising and try to be available in in people's minds. And it got me thinking. I I I actually wrote a a piece about it as well inspired by by that article. So you know I think that's interesting. That makes me about about out of home.