Life in Programmatic Digital Out-of-Home
00:14:04 · Dom Kozak, Dallas Wiles
[00:14:04] S1: Yeah, and then at LAX. [00:14:05] S2: And then LAX, and then the next thing you know, you're in shoulder gall. So we're very excited about that, I know you and our International Programmatic Council at JCDecaux have worked really hard on that. I think that is a game changer. Now people say you would think it's a game changer because you work with JCDecaux but in my conversations with people over the last couple of months when I've referenced it before we even launched it, people were like, well this is exactly what we want. We're now in the test and learn phase. If you're a B2B brand and you can activate in 20 airports for a period of time, fashion launch or a luxury brand launch, my ambition for us in The UK and internationally working closely with our counterparts around the world is wouldn't it be nice to be able to activate a programmatic campaign across 200 cities around the world as a brand? [00:15:09] S1: Why not? We have the scale. We have the technology. I'm sure, as you are, it's part of the very near future. [00:15:16] S2: We've already had two or three brands activated and the feedback so far has been positive. [00:15:21] S1: Absolutely. A very, very healthy pipeline. [00:15:23] S2: A very healthy pipeline which is always good. Also, think the scale, I think that's the scale. I think sometimes people don't realize the scale of Out-of-Home. [00:15:36] S1: Yeah I mean just JCDecaux I believe we reach almost a billion people every single day. Staggering isn't It's absolutely [00:15:42] S2: one eighth of the world population.
00:15:42 · Dallas Wiles, Dom Kozak
[00:15:42] S2: one eighth of the world population. [00:15:44] S1: Yeah crazy. [00:15:45] S2: Yeah so I think things like that are really exciting and guess what, they're going to be people who are going to try and challenge us and do things differently. But also you know being able to serve creative with immediacy onto a digital out of home screen in a busy airport when a traveler is in either a holiday mindset or business mindset. I mean why wouldn't you want to do that? [00:16:18] S1: It's such an exciting time. So much going on certainly keeps me on my toes. But again, then I guess thinking about that growth, that dynamism that we kind of have and think we have and this, ethos and direction of travel of test and learn evolution growing, for for... Not just for programmatic out of home, I guess, for the channel, as a whole. But what... Do you think there's challenges industry to that growth and if so who needs to what are they and who needs to solve those challenges?
00:16:18 · Dom Kozak, Dallas Wiles
[00:16:18] S1: It's such an exciting time. So much going on certainly keeps me on my toes. But again, then I guess thinking about that growth, that dynamism that we kind of have and think we have and this, ethos and direction of travel of test and learn evolution growing, for for... Not just for programmatic out of home, I guess, for the channel, as a whole. But what... Do you think there's challenges industry to that growth and if so who needs to what are they and who needs to solve those challenges? [00:16:49] S2: Look I think if there weren't challenges then you would be worried about your industry. I think for people to be challenging us is great. I was thinking about this you know over the last couple of days preparing for this chat with you and you've got to make sure you've got marketeers on your side. You've got to be able to tell the story of the audiences they can reach, the insight, the capability, what the channel can give to them, measurement, how do you measure, you know measure, measure, measure. What is my attention? What is my cut through? So you know we've had to do a lot of research and work with our clients on that and as an industry we have to get better as that. We should also be hopefully, I think I said this early on, how become do truly collaborative? Because a lot of people use that word let's be collaborative but what does it actually mean? And when look back on that is you might have 10 people say let's be collaborative but actually you get one or two truly collaborative people. [00:18:05] S1: Yeah, you actually really
00:18:05 · Dom Kozak, Dallas Wiles
[00:18:05] S1: Yeah, you actually really [00:18:06] S2: get You actually get it right? So maybe that's a word that we should change for the future and planning and buying is more challenging than ever. Planners don't have enough time to rarely plan. That's a Dallas opinion, that's not a JCDecaux opinion. I think planners have a difficult time in planning, time pressures, internal challenges, staffing numbers. So I think that is a challenge. And I suppose you've got to just be a bit more targeted nowadays when try and work with people is who are the influencers? And the influences aren't always the C suite. [00:18:48] S1: No. [00:18:48] S2: You know there are internal influences that understand and can make those differences. So I suppose who do we work with there? And then I know I referenced it early on but it's been a five year journey as you said pretty much maybe a little bit longer. And I think there's some misconceptions and maybe some people don't believe that programmatic is actually happening in Out of Home. And that's we know it's not the truth. Know we had over a thousand brands execute with us programmatically over a two year period of time. The growth has been great but we want more, always want more as you know. [00:19:30] S1: Thanks Dallas, yeah sure.
00:19:30 · Dom Kozak, Dallas Wiles
[00:19:30] S1: Thanks Dallas, yeah sure. [00:19:31] S2: But you know the launching of our programmatic Do Live Awards is important and I'm looking forward to that April to celebrate those success stories and evangelize. And those are case studies. Those are real life case studies where people have used Programmatic Out of Home to scale up or to target or to make a point of difference, show their relevancy. So I think those are the positives and the challenges.
00:19:58 · Dom Kozak
[00:19:58] S1: Yesterday we released our second kind of annual piece of research into the market and what practitioners of programmatic out of home thought. And one of the big changes was last year when we launched it, and last year, was called The Time Is Now, measurement was the kind of biggest challenge, if you like. And this year, that's dropped way down the list. And I think that kind of shows an evolution and maturity of market that people have their measurement frameworks in place. They're not trying to measure everything to the nth degree, but they figure out what is important to measure, how to do it, and that's just not not a challenge anymore for for the more mature practitioners. Sure. Because that's what we're seeing. Right? We're seeing a conveyor belt of essentially new practitioners in this space go, you know, classic crawl, walk, run, and then more and more people more and more people joining. You also mentioned the live awards. Super excited for that. That will be in April, with a chance for, you know, it's the first programmatic out of home awards in The UK and Europe, I believe. So really, really excited to work on on that with the new digital age. And then you also mentioned kind of influencers and who are the influencers. Normally, kind of when we we're getting towards the end of the the record, normally, I do is I ask people what advice they would give to someone starting in a Programmatic Home. But I guess to you, what I'd like to ask is, what advice would you give someone who wants to get involved in Programmatic Out Out of Home but isn't really sure how to approach their senior leadership about doing something different?