Marketecture: Get Smart. Fast.
00:10:52 · Tim Rowe, Ari Paparo
[00:10:52] S1: that description? I would not take offense to that, and I'll give you a story about an account executive I worked with at a billboard company. Only five... This is five years ago, so still in the modern era. Great guy, one of the most passionate billboard salespeople I've ever met. His CRM system... This is not a joke. I wish it was. His CRM system was a cardboard box with manila folders full of printed out emails, Chinese food menus, post it notes, and that's one of the largest billboard companies in the country. Now that's five years ago. Obviously, maybe things have changed, but within the last half decade, that was the CRM system for one of the biggest outdoor media companies in The United States. [00:11:37] S0: I'm sure there's some way to file away your Chinese menus in salesforce.com. They... There's probably a marketplace vendor that allows you to do that. So, so let's go on to the... Let's ignore the dedicated out of home people. Let's talk about the digital native people who are now, you know, dabbling here. I have a multipart question. First question... Part is, do they know that they're buying out of home, or they buying it by accident? The second question is, how are they treating it against their spend that is more traditional? And third is, how are they measuring it?
00:11:37 · Ari Paparo, Tim Rowe
[00:11:37] S0: I'm sure there's some way to file away your Chinese menus in salesforce.com. They... There's probably a marketplace vendor that allows you to do that. So, so let's go on to the... Let's ignore the dedicated out of home people. Let's talk about the digital native people who are now, you know, dabbling here. I have a multipart question. First question... Part is, do they know that they're buying out of home, or they buying it by accident? The second question is, how are they treating it against their spend that is more traditional? And third is, how are they measuring it? [00:12:07] S1: So the first question, do they know? I believe that this is the reason why PMP is the primary mode of transacting, and it will continue to be. Because there needs to be a a level of trust and transparency of what the heck am I buying? I talked to a founder of a of a CTV network, Eric similar venues to a Tave. And they shared with me that the previous company they were at, they were selling CTV space, CTV inventory, but all it was was like a little sidebar on a TV screen in a bar. It was really like a glorified display ad on a TV screen in some bar or restaurant that probably the buyer had no idea they were in. So I think that remains a disconnect. The second the second two questions, I didn't get to write them down in time. What were the second parts
00:12:07 · Tim Rowe, Ari Paparo
[00:12:07] S1: So the first question, do they know? I believe that this is the reason why PMP is the primary mode of transacting, and it will continue to be. Because there needs to be a a level of trust and transparency of what the heck am I buying? I talked to a founder of a of a CTV network, Eric similar venues to a Tave. And they shared with me that the previous company they were at, they were selling CTV space, CTV inventory, but all it was was like a little sidebar on a TV screen in a bar. It was really like a glorified display ad on a TV screen in some bar or restaurant that probably the buyer had no idea they were in. So I think that remains a disconnect. The second the second two questions, I didn't get to write them down in time. What were the second parts [00:13:06] S0: of those... I have the question. Or is it is it part of the same media plan assuming they know what they're buying? Are are the digital buyers saying, okay. This part is CTV, and here's the KPIs I expect. And then a different line item or different campaign in their DSP is, you know, more what we think of as programmatic, and how do they reconcile them?
00:13:06 · Ari Paparo, Tim Rowe
[00:13:06] S0: of those... I have the question. Or is it is it part of the same media plan assuming they know what they're buying? Are are the digital buyers saying, okay. This part is CTV, and here's the KPIs I expect. And then a different line item or different campaign in their DSP is, you know, more what we think of as programmatic, and how do they reconcile them? [00:13:24] S1: I don't see that happening yet. I I would like to say I see that, but the conversations that I'm hearing, it's really about how do we integrate digital out of home with our CTV buy. I don't know that anyone's actually figured it out yet. Best practice would certainly be to to keep them as separate line items and then really to think about digital out of home as a full funnel channel. We could do large high impact formats like billboards, we can do street kinda one to few place based, you know, placements like the Link NYC kiosk, or we could be one to one down funnel in the backseat of a rideshare. So I think thinking about digital out of home holistically as a full funnel channel and then picking which formats, which inventory, which networks, which regions. Some of that obviously sounds a lot harder than just let me pick an audience and press go. So it does require probably a little bit extra thinking through, but this... The the the segmentation of those teams, CTV versus out of home versus versus versus versus, that is definitely prohibiting growth.
00:13:24 · Tim Rowe, Ari Paparo
[00:13:24] S1: I don't see that happening yet. I I would like to say I see that, but the conversations that I'm hearing, it's really about how do we integrate digital out of home with our CTV buy. I don't know that anyone's actually figured it out yet. Best practice would certainly be to to keep them as separate line items and then really to think about digital out of home as a full funnel channel. We could do large high impact formats like billboards, we can do street kinda one to few place based, you know, placements like the Link NYC kiosk, or we could be one to one down funnel in the backseat of a rideshare. So I think thinking about digital out of home holistically as a full funnel channel and then picking which formats, which inventory, which networks, which regions. Some of that obviously sounds a lot harder than just let me pick an audience and press go. So it does require probably a little bit extra thinking through, but this... The the the segmentation of those teams, CTV versus out of home versus versus versus versus, that is definitely prohibiting growth. [00:14:32] S0: And and what about measurement? Obviously, you could put a QR code. I actually was on the New York City subway this morning heading to a breakfast meeting, and I saw someone use a QR code on an ad Mhmm. To download an app. I was so impressed. It was like a conversion in the wild. It's a conversion in QR wild. Codes. How do how do people measure this stuff?
00:14:32 · Ari Paparo, Tim Rowe
[00:14:32] S0: And and what about measurement? Obviously, you could put a QR code. I actually was on the New York City subway this morning heading to a breakfast meeting, and I saw someone use a QR code on an ad Mhmm. To download an app. I was so impressed. It was like a conversion in the wild. It's a conversion in QR wild. Codes. How do how do people measure this stuff? [00:14:50] S1: I think QR is a great barometer of... So they had to have seen it. They had to have been interested. Then they had to take out their phone and scan it and wanna do whatever the thing was. So the thing that that represents a segment of the available universe, But one of the cleanest ways to measure out of home is really exposure data. It's that long exposure data and then did something happen from that exposed audiences. There's some really cool platforms where you can do web lift, you can do conversion, you can do foot traffic. But again, the challenge remains education and knowing what's available and how do we integrate that with multiple teams across the buy. So there's some really cool ways to measure beyond QR. I think QR is is a useful tool in the right use case, but exposure data is the cleanest way in my opinion to to measure outcomes.