Marketecture: Get Smart. Fast.
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.
00:15:42 · Eric Franchi
[00:15:42] S2: Just a kind of niche question for you. Oftentimes, and maybe just, you know, because Ari and I are in New York City, there's, like, broken billboards. There's, like, graffiti over ads. You know? So, like, is there, like, a equivalent of moat or IAS for out of home to kinda, like, ensure delivery, QC things? It's less about the, you know, defaced things that, you know, you you sort of might notice. It's a little bit more about, like, how are buyers... You're you're sort of independently of the the video example we talked about. How are buyers ensuring that some of those like true out of home placements are like actually delivered, actually up? Is is there independent companies that are doing that or or how is it done?
00:16:33 · Tim Rowe, Ari Paparo
[00:16:33] S1: There there are some independent companies that are verifying impression delivery and things like that. There is not a great solution for are the screens on? I'll give you a scary story. During COVID, I was working at a startup and we were building a place based kind of screen network and some technology to accompany that. And our CTO pinged Google Maps API to kind of pull all of the stores down and we were looking at some things. What we were looking at were venues that were closed and is that inventory listed as still available on the major exchanges? And what we found was it was like north of 80%. Venues that were closed for an indefinite amount of time, but you could still buy inventory on the touch tunes jukebox in the back corner of the restaurant. It's things like that that I think kill the credibility of digital out of home. And and for those reasons, I think it's gonna be individual networks that do a good job of solving for those pain points that ultimately win. [00:17:36] S0: Yeah. So digital out of home is changing pretty rapidly right now, because Uber and other in car activities is pretty new experience. And, also, I've heard from various people... It's actually in my AMA that I did yesterday, the question of, like, is digital out of home converging with CTV? We we heard from Eric earlier about bars, bar screens, etcetera. So it seems like there's a lot going on. You wanna give us some thoughts about the future and how it gets out of this rut and increases its percentage of spend?
00:18:07 · Tim Rowe
[00:18:07] S1: I I don't know if this is one of the answers. I think back to the early days of of CTV and the blending of mobile with CTV products. I know that's not everybody's favorite, but I think that there could be a place for digital out of home to own what it is specific networks to get involved in the conversation. How do we bring down an overall CPM? How do we help allocate the budgets differently? So I think that that's one of the opportunities Really leaning into the conversation around first party data, there's only a couple of networks that can offer it and I don't hear any of them talking about it, which is interesting to me. And I think it's evidence of, again, that disconnect between REITs, media companies, and where the conversation actually is. There's a there's a really great network that is in most of the major airports around the country. It is all of the all of the screens need to be verified by the government, the FAA, that they are where they say they are and that they are on and functional because they serve critical messaging along with content and ads. So I think that they have some of the elements and then a network like that that does have access to a lot of first party data. I I was listening to one of the episodes recently with Michael Levitt about the conversation about travel retail media and it had the wheels turning around networks like that that have kind of these elements. They have, Eric, the third party verification that the screen is where it is, that it's on. It works. There's no graffiti on it. You know, it's not hanging off the wall because it's in an airport and these things need to be secured. So I think that there's, again, individual network stories like that that that could continue to emerge. That's where I see the conversation going for the place based video networks. Can we