Marketecture: Get Smart. Fast.
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
00:19:56 · Eric Franchi, Tim Rowe
[00:19:56] S2: take this a a step further? So what what are the things that I've just, you know, oftentimes gotten wrong was I underestimated the time that it would take for, like, new formats or new user adoption technologies to, like, actually hit the mainstream. Examples being voice search, examples being like AR, examples, you know, being sort of like things like that that, you know, sound sound great and futuristic and they remain in the future evermore. You know, a lot of people think that with full self driving autonomous vehicles being, you know, like, at least, you know, you can see it happen in the future. Everybody's just gonna be, like, sitting in their car, watching video, like, interacting, and, you know, that can, like, open up the market for something like this greatly. Do you think that that's like a five year, ten year, like where is that in your crystal ball of of timeline? And do you agree that, you know, that's gonna be really the future of out of home which is, you know, we're all just gonna be sitting back getting driven and having, you know, screens in front of us at all times? [00:20:58] S1: I think it it definitely sounds nice. I I might like to live in that world. I would like to be driven around. I don't know that that solves the problems for out of home. I think that the the problems for out of home ultimately are our infrastructure. I think that the biggest problem for out of home is branding. Digital out of home, like what the heck is it? CTV ad, I know what a CTV ad is. I get that. What's an out of home? What's a digital out
00:20:58 · Tim Rowe, Eric Franchi
[00:20:58] S1: I think it it definitely sounds nice. I I might like to live in that world. I would like to be driven around. I don't know that that solves the problems for out of home. I think that the the problems for out of home ultimately are our infrastructure. I think that the biggest problem for out of home is branding. Digital out of home, like what the heck is it? CTV ad, I know what a CTV ad is. I get that. What's an out of home? What's a digital out [00:21:22] S2: of home? I don't know. [00:21:26] S1: It's CTV. Right? And it can be all of those things. It could be a connected TV with an enriched content experience that is one to one or one to few in the lounge of a private airport. Or it could be the screen that's off in my local coffee, you know, roaster that's never been on. What is it? [00:21:45] S2: Yeah. Yeah. No. I think that's that's good. And and I personally like, oh. You mentioned Roku as an exciting company to you from an out of home perspective when we were get... You know, doing a little bit warm up. How... What... Expand on that because we just had JS and OZ on.