Marketecture: Get Smart. Fast.
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.
00:21:45 · Eric Franchi, Tim Rowe, Ari Paparo
[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. [00:21:59] S1: So Roku owns a company called BrightSign. BrightSign is the hardware player for about 2,000,000 screens worldwide. So as I continue to just watch what Roku is doing, in the back of my head, I'm thinking about those 2,000,000 screens. So what's cool about BrightSign, this is obviously not a commercial for BrightSign, but they've really adopted a platform strategy and that they will integrate with hundreds of different CMSs. So their goal is to very intentionally be the hardware player for real world screens. That as an activation lever for Roku to suddenly just, hey, we're gonna be the brand. Right? Digital out of home is a brand problem. Hey, we are going to make this all available via a Roku, I think is really interesting. [00:22:46] S0: I have one last question. How how often do people bring up minority report to you? [00:22:50] S1: At lee... Minority report in Blade Runner. At least once a day. [00:22:55] S0: Do you have, like, a pat answer? If I was like, hey, man. I'm... It's gonna be like minority report. What would you say to [00:23:00] S1: I would say I don't wanna live in that world. I'll take the self driving cars, but you can leave the minority report at home. I don't know if I can have my cake and eat it too.
00:23:00 · Tim Rowe, Ari Paparo
[00:23:00] S1: I would say I don't wanna live in that world. I'll take the self driving cars, but you can leave the minority report at home. I don't know if I can have my cake and eat it too. [00:23:08] S0: Alright. So this was awesome. Tim Rowe, OOHInsider podcast. Do have a newsletter too? [00:23:15] S1: Just a The easiest place to go is the oohinsider.com. Really active on LinkedIn. That's kind of the hub of all things out of Home Insider. [00:23:23] S0: Nice. Alright. Let's take a quick break, and we'll be back with news of the week. This podcast is sponsored by Adelaide. You've probably heard of Adelaide by now. This month, they announced a new product, Adelaide for Publishers. For the first time, publishers can leverage attention metrics to curate inventory, deliver attention insights, and drive higher CPMs. Join The Weather Company, NPR, Westwood One, Cumulus Media, and other leading publishers taking advantage of the attention economy's most popular metric, AU. Maybe one day Mark will convince me to sell guaranteed AU slots on Marketecture, but probably not. Check out adelaidemetrics.com/afp for more information.
00:24:03 · Eric Franchi
[00:24:03] S2: And we're back. Hope everybody had a good, Labor Day weekend. So a few juicy things dropped, right before the weekend and right after the weekend. So let's get into it. We've got TTD rumored to be building a TV operating system, a critical analysis of Netflix future in ads, and some other cool stuff around attention and and some m and a as well. So we'll start with TTD. So an independent journalist named Django Rutgers... Django, sorry if I butchered that. Dropped the scoop right before the holiday weekend that TTD is building a TV operating system. We'll put it in the newsletter. Ari did a epic breakdown of what this might look like. You should absolutely read that for some primaries. We should talk about it. Couple things here, really two. So it's, you know, number one, outside of the fact this is, you know, kinda kinda awesome is, people working on the product, and I'm quoting the the piece, include former senior Roku employees, speaking of, and at least some team members have been hiding the fact that they are employed by the trade desk on LinkedIn. Seems to be a very appily technique there if indeed it's happening. That was thing one. Thing two, just strategically, picked up, you know, something in the piece where sounds like they're going to be using a open source, version of Android, tvOS, which I think, a, can make this, you know, sort of, like, easy to get to market, but then b, apparently, Android doesn't like when you fork their technologies, so it could be a little bit of a hiccup. Two things that I picked up. What do you guys think? This sounds... I think some people think it's crazy, some people think it's awesome.