Digital Signage Today
00:06:11 · Judy Mottl, David Weinfeld
[00:06:11] S0: So the technology and the innovation is actually expanding the opportunities, you know, both on your end and also on the end of the customer base that where, you know, there's a big piece in the market that never was able to do that 500,000, million dollar project, right? [00:06:33] S1: And honestly, I think it also elevates out of home, which again is one of the oldest legacy media channels and elevates it within the minds of today's advertisers who, again, are investing hundreds of billions of dollars in digital channels. And so it really allows out of home to embrace the digital in digital out of home and really go toe to toe with those other channels that are seeing significantly higher volumes of spend. And because you're meeting people in the physical world, in moments that matter throughout their day, you have the ability to reach them during purchase journeys. You have them ability to reach them during major paths to purchase and major points of decision. And that's really where we see such enormous opportunity for this channel. And the fact that really is technology that is both elevating out of home in the eyes of advertisers, buyers, consumers, but also technology that is democratizing access to billions of dollars of advertising budgets that never used to invest in this channel.
00:06:33 · David Weinfeld, Judy Mottl
[00:06:33] S1: And honestly, I think it also elevates out of home, which again is one of the oldest legacy media channels and elevates it within the minds of today's advertisers who, again, are investing hundreds of billions of dollars in digital channels. And so it really allows out of home to embrace the digital in digital out of home and really go toe to toe with those other channels that are seeing significantly higher volumes of spend. And because you're meeting people in the physical world, in moments that matter throughout their day, you have the ability to reach them during purchase journeys. You have them ability to reach them during major paths to purchase and major points of decision. And that's really where we see such enormous opportunity for this channel. And the fact that really is technology that is both elevating out of home in the eyes of advertisers, buyers, consumers, but also technology that is democratizing access to billions of dollars of advertising budgets that never used to invest in this channel. [00:07:48] S0: Right. And like I mentioned earlier too, the fact that the average person is paying more attention And kind of maybe even actually looking for that digital channel for insight, think is a big piece of it as well. So when we look at, you know, we're looking at all the great innovation, the great expansion, what are some of the biggest opportunities then for a digital out of home network?
00:08:18 · Adam Malone
[00:08:18] S2: I'll maybe take it a slightly different way. David and I had a chance this year to travel to France and go to the Cannes Festival for Creativity. And I met more creatives than I have in the entirety of my career. It was, you know, there are influencers, creative content generators, folks that work at creative agencies, you know, and they're there celebrating the creative advertising work that was put on display at the festival. And to a person, conversation, you know, what do you do? What do I do? And so, you know, I had the chance to talk a little bit about the space that we love, you know, out of home media, this giant canvas, these incredible touch points along the customer journey. And it was really interesting to see and hear from the creative folks about how exciting it is for them to be able to play in that space. Hey, I only get a chance to do this four or five times a year, I wanna make sure I'm doing it right. Do you have any advice for how I can utilize? Because most of the work that they do ends up on a really small screen. And now they can come and be in particular places and spaces, they can be around certain events where a bunch of their audience or target audiences are all there and all together and experiencing the same media together, which is just sort of awe inspiring to them and sort of just seems so normal to us, but it's not like that in other media. How many people can you fit in your living room? Super Bowl ads are like a $100,000,000,000 a second or something now, and it's because there's 30 people watching altogether. It's like, that's what our space does every single day. That's what we do in the subway every single day. That's what people do in malls, etcetera. And so really thinking of it from the advertiser, from the creative, how can I engage with my audiences in the real world with a large canvas? What can I do to be able to leverage that? And it is a little bit expensive to do it at scale. There is a little bit of friction there, but it's like the stakes are high, so they have to really put the time into develop the right creative that fits in that space. And when they do it and it happens and it's done really well, it is so impactful.
00:10:49 · Adam Malone
And that's why you see all these creative campaigns blasted throughout the internet once they show up on Sunset Strip or they show up in Downtown Nashville or Austin or a place where this experiential or this digital activation took place. So I really love, yes, the technology, yes, the data, yes, a lot of this stuff is getting cheaper and more pervasive in these cities, but that just creates so much opportunity for creativity and for engagement and for sharing. I just, man, if we can just get more of these creative types to try it and learn and see the success and see the amplification of it, I just think that's one of those things that'll just create an incredible flywheel for the industry.
00:11:38 · David Weinfeld
[00:11:38] S1: Yeah, and I would add that when you look at out of home in The US, it is 2.5 pennies of every media dollar. What that essentially means is that there's an enormity of spend that's going to channels like social, online video, display, now CTV audio, that are getting the lion's share of dollars. And when you think about how memorable, impactful out of home is and really digital out of home and the type of dynamic creative opportunities to Adam's point that are available. But also it is really about elevating and educating the buy side and helping them understand that thanks to platforms like Vistar and PlaceExchange and BroadSign and Perion, that it's now easy to buy. It's easy, really more easy than it's ever been to identify the right type of inventory against your target audience, and even more so being able to measure the impact of that. We work with a great partner in ADCS Insights, where you're actually able to do sales lift at scale in a economically affordable way. And so when it comes down to it, digital out of home can be seen as both an incredible brand awareness channel, but truly a performance channel in the eyes of digital buyers. And when you think about the sea of sameness that exists within the likes of Instagram or Facebook, or how forgettable a mobile ad on your phone is, start then contrasting that with a 100 inch four k HD screen in a residential lobby or in your doctor's office or on the corner of 5th Avenue. And that's when I think brands will truly see the overwhelming opportunity that exists within our channel. And our hope is that, you know, we can elevate our network partners and really elevate the whole of industry so that we can get more of that 2.5¢ and continue to fight for our fair share of that media dollar.
00:14:07 · Judy Mottl
[00:14:07] S0: So is the measurement aspect, which is getting better, obviously, one of the challenges still facing the industry?