Beyond The Billboard
00:28:58 · Remi Du Preez
[00:28:58] S3: Oh my word. All right. Well, will admit that I think that as far as the creativity in terms of campaigns, really are still lacking in the out of home space. And I haven't seen anything, even on the programmatic space, I blow my hair back and go, well, Okay, that deserves an award. But when I sort of reviewed what constitutes a good programmatic campaign, it's I think it's just something that could be measured and you can actually prove that something happened. I think that's where the exciting thing gets. And unfortunately, guys do not speak about it enough. What I'm saying is there are guys that are doing good work. They're not sharing it with the industry. And in actual fact, I'll make a call out to the industry just go, Liv, and I'll it's call out to you. Ca. Za. I think it's actually the perfect platform where the industry should just start sharing case studies. You go, hey, this worked for me. Please feel free to go use it or go pitch another client. Maybe you can get some more money for the industry as well. So for me, mean, look, we've done a lot of attribution campaigns over the last year. So we have this electronics client that we worked with. And our brief was very, very clear. We want billboards in close proximity to our stores and you need to prove to us that people are actually coming into the store. And we need to see an increase in sales. On top of this, this product is not being promoted anywhere, not even in store. You wouldn't even see a banner for this thing inside of the shop. We ran a campaign. We measured cell phones that were exposed to the ad and actually went into the client's store against people that went past the billboard organically and sort of went into the store. And we actually saw quite a substantial lift. We saw that people that were exposed to the ad, they were 15% more likely to actually enter into the store. And likewise, the client actually came back to us to say, hey, we actually saw a massive increase on people coming in and buying products saying, I saw this at a forecourt. I saw this on a billboard. Want to buy the product. And as a result of that, the client's like, here's an open wallet. We're to work with you for the rest of the year. So those kinds of things get you excited when you actually got a little key lab environment where you have nothing else influencing it.
00:30:59 · Livia Brown, Remi Du Preez, Kirsty Carlson
[00:30:59] S0: Now, Remi, I love that you've also highlighted something from a best campaign perspective that is actually about the measurement. That's amazing. It's not about we booked the biggest site that we could or we booked the largest number of screens available. You didn't buy 50,000,000 impressions. It was around that measurement, which I which I really love that. And I think that it it kind of speaks to the programmatic journey so nicely. And I really want to thank you so much for joining us today and for sharing your insights. I also couldn't agree with you more around good work. Like, this is an open public service announcement. Good work is not a secret. Let's share it by any means possible. So, thank you so much for sharing your insights. I love the discussion. I'm sure audience is going to really enjoy all the insights that you've shared. And thank you so much for joining us today to go beyond the billboard. [00:31:44] S3: Thank you very much. Thank you so much, guys. Thank you for your time. [00:31:48] S1: Thanks for joining us today to go beyond the billboard. Subscribe to our podcast on Apple Podcast or Spotify to ensure you don't miss out on our exciting content. [00:31:57] S0: A big thank you to our sponsor for helping us bring this podcast to all of you and join us again to go beyond the billboard.