The Billboard Insider Podcast
00:21:20 · Kym Frank, Dave Westburg
[00:21:20] S1: You know there's no way I'm only gonna be able to say one word. Right? No. You can... [00:21:24] S0: You... I I I I want you to expand on on each of these. Autonomous cars. [00:21:29] S1: Autonomous cars, I'm going to go with overrated. [00:21:32] S0: Why? [00:21:33] S1: Not because they're not a thing. However, I think that the entire landscape of transportation is changing, and focusing on autonomous cars is only looking at a small portion of what's happening in transportation. [00:21:46] S0: Mhmm. [00:21:46] S1: So I'm doing a lot of analysis on Gen Zs. So Gen Zs are this coming out of college now, the oldest among them. And they are relying more heavily on things like public transportation and relying more heavily on things like rideshare programs. So, really, the way people are moving about the marketplace in general is changing. So I think it's important that, yes, there there are investments being made in autonomous cars. There's investments being made in car technology in general. Like, my husband gets Dunkin' Donuts ads on his dashboard [00:22:18] S0: Oh my. [00:22:18] S1: Right now. [00:22:19] S0: Oh my. [00:22:20] S1: We just need to keep an eye on all of that landscape, all of the changes that are happening there because I think there's opportunities for out of home in that space. [00:22:29] S0: Hyper targeting. [00:22:31] S1: Hyper targeting is... For out of home is overrated. Explain. Sounds really weird coming from somebody who's working on audience targeting and out of home, probably. [00:22:44] S0: Mhmm. Mhmm.
00:22:44 · Dave Westburg, Kym Frank
[00:22:44] S0: Mhmm. Mhmm. [00:22:45] S1: I have a huge soapbox soapbox issue about hyper targeting because I think at some point in... There was always a a funnel, a purchase funnel, when I was studying advertising where there was a whole top of the funnel about driving awareness and building brand relationships with consumers. And hyper targeting in online came along, and everybody lost focus on that. And now they just wanna geofence their competitors' parking lots. That... I don't think that's a really good advertising strategy. I think being able to target is important, but hyper targeting for out of home, I think, is missing the beauty that out of home can bring to the table, especially in the larger formats where we're not, you know, a one to one channel. [00:23:26] S0: The death of ad agencies. [00:23:28] S1: Overrated? I would say that they are not dying. They are just evolving like the rest of the advertising ecosystem. We're certainly in a time of great change on the agency side, but we saw in other channels that agencies were... Wanted to... Advertisers wanted to bring the agency buying... Media buying in house. So they did that in a lot of ways, and now we see the pendulum swinging back. And they're saying, okay. This was a lot for us to manage in house, and now they're, you know, putting out searches for agencies. So there's always a back and forth. There's always a swing and a constant evolution. [00:24:00] S0: The use of Subway ads by direct to consumer companies, startups.
00:24:00 · Dave Westburg, Kym Frank
[00:24:00] S0: The use of Subway ads by direct to consumer companies, startups. [00:24:06] S1: Certainly underrated. I just got off the Subway and really was looking at all of the ads and reading all of the ads. [00:24:16] S0: Kym, am I right that if you raise venture money, it's a condition... It must be a condition of funding that you have to blanket... I mean, you have to buy from Jeremy Mail in in New York. [00:24:27] S1: If it worked for doctor, it can work for you. Well, you know, there's a lot... Everybody takes the subway in New York. [00:24:35] S0: Yes. [00:24:35] S1: Yeah. It is not it is not not elitist. Everybody takes the subway, and that includes big decision makers. That includes early adopters. That includes all of the people that a startup would be going after for sure. [00:24:47] S0: Yes. Privacy. [00:24:48] S1: Well, I don't know how you could say privacy is either overrated or underrated. Mhmm. I think it's certainly something that we as an industry need to be squarely focused on that... I mean, look what I... The recent news right now of them having sensors in the seat backs on airlines that whether or not they were on or off is really irrelevant because the press got ahold of it, and it became our airlines watching you while you're flying, which honestly, I can't think of anything more boring than to watch me while I'm on a plane. [00:25:18] S0: Yes. Yes. [00:25:19] S1: Yeah. And you look at what's happening at Facebook, and what a nightmare. [00:25:22] S0: Mhmm. Mhmm.
00:25:22 · Dave Westburg, Kym Frank
[00:25:22] S0: Mhmm. Mhmm. [00:25:23] S1: At a home, we need to be better than that. Mhmm. We need to be better than that, and we are better than that. Just because you can do something doesn't mean we should do something. [00:25:30] S0: Yep. [00:25:31] S1: And I think almost all of the voices in the industry are on board with that. So [00:25:35] S0: Smart cities. [00:25:36] S1: Smart cities are, I'm going to say, overrated, not because I think that they're an overrated thing, but because I think smart cities are just a subset of a bigger trend and that trend being the connected everything. I'm not a big fan of the Internet of Things expression, and I am saying that knowing that one of my dear friends runs the Internet of Things symposium. Wow. So I'll have to give him an apology later. But I like the idea of everything being connected but connected everything, and I think smart cities is just a piece of that. And we in out of home are in a really great position to play a huge role in the Internet of everything Given what what an amazing geographic footprint we already have and an understanding of location and an understanding of the way people are moving, we we really have, I think, a leg up as these opportunities start to arise. So I think the smart city is gonna just be one of the first steps on a a bigger path that that of home is gonna play. [00:26:37] S0: Okay. That's it for this week. Thank you so much for appearing on the podcast, Kym. [00:26:42] S1: Thank you, Dave, and thank you, Adomni, for sponsoring today, our good friends over there in Vegas.
00:26:42 · Kym Frank, Dave Westburg
[00:26:42] S1: Thank you, Dave, and thank you, Adomni, for sponsoring today, our good friends over there in Vegas. [00:26:47] S0: Absolutely. And thank you to Lucas Jones for editing and production. This podcast was sponsored by Adomni. Adomni, the easy way to sell billboards online out of home in your hands. You can listen to episodes of the Billboard Insider Podcast by visiting billboardinsider.com or by subscribing to the Billboard Insider Podcast on iTunes or any of the usual podcast outlets. Our email is billboardinsidergmail dot com. We'd love to hear from you, and I wanna thank listeners. I've been getting some great ideas for interviews off your emails. Thanks for listening, and I'll be back [00:27:23] S1: in [00:27:23] S0: a couple weeks.