Marketecture: Get Smart. Fast.
00:26:21 · Ari Paparo, Eric Franchi
[00:26:21] S2: Right. Some [00:26:21] S1: creatives to... Right? So like a first step in, you know, I think appropriate for for Disney, but like three of the five getting into Gen Zix transactions. Like, it's still early, but I think that's a a nice signal here. [00:26:33] S2: Yeah. Disney's announcement is sort of a universal ad similar to what Comcast has been doing. Because Disney has had self-service buying for a while, so now they're doing creative. The other ones, yeah, have have to do with buying and coordinating, and we reported, I think, last week that Ignite had had this sort of, like, area in its system for AIs to talk to each other. You know, I would love to see some detailed case studies, some actual examples, because I think I think it really is one of those things where everyone is launching stuff, and it's trials and tests and whatnot. [00:27:07] S1: Yeah. Yeah. For sure. It's it's announcements then pilot time. Last one before we we let you go into the the Paris evening. Snap launched Spectacles. So Snap's answer, guess, to the meta Ray Bans. Have you seen these? Have they made their way out to to Paris? [00:27:25] S2: Mostly people making fun of them on Twitter and elsewhere because they look like nineteen seventies, like, you know, car dealer glasses, more or less. [00:27:34] S1: They do. They do. And they cost $2,000 to... That's a lot. Don't know what the meta... The price point of the meta's might be in like the $2.03 hundreds.
00:27:34 · Eric Franchi, Ari Paparo, Patrick Dolan
[00:27:34] S1: They do. They do. And they cost $2,000 to... That's a lot. Don't know what the meta... The price point of the meta's might be in like the $2.03 hundreds. [00:27:44] S2: Yeah. So... The Metas are... Know, they're made with Ray brand Ray Ban, they have like some... And I think they have another higher end brand too. They're they have some juice, they they look nice. [00:27:55] S1: Yeah. The Metas look good. My question is, are you going to be buying these spectacles? [00:28:02] S2: Until the spectacles can tell... Do face recognition, just tell me how I know these people and what their names are, that's the only use case I want. I own... That I would pay $2,000 for a single use device that just did that. It really... I don't even need glasses. I could... They put them in my earbuds. They could just have a tiny camera that as I walk up to people, they could be like, you know, in your in your kid's class, parent name is John. And I would pay like... I'd pay more than 2... I'd paid like $10 for that. [00:28:30] S1: Alright. So context here for the audience. When our our friend Ari walks around Marketecture and Possible and can... I mean, you're a very you're a very well known guy. A lot of people know you, but there's some asymmetry there. You don't necessarily... You kinda have that that same recognition of other people. And and oftentimes, your boy is is is kept hanging like, oh, hey, how are you? Not how are you, Joe? How are you, Jin? [00:28:56] S3: Yeah. [00:28:56] S1: I mean, to be able to come finish the swing on that is pretty good.
00:28:56 · Eric Franchi, Ari Paparo, Patrick Dolan, S0
[00:28:56] S1: I mean, to be able to come finish the swing on that is pretty good. [00:29:00] S2: Well, the other thing is, like, I will say, I'm terrible at names, but I have, like, a Sherlock Holmes like ability to figure out who someone is from the slightest hints they give me. You know, I'll just hear one word in a sentence, something about their dog, and suddenly I'll just put it together like the hounds of Baskerville, like from a ten ten year old conversation I had about their dog. And I was just like, oh, it's that guy. I fixed his ad server at 1976. You know, like that's that's... So I have some things going for me. [00:29:31] S1: Amazing. Alright. Why don't we call it there and get on the interview with Patrick Dolan? [00:29:36] S2: Absolutely. Say hi to Eric and I at Cannes, and we're looking forward to talking to you. And I hope you enjoy the interview with Patrick Dolan. [00:29:43] S3: Thanks. Thanks, everybody. [00:29:47] S0: This episode is brought to you by Indeed. You're ready to level up your business, but the pressure to find the right person to make that happen is intense. Indeed Sponsored Jobs can help carry the load. [00:29:58] S1: It boosts your job post to help it reach quality talent fast. [00:30:02] S0: Cut through the chaos with Indeed sponsored jobs. Get a $75 sponsored job credit at indeed.com/podcast. Terms and conditions apply. Hiring now? Then this is a job for Indeed sponsored jobs.
00:30:02 · S0, Ari Paparo, Patrick Dolan, Eric Franchi
[00:30:02] S0: Cut through the chaos with Indeed sponsored jobs. Get a $75 sponsored job credit at indeed.com/podcast. Terms and conditions apply. Hiring now? Then this is a job for Indeed sponsored jobs. [00:30:16] S2: It's great to be here. We've known each other for a long time. I ran into you on the street outside my house recently. You run the DoubleClick reunion events. Right? So that's right. So you've been around for a while. [00:30:30] S3: Yes. I... I've been around since the dawn of the Internet age. Exactly. I hate to hate to say that, but it's true. [00:30:37] S2: Dawn of the Internet and the dawn of Internet advertising happened at the same time, which is, I guess, why we're still here. So now you find yourself in the Out of Home Advertising Association. So, it would be, remiss of me to not give you a little ribbing about the acronyms involved here. So you are the COO of the OOOA. Is that correct? [00:30:57] S3: That is correct. A lot of lot of acronyms, a lot of o's. Okay. [00:31:00] S2: So now what's the... The OOOOA is the Out of Home Advertising Association of America, which by my, estimation could be called the [00:31:08] S1: OOHAAOA, but you you cut out [00:31:11] S2: some letters there. Give me the... What is o o [00:31:15] S1: h versus o o h versus d o o h?
00:31:15 · Eric Franchi, Patrick Dolan, Ari Paparo
[00:31:15] S1: h versus o o h versus d o o h? [00:31:18] S3: Yeah. So you you basically have Atahome, which is sort of the just the sort of the larger description of the industry. I would say that digital At-of-Home, obviously, the digital component. And this is a new one I just saw the other day, the online At-of-Home Advertising. You know? So I'm like, okay. I think digital probably is good enough. I I think we need fewer o's. [00:31:44] S2: We we all know what we're talking about here. So the... I wanted to have you on because I think this is an underappreciated area of advertising, especially digital. It works extremely well. I think we all have probably bought products we've seen on billboards, whether you'd like to admit it or not. But what... What's the state of it? How digital is it? What's going on, with this transformation to being addressable or programmatic? Give me the big picture here.
00:31:44 · Ari Paparo, Patrick Dolan
[00:31:44] S2: We we all know what we're talking about here. So the... I wanted to have you on because I think this is an underappreciated area of advertising, especially digital. It works extremely well. I think we all have probably bought products we've seen on billboards, whether you'd like to admit it or not. But what... What's the state of it? How digital is it? What's going on, with this transformation to being addressable or programmatic? Give me the big picture here. [00:32:10] S3: Yeah. I mean, you know, I think, Out-of-Home is really having its moment now. You know? It's, as you said, you know, it's in the real world. You know, it's something that, you know, people pay attention to. It's real. It's, you know, you're not really any AI associated with it as far as, like, content is concerned and creative. But it's really poised to, you know, to grow right now. It has been for 19 consecutive quarters, you know, with another record breaking a year last year of $9,460,000,000 but, you know, not huge. But what's really exciting about it is that you've got this emerging digital component of it, as you would kind of expect. And that's really driving a lot of the growth right now. 36% of the total Out-of-Home revenue is digital and growing. I would say that one of the things when you talk about digital versus programmatic, because I know that was what I thought was pretty exciting about digital at a home, And that is, you know, that the programmatic piece is is probably a smaller part of that, that 36%. That, though, is growing rapidly.