Marketecture: Get Smart. Fast.
00:33:56 · Patrick Dolan, Ari Paparo
[00:33:56] S3: Yeah. Exactly. [00:33:57] S2: And, you know, one of the interesting things about Out-Home is, like, it's a big bucket and includes some things which are, like, the, you know, the ads that appear before cinema, you know, TV... Movie theater. Sorry. And then it includes other things which are, like, little banner ads on to... On checkout stations and supermarkets. Right? [00:34:16] S3: Yeah. [00:34:16] S2: Is it all the same thing, or is it... Are these, like, really different things? [00:34:20] S3: Well, that's a great question. I mean, I I would say that, you know, when you look at it as out of home, right, that's the the common denominator. But as you look at what the impact is and what your idea of what your campaign's going to be, all these things come into the factor of what you want to actually accomplish. So when I get sort of started in the industry I'm fairly new still this is one of the things that we want to do, create a taxonomy, create standards. I'm an IV guy. So standards are, like, near and dear to me. So defining what these things are and then understanding what they actually can do for the marketer is is an important, you know, process that we're, you know, working on right now at the at [00:35:14] S2: the AA [00:35:15] S3: triple a. [00:35:15] S2: And what... What's what's driving the growth? So is the growth, the addressability, and the targeting that that's bringing in new dollars, or is the growth just more screens? Or it must be a compounding effect.
00:35:15 · Ari Paparo, Patrick Dolan
[00:35:15] S2: And what... What's what's driving the growth? So is the growth, the addressability, and the targeting that that's bringing in new dollars, or is the growth just more screens? Or it must be a compounding effect. [00:35:27] S3: Yeah. I don't have the nitty gritty detail on that. But, you know, I would say that the addressability, you know, trying to get closer or getting closer to, like, the way that the modern marketer is actually buying, you know, obviously, that's gonna, you know, increase the number of the... At the the... This... That's the way buyers buy. [00:35:47] S2: So Right. [00:35:48] S3: You're buying more. It's better for buyers. Exactly. [00:35:51] S2: So take me through what is going on on the buy side. Like, what are they... Are they planning out of home integrated with everything else separate? What... What's in the mind of the buyer?
00:35:51 · Ari Paparo, Patrick Dolan
[00:35:51] S2: So take me through what is going on on the buy side. Like, what are they... Are they planning out of home integrated with everything else separate? What... What's in the mind of the buyer? [00:36:02] S3: Well, that's... That that that... It's it's all over the place. Right? I mean, the the thing about at home, as you said earlier, there's all sorts of different varieties. You know, your local buyer is very different than your national buyer. So they're going to look at things very differently from a national perspective. We're trying to move closer to the way that these buyers buy. And as far as their planning is concerning, we want to make sure they understand that it's not just a standalone medium, that it's complementary to an omnichannel campaign. And we're beginning to see interesting results on that. We just released research from Kochava that was you know, that said basically that it's like a two time lift to complementary campaigns. So, you know, there is a multiplier effect to using the medium, which is which is very exciting.
00:36:02 · Patrick Dolan, Ari Paparo
[00:36:02] S3: Well, that's... That that that... It's it's all over the place. Right? I mean, the the thing about at home, as you said earlier, there's all sorts of different varieties. You know, your local buyer is very different than your national buyer. So they're going to look at things very differently from a national perspective. We're trying to move closer to the way that these buyers buy. And as far as their planning is concerning, we want to make sure they understand that it's not just a standalone medium, that it's complementary to an omnichannel campaign. And we're beginning to see interesting results on that. We just released research from Kochava that was you know, that said basically that it's like a two time lift to complementary campaigns. So, you know, there is a multiplier effect to using the medium, which is which is very exciting. [00:36:58] S2: Yeah. Absolutely. I mean, it it... You see the bill... You see a billboard, then you see it on your phone, you see it on TV, and suddenly you take action. But that that is also the curse here. It's, like, really hard to measure. Whether someone saw something or not is, you know, kind of impossible in this environment. What what are the what are the go to ways of measuring your campaign effectiveness in Out-of-Home? Or or what are they asking for since you don't have any user level... Sort of impression level data.
00:36:58 · Ari Paparo, Patrick Dolan
[00:36:58] S2: Yeah. Absolutely. I mean, it it... You see the bill... You see a billboard, then you see it on your phone, you see it on TV, and suddenly you take action. But that that is also the curse here. It's, like, really hard to measure. Whether someone saw something or not is, you know, kind of impossible in this environment. What what are the what are the go to ways of measuring your campaign effectiveness in Out-of-Home? Or or what are they asking for since you don't have any user level... Sort of impression level data. [00:37:26] S3: Right. I I will say that I haven't been, like, totally steeped in the measurement side of things. But I will say that getting flashbacks from making measurement makes sense. I mean, you know, measurement's always been a challenge. [00:37:39] S2: Oh, man. Making measurement makes sense. I got I got battle scars on that one. Are we gonna are we gonna determine if a billboard is viewable or not, whether you're in the back of an Uber?
00:37:39 · Ari Paparo, Patrick Dolan
[00:37:39] S2: Oh, man. Making measurement makes sense. I got I got battle scars on that one. Are we gonna are we gonna determine if a billboard is viewable or not, whether you're in the back of an Uber? [00:37:48] S3: Right. It's the two second rule or whatever it is. But, yeah. So, you know, it's an evolving. It's evolving. And that's what I think there's the exciting opportunity here in that, you know, we're working with MRC. You know, we're we're, you know, the measurements criteria standards. So we want to get closer to the way that the modern marketer is measuring their campaign holistically. So we're doing a lot of work with that. We've just started to work with not we, but the industry is working with Ipsos on a pilot with the goal to try to get things closer to the way that the modern marketer measures things. However, there's also other measurement that's out there. And depending on what you're trying to achieve with your campaign, there's a lot of data out there. There's foot traffic. There's store purchases. And know, with the technology out there, you can tie some of those things back and get some pretty interesting attribution. [00:38:53] S2: Right. Right. What about... Let's let's talk about an interesting topic that's come up a lot, which is out of home and connected TV sort of merging. And this is, like, really the the bar or the airport situation, where, you know, it's a TV Or [00:39:08] S3: the gas station.