Marketecture: Get Smart. Fast.
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.
00:39:08 · Patrick Dolan, Ari Paparo
[00:39:08] S3: the gas station. [00:39:09] S2: Or the gas station. You're you're clearly watching a TV, and then the buyer down the programmatic pipes may or may not realize that it's like a muted TV in an airport or on a gas station. It's a... So it's like this weird hybrid where the media is definitely valuable, but is it TV, or is it outdoor, or what? Does... What's your opinion about that? How... What's the best practice? And is that something that, you know, your members are bringing to you? [00:39:35] S3: I would say that it... It's kind of an evolving just like everything else. You know, when you... You've got the, you know, new technology, new opportunities to, you know, put screens places using, you know, programmatic and other ways to, you know, deliver your campaign. So, how it's looked at, I think these are things that we're looking at ourselves, right? How do we look at it? How do we put it into the pipes? How do we make sure that people feel that they're getting what they're... They wanna get versus being surprised that they're getting something that they're not. So, you know, I think that it's a ongoing thing. You know, that's where we get into sort of taxonomy and standards and things like that. Right. [00:40:22] S2: Right. Tell people what they're buying, and then, you know, it's up to them if they would... To price it. [00:40:27] S3: Right. Exactly.
00:40:27 · Patrick Dolan, Ari Paparo
[00:40:27] S3: Right. Exactly. [00:40:29] S2: What about retail media? So there's also an overlap here where many retailers have, obviously had end caps. They've had promotions for brands for quite some time. But as retailers tool their locations to the brick and mortar stores to have digital displays, there's a lot more opportunity there. What are what are you... What's going on in that area, and how are you hearing about that?
00:40:50 · Patrick Dolan, Ari Paparo
[00:40:50] S3: You know, that was one of the reasons why we engaged the Winterberry Group to do this study that I I was telling you about. Thanks to the sponsors for supporting that. You know, there are retail media networks that are going into stores. Right? So you've got thousands of screens as far as Walmart is concerned and other retail media companies that are out there. And then, of course, you've got your neo retail surrounding retail screens and CTV and digital billboards and things like that. And marketers see that as a huge opportunity to, again, go through the path to purchase and you know, be able to create a message, you know, through that path. The I think the challenge right now and what I think the opportunity is is, like, how do you connect those two together? And doing that with, you know, programmatic capabilities seems very logical to me. And I think that is really where they want to get to. You want to have your sellers selling in store, out of store, near store. You create a halo or a big hug of that message around the retail outlet. So we got a lot of good response from the research. Had a 98% said that Out-of-Home was fundamental to supporting their, you know, their their efforts to market. And they wanna spend more, which is also very good to hear. [00:42:24] S2: So the 98% number you said was from the Winterberry Report that that was that retailers or brands interested in... Brands interested in being part of a retail out of home experience.