Marketecture: Get Smart. Fast.
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.
00:42:24 · Ari Paparo, Patrick Dolan
[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. [00:42:37] S3: Right. We wanna understand the buyer, obviously. I mean, that... That's very important to listen to the way that they wanna buy, what their goals are. That's really gonna inform, you know, how we could make this a better experience, make it more simple. [00:42:53] S2: And putting on my, like, my measurement hat, there's a pretty big advantage to having retail in a store out of home because you can test that. You could just have certain stores have it on and certain stores have it off, and then you see how many how many bottles of Pepsi you're selling that week. Right? So you could actually do some real tests. So last subject, you you mentioned earlier, no AI. Is it really no AI? Like, how are you excluding AI? AI is everywhere.
00:42:53 · Ari Paparo, Patrick Dolan
[00:42:53] S2: And putting on my, like, my measurement hat, there's a pretty big advantage to having retail in a store out of home because you can test that. You could just have certain stores have it on and certain stores have it off, and then you see how many how many bottles of Pepsi you're selling that week. Right? So you could actually do some real tests. So last subject, you you mentioned earlier, no AI. Is it really no AI? Like, how are you excluding AI? AI is everywhere. [00:43:19] S3: Well, I... No. AI is everywhere. And I and I think I qualified it as being content versus, like, the actual processes and systems for executing. It's all over. I mean, it's a huge topic. We spent a lot of time at our conference last week in Dallas where we were talking about it. And as you would expect, you've got seller agents, buyer agents. You have planning tools that are evolving. What's the kind of data that needs to be in those LLMs in order to make sure that we're not being left out in the buy. There's a lot of really interesting things happening. And also just in how we create more efficient workflows within, you know, the the buying and executing on a campaign with Out-of-Home. You can imagine cons... You know, if you wanna do a national campaign, you know, you're you're looking at a lot of spots, across the country.
00:43:19 · Patrick Dolan, Ari Paparo
[00:43:19] S3: Well, I... No. AI is everywhere. And I and I think I qualified it as being content versus, like, the actual processes and systems for executing. It's all over. I mean, it's a huge topic. We spent a lot of time at our conference last week in Dallas where we were talking about it. And as you would expect, you've got seller agents, buyer agents. You have planning tools that are evolving. What's the kind of data that needs to be in those LLMs in order to make sure that we're not being left out in the buy. There's a lot of really interesting things happening. And also just in how we create more efficient workflows within, you know, the the buying and executing on a campaign with Out-of-Home. You can imagine cons... You know, if you wanna do a national campaign, you know, you're you're looking at a lot of spots, across the country. [00:44:22] S2: And and figuring out whether their impact with, say, a conversion feed, that's a pretty hard, problem. You have location. You have time of day. You have all these other variables, confounding variables to figure out. You know, you were were you the cofounder of the IAB originally? [00:44:40] S3: I was not the cofounder of the IAB. I I came in after, I think, ten years of existence. I did cofound the Mobile Center of Excellence, the Data Center of Excellence, the Video Center of Excellence, the Tech Lab. [00:44:52] S2: Okay. So This [00:44:53] S3: is basically [00:44:53] S2: But you were the you were the president of the IAB at one point. [00:44:56] S3: I was. Correct.