Digital & Dirt
00:14:22 · Katie Burwell, Ian Dallimore, Anthony Scaramucci
[00:14:22] S3: It's a good question. I think really sound operations are are key, you know, having the whole workflow. There's so much behind the scenes even before a billboard can be proposed that happens to assure that that data and the the metadata about that billboard is correct, that it's mapped in the right spot, that it's facing the right direction, that we understand enough about that billboard to confidently put it in front of a brand and say, this this will deliver an outcome that you're looking for. So I think, you know, media owners just having really, really solid data upfront and then understanding things like, you know, the environment around it, what's happening in the marketplace. You know, we rely on media owners for that local knowledge so so heavily. And there's so much great stuff that tech can do, but that's where partners like Lamar and your local sales forces come into come into play and are like, you know, we have the boots on the ground in these places where maybe I can't get boots on the ground, and it's it's really, really useful. So I'd say, you know, all those operations are are so valuable, and that all trickles up to like a very smooth campaign execution and very happy clients. [00:15:34] S0: Yeah. So with... And as we dig a little bit deeper into that question, [00:15:38] S4: you know,
00:15:38 · Anthony Scaramucci, Ian Dallimore, Katie Burwell
[00:15:38] S4: you know, [00:15:38] S0: it's great to have market knowledge, but, you the know, one thing we talk about at Lamar is how do we how do we bottle that local knowledge in a data perspective and to be able to storytell a little bit better back to your platforms? So AI is everywhere. So do you feel that AI will help to capture only historical data and the measurement side of things, but more importantly, when you guys go out to look for, hey, here's a plan for a specific media brand type, how do I get that local knowledge? And so how how do you guys foresee... And maybe it's a part of the announcement a little bit later, but how do you guys foresee utilizing a... AI and helping tell that story in a platform? [00:16:17] S3: Yeah. It's it's wild the amount of information that AI can unlock for us now. So even with just a single location, there... It can tell us about the local businesses, about the people, about the way those people travel and live, where they work, and create a little package. And so where we've typically relied on like photo sheets and marketing descriptions that say, here's why this billboard's great and a great proposition, we can augment that with AI to suit whatever the client's trying to do. So if it's a QSR client, you can say, here's all your competitors within, you know, five miles of this at the snap of whatever the AI takes to process that information. So it's it's really, really compelling how that can come into the platform, how that can be digested and presented to the clients. And that's just on the sales front.
00:16:17 · Katie Burwell, Ian Dallimore, Rob Loftus
[00:16:17] S3: Yeah. It's it's wild the amount of information that AI can unlock for us now. So even with just a single location, there... It can tell us about the local businesses, about the people, about the way those people travel and live, where they work, and create a little package. And so where we've typically relied on like photo sheets and marketing descriptions that say, here's why this billboard's great and a great proposition, we can augment that with AI to suit whatever the client's trying to do. So if it's a QSR client, you can say, here's all your competitors within, you know, five miles of this at the snap of whatever the AI takes to process that information. So it's it's really, really compelling how that can come into the platform, how that can be digested and presented to the clients. And that's just on the sales front. [00:17:08] S0: Yeah. And so as media kind of evolves in the... I don't wanna say distrust, but it's funny, my kids, they talk about it all the time. They're like, oh, that's AI. So with that world of personalization, so we talk about [00:17:21] S5: it all [00:17:21] S0: the time, like culturally relevant moments, sports, you know, here in New York, the Knicks saw their moment, FIFA World Cup, we saw the moment. How does the Idaho home industry continue down that trend of, I want more personalized ads in a fragmented world of scrolling and algorithms? How do how do you feel that big moments are more valuable for your brands? And how do you tell that story over a search feed, an Instagram feed, a YouTube Short?
00:17:21 · Ian Dallimore, Katie Burwell
[00:17:21] S0: the time, like culturally relevant moments, sports, you know, here in New York, the Knicks saw their moment, FIFA World Cup, we saw the moment. How does the Idaho home industry continue down that trend of, I want more personalized ads in a fragmented world of scrolling and algorithms? How do how do you feel that big moments are more valuable for your brands? And how do you tell that story over a search feed, an Instagram feed, a YouTube Short? [00:17:48] S3: I think personalization is great. The ability to dynamically capture a particular audience is great, but out of home is still for those big moments, those big brand moments. And when we think about like the, like Touchstone, the blue chip brands of like Nike, just do it. They're not saying, Ian, just do it. Katie, just do it. They're like, they're tapping into a collective soul with that and putting it everywhere. Same with Apple. You know, it's a it's a collective experience, and it's nicer to not have that personalized, I think. And so I think that's what strengthens our medium, being able to have that kind of strong general brand statement and not have that, oh, I'm scrolling and this feels extremely personal. And maybe I know how this cookie made its way back to me. But I can go out into the world and just just experience something the same way everyone else experiences it. And for a tentpole event, that's a very unifying experience.
00:17:48 · Katie Burwell, Ian Dallimore
[00:17:48] S3: I think personalization is great. The ability to dynamically capture a particular audience is great, but out of home is still for those big moments, those big brand moments. And when we think about like the, like Touchstone, the blue chip brands of like Nike, just do it. They're not saying, Ian, just do it. Katie, just do it. They're like, they're tapping into a collective soul with that and putting it everywhere. Same with Apple. You know, it's a it's a collective experience, and it's nicer to not have that personalized, I think. And so I think that's what strengthens our medium, being able to have that kind of strong general brand statement and not have that, oh, I'm scrolling and this feels extremely personal. And maybe I know how this cookie made its way back to me. But I can go out into the world and just just experience something the same way everyone else experiences it. And for a tentpole event, that's a very unifying experience. [00:18:46] S0: Right. So last quick closer, and I appreciate your time. And we have riveting conversations happening in the background, which I love why we do this live. One sentence. Where is advertising headed next? [00:18:58] S3: Oh, gosh. I mean, I'm incredibly bullish that I think more advertising is headed outdoors. I think we're winning in... Against search. I think we're winning against digital. I think people are getting very fatigued. So I think for for our medium, that's really exciting, but I think it's it's moving faster. I think AI is coming for a lot. I think we need to keep high quality creatives in
00:18:58 · Katie Burwell, Alex Grieves, Ian Dallimore, Barry Frey
[00:18:58] S3: Oh, gosh. I mean, I'm incredibly bullish that I think more advertising is headed outdoors. I think we're winning in... Against search. I think we're winning against digital. I think people are getting very fatigued. So I think for for our medium, that's really exciting, but I think it's it's moving faster. I think AI is coming for a lot. I think we need to keep high quality creatives in [00:19:19] S2: the mix because I don't [00:19:20] S3: think people wanna see AI up on billboards. They still wanna see those big, big, bold messages that make us feel something. [00:19:25] S0: Yeah. I love it. And you're you're at the leadership role to do that. So I'm extremely proud of you to watch your growth within AdQuick, and I appreciate your time. Thank you, my friend. [00:19:33] S3: Thank you so much, Ian. [00:19:41] S0: All right. This will be fun. Alex, global head of programmatic at Billups. Good to [00:19:47] S2: see you. Good to see you. [00:19:48] S0: Let's spend the first two minutes just talking about last night. [00:19:51] S2: Okay. We covered a range of topics. [00:19:53] S1: We did. [00:19:54] S2: Everything from crawfish, broil. Which [00:19:56] S0: you're in? [00:19:57] S2: I'm I'm keen. I wanna try it. [00:19:59] S0: We got shushed at by a grown man at a jazz bar. [00:20:04] S2: Yeah. Yeah. We were being a little bit... Well, I think we were having too much fun for jazz. [00:20:08] S0: Yeah. What was the statement he said? He said,