Digital & Dirt
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,
00:20:08 · Ian Dallimore, Alex Grieves, Jim Norton
[00:20:08] S0: Yeah. What was the statement he said? He said, [00:20:10] S2: Your conversation is fascinating, but I'd rather listen to the jazz. Yeah. And he didn't... He only had half of it. David heard the full story, he would have been... He he would have probably preferred to listen to it. [00:20:20] S0: Would have came over and listened to us. He wouldn't have let him in, though. [00:20:22] S2: No. No. Definitely not. [00:20:23] S0: And then we had a good time. I was texting. Shout out to Ben Billups, founder of Billups, or Whatsappin. Which is crazy because I'm pretty [00:20:30] S2: sure he's in EMEA at the moment. He's out there. He's awake. Replying to immediately, [00:20:34] S6: of course. [00:20:34] S0: Is Zarkin? It's no surprise where he is. So speaking of that, so let's talk about it. We're here at the DPAA. We're early morning, so you maybe haven't heard a lot yet. But what... What's the one thing you're excited to hear and take away back to the team? [00:20:47] S2: I think for me, when I come to these events, I wanna walk away with something that excites me that I can then take back to the business, to the team, something that's innovation, something that is genuinely gets me excited. Right? So whether it's, I don't know, whether it's something around data, whether it's something around measurement, whether it's something like a development in creative, but something that means I'm invigorated leaving. That's what I'm looking forward to walking away with.
00:20:47 · Alex Grieves, Ian Dallimore
[00:20:47] S2: I think for me, when I come to these events, I wanna walk away with something that excites me that I can then take back to the business, to the team, something that's innovation, something that is genuinely gets me excited. Right? So whether it's, I don't know, whether it's something around data, whether it's something around measurement, whether it's something like a development in creative, but something that means I'm invigorated leaving. That's what I'm looking forward to walking away with. [00:21:09] S0: Yeah. And I love that because your role is then to ingest it and then share it back with clients. Is there something that clients are asking for? Obviously, automation is important. Out of home and programmatic have helped solve for that ish and have continued to evolve. But what clients asking for you for right now?
00:21:26 · Alex Grieves
[00:21:26] S2: I think there's two key things, right? That I'm trying to solve for desperately. The first one is when we're talking around out of home and we're talking around programmatic. Cool. But we're talking about them in two different facets. How do we bring them together? So we're going to clients and we're talking about an integrated solution. And the challenge with an integrated solution is people come to you and they use the word incremental. They want proof. Okay. Can you prove to me that this was a value to do to add programmatic on top or vice versa with directs? That's that's a problem we're trying to solve. We've got a couple of tests already under the way. I haven't got the results, so I can't tell you the good news yet that hopefully is coming. But that for me is exciting because if I can go to a client and go, you're running this direct plan, which is great, I would now say tomorrow, if you want to run programmatic, you can extend your audience, you can extend your time and market, flex, all the usual benefits. But imagine if I can go to them with a stat and say, this is what we've done with this similar client. Then suddenly they go, well now I'm interested, right? Because you've proven it. So that's the one thing. And then the other thing that the clients are enjoying from us is that we offer a client first diagnostic solution, which is quite rare from what I've seen in market. The fact that we're going, what's your problem? We'll back into it rather than going, it's got to be with this partner and then we'll use whatever capabilities they've got. Again, it's trying to make that simpler for everyone because if you've got, let's say, four or five DSPs you're using, there's a lot of options. So like, how do you make sure that you're taking all those options and giving it quickly to a client? Sure. Again, doubling down on speed.