Digital & Dirt
00:24:02 · Alex Grieves
[00:24:02] S2: It's hard, right? We're an out of home specialist proudly. And I actually don't think we should ever shy away from that. I think we should be confident on that. And I think we should go to agencies and a lot of agencies who are running a lot of their programmatic, they look at us they go, well, how are you going to help us? Because we've already got a programmatic team. I always respond with, okay, you have got a programmatic team. Do you have a programmatic out of home specialist? Because it's not programmatic, it's not out of home and it's in this sort of gray area. And a lot of time they go, no, we have actually had a couple of challenges with X and Y. So we actually are providing a solution. And there are DSPs out there that allow you to do data sharing so they can run a campaign themselves. We can run the out of home part of it programmatically and they can retarget. And they're now loving that because they get all of our expertise, they get all of our tech, all of our planning, at the same time they don't lose anything. So they're going, well, this is now really interesting from an omnichannel point of view because we can measure the whole plan. And we've done that before previously. I've managed plans where I can see the digital, the audio and the out of home. And we're looking at providing a benchmark of each from a measurement point of view in brand lift or whatever it is. And then we're also looking at the combined. So who plays best with each other? And I've done it three times now and the two times that we've seen the most interesting result, it's always actually been out of home and audio. They show the best performance together. So that was a really interesting part for that client because they were like, well, now we know we need to somehow sync them. And
00:25:21 · Ian Dallimore, Alex Grieves
[00:25:21] S0: it's very obvious. Right? Yeah. Oh, yeah. Yeah. Because we're a visual being. We like to see great creative. We like to be delight and surprised. And also audio, it's why podcasts have blown up is people want long form. They want storytelling. So this world of we're we're struggling with, like, quick hits and... And look, YouTube shorts dominates. Right? And as I was driving back last night, back to the hotel to meet that chaos in the hotel lobby, which I thoroughly enjoyed, It was interesting because I had a moment and I thought, and that's... This is gonna be my question, but as I was driving, I saw people and I don't know why we went through Times Square, but I saw everyone. They were doing content and they were doing content. So now in a world of content creators, and it's why the world of content creators, the creator economy air quotes, how does Out lean into that? And how does brands like yours that have influencers and have content creators, how do you discuss that universe in out of of home? [00:26:19] S2: So for me, I think it's very hard to get all the right people in the same room. And I was at Holco previously and it was still hard there and [00:26:26] S0: it should be easier.
00:26:26 · Ian Dallimore, Alex Grieves
[00:26:26] S0: it should be easier. [00:26:27] S2: And now I'm a specialist, it's slightly different. But for me, I always look at it from a creative point of view. They have incredibly interesting creatives. They're relatable creatives. They can make it contextually relevant. So it's like, how do we take that that's already made and bring it into out of home? So therefore we're able to surface that content more than once, twice. We can have it on multiple channels. So then you're doubling down on frequency in that sense, but also just getting that relatability because I know when I see, when I'm looking at reviews and I see someone that I know or I recognize or I trust, I'm immediately going, yeah, I trust what you're saying. But sometimes we don't have that with the album because it's almost like a completely different piece of copy. Well, how do we take that copy and bring it in? Actually doing that for album isn't that hard. Especially with AI now coming in to assist with creative assets sort of creation or resizing, it's a lot easier. So how do we take that amazing work and double down it and use it twice, three times, whatever it is?
00:27:16 · Ian Dallimore, Alex Grieves, Barry Frey
[00:27:16] S0: Yeah. I couldn't agree with you more. And it it... What I find is when I go in and do these education sessions with brands direct, they're like, no kidding. You can do that in out of home. I know. So which is very frustrating, but also exciting because you're like, okay. We're right there. Right? So speaking of that, so AI is everywhere. I... You and I were talking about it last night, but I'm deep into the the world of AI, deeper than just LLMs and so I'll spare our listeners that because more to come on that. But what one way are you guys utilizing? And I look at Billups as one of the most advanced auto home specialists. So how are you guys utilizing AI to streamline processes quicker, delight, surprise, tell stories through RFPs without having to wait three to five days? Or what more do you need media owners like Lamar to do? [00:28:03] S2: I think we're very fortunate to mention Sean again, when you've got someone like Sean at the helm of all of this and he created Audrey, which as far as I'm aware is the first out of her, like AI for out of home. So when we say what we're doing with it, it's speeding us up from a planning point of view in terms of you can throw something into Audrey, like, give me [00:28:20] S0: a plan for these 10 markets, [00:28:21] S1: this amount of money, [00:28:22] S0: and I only want to [00:28:22] S1: be on billboards.
00:28:22 · Barry Frey, Alex Grieves, Ian Dallimore
[00:28:22] S1: be on billboards. [00:28:23] S2: It will then immediately give you that information. Now, are we saying that we then take that and give it to clients? Absolutely not. Did you know all that time that we're not doing that ourselves? We're then getting the story. So it speeds us up in that sense, or you do it the other way around and some planners like to actually put the plan together and throw it into order and go, does this make sense? And the beauty of it as well is if you start to think about how long we've been in, for example, The US, we've got great data in terms [00:28:45] S0: of So
00:28:45 · Ian Dallimore, Alex Grieves
[00:28:45] S0: of So [00:28:47] S2: we can start to see what a good and a bad price looks like for our clients to make sure we're always getting that correct. And then you've got the actual data play, which is we can check what our planners are thinking are correct with our local expertise, combine that with actual data and double down it. Yeah. 100%. That's exactly that's exactly what you need. And clients are loving the speed. We did Audrey... Audrey's best use case I've ever seen. We got an RFI for a very significant client in 10 markets in EMEA. We replied within an hour. Huge. With with not a perfect plan. We never knew it. We knew it wasn't gonna be perfect, but we gave them that within an hour and they were like, no, no, no. You guys have like forty hours. And we're like, we don't need it. We're good. This is what you've got now. We're gonna build on this, but we just wanted to... And they were like, how on earth have you done that? And I was like, well, we used AI, but we also set up AI for success. Yep. This wasn't just hoping. We have everything plugged into it to make sure that all the plans we're doing right now are already being plugged in. Yep. So it's just completely whirring in the background. [00:29:38] S0: With real time data, with your data that you're ingesting, not just what the web has, but what you guys have collected over the last twenty years, I would imagine. [00:29:46] S2: Exactly. And like, no no AI has got access to that. We've got all the data that we're able to then say it's real time, it's also historical. So we combine that,