Digital & Dirt
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,
00:29:46 · Alex Grieves, Craig Brommers, Ian Dallimore, Barry Frey, Rob Loftus, Raj Lala
[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, [00:29:53] S7: and it's pretty [00:29:54] S2: pretty damn powerful. [00:29:55] S0: Yeah. It's huge. Look, you and I can talk for hours, but as we kind of close here, give me one sentence in your world where you feel like advertising is headed in the next eighteen months. I [00:30:06] S2: would say the programmatic is complementary, not competitive. [00:30:11] S0: Love that. [00:30:12] S2: That's how I would want to frame it to any client because there's way too much us and them mentality without home and direct or traditional, whatever you want call it, is complementary. And that's where it does its best work. We just need to be doing a better job of being able to measure it [00:30:25] S1: and prove it. [00:30:25] S0: I love it. And look, with your... With you at the helm, like, I'm beyond excited. And and with Sean and Ben and and the whole collective team, it's gonna be exciting to see what you guys do well beyond programmatic. So I appreciate you, and we're gonna get you down to batting moves and have that offer as well for you. Come on, mate. [00:30:40] S2: Looking forward to it. [00:30:40] S0: Alright, my friend. Appreciate it. Alright. First timer. Rob Rob Loftus, VP platform sales, Americas at Broadsign. Good to see you. [00:30:57] S5: Good to see [00:30:57] S8: you too. [00:30:58] S5: First time, long time. [00:30:58] S0: First time, long time.
00:30:58 · Ian Dallimore, Rob Loftus, David Sable
[00:30:58] S0: First time, long time. [00:30:59] S5: Testing into Digital and Dirt for a long [00:31:00] S0: time. I love it. I love it. And we'll have to have you on the bigger podcast because [00:31:03] S5: you Oh, sweet. [00:31:04] S0: You do some amazing things. You and I have known each other for a long time. You're literally the sharpest dressed human that I know and I take inspiration. So let's talk about that a bit. We're in this world of people and And I don't mean to sound this way, but when people show up and they're just like, they'll like show up. Right? Show up in your appearance, show up how you... So what drove you to be like that? Like there was a moment when your dad was like button your shirt up all the way, son. [00:31:31] S5: It wasn't that because my dad was a carpenter. So he was jeans and a t shirt to [00:31:35] S9: work. [00:31:35] S5: So when we first started PX, I was kind of the ops guy [00:31:38] S0: Oh, right. [00:31:38] S5: Background behind the curtain and had started to get more client facing and Kevin and Simon and those guys back then were asking me to come to client meetings to talk, you know, programmatic, whatever. And I would wear a t shirt and jeans to work, and they'd be getting invitations to restaurants where you couldn't dress like that. And then COVID happened. Yep. I came back from COVID, and I had my daughter. And I was like, oh, man, I I think I just wanna take myself a little more seriously. And, you know, when I come home from work, you know, like, just to be someone she can look up to and respect and
00:31:38 · Rob Loftus, Ian Dallimore, Barry Frey, David Sable
[00:31:38] S5: Background behind the curtain and had started to get more client facing and Kevin and Simon and those guys back then were asking me to come to client meetings to talk, you know, programmatic, whatever. And I would wear a t shirt and jeans to work, and they'd be getting invitations to restaurants where you couldn't dress like that. And then COVID happened. Yep. I came back from COVID, and I had my daughter. And I was like, oh, man, I I think I just wanna take myself a little more seriously. And, you know, when I come home from work, you know, like, just to be someone she can look up to and respect and [00:32:11] S0: Love that. [00:32:12] S5: Kinda set that example. So it's... I'm committed to the bit at this point. [00:32:15] S0: It's big. It's big. And then you'll eventually become... It'll become your thing where if Rob showed up in a t shirt, people like, you're alright, bro? [00:32:22] S5: You're alright. People are upset. [00:32:23] S0: I did that one short story. I showed up at a [00:32:25] S5: They they don't recognize you. [00:32:26] S0: Yeah. I showed up at, like, one of these DPAA events a while back. And for whatever reason, I decided I was gonna wear Cole Haan's instead of my signature skirt. Sneakers. That's it. And they were like, you're alright. I literally Luggage or something? Yeah. I kid you not. I went to my bag and, like, changed that to sneakers. I was like, well, guess I'm not ever going past this. [00:32:42] S1: That's it. [00:32:43] S5: It's the mustache and the and the jacket. [00:32:45] S9: And Yeah. [00:32:45] S0: It's a thing.