Digital & Dirt
00:43:49 · Ian Dallimore, Raj Lala
[00:43:49] S0: Yeah. And I applaud Vistar because not only is it the sales team pushing, but it's also the back of the house, the operation side, the technology side that's innovating with, right? And as you guys onboard new DSPs, you know, there's a big one out there, but just continuing to mine within The Trade Desk, which we're going to have Nicole on in a little while, which I'm excited about as well. But how how do you constantly tell the story about a home while also advancing campaigns? What I mean by that is you guys have done such a great job, especially your team, where we have campaigns like Meta that are running and running in very key pivotal markets that are very, I'd say, unique to the moment. And it's... The conversation's a bit different. Right? It's like, okay, what is your KPIs and how do I use technology? But how do you continue to advance those metas and clients that are bought into programmatic data home and continue to shift share and not take all the money, but make sure that it's an effective across CTV, across online, that omni channel approach. [00:44:48] S8: Yeah, I think it kind of comes down to two sets of buyers. There's the mature buyers who have kind of grown with us over the last ten, twelve years. Right. And programmatic is now a massive practice within their agencies. So they're well versed in where it fits, whether it's using their agency data on top of it, right? Their own custom attribution solutions. The beauty of out of home though, I think to the net new buyers, like my story in market hasn't changed much from what it
00:44:48 · Raj Lala, Rob Loftus, Barry Frey
[00:44:48] S8: Yeah, I think it kind of comes down to two sets of buyers. There's the mature buyers who have kind of grown with us over the last ten, twelve years. Right. And programmatic is now a massive practice within their agencies. So they're well versed in where it fits, whether it's using their agency data on top of it, right? Their own custom attribution solutions. The beauty of out of home though, I think to the net new buyers, like my story in market hasn't changed much from what it [00:45:12] S5: was ten years ago [00:45:13] S8: on its value prop. Right? It's bigger than live screens. It's real. There's no fraud, you know. Viewability is not a concern. A lot of the things that I was pitching before that buyers had concerns about, everything doesn't need to be three d or anamorphic or, you know, something super out of the box. It could be a really impactful static app, you know, at an airport or on a street that can really make a difference. So that's what I love about it. Like, yes, it's, I think knowing who you're talking to and aligning with what that group's priorities are, because I would say across the major agencies and some of the bigger independents, no one partnership is the same. Sure. Everyone has a very unique value prop. If you, a media owner or technology partner can really listen and then think about how you can incorporate that back into your product for them, it really changes the game. Like, just a couple of those examples you're noting are are good ones for [00:46:05] S1: that. Yeah.
00:46:05 · Barry Frey, Ian Dallimore, Raj Lala
[00:46:05] S1: that. Yeah. [00:46:06] S0: Yeah. What what is one thing that you wish vendors knew more that are... That is being demanded by agencies beyond just speed to market. [00:46:14] S8: Right? Oh, Ian. Sensitive question. [00:46:17] S0: No. Like, if you could have a quorum and just be like, hey, out of home, if you guys did this. [00:46:22] S8: Yeah. No. Listen. Like, there's so many good people in this industry and there's very big vendor partners and and smaller ones. What I've seen work best and especially in today's day and age, like agencies want to be able to buy however they want to buy and have that ultimate flexibility. So if you as a media owner can take transaction type out of it, and as an organization, look at it more holistically and treat the influx of those dollars equally across the board. You know, it's gonna work to your advantage. I think it changes the conversation your reps are having in market. And yes, everyone has a different margin profile, right? Because there's different layers in the mix. But for us, it's like if we pitch out of home, no matter how they're buying it, you know, that's a win for us. And our teams are set up that way, which I think makes a huge difference. So I know it's easier said than done, but it's it's just something I've seen work really well with a lot of the the close partners we work with.
00:47:18 · Ian Dallimore, Raj Lala, Anthony Scaramucci, Craig Brommers
[00:47:18] S0: Yeah. And the thing that I would add is just be patient. Like understand that there's a buy and there's a lot of money that exists out there. But more importantly, if it doesn't make sense for the buy, I know, and maybe this is unique to Lamar, but I know with our team, we'll tell you like, Hey, what is... What's the KPIs here? And I'm making this one up. But if it's like, Hey, I want to target golf courses. Okay. Well, then why are why are you not buying, you know, Topgolf? Why are you not buying the, the... Exactly. I think it's, it's pivotal for us to all kind of be mature in this space, if that's the right word on the vendor side. And understand that programmatic is not a sales opportunity. It's a channel. [00:47:55] S8: Absolutely. I mean, I think you nailed it there. So I think taking that advice, knowing that on the agency side, that that's how they would, you know, I think your trust factor improves with that, right? Because the buyer can read into those biases sometimes. So I think when you put that car down, it makes a huge difference. [00:48:13] S0: I love that when we do things were alive and it's the most wild. [00:48:17] S8: I feel [00:48:18] S4: like you [00:48:18] S8: have to say something intense right now. [00:48:19] S0: I know, but everybody needs to get high video. OWPB. Nice. Love it. Alright. We'll jump back in here. You're a big Knicks guy. [00:48:30] S7: Huge.
00:48:30 · Craig Brommers, Ian Dallimore
[00:48:30] S7: Huge. [00:48:30] S0: Congrats. Thank you. You heard me and Ken on stage with with Lucy. I did. And I made a comment where I said I hate the Knicks, but I followed with, I love this. Right? So my point is when I said I hated the Knicks, I truly do because I'm a Reggie Miller guy and I hated John Starks. But, you know, I'm I'm coming I'm coming to the side. Right? Fair. But with that being said, you know, we saw FIFA World Cup. We saw what happened with the Nick effect, which I think is positive where brands came in and they lit up screens digital programmatically, like, within minutes. And you had a lot of people that got boxed out because scarcity of inventory, etcetera. So my question is is as media becomes more personalized and fragmented, do big shared moments in the real world become more valuable? And how are you telling that story?
00:49:15 · Raj Lala, Ian Dallimore
[00:49:15] S8: Man, the currency is only going up and and I think rapidly. Like, yeah, on the on the Knicks, I've been a Knicks fan since 1994. I a little kid going to games with my uncle. And this past season was kind of the coolest moment of that fandom and my career kind of coming together. Right? Seeing it kind of come to alive in New York and just having a part of it. Right? And I think it brought together the beauty of what shared community can kind of bring to the table for so many people come together, but then what the brands did along that. Right? So brands calling us up saying as soon as you know, that buzzer rings, we want our ads up throughout the city and then seeing live streams and social of of those, you know, campaigns that our team helps support. It was just a really cool surreal moment. I think, you know, you're seeing those things, I think be a playbook for brands like, yes, these were these one off big moments. But even now with NBA tip-off coming up soon, you're seeing brands thinking about how can I get in on this a little bit early? How can I build my own community around this group? And I think we're again, out of home is primed to be a major, major part of that. So it's it's it's kind of just an amazing thing to kind of see come together. So, yeah, go next. [00:50:29] S0: I love that career and personal life kind of come collide in a positive way. It's beautiful. So look, as we wrap up here, quick closure question. One sentence in your world, where is advertising headed next?