Digital & Dirt
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?
00:50:29 · Ian Dallimore, Raj Lala, Doug Zarkin, David Sable
[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? [00:50:42] S8: There's there's gonna be so many things that happen, but in one sentence, think the advertising industry is going to undergo a big awakening. And a lot of the metrics of the past, I think are going to be obsolete. And yeah, brands are going to value things that are real and that consumers, you know, want to feel and think out of home is is, you know, going to be in a prime position for that. [00:51:07] S0: I love it. Raj, I'm extremely proud of you, career trajectory, the teams that you now lead in everything that you've done. It's it's very exciting and and I'm proud of you as a friend as well. Thanks. You've been [00:51:17] S10: the great work. [00:51:18] S8: Always appreciating you. Thanks for everything. [00:51:28] S0: Alright. My new friend, Doug Zarkin, CMO and author. We're gonna talk about your book, Moving Your Brand Out of the Friend Zone. I love that. [00:51:36] S10: Do you know what the friend zone is? [00:51:38] S0: Well, I'm I'm a little old to... I think I've missed that generation because I also know that there's, quite a few other phrases in the date world, but yeah, I know what the friend zone [00:51:46] S9: is.
00:51:46 · David Sable, Doug Zarkin, Ian Dallimore
[00:51:46] S9: is. [00:51:47] S10: Is the exact same thing in the dating world as in the business world where, in your personal life, I'm married twenty three years and before I met my forever someone, there may have been somebody in my life that I had feelings for that didn't have the same intensity for me. And they give you the virtual and physical Heisman. And in business, when you are in the friend zone, it means that you're really not intense in terms of the passion or trust that your consumer has. And what ends up happening is you turn around and your existing customers are firing you very quietly. [00:52:15] S9: And that's when a business is [00:52:17] S10: in real deep poop because they've overestimated their reliance on their existing customers to drive their business. [00:52:23] S0: And go a little bit deeper for me. In the world that we live in today, right? So you have, you could set this up Doug. [00:52:29] S10: It's all good.
00:52:29 · Doug Zarkin, Ian Dallimore
[00:52:29] S10: It's all good. [00:52:30] S0: In the world that we live in today, brand building is something completely different, right? Happens. A lot of us live in the friend zone and that friend zone may be an algorithm. Right. I jokingly, but seriously tell this story. I still to this day don't know this, and I'm masculine enough to say this. I use this moisturizer, this eye product at night, etcetera. Have no idea what the name of the company is because I saw it on Instagram and it's in a subscription. And if it wasn't subscription based, I probably wouldn't know where to buy it. Right. So we live in this unique world today where when you started as a CMO early days to where you are today, what did that challenge... That that book comes more to life than ever. [00:53:06] S10: You know, today, unfortunately for brands, we live in an age of endless possibilities. You know, it used to be great when you were competing against A, B, C, and D. Now you're competing against A, B, D, E, G, H, I, J, K, and more and more, and you're doing it in real time. And so brands really need to invest in creating strong relationships with the customer. If for nothing more than financially, it's five to 25 times more expensive to get a customer than it is to keep one. [00:53:32] S0: That's wild. [00:53:32] S10: And so why are all of the discounts? Why are all of the deals? Why are all the promotions? Why is the best of everything always to get you to come in once versus saying thank you for trusting us with your business, with your money. Let me reward you with something more.