Digital & Dirt
01:00:48 · Ian Dallimore, Doug Zarkin, Raj Lala
[01:00:48] S0: How do you balance the two? [01:00:49] S10: You know, I think of AI in two ways. First of all, in a land before time, if you wanted to research something, you went to this place called the library and you used something called the car catalog that was based on the Dewey Decimal System. [01:00:59] S8: Yes.
01:00:59 · Raj Lala, Doug Zarkin, Ian Dallimore
[01:00:59] S8: Yes. [01:00:59] S10: And that's how you found out stuff. AI is an endless library. And going back to something we talked about before is a way to take curiosity and do research lightning fast. But for me, what I think of AI as is the best intern I'm going to have. And that's because I would never let an intern write a paper for me. I would let an intern do some research and provide a point of view. And then I would go ahead and double check it and put my own thoughts in it. I would let, I would let an intern do my expenses. I would let an, an intern, you know, maybe set up a meeting. But for me, AI has allowed me to think more, to double check my own work, to make sure that am I communicating effectively, both in the informal communications inside a team, but importantly to the outside world. You know, when I wrote my book, I put my book into my AI. And so my AI is really trained to think how I think, but not be me. It gives me a perspective if, if what I'm processing stays true to the ideals that I lay out in the book. And if the answer is yes, it'll tell me. If the answer is no, it'll also tell me, which will give me a pause to step back and say, what am I missing? And I may not change anything, but it gives me that mirror to my face that allows me hopefully to come up with smarter, faster, better solutions. [01:02:10] S0: Yeah. So as we wrap up here, one last question. What's one thing marketers need to stop doing and one thing they need to start doing immediately?
01:02:10 · Ian Dallimore, Doug Zarkin, Nicole Fitzsimmons
[01:02:10] S0: Yeah. So as we wrap up here, one last question. What's one thing marketers need to stop doing and one thing they need to start doing immediately? [01:02:18] S10: Yeah. I think marketers need to stop focusing on speed and they need to start worrying about the speed of smart. AI allows us to do a lot of things lightning fast, which is great for a few amount of things. The importance and curiosity. You know, you're talking to one of the few guys that can proudly say he was an Avon lady. Cause when I worked at Avon, I went out and I sold lip gloss door to door for 6 And I learned more about the business there than I would have from any PowerPoint. We as marketers have to recognize that we're only as good as the experiences that we deliver. Whether that's in the four walls of a retail store or in the digital walls of an e commerce business, you have to understand what the consumer is experiencing to truly understand the value of your brand. [01:02:59] S0: Yeah. So Doug, go check out the book. [01:03:02] S10: Available on Amazon and Kindle and paperback. [01:03:05] S0: Yeah. Or you [01:03:05] S10: can go to my website, dougzarkin.com. [01:03:07] S0: I love it. Moving your brand out of the friend's end. What a powerful title. Thanks, I'm gonna buy it right now. [01:03:12] S10: Thanks, buddy. I appreciate [01:03:13] S0: it. Alright. Thanks, my friend. Bye bye. Alright. My good friend, Nicole Fitzsimmons, senior manager, inventory development at The Trade Desk. Good to see you. [01:03:26] S11: Good to see you too. Thanks for having me.
01:03:26 · Nicole Fitzsimmons, Ian Dallimore
[01:03:26] S11: Good to see you too. Thanks for having me. [01:03:27] S0: I love that we've met and we continue to have these conversations and evolve and you just had a great conversation with Francois, who's the chair of the DPAA, and it's exciting to see people excited about what you're doing at The Trade Desk. I'm excited to have this conversation. [01:03:42] S11: Me as well. Thank you. Cool. [01:03:43] S0: So let's jump in. So where is the biggest opportunity in your world in the out of home digital out of home space today? [01:03:50] S11: Honestly, I think the biggest opportunity is just getting digital out of home into the same conversation as everything else. From what I've seen, buyers go with what's easy to find and understand. So if they're buying something, it's not channel by channel anymore. They want one campaign that reaches someone all day from the commute to the couch. That's really all omnichannel needs. Digital out of home fits right into that story. The inventory is premium. People are paying attention and buyers really want it. So the opportunity is really making the physical world as easy to buy as a digital one.
01:03:50 · Nicole Fitzsimmons, Ian Dallimore
[01:03:50] S11: Honestly, I think the biggest opportunity is just getting digital out of home into the same conversation as everything else. From what I've seen, buyers go with what's easy to find and understand. So if they're buying something, it's not channel by channel anymore. They want one campaign that reaches someone all day from the commute to the couch. That's really all omnichannel needs. Digital out of home fits right into that story. The inventory is premium. People are paying attention and buyers really want it. So the opportunity is really making the physical world as easy to buy as a digital one. [01:04:24] S0: Yeah. And that's such a brilliant statement because if we removed our tech caps, out of home caps, and we just thought about us as consumers and how we move throughout our day, it's like we don't really care what screen it is. But if a brand shows up on that journey, as you had mentioned, the omni channel approach, it just seamlessly happens. Right? All right. So it wouldn't be a conversation without talking about AI. So apologies. But how will AI impact media planning and buying over the next twelve months?
01:04:24 · Ian Dallimore, Nicole Fitzsimmons
[01:04:24] S0: Yeah. And that's such a brilliant statement because if we removed our tech caps, out of home caps, and we just thought about us as consumers and how we move throughout our day, it's like we don't really care what screen it is. But if a brand shows up on that journey, as you had mentioned, the omni channel approach, it just seamlessly happens. Right? All right. So it wouldn't be a conversation without talking about AI. So apologies. But how will AI impact media planning and buying over the next twelve months? [01:04:53] S11: To me, the immediate value of A. I. Is really taking tedious stuff off people's plates. There is just so much repetitive work in media planning and buying, and A. I. Is just faster at it. What that means is that people like ourselves can dedicate more time to strategy and building relationships. The only thing I would keep in mind with AI is that it's really only as good as its input. So if the data is insufficient or unorganized, I can't really do as much with it. So if you want to work with you, you really need to start with clean data.