Digital & Dirt
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.
01:04:53 · Nicole Fitzsimmons, Ian Dallimore
[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. [01:05:26] S0: Yeah, I love that because having worked in the out of home space for twenty two years, the most exciting thing for me is just the planning and the automation side of it and then programmatic on another level through The Trade Desk just enhances that. So that's exciting. So we've had FIFA World Cup. We've had the Knicks effect, and I'll spare our listeners my comments on the Knicks. Real world moments have become even more powerful and valuable as media becomes increasingly more fragmented. What's your take on that?
01:05:26 · Ian Dallimore, Nicole Fitzsimmons
[01:05:26] S0: Yeah, I love that because having worked in the out of home space for twenty two years, the most exciting thing for me is just the planning and the automation side of it and then programmatic on another level through The Trade Desk just enhances that. So that's exciting. So we've had FIFA World Cup. We've had the Knicks effect, and I'll spare our listeners my comments on the Knicks. Real world moments have become even more powerful and valuable as media becomes increasingly more fragmented. What's your take on that? [01:05:55] S11: A 100% to what you just said. Digital out of home, this is really where we shine. You know, everyone is listening to different podcasts, watching different series. So it's hard to find a moment where a lot of people are experiencing the same thing at the same time. Digital out of home has that just built in, which makes it pretty special. You know, you're in the same city, have the same commute, maybe sit in the same stadium and you just can't scroll past it the way you do with other forums. You know, add some good audience context and measurement on top and advertisers see those results. So in this fragmented world that we're all living in, these shared moments are rare and that makes them really valuable. [01:06:34] S0: Yeah. And it's kind of our superpower that I don't want to say we've hid behind, but it's all of a sudden emerged to where it's like, wow, to be able to light up a city like New York after the Nick effect. So what's one word or phrase that describes where advertising is headed in your world?
01:06:34 · Ian Dallimore, Nicole Fitzsimmons
[01:06:34] S0: Yeah. And it's kind of our superpower that I don't want to say we've hid behind, but it's all of a sudden emerged to where it's like, wow, to be able to light up a city like New York after the Nick effect. So what's one word or phrase that describes where advertising is headed in your world? [01:06:50] S11: The word that comes to mind for me is connected. So I work across all channels, so web, CTV, audio and of course, digital out of home. And what we're seeing is really this continued shift towards connecting those channels into this one unified consumer journey. Advertisers don't want a siloed strategy. They really want a consistent story and to be able to reach audiences where they are and understand how each touch point contributes to those outcomes. You know, if I had to add a second phrase, it would be back to basics. So despite all the innovation happening in our industry, buyers still want the same core things. So that would be premium inventory, transparency and measurement. There are just so many things that we still can do better. So the technology is getting smarter, but the fundamentals haven't changed. We're just getting better at delivering them at scale.
01:06:50 · Nicole Fitzsimmons, Ian Dallimore
[01:06:50] S11: The word that comes to mind for me is connected. So I work across all channels, so web, CTV, audio and of course, digital out of home. And what we're seeing is really this continued shift towards connecting those channels into this one unified consumer journey. Advertisers don't want a siloed strategy. They really want a consistent story and to be able to reach audiences where they are and understand how each touch point contributes to those outcomes. You know, if I had to add a second phrase, it would be back to basics. So despite all the innovation happening in our industry, buyers still want the same core things. So that would be premium inventory, transparency and measurement. There are just so many things that we still can do better. So the technology is getting smarter, but the fundamentals haven't changed. We're just getting better at delivering them at scale. [01:07:42] S0: All right. Next question. We are a very complex medium. It's not like the web or audio where things are very cut and dry per se. What it is, it's you know what a banner ad is, you know what a takeover is, you know what an audio spot is. But the out of home industry is very complex and we pride ourselves on that. But also we try to evolve to be very simplistic on the programmatic approach. So with that question, so what advice would you give brands that's new to digital out of home?