Digital & Dirt
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?
01:07:42 · Ian Dallimore, Nicole Fitzsimmons
[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? [01:08:07] S11: I would say start with celebrating what makes your brand different and then make it larger than life. So digital out of home, the beauty of it is it's in person. So you've got this real chance to grab someone's attention in the middle of their day. There are so many creative ways to accomplish that. Things that come to mind would be messaging that plays into the physical environment itself or venues with net new inventory. I would also say to really get clear on your goal so you know exactly what you want to do and can look back and see if it worked. [01:08:36] S0: Love that. What are advertisers asking for now that they weren't five years ago or even last year, I would say?
01:08:36 · Ian Dallimore, Nicole Fitzsimmons
[01:08:36] S0: Love that. What are advertisers asking for now that they weren't five years ago or even last year, I would say? [01:08:43] S11: Advertisers want receipts. They want the full picture of a user's journey from reading the morning news in bed to listening to music at the gym or finishing the night watching their favorite show. It's not enough to know something ran without a hitch. They need to know that the campaign was successful. The data driven the campaign was successful and really data driven because every dollar must be justified to someone, you know, whether that's a client or a CMO or a CFO, that measurement and outcome is key to the success in the years ahead. [01:09:17] S0: Yeah. And that's the biggest thing that we're continuing to evolve as a medium that's imperative for us are those receipts per se and the measurement side and the data side. And I'll add in our world, people oftentimes are like, Oh, well, you can't measure out of home or you can't track this. And programmatic has really flipped that concept upside down. All right. Last question for you, because I could talk to you all day, my friend. What's the biggest shift you've seen since you started in programmatic?