Digital & Dirt
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?
01:09:17 · Ian Dallimore, Nicole Fitzsimmons
[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? [01:09:43] S11: I would have to say that the biggest shift I've seen in programmatic is how much more buyers appreciate it. When I started, a lot of conversations was spent just explaining what it was and why it mattered. Now buyers show up already knowing the value and asking for it. What keeps them really coming back is being able to plan and adjust as they go instead of locking in everything up front. And what that means for media owners like yourselves is it's good news because it means more buyers are looking for premium inventory all the time. Programmatic went from something that you had to explain to something people specifically request.
01:09:43 · Nicole Fitzsimmons, Ian Dallimore, Katie Burwell, Jim Norton
[01:09:43] S11: I would have to say that the biggest shift I've seen in programmatic is how much more buyers appreciate it. When I started, a lot of conversations was spent just explaining what it was and why it mattered. Now buyers show up already knowing the value and asking for it. What keeps them really coming back is being able to plan and adjust as they go instead of locking in everything up front. And what that means for media owners like yourselves is it's good news because it means more buyers are looking for premium inventory all the time. Programmatic went from something that you had to explain to something people specifically request. [01:10:18] S0: Yeah. Again, as we wrap here, you've done a phenomenal job. I loved your curiosity in the out of home industry and you also contributing. You know, I know you're getting pulled into a handful of committees to represent The Trade Desk with others because I think at the end of the day, the success comes when this partnership between Lala and Trade Desk and other vendors in the space and, you know, continuing to stay our own true self while also making the simplicity of what we do. So I'm personally excited as my new friend here, your continued growth and to your curiosity. So I appreciate your time, Griffin. [01:10:51] S3: Thank you. I'm excited [01:10:52] S11: to grow the channel together. [01:10:53] S0: Alright. Thanks, everyone. Alright. Just coming off stage, Jim Norton, the chief revenue officer of OUTFRONT Media. Good to see you. Good to see [01:11:10] S6: you, Ian. It's just great to be with you.