Digital & Dirt
00:09:24 · Ian Dallimore, Barry Frey, Alex Grieves
[00:09:24] S0: Yeah. So last question, as we kind of wrap, because I know you got to hit on stage and kick this thing off. AI is a conversation that is prominent in everything that we do in the ad space. But it's interesting, right? Because as much as AI is prominent and will help us automate, help data, help us better storytell, the physical and shared experiences and culturally relevant moments become the most iconic thing in the world. And lo and behold, there's digital out of home and video out of home everywhere just kind of seamlessly a part of it. [00:09:55] S1: So true. I'm going to speak in my opening speech about how I was so lucky to attend the amazing game four of the New York Knicks in this 2026 championship, where they came back from 29 points, the largest comeback ever. Just that experience of connecting with people, connecting with screens there, connecting in this human experience was incredible, as Francois would say. So yes, that's the importance of why we're here to connect, to grow. And I'm just so glad, Ian, that you're always part of [00:10:26] S2: it. [00:10:27] S0: Yeah. It's a fun time. And I like to call that the Nick effect that has now put brands and agencies on notice that, hey, I need to be ready at any given moment. And it can be the largest events like a FIFA or the Knicks all the way down to a [00:10:39] S1: college I'm gonna have you write an editorial for our publication, which is IRL Today, in Real Life Today, the Knick effect. [00:10:46] S0: I love it.
00:10:46 · Ian Dallimore, Barry Frey, Katie Burwell, Anthony Scaramucci
[00:10:46] S0: I love it. [00:10:47] S1: I love that. And, you know, once you say it, it's gonna have a knock on effect. Yeah. But, maybe we should end it there. [00:10:53] S0: I love it. Well, look, Barry, I'm gonna let you go hop on stage. I'm very blessed to be your friend and everything that you do. I've always loved getting that moment to spend right before you always kick off each year. And this one, this one may [00:11:04] S1: be the best one yet, Barry. Thank you so much, Ian. You're a special guy. We so appreciate the bar and the good [00:11:10] S0: news for me. I love it. Thank you, my friend. Alright. My good friend. Partnerships at AdQuick. Katie Burwell, good to see you. [00:11:23] S3: Good to see you too, Ian. [00:11:24] S4: So nice to have you on the podcast. [00:11:26] S3: My pleasure. I'm excited. [00:11:27] S0: So we're here at the DPAA. So morning session just started, so you haven't heard a lot of content. But what's one thing that you're excited about hearing about today and taking back to your team?
00:11:27 · Ian Dallimore, Katie Burwell
[00:11:27] S0: So we're here at the DPAA. So morning session just started, so you haven't heard a lot of content. But what's one thing that you're excited about hearing about today and taking back to your team? [00:11:38] S3: Yeah. I'm excited about hearing how different companies are growing in the digital space. Even in the the opening remarks with everyone reporting double digit growth in digital out of home, I think that's such a huge story to carry us into 2027 and beyond. So I'm excited to hear how that's happening, who that's happening with, what sort of tech is sort of fueling that, obviously, as a technology platform. I think AI is gonna be a big part of the conversation today. So how people are talking about that, thinking about that for their businesses, for their clients. Yeah. I think that's gonna be a big topic of conversation. [00:12:15] S0: Yeah. And you guys came into the industry not too not too long ago, right, for the age of the industry, Lamar being a 125 year old company. But you guys are constantly innovating. And I'm heard, I've been told that today a big announcement's gonna be made AdQuick, which we're excited about. So in that same light, what is... What's changing the fastest that clients are starting to demand from AdQuick? And some of them may be like unrealistic, but knowing you for as long as I've known you, like, you're like a go getter and you're like, we'll figure this out and make it happen. But what is that one thing?
00:12:15 · Ian Dallimore, Katie Burwell
[00:12:15] S0: Yeah. And you guys came into the industry not too not too long ago, right, for the age of the industry, Lamar being a 125 year old company. But you guys are constantly innovating. And I'm heard, I've been told that today a big announcement's gonna be made AdQuick, which we're excited about. So in that same light, what is... What's changing the fastest that clients are starting to demand from AdQuick? And some of them may be like unrealistic, but knowing you for as long as I've known you, like, you're like a go getter and you're like, we'll figure this out and make it happen. But what is that one thing? [00:12:45] S3: Yeah. I mean, they're they're always asking for speed. They're always asking for faster campaigns. We're about an hour ahead of that announcement, so I won't I won't spoil our salon's time on stage. But, yeah, I think clients want better data. They want more speed to the market. They wanna be able to launch as as fast as they can upload a creative. And then on the static front, they want to execute that quickly too. So we're we're helping them on both sides of that coin, how they can get their out of home into the world as quickly as possible, and then how they can learn how that out of home is performing. There's a lot of historical campaigns that just sort of went up and went off vibes. And now we have much better data sets, much better signals, telling us that out of home is actually driving consumers to do what we hope they'll do because they've been exposed to out of home. So really excited about that.
00:13:38 · Ian Dallimore
[00:13:38] S0: Yeah. And your platforms beyond just programmatic and digital, it's also a traditional static. And I I think that's the exciting thing of what you guys are building out is it's, you know, I've been with the... In the industry with Lamar for twenty two years and I see it all the time. It's like, oh, just give me access to your inventory. But the moment you throw in static, there's a lot of others, you know, we talk about it. The... Once the contract signed, that's when the real magic happens. Right? So how you're automating that, it's beyond just media owners. So maybe touch on that. Like, is the biggest opportunity that still exists beyond just automation? Because you guys, you know, we've partnered with you guys on that side of things of automating the traditional static side and kind of at the infancy of that. But what else are agencies and clients demanding about the at home?
00:14:22 · Katie Burwell, Ian Dallimore, Anthony Scaramucci
[00:14:22] S3: It's a good question. I think really sound operations are are key, you know, having the whole workflow. There's so much behind the scenes even before a billboard can be proposed that happens to assure that that data and the the metadata about that billboard is correct, that it's mapped in the right spot, that it's facing the right direction, that we understand enough about that billboard to confidently put it in front of a brand and say, this this will deliver an outcome that you're looking for. So I think, you know, media owners just having really, really solid data upfront and then understanding things like, you know, the environment around it, what's happening in the marketplace. You know, we rely on media owners for that local knowledge so so heavily. And there's so much great stuff that tech can do, but that's where partners like Lamar and your local sales forces come into come into play and are like, you know, we have the boots on the ground in these places where maybe I can't get boots on the ground, and it's it's really, really useful. So I'd say, you know, all those operations are are so valuable, and that all trickles up to like a very smooth campaign execution and very happy clients. [00:15:34] S0: Yeah. So with... And as we dig a little bit deeper into that question, [00:15:38] S4: you know,