Digital & Dirt
01:11:10 · Jim Norton, Ian Dallimore, Barry Frey
[01:11:10] S6: you, Ian. It's just great to be with you. [01:11:12] S0: Yeah. We had a great dinner last [01:11:14] S6: night with DPAA. Always entertaining when Barry's, the ever the best impresario, as I like to call him. [01:11:20] S0: Right? If if we were in a circus, he would be the ring. [01:11:23] S6: He is he is the man with the top hat on, isn't he? [01:11:26] S0: Yes. I love it. Look. You just walked off stage here with the DPAA Summit. What's one thing that you hope everyone takes away from that conversation? Well And maybe share who was on stage with you. [01:11:35] S6: Yeah, sure. So Jess King, a little bit of a celebrity Peloton instructor who's also a DJ influencer life coach. She was terrific. And then Jessica from Lenovo, right? And so Jessica, I thought did an excellent job talking about how brands are engaging in IRL media, which we are all a part [01:11:55] S1: of. [01:11:55] S6: And so the conversation was really around those cultural moments and how brands can capture those cultural moments and why they're so important.
01:11:55 · Jim Norton, Ian Dallimore, Craig Brommers
[01:11:55] S6: And so the conversation was really around those cultural moments and how brands can capture those cultural moments and why they're so important. [01:12:03] S0: Yeah. And so let's stick with that cultural moment. So we talk about it like in the world that we live in today, you guys, just like Lamar with FIFA World Cup. Yeah. Then I like to say the Nick effect. And now it seems, Jim, brands are starting to understand like, hey, I need to be ready to activate and jump on that. And that's a different shift from the world that we've lived in. So now I think the industry itself, I'd love to get your perspective, has started to hone in and focus on it. I know you guys have the partnership with the New York Jets and others, but culture seems to be our sweet spot right now. [01:12:34] S6: It is, I think for all of us in [01:12:36] S7: the industry.
01:12:36 · Craig Brommers, Jim Norton, Ian Dallimore
[01:12:36] S7: the industry. [01:12:36] S6: And that's why I'm delighted to be with you today, Ian, because this is really about our medium that has really been undervalued in our ability to connect directly with consumers and allow brands to do that. And I think fandom has been one of those ignition points where we see this rabid fandom that's happening. It could be as big and global as FIFA World Cup but then you see it at small little music festivals and what that means to consumers and the opportunity there is for brands to be able to be part of those moments. We talked about those points of passion and when consumers are in that mindset of their personal passion, that's a great opportunity for a brand to be present. And I think that's been a great tailwind for us in this industry. [01:13:28] S0: Yeah. And it's exciting. We... Collectively, we've had a lot of success. And I love that you'd mentioned the smaller markets as well because, you know, you think of college game day. College game day shows up in Oxford and Mississippi. Those four digital boards around the university become the most powerful opportunity for brands to show up, [01:13:45] S6: right? Absolutely. I mean, like I said, I mean, does not need to be the size of, you know, LA twenty eight Olympics. You know, there are these pockets of fandom everywhere and Lamar has always done a great job of going into those areas that may be underserved in terms of exposure and being able to give brands that opportunity to be part of it.
01:13:45 · Jim Norton, Ian Dallimore
[01:13:45] S6: right? Absolutely. I mean, like I said, I mean, does not need to be the size of, you know, LA twenty eight Olympics. You know, there are these pockets of fandom everywhere and Lamar has always done a great job of going into those areas that may be underserved in terms of exposure and being able to give brands that opportunity to be part of it. [01:14:07] S0: Yeah. So next question. So you spent much of your career at the intersection of media, technology, and revenue growth. What's fundamentally different, you know, besides just the obvious programmatic automation, but the buying habits have significantly changed from five years ago? [01:14:22] S6: They have and they haven't. You know, I think that's one of my biggest observations is in real life media as a medium has a lot of nuance to it. You know, there's a lot of institutional knowledge about why a board on the north facing side versus the south facing side is better. A lot of times you just need to be there to see it, to feel it, to understand it. It doesn't show up on a spreadsheet. So I have a lot of respect for the community that has that innate knowledge because as much as media has shifted to more of a science based buy, there's a lot of art to buying our medium that is IRL.
01:14:22 · Jim Norton, Ian Dallimore
[01:14:22] S6: They have and they haven't. You know, I think that's one of my biggest observations is in real life media as a medium has a lot of nuance to it. You know, there's a lot of institutional knowledge about why a board on the north facing side versus the south facing side is better. A lot of times you just need to be there to see it, to feel it, to understand it. It doesn't show up on a spreadsheet. So I have a lot of respect for the community that has that innate knowledge because as much as media has shifted to more of a science based buy, there's a lot of art to buying our medium that is IRL. [01:15:05] S0: Yeah. And so we're seeing our medium start to become a part of the omni channel. It's more connected than ever across the broader media ecosystem. What do you think the biggest opportunity for our industry is to capture... Look, I hate the word, I know you're a CRO, but like how do we capture more rev share? And I think it's bigger than that, right? So how we get to show up and prove ourselves?
01:15:05 · Ian Dallimore, Jim Norton
[01:15:05] S0: Yeah. And so we're seeing our medium start to become a part of the omni channel. It's more connected than ever across the broader media ecosystem. What do you think the biggest opportunity for our industry is to capture... Look, I hate the word, I know you're a CRO, but like how do we capture more rev share? And I think it's bigger than that, right? So how we get to show up and prove ourselves? [01:15:26] S6: Approve is the biggest thing, And, you know, one of the, as I mentioned on stage, we just released study on behalf of the industry really. That one, the stat that I used is you go online, 93% of people, they're questioning whether or not the content is AI generated or generated by a real person. The other stat was that when out of home IRL media is compatible to other mediums, it's a 53% increase in trust. And so when you think about that, where that plays and to get brands to understand the importance of the medium to the overall marketing mix, it's been difficult due to measurement, due to lack of measurement, lack of integration. I think we're all progressing, maturing towards being part of those omnichannel ecosystems. It's big unlock for us. The stat that I use, which I invite everybody in our industry to use is if you think about The U. S. Advertising industry of a $500,000,000,000 addressable market in all formats, 300,000,000,000 digital media, the entire out of home industry is only 10. And so just think about how do we just shift a couple percentage points to a powerful, trusted, effective medium, it changes the industry for all of