Digital & Dirt
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,
00:15:38 · Anthony Scaramucci, Ian Dallimore, Katie Burwell
[00:15:38] S4: you know, [00:15:38] S0: it's great to have market knowledge, but, you the know, one thing we talk about at Lamar is how do we how do we bottle that local knowledge in a data perspective and to be able to storytell a little bit better back to your platforms? So AI is everywhere. So do you feel that AI will help to capture only historical data and the measurement side of things, but more importantly, when you guys go out to look for, hey, here's a plan for a specific media brand type, how do I get that local knowledge? And so how how do you guys foresee... And maybe it's a part of the announcement a little bit later, but how do you guys foresee utilizing a... AI and helping tell that story in a platform? [00:16:17] S3: Yeah. It's it's wild the amount of information that AI can unlock for us now. So even with just a single location, there... It can tell us about the local businesses, about the people, about the way those people travel and live, where they work, and create a little package. And so where we've typically relied on like photo sheets and marketing descriptions that say, here's why this billboard's great and a great proposition, we can augment that with AI to suit whatever the client's trying to do. So if it's a QSR client, you can say, here's all your competitors within, you know, five miles of this at the snap of whatever the AI takes to process that information. So it's it's really, really compelling how that can come into the platform, how that can be digested and presented to the clients. And that's just on the sales front.
00:16:17 · Katie Burwell, Ian Dallimore, Rob Loftus
[00:16:17] S3: Yeah. It's it's wild the amount of information that AI can unlock for us now. So even with just a single location, there... It can tell us about the local businesses, about the people, about the way those people travel and live, where they work, and create a little package. And so where we've typically relied on like photo sheets and marketing descriptions that say, here's why this billboard's great and a great proposition, we can augment that with AI to suit whatever the client's trying to do. So if it's a QSR client, you can say, here's all your competitors within, you know, five miles of this at the snap of whatever the AI takes to process that information. So it's it's really, really compelling how that can come into the platform, how that can be digested and presented to the clients. And that's just on the sales front. [00:17:08] S0: Yeah. And so as media kind of evolves in the... I don't wanna say distrust, but it's funny, my kids, they talk about it all the time. They're like, oh, that's AI. So with that world of personalization, so we talk about [00:17:21] S5: it all [00:17:21] S0: the time, like culturally relevant moments, sports, you know, here in New York, the Knicks saw their moment, FIFA World Cup, we saw the moment. How does the Idaho home industry continue down that trend of, I want more personalized ads in a fragmented world of scrolling and algorithms? How do how do you feel that big moments are more valuable for your brands? And how do you tell that story over a search feed, an Instagram feed, a YouTube Short?