Digital Signage Today
00:26:10 · Ari Buchalter
[00:26:10] S2: Yeah. I mean, look, I think we covered a lot of good grounds, touched on a lot of key topics. In terms of themes, you know, probably one that I would offer is just to be ready for a lot more change, right? There are actually a lot of fundamental changes happening in the broader digital advertising ecosystem, not just out of home, but, you know, you think about online media, CTV, social media. A lot of those changes have to do with changes in the kinds of data that are available or not available for the targeting and measurement of advertising. And those changes are going to ripple through into our industry, I think for the better, because they're going to put out of home on a more equal footing with those larger channels. So let me explain that for a sec. So instead of traditional deterministic models of measuring campaign performance and what I mean by that, if you're running like an online campaign, you're tracking individuals who saw the ad, what actions did they take, and trying to connect those dots on a one to one basis. But as that data becomes more scarce, we're probably going to see more statistically driven approaches, things like market mix modeling sort of coming back to the fore. And those types of approaches really use the same inputs from all channels, whether it's TV or online or out of home. And so as a result, I think out of home is increasingly going to be less of a silo sort of off to the side and more a part of the broader media mix conversation, which is going to change who buys it. Right. It won't just be traditional out of home buyers, but new omnichannel buyers that are that are coming in. It's going to change what buyers are looking for. So it won't just be I want locations in these spots, but it's going to be more about audiences and impressions. And it's going to change what success looks like, right? Not just did my campaign deliver, but how did it drive the outcomes I'm looking for? And that'll touch on the sort of measurement things I talked about a second ago. So I think all of that, it's really exciting. But at the end of the day, the theme, I think, is is that, you know, tomorrow isn't gonna look like yesterday. Maybe that's the the fourth and final, coffee mug.
00:28:15 · Daniel Brown, Ari Buchalter
[00:28:15] S1: We can both retire and just sell coffee mugs. I'm very excited. [00:28:17] S2: We're gonna live off royalties for the rest of our lives just off this one podcast. I love it. [00:28:21] S1: Well, listen. I hear so much. I have to... I only ask folks when I hear the passion in their voice, and I hear the passion in your voice. You seem like you enjoy the life you're building. You seem like you enjoy coming into work every day. I just... I love hearing that good energy. And I've got to know, what do you love so much about this job? Like, you seem to like what you do.
00:28:21 · Daniel Brown, Ari Buchalter
[00:28:21] S1: Well, listen. I hear so much. I have to... I only ask folks when I hear the passion in their voice, and I hear the passion in your voice. You seem like you enjoy the life you're building. You seem like you enjoy coming into work every day. I just... I love hearing that good energy. And I've got to know, what do you love so much about this job? Like, you seem to like what you do. [00:28:39] S2: Well, number one is the team I work with, for sure. It's a great group of people that share excitement for building new things and driving innovation. And when you love the people you work with, that definitely makes the job a lot more fun and frankly easier. But, you know, the space itself is, I just think, inherently exciting. You know, having been in other parts of the media landscape, you know, one of the reasons I was drawn to out of home is that I felt in some of those other channels, the industry had shifted to playing a lot of defense against issues like fraud and viewability and brand safety, all very important concerns. But out of home, which actually is shielded from, you know, intrinsically shielded from a lot of those issues because it's a one to many medium, is much more on offense from my perspective. And that's just a lot more fun place to be, I think, a business standpoint, because there is so much opportunity, there is so much demand for new capabilities, products and services. So combining that with the amazing team I work with, that's that's where that energy and enthusiasm is coming from.
00:29:50 · Daniel Brown, Ari Buchalter
[00:29:50] S1: I love that. I remember we chatted with Kevin Bartania over in LA about the Kevani team. It just seems very joyful in what they do every day, he said the same thing, The people you work with, I love that, man. Ari, we are gonna have you on many times, if you're willing, because I love this chat. Thank you so much for making time to chat with us, and I apologize for the staccato, the rapid questioning. We had so much material to get through, and you clearly have the background, that sort of academic you've been in the classroom. You understand. Thank you for that. And thank you for being the one person I've interviewed to date who has correctly used the singular Greek form of, oh, criterion. So well done there. You get an A plus. You get an A plus there. Ari, thank you so much for joining us from Place Exchange. We will be in touch, and we'll be watching these trends as we go into the new year. [00:30:39] S2: Thank you so much, Dan. I appreciate the opportunity to be on and look forward to, podcast two, three, and four.