OOH Insider

Did you know there's 45% more ad budget available from the long tail? But what is the long tail and how do you master if your own growth?In this episode, Tim Rowe discuss a report from Moffett-Nathanson that lowers its long-term forecast for digital advertising. The trigger for this revision was a profit warning by social media company Snapchat.The firm expresses concerns about the long-term growth prospects of digital advertising, citing unsustainable corporate profitability and the explosion of e-commerce activity by small and medium-sized businesses. Tim highlights how the COVID-19 pandemic has impacted the advertising landscape, with the cost to acquire customers digitally rising and lockdowns causing a flood of money into the internet. As a result, Moffett-Nathanson has lowered its long-term online ad growth forecast by 33%, from 18.5% to 12.5% - find out what it means for your media sales team.[00:01:07] Lowering long-term ad forecast.[00:03:42] The long tail revenue.[00:07:18] Programmatic as a bad deal.[00:11:14] Local regional sales strategy.[00:14:29] Laggy comment section on LinkedIn.Full episode at  https://www.theoohinsider.com/thelongtail Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

This is a rebroadcast of "AI in OOH" a LinkedIn Live Event (which can you can access here).Watch the YouTube version hereIn this free class, I talk about how to incorporate AI in your OOH workflows.Whether for sales enablement, measurement, or streamlining your operation, this is a great primer on  the use of generative AI in your media company or as a media buyer or media planner. There is a deck that accompanies this presentation which can be accessed for free at https://rb.gy/d5kk4Key Timestamps:[00:01:25] AI enabling personal workflows. [00:06:13] AI in the podcasting industry. [00:11:22] Researching keywords with AI. [00:14:07] Creating internal apps with AI. [00:16:09] App built with spreadsheet integration. [00:20:13] Billboard foot traffic in cities. [00:24:03] Increasingly challenging quantifying the impact measurement. [00:27:58] Web traffic and media measurement.Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Blogs I mentioned:OOH Exchange Rates/Carfax For OOHLinks I mentioned:Layne Cox, Startup CMO https://www.theoohinsider.com/layne-cox/Jason Shuster, Metaverse as a Servicehttps://www.theoohinsider.com/metaverse/Benjamin Fishlock, The Concrete Canvashttps://www.theoohinsider.com/hpa-gsa/Dennis Kelly, The $40B Mailboxhttps://www.theoohinsider.com/dennis-kelly/Who Is Hypercell/Movia?https://oohtoday.com/hypercell-and-mobilytics-join-forces-to-provide-real-time-audience-measurement-for-ooh-place-based-media/Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Follow along with the blog series on OOH measurement here:Part Ihttps://www.theoohinsider.com/blog/oohmeasurement-part1/Part 2https://www.theoohinsider.com/blog/oohmeasurement-part2/Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Jam packed with completely candid feedback, insights, and perspective on this year’s conference.Recorded on location at the Screenverse penthouse in Nashville with Adam Malone (President and co-founder of Screenverse), David Weinfeld (CEO and co-founder of Screenverse) and COMMB President, Amanda Dorenberg.Connect with these great co-hosts:https://www.linkedin.com/in/adammalonehttps://www.linkedin.com/in/dweinfeldhttps://www.linkedin.com/in/amanda-dorenbergGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

This concept was initially mentioned in this episode in case you want to check it out https://www.theoohinsider.com/669730/12327510-is-this-the-compromise-for-great-creative-episode-99-recap-of-wes-frick-of-wes-frick-design and for the episode I referenced about Brooke Ermogenis, it's this one here -  https://www.theoohinsider.com/669730/12157378-the-programmatic-primer-101-episode-98-recap-of-brooke-ermogenis-founder-of-doohx-ioAnd if you're this far down the rabbit hole, you may appreciate going back and listening to this episode too about Edison Interactive and why I think they're the dark horse of DOOH and the lessons you may take for yourself https://www.theoohinsider.com/669730/11884569-is-edison-interactive-the-dark-horse-of-dooh-and-the-f-wordGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Check out the Google Analytics Academy here:https://analytics.google.com/analytics/academy/And learn more about Flowcode here:https://www.flowcode.com/If you'd like an intro to my contact at Flowcode, feel free to email me at outofhomeinsider@gmail.com and mention this episode 🤙Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Oren Klaff - Flip The Scripthttps://www.amazon.com/Flip-Script-Getting-People-Think-ebook/dp/B07MPTXZ59/ref=sr_1_1?keywords=oren+klaff+flip+the+script&qid=1674221696&s=digital-text&sr=1-1Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Love you more, Auntie Dre. If you're able to support the education fund for Andrea's daughter, please visit: https://www.gofundme.com/f/andrea-messimer-henleyGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

The LinkedIn Challenge I Referred To:https://www.linkedin.com/feed/update/urn:li:activity:7008785168232534017/Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

The LinkedIn Live Event Replay I mentioned can be seen here:https://www.linkedin.com/posts/troweactual_linkedin-live-event-targeted-offline-activity-7004148588104536064-uNszAnd if you'd like to reference my show notes from this episode, here you go...For the past two years, one of the most powerful data tools I’ve used to show brands how they can find their audience in the real world has actually been a commercial real estate platform called Placer.aiYou may be familiar with Placer, for one reason or another, but most commonly, I see real estate teams from place-based media companies using Placer as a tool to help them understand things like:Where they should put more screens or ad placements - where should they invest in developing their OOH real estate portfolio if you will because placer gives you deep insights on things like:Where customers of specific businesses live, where they work, which roads they take to get to and from their destination, and ultimately what’s so powerful about this is because it’s used for commercial real estate, it isn’t subjected to the same privacy laws as data that is collected for the purposes of serving ads online.What this means then for a brand is that the real world is just as, if not MORE deterministically targeted than ads on the internet.So why does this matter?It matters for two reasonsThe first is - if you’re a brand sold in a retail store, or you’re a brand WITH retail stores, or let’s say you’re a D2C brand that wants to target specific customers of a certain brick-and-mortar retailer, then this is the most powerful data you could have at your disposal for picking where in the real world you should advertise.And I’m not taking just the market here, in fact, I covered this pretty extensively in the LinkedIn Live event I hosted last week and I’ll link to the replay so you can go watch it for yourself, but specifically, this is like having a military intelligence team on the ground for your brand, in the markets that matter most to you and they’re able to tell you which roads people take, other places they spend time and money, where they work out, where they get groceries, where they do their shoppingThe second reason is that if you are a brand sold in retail, or you have retail stores, or you are that D2C brand, why wouldn’t you use the same tools that billions of dollars of physical real estate investment decisions are already being made with?That’s literally what this platform is designed for - to give commercial real estate folks the confidence to invest in physical real estate (or in some cases, DIVEST or sell, to get out from underperforming locations). It’s how the major retail chain your product is sold in selected the site to build their store on, so why wouldn’t you use that same data to inform your real-world, targeted offline marketing campaign?The same data these huge multi-national retail conglomerates are using to select their commercial real estate is the same data you could be used to inform your next out-of-home ad campaign and that’s pretty frickin cool and so I took a ton of notes and came away with some core themes which I want to share with you here…The first of which was this hot take from the morning panel of speakers:Brands that survived the last 2 years are going to be around for the next 100 yearsRetail experience is inherent to human behavior/experienceRetail foot traffic and sales back to 2019, despite that, hiring and staffing still remain the primary challenge for retail, and because of how the retail Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Things I said would be in the show notes during the show...My LinkedIn - Connect with me or send me a DM!https://www.linkedin.com/in/troweactual/The Targeted Offline Marketing LinkedIn Event on 12/1 @ 1:30 ESThttps://www.linkedin.com/video/event/urn:li:ugcPost:7002753432633630720/OOPS! That episode didn't drop yet but you can listen here for early access:https://www.buzzsprout.com/669730/11789141Goldfish Adshttps://www.doohmarketing.com/Placer.aihttps://www.placer.ai/Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Raf Chang/Times Square Episodehttps://www.theoohinsider.com/669730/10087074-episode-091-ceo-of-tiger-party-rafale-changMatt Raymond/Automotive Episodehttps://www.theoohinsider.com/669730/10124892-episode-092-automotive-brand-awareness-w-matt-raymondGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

My Personal LinkedInhttps://www.linkedin.com/in/troweactual/My Emailoutofhomeinsider@gmail.comOOH Insider LinkedInhttps://www.linkedin.com/company/oohinsiderLinkedIn Live Eventhttps://www.linkedin.com/video/event/urn:li:ugcPost:7002753432633630720/Founders on Applehttps://podcasts.apple.com/us/podcast/founders/id1141877104Founders on Spotifyhttps://open.spotify.com/show/7txiovdzPARhjm18NwMUYjGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Did you know that 63% of Gen Z are using ad blockers?And if that weren’t bad enough, 99% say they’re ready to skip your video ad as soon as it starts playing. Mix in a startling amount of programmatic ad fraud and it starts to seem like none of the old tricks are working.This episode is the primer on how the $100B global opportunity to engage Gen Z could be the ultimate test for marketers in understanding offline media and advertising in the real world.theoohinsider.comReferences: https://resources.bulbshare.com/wp-content/uploads/2022/03/Bulbshare-Ad-Blockers-and-Advocacy-Report-3.pdfhttps://abcnews.go.com/Technology/gen-bypassing-google-tiktok-search-engine/story?id=88493981https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/gen-z-viewing-habits/?utm_medium=email&utm_source=d-content-alert&utm_team=twg-us&utm_campaign=TwG-US-NL-2022-08-23-Content-Newsletter-Tuesday-Roundup-Knak&utm_content=article-1-cta&mkt_tok=MTcyLUdPUC04MTEAAAGGaj4_XLoIjz55lZShHKQcYNu9TFMllzuK44Tn7lZwGLnxZ76L6FkXvwXM-LpGGP-PjXPc-VkSM8OzGSg2jIt6kb3P9WtK5xhQ3mqr6YmWvfsA1QGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Start on YouTube right at the live product demo part by clicking here:https://www.youtube.com/watch?v=Ajr98WNDTrc&t=539sFor access to Persona Builder, email me directly at tim@onescreen.ai Subject Line: Persona Builder AccessThe articles I referenced today are...https://digiday.com/media/apple-is-building-a-demand-side-platform/https://www.fastcompany.com/90744880/in-a-cookieless-world-location-is-kingGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

How big of a market opportunity is the Disney and Trade Desk deal? And why does it matter to OOH? Find out in this episode.WARNING: May trigger some hurt feelings because the talk is real.For professional inquiries, please email tim@theoohinsider.com#oohadvertising #marketing #advertisingArticles Referenced:https://techcrunch.com/2022/07/12/disney-strikes-a-big-adtech-deal-with-the-trade-desk-as-disney-expands-into-ads/https://deadline.com/2022/07/disney-record-9-billion-upfront-advertising-streaming-digital-1235071895/Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

For consulting inquiries, please email me at:outofhomeinsider@gmail.comArticles Referenced Today...Netflix names Microsoft as partner for new consumer subscription planhttps://blogs.microsoft.com/blog/2022/07/13/netflix-names-microsoft-as-partner-for-new-consumer-subscription-plan/Microsoft to acquire Xandr to accelerate delivery of digital advertising and retail media solutionshttps://about.ads.microsoft.com/en-us/blog/post/december-2021/microsoft-to-acquire-xandr-to-accelerate-its-digital-advertising-and-retail-media-solutionsHivestack Announces Global Alliance with Xandr for Programmatic Digital Out of Home (DOOH)https://www.prnewswire.com/news-releases/hivestack-announces-global-alliance-with-xandr-for-programmatic-digital-out-of-home-dooh-301532845.htmlDIRECTV Taps Yahoo Unified Ad Tech to Unlock Advanced TV Opportunitieshttps://www.businesswire.com/news/home/20220620005103/en/DIRECTV-Taps-Yahoo-Unified-Ad-Tech-to-Unlock-Advanced-TV-OpportunitiesVerizon Media announces full-funnel DOOH ad suitehttps://www.verizon.com/about/news/verizon-media-full-dooh-ad-suiteT-Mobile Acquires Octopus Interactive And Says It’s Still Committed To Ad Techhttps://www.adexchanger.com/mobile/t-mobile-acquires-octopus-interactive-and-says-its-still-committed-to-ad-tech/Scott Brinker's Tweet https://twitter.com/chiefmartec/status/1548376488864493570?t=ebzmqsHDN3llx3JXSPUMsA&s=09Pandium Studyhttps://info.pandium.com/hubfs/Pandium%20Ebook_Product%20Integrations%20and%20APIs%20at%20400%20SaaS%20Companies%20FINAL.pdf?utm_medium=email&_hsmi=215945825&_hsenc=p2ANqtz-_7-zI4tHFr2MgC0xiGisAsZtWr4mqWMJ1P_1aqDVW34Ptz7qGG6OfTZJ_3vyTElOmx8Lbu5RxNzeKuIotc4hKIIKhv5g&utm_content=215945825&utm_source=hs_automationGet the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

For consulting inquiries, please email me at:outofhomeinsider@gmail.comArticles Referenced Today...Will oil prices surge to $380 or slump to $45—What JP Morgan, CITI reports say?https://www.zeebiz.com/markets/commodities/news-will-oil-prices-surge-to-380-or-slump-to-45-what-jp-morgan-citi-reports-say-188834How One Simple Strategy Changed the Candy Industryhttps://www.neurosciencemarketing.com/blog/articles/friction-candy.htmMore Americans Struggling; Inflation, Gas Prices Top Family Concernshttps://www.monmouth.edu/polling-institute/reports/monmouthpoll_us_070522/Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/