OOH Insider

Tim Rowe

The first podcast for media and marketing executives that connects how offline attention creates online conversion. Our mission is to bridge the misunderstood and undervalued opportunity that exists in understanding this for profitably scaling any company in any category. In a world of a constantly rising cost to acquire customers...Offline Attention + Online Conversion = The Secret To Profitably Scaling read less

Start Here
How Can Commercial Real Estate Data Unlock Growth For OOH From Digital-First Brands?
Yesterday
How Can Commercial Real Estate Data Unlock Growth For OOH From Digital-First Brands?
The LinkedIn Live Event Replay I mentioned can be seen here: 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 primReady to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
How Can Commercial Real Estate Data Unlock Growth For OOH From Digital-First Brands?
Yesterday
How Can Commercial Real Estate Data Unlock Growth For OOH From Digital-First Brands?
The LinkedIn Live Event Replay I mentioned can be seen here: 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 primReady to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
How OOH's Superbowl Moment Is Created (NYE Times Square) - The Recap Of Raf Chang, CEO of Tiger Party
3d ago
How OOH's Superbowl Moment Is Created (NYE Times Square) - The Recap Of Raf Chang, CEO of Tiger Party
Raf Chang, CEO of Tiger PartyToday’s episode is a recap of the conversation that I had with  Raf Chang. Raf is the CEO at Tiger Party and even if you haven’t heard of Tiger Party, you’ve definitely seen their work.Tiger Party is the company behind-the-scenes that brings all those digital billboards together in Times Square on the New Years' Eve to countdown together and create Out of Home’s most famous moment each year and what actually goes on behind the scenes, one night of the year, to pull it all off. And they do it all, from hardware to software, and I think a good way to think about this one is if Elon really wants to put a billboard on the moon, he’s probably going to use Tiger Party to do it.Check out some of their incredible Times Square productions here.What did I learn?That there is an emerging theme amongst guests and Episode 111 guest Stew Redwine put it this way, that “life is what happens to you when you’re making other plans”. Raf was pulling off insane Museum Exhibitions when he got pulled onto a digital billboard project and the rest is history in the making so wherever you are right now, it is only your final destination if you choose it to be, otherwise, wherever you are right now is exactly where you’re meant to be to get to that next chapter, however long that may take, even if you are perfectly happy with where you are. What I’m constantly reminded of from those of you who are driven by the thrill to learn, explore, build, and discover is that it only starts to make sense when you look back…and that the road ahead isn’t always clear but to keep moving in pursuit of whatever drives you.From there we had a pretty technical conversation about what goes into building the amazing digital spectacular billboards that we see in top cities around the world, like the ones in Times Square for example. Raf went deep on what creatives need to consider when designing for these screens and I think the overarching theme is - if you’re making a huge investment in running a campaign on a digital spectacular, that you have to understand the technical capabilities for two reasons:Most importantly, so your creative retains its integrity and doesn’t end up all distorted or looking like you just resized every other ad from your campaign and threw it up thereAnd two, so you know how to leverage the asset to create the most memorable moment for your brandUltimately, asking “what is the job to be done?” is important for advising brands or for, as a brand, making the most of your investment, and understanding the technicals is vitally important.One of the most interesting parts of the conversation to me was about Raf’s team. The team at Tiger Party is the team behind all of those digital billboards in Time Square counting down together on New Year’s Eve which is effectively the Superbowl moment of OOH and comes with an incredible amount of coordination. Each system has a backup and typically each system has multiple backups and the soundbite I wrote down here is specifically about how Raf’s team is structured to handle a potential crisis like a screen going out. For crisis moments like that, Tiger Party dedicates 1 person to fix the problem and 2 people to answer the phone which I think is a really valuable lesson from a customer success standpoint because eventually, you’re going to have something that doesn’t go right, whatever your business is, but that it’s usually easier to have one perReady to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
Episode 111 - Audio + OOH?! Find Out How To Make The Combo Work Together w/ Stew Redwine
1w ago
Episode 111 - Audio + OOH?! Find Out How To Make The Combo Work Together w/ Stew Redwine
On this episode of OOH Insider, Stew Redwine, VP of Creative Services at Oxford Road, discusses performance audio advertising and how to implement it in congruence with out-of-home.Oxford Road is a performance audio advertising agency. They assist innovative companies to connect with new customers through multiple media channels, such as radio, podcasts, etc.Takeaways Performance audio is advertising that, as a business function, is looking to get a direct response from consumers to take immediate action within an attributed window. It is a direct metric to measure if audio advertisements drive sales.There are a few different kinds of performance audio: hosted read ads and produced audio, such as jingles; customer testimonies, dramatized scenes, etc. Hosted ads are intimate and authentic, whereas, produced audio is entertaining and engaging.Visuals are passive images processed by your brain, but audio needs to be processed and translated in your mind. It is an intentional and intimate experience for listeners.Combining out-of-home advertisement with performance audio can create impactful campaigns, if done correctly.“When you do performance audio well, the branding comes free.” ~Stew RedwineIf you want to encourage consumers to fill out a post purchase survey, then you need to make it worth their while. LinksLinkedIn: Road: to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
Episode 110 - The Las Vegas Deep Dive with Jeremie Watkins, Spotlight Outdoor
Nov 4 2022
Episode 110 - The Las Vegas Deep Dive with Jeremie Watkins, Spotlight Outdoor
Jeremie Watkins, President of Spotlight Outdoor Advertising, talks about engaging and creating one-of-a-kind experiences for audiences on the Las Vegas Strip.Spotlight Outdoor Advertising is an enterprise leader in out-of-home advertising. They specialize in creating immersive experiences with their exclusive inventory on the Las Vegas Strip.Takeaways Mobile billboard trucks yield less out-of-home waste. Advertisers only pay for the time that their ad is on the road. As a result, brands are able to hyper-target audiences by bringing their message directly in front of them.Clark County, Las Vegas was the first US municipality to create a mobile billboard ordinance. The ordinance dictates the number of trucks allowed on the road as well as safety and insurance guidelines. Spotlight Outdoor Advertising focuses on unique out-of-home advertising on the Las Vegas Strip. They recently acquired the unit at Lids Digital Spectacular. This one-of-a-kind unit allows advertisers to create 3D, memorable experiences for audiences.Brands on the Vegas Strip look to create memorable moments in tourist journeys. Investing in an experience for audiences transforms advertisements into micro-moments within a buyer’s journey.When ooh advertising in Vegas, be mindful of location. For example, look at the route conventioneers will take from the airport to a convention center or where they will be going when not at a conference.LinksLinkedIn: Outdoor Advertising: (702) 210-7750Instagram: spotlightoutdooradsPowered by OneScreen.aiOneScreen.ai is the first free, public-access directory for all things Out of Home.Ready to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
Episode 109 - Airport Advertising Masterclass with Demetria Wideman
Oct 27 2022
Episode 109 - Airport Advertising Masterclass with Demetria Wideman
Demetria Wideman, Vice President of Business Development and Airport Partnerships at ReachTV, chats about how to best reach out and connect to tastemakers on the go.ReachTV is a linear short-form television network designed for travelers. They create opportunities for audiences to stay informed on the latest news, sports, business, style, and entertainment.Takeaways One of top challenges within airport advertising is the red tape. Airports have contractual duties to their brands. Advertisers have to be cognizant when making decisions in this space.Travel is a very personal experience. Although travelers are surrounded by hundreds of people, they are attentive and engage with their environment.Television is a communal activity. The content on the screen brings familiarity into foreign environments and allows people to connect to others.ReachTV provides a communal experience for travelers within a high-stress environment. They strive to be a source of connection, trust, and community.ReachTV is exploring ways for brands that advertise on screens to also convert to become the point of purchase in the terminal. LinksLinkedIn: demetria.wideman@reachtv.comReachTV: by OneScreen.aiOneScreen.ai is the first free, public-access directory for all things Out of Home.Ready to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
Episode 108 - Excelling eCommerce Conversion w/ Will Haire
Oct 22 2022
Episode 108 - Excelling eCommerce Conversion w/ Will Haire
On this episode of OOH Insider, Will Haire, CEO & Co-founder of BellaVix, discusses how to grow your brand and sales in the Amazon marketplace.BellaVix is a performance-driven, marketplace management agency that helps direct-to-consumer retail brands drive bottom-line growth on Amazon and Walmart. Their team of experts specialize in navigating eCommerce markets and achieving category dominance. Takeaways Research your product’s marketplace before launching on Amazon. If the market is saturated, then your product will need to stand out among the crowd.The first step in the journey to becoming a 5 million-dollar brand is focusing on bottom-of-the-funnel growth. From there, work your way up by utilizing marketing and advertising activities. Brands capture intent and reach new customers on Amazon through shopping data. Amazon is able to segment and organize audiences by tapping into the customer engagement data on their platform, third-party marketplaces on suppliers, and Amazon-operated properties.Companies that engage a PR agency have insane growth compared to companies that don’t. They engage in media, get more SEO, and get more audience-driven engagement by positioning their brand as authoritative in specific niches.One of the most common challenges when scaling on Amazon is working with third-party sellers. Having a minimum advertised price standard in place is essential to avoid consumer confusion and counterfeit products.Today’s shoppers are omnichannel shoppers. They are experiencing brands offline and online whether it is measurable or not.LinksLinkedIn: by OneScreen.aiOneScreen.ai is the first free, public-access directory for all things Out of Home.Ready to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
Episode 107 - Transparency and Automation in OOH w/ Mehul Mandalia
Sep 8 2022
Episode 107 - Transparency and Automation in OOH w/ Mehul Mandalia
Mehul Mandalia, Co-founder of Moving Walls, discusses measurement, currency, and standardization within the Asian OOH market.Moving Walls is an international media technology group specializing in OOH planning, buying, and measurement technology. Their goal is to bring transparency and automation to out-of-home.Takeaways Measurement is key to scaling out-of-home markets and demonstrating to advertisers why it is worth investing in. Educate brands and agencies on the different measurement systems in ooh.The accuracy of ooh data is often questioned. How sure are you that these were the potential audiences that were exposed to? However, brands invest in this media without knowing data, so any measurement is better than no measurement at all. Associations in the Asian market are looking to build a single currency. Partnering with solution partners, they can create a guide for the industry to follow and be successful in this market.“You are only going to give confidence to clients once they have an idea that whatever they are investing in is actually being delivered on the screens.” ~Mehul MandaliaMehul Mandalia predicts that the focus over the next decade is going to be standardization across new markets, formats, how bookings are made, and how industry is discovered.Pay attention to the Indonesian markets. Despite the amount of digital inventory compared to classic inventory being a lot less than other markets, out-of-home is huge here. The country is challenging because it is fragmented into many islands. Even so, there is a huge opportunity for out-of-home to scale.LinksLinkedIn: mehul@movingwalls.comMoving Walls: by OneScreen.aiOneScreen.ai is the first free, public-access directory for all things Out of Home.Ready to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
Episode 106 - Everyone Needs Billboards! w/ Shane Hutton
Aug 26 2022
Episode 106 - Everyone Needs Billboards! w/ Shane Hutton
Shane Hutton, CEO of TastyAd, chats about how to involve the general public in out-of-home advertisement and best practices for creative teams.Billboard4Me.com is a service that offers billboards to the general public. These billboards can be used to celebrate birthdays, congratulations, anniversaries, memorials, and more on a day-to-day basis.Takeaways Everyone needs billboards! Without the general public advertisers would not have out-of-home advertisement. Billboard4Me’s goal is to get the public more involved in out-of-home.Creating ads for the public gets the community more involved and encourages them to look up at billboards. This content is relevant to the community and provides intrinsic value for advertisers.Use a brand’s known factors, such as color scheme or fonts, and current campaigns/offers to establish credibility with advertisers in the spec art stage. This shows prospective clients that you have done your homework on that brand.There’s a difference between good creative and good out-of-home creative.There’s a scale in terms of how effective a creative can be. The more time the creative team is allowed to create an ad, the more time there is for research and understanding a brand.LinksLinkedIn: Ad: by OneScreen.aiOneScreen.ai is the first free, public-access directory for all things Out of Home.Ready to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.
Episode 105 - The Ultimate OOH Sales Guide w/ Kevin Gephart
Aug 18 2022
Episode 105 - The Ultimate OOH Sales Guide w/ Kevin Gephart
On this episode of OOH Insider, Kevin Gephart, Co-Author of The Ultimate OOH Sales Guide: Your Competitive Advantage To Selling OOH, shares his 38+ years of ad sales knowledge. Learn about best practices during a recession, idea generation, entrepreneurship, and more.The Ultimate OOH Sales Guide: Your Competitive Advantage To Selling OOH is a culmination of the out-of-home selling experience Gephart has gathered in the past 12 years. Within these 38 chapters are everything he wished he would have known when he started selling.Takeaways We are not in the business of selling billboards; we are in the business of selling ideas. Your strength is your weakness and your weakness is your strength. For every business that is suffering during the recession there is one that is thriving. Do not pull back your advertising during a recession.Consumers tend to fall into four different categories during a recession: 1. Slam on the Breaks - people who stop spending and buying altogether.2. Pained but Patient - people who are annoyed buy the price increases but are tolerant. 3. Comfortably Well Off - people who are not effected by any of it. 4. Live For Today - people who carry on as usual.There is no replacement for canvassing. It is a powerful and direct way to sell. There is a client for every billboard. You have to find out who that client is and make use of that audience.When you are in high commission or straight commission sales you are an intrapreneur; you are operating your own business within the context of a larger business. Plan to spend 3-5% of your gross income on growing your business through books, new technology, etc.LinksLinkedIn: kevinjgephart@gmail.comThe Ultimate OOH Sales Guide book: Technique for Producing Ideas book: on Advertising book: Step Framework For Idea Generation: Thriving Ad Categories During A Recession (request via email): kevinjgephart@gmail.comThe 4 Categories of Messaging For Each Consumer Buying In The Recession (request via email): kevinjgephart@gmail.comPowered by OneScreen.aiOneScreen.ai is the first free, public-access directory for all things Out of Home.Ready to start writing your next chapter in OOH?Start Here: www.oohired.comThe first free career marketplace for dream jobs in the Out-of-Home advertising industry.