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The Billboard Insider Podcast
25 minutes | 9 days ago
Bill May On Defending the Out of Home Industry
35 minutes | 24 days ago
TierOne’s Jesse London on Raising Capital
30 minutes | a month ago
Chris Cowlbeck says Independents coming through pandemic in good shape.
24 minutes | a month ago
Grey Vick On Small Market Digital Billboards
27 minutes | 2 months ago
Russell Abdullah on What Samsung is Doing to Advance Programmatic OOH
Today’s podcast guest is Russell Abdullah, Head of Strategy and Planning -Display Division at Samsung Electronics America says that Samsung got interested in digital out of home when it saw how out of home advertising boosted store visits. Here are the highlights from Russell's interview. Review Samsung’s history with out of home. Russell Abdullah, Head of Strategy and Planning, Display Division, Samsung Electronics America Samsung is the #6 most recognized brand in the world…The way specifically Samsung got involved with the out of home space…was during the Galaxy S9 launch when they actually started to adopt that ad delivery protocol. And what they had noticed from an ad and marketing perspective was that by implementing programmatic advertising digital out of home they saw an 8% life in consideration, a 6% lift in purchasing intent but most importantly a 15% lift in in-store visits…we saw a 15% lift in in-store visits by just putting a billboard or a kiosk signage in the right place serving the ad at the right time. 15% is a big deal for us….If you think about the new phones, the Galaxy S20, it’s been a bit of time since we took our first foray as a media buyer. And so over the course of the last 3-4 years we’ve started to think about the value proposition that we can have to our end customers on the display side…out of home LED or indoor LFD or hybrids…and we wanted to start considering how can we increase the value proposition in a very crowded marketplace… What trends are you seeing in the out of home industry? The biggest trend we are starting to see is the digitization of billboards…what you’ve seen is…roughly a 38% increase from 6,400 to 8,800 between 2016 and 2019 while at the same time you saw a 7% decrease in the number of billboards. What trends are you seeing in programmatic out of home? We’re seeing the same trends in digital out of home that we’ve seen in some of the more traditional ad platforms that I grew up in. If you look back about a decade ago, most of your desktop web display was…ad agency contacts the publisher, an ad is agreed upon and it’s set. It’s a specific buy each time an ad campaign needs to run…Fast forward about 10 years and now programmatic serve 84% of every ad you see on your desktop. Mobile followed…and now 60% of every mobile ad you see is served through programmatic. Same with video, primarily youtube…all that’s done through programmatic…Now digital out of home is probably a little further behind…the out of home market is $1.2 billion…if you look at the potential for the digital out of home market you’re looking at a $42 billion industry…we’re only in early days here. What is Samsung doing to help out of home companies take advantage of programmatic advertising? So we have arguably the largest commercial signage footprint, at least in the US…we have the opportunity for our expansive end customer base to start realizing this opportunity… Samsung is partnering with Vistar Media. We went through a fairly exhaustive…selection process and we arrived at a company called Vistar Media…I’m partnering with them to build a native solution within our content management system, our delivery system, magic info, to be able to open up all end users to the programmatic ecosystem. We went live with the integration in March…Most recently we’ve started putting really earnest development on the Prismview part of the solution If I buy a new Samsung Prismview digital sign does it have a pipe installed into Vistar? Magic info and Vistar’s partnership is alive and working….I think what we have with the Prismview solution is the ability to reach a broader market...the opportunity to access the advertising dollars is now being realized by the...smallest player. Impact of privacy measures on out of home. I think there’s less of an impact…Privacy is super important…What these privacy laws are really focused on is exposing our PII,
23 minutes | 2 months ago
Rob Jackson: Outdoor is as powerful as ever. When you do it well people talk.
Today’s podcast guest is Rob Jackson the founder and Creative Director of Extra Credit Projects talks about humor, out of home design mistakes and why his firm never tires of doing good. Your firm is marked by an impish sense of humor. We try to get attention…not always humor. You might call it wit…many times its humor. Because we all, especially now, long for that…If you can genuinely strike that in somebody you just might have a chance in them remembering it, talking about it…Humor breaks through to us all. Extra Credit Projects Design for Great Lakes Neurosurgical What are some common mistakes you see in out of home design. Complexity. Not quite understanding the medium. And it’s not just make everything big. That was lost long ago….it’s relevance…its context…Unexperienced out of home advertisers are trying to do too much on the boards all for the right reasons. They want to say everything they can. Many times they end of saying less. To this day you see the national advertising dilemma. It’s a big blanket buy. It’s a big brand and it just doesn’t seem like the put the effort into the outdoor…One example right now. I love the insurance category. They way these guys duke it out creatively. State Farm – the new Jake. Right. I look at the outdoor. It’s not the real deal. They could plow that idea just a little further…to really make the TV and the social work harder. Rob Jackson, Founder and Creative Director, Extra Credit Projects On why context is as important as content. Through the out of home lens we’ve always been infatuated with the contextual work. There’s now even a contextual OBIE category. Placement. The mixture of the planning art and the creative art. In our shop we call it the medium urge. When the idea meets the media. It’s early in the process…that can be as literal as the placement of the board or the timing of the board and now with digital..possibilities are endless…We’ve always seen that in this medium even before digital. It was how quick can we get that ad up. OBIE Contextual Award Winning Campaign for Panera Creativity is a business imperative. It certainly is for us. We get too complacent. Our ideas get mediocre. In our brand we’re not giving the extra. Everything falls down. We have a little exercise called the three legged stool. A three legged stool stands equal on three legs…creativity, client and consumer. We design and speak to the consumer. We work for the client…But the third leg, creativity, the third C is the most important to us…you have to really ring the bell…There’s one little quote that I keep on my monitor. And when it goes away, when we clean too much I bring it back. And it’s “The most creative thing you can do for your folks is run a successful business.” If there’s no business sense to it, if there’s no work, if there’s no revenue, there is no creativity. The phrase “Never let us tire of doing good” is posted in your studio. Why? It’s certainly part of our firm’s Christian belief but moreover it’s a part of our work effort. We’ve always been known for some public service and we give away countless hours a month doing that. It’s a labor of love…But there’s even more. There’s a little extra and it’s why our name has remained Extra Credit Projects…There’s always a little more. There’s always a little extra in the basement that we can pull out… The current advertising climate Slow and steady. Every month it feels like it’s moving forward…I think advertising’s rich. I think it’s a great time for advertising. It’s always a great time for great ideas…Outdoor is as powerful as ever. When you do it well, people talk. Rob has published a book with his thoughts on design called Reflect. You can buy it at Reflectbook.org.
29 minutes | 3 months ago
Jonathan Gudai Affirms Programmatic OOH will Double in 2-4 Years
18 minutes | 3 months ago
TG Shaw: The biggest mistake you can make when selling out of home is not knowing your inventory.
19 minutes | 4 months ago
Lafoy on acquisitions: We’re looking now.
24 minutes | 6 months ago
Ian Dallimore: Advertisers believe in the data and they’re not cancelling contracts and fleeing for other media.
26 minutes | 6 months ago
Allyson Baker and Ken Klein Update on Out of Home and the Paycheck Protection Program
31 minutes | 9 months ago
Ike Wingate on what makes a good site and why less can be more when it comes to digital billboards.
21 minutes | a year ago
Neil Bell on Selling Out of Home
21 minutes | a year ago
Neil Bell on Finding Good Sites and a Productivity Hack
26 minutes | a year ago
Paul Wright and Carson Frost on Out of Home Values and Who’s Buying What
19 minutes | a year ago
Dave Etherington: “Privacy in the public space should be held to a higher standard.”
19 minutes | a year ago
Anna Bager Says Out of Home is a Hot Medium
26 minutes | a year ago
Andrea Messimer-Henley on How to Sell Out of Home
20 minutes | a year ago
Prismview’s Szczepaniak on Tariffs and Trends in Digital Billboard Design
16 minutes | a year ago
Ubimo’s Ran Ben-Yair on Data and Out of Home
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