#9 - Myth Busting: Billboards Actually Print Money?

Summary

In this episode of the Marketing Max Show, host Max interviews Greg Wise, founder of OneScreen, to explore the declining effectiveness of digital ads and the rise of Out of Home 2.0 advertising. They discuss how OneScreen's innovative approach, including real-life pixels and data-driven billboards, is revolutionizing the industry by offering measurable, cost-effective campaigns. With a focus on targeting digitally exhausted audiences, they delve into how modern marketers can leverage Out of Home 2.0 for enhanced reach and engagement, emphasizing the blend of creativity, technology, and performance metrics for successful advertising in today's digital landscape.

Takeaways

• 🚀 Out of Home 2.0 (OOH 2.0) is revolutionizing traditional billboard advertising by integrating data and technology to make it measurable and actionable for modern marketers.
• 📈 A significant percentage of marketers are experiencing declining results from digital ads, prompting a search for alternative channels to reach digitally exhausted audiences.
• 📱 OOH 2.0 utilizes a 'viewshed' approach, capturing mobile IDs of people who pass by billboards and then tracking if those IDs visit the advertiser's website, providing a form of real-world attribution.
• 💻 The effectiveness of OOH advertising campaigns can now be measured using conversion tracking, similar to digital advertising, addressing a major gap in traditional OOH advertising.
• 🖥 OOH 2.0 allows for retargeting the captured audience online, creating an omnichannel marketing approach that leverages both physical and digital advertising spaces.
• 📉 The cost of OOH 2.0 campaigns can be significantly lower than presumed, with strategic investments yielding impactful results without necessitating large budgets.
• 📲 OOH 2.0's targeting capabilities are enhanced with data layers that include audience demographics, behaviors, and more, enabling precise targeting and optimization of ad placements.
• 📖 Creative execution in OOH advertising is crucial, with the potential to create memorable, impactful ads that resonate with audiences in the physical world.
• 📣 OOH 2.0 offers flexibility in campaign scale, from city-wide takeovers to targeted activations at specific events or locations, adaptable to various budget sizes.
• 📦 Direct communication and consultation with OOH 2.0 providers can tailor campaigns to specific marketing objectives, audience segments, and creative visions.

Q & A

What is Out of Home 2.0 and who is pioneering it?

Out of Home 2.0 is a modern approach to out-of-home advertising that integrates data and technology to make it more measurable and effective for marketers. It is being pioneered by OneScreen.ai.

Why are marketers looking for alternatives to digital advertising?

Marketers are seeking alternatives because 67% of them, according to a study, are experiencing declining results from their digital advertising efforts, highlighting a need for new channels to reach digitally exhausted audiences.

How does OneScreen.ai's approach to Out of Home 2.0 differ from traditional out-of-home advertising?

OneScreen.ai's approach to Out of Home 2.0 differs by using data and technology to make out-of-home advertising measurable, targeting specific audiences with precision, and providing insights on the efficacy of campaigns, which contrasts with the traditional, less targeted and measurable methods.

What kind of data does OneScreen.ai use to enhance Out of Home advertising?

OneScreen.ai uses audience data to identify the right advertising formats and locations, and they collect real-world data to measure the effectiveness of a campaign, including mobile IDs to track whether an individual exposed to an ad visited the advertiser's website.

How does OneScreen.ai track the effectiveness of an out-of-home ad campaign?

They track effectiveness by using pixels on the advertiser's website to monitor if individuals who were likely exposed to the billboard (based on captured mobile IDs within a specified viewshed) visited the site, aiming to tie web traffic and conversions back to specific out-of-home ads.

What is a 'viewshed' in the context of Out of Home 2.0 advertising?

A viewshed is an area in front of a billboard where individuals have the opportunity to see the ad. OneScreen.ai calculates this to capture a percentage of the population that passes by and potentially interacts with the ad.

Can Out of Home 2.0 campaigns be integrated with digital marketing efforts?

Yes, the mobile IDs captured by OneScreen.ai can be used to retarget individuals online, allowing advertisers to follow up with out-of-home ad viewers on digital platforms like Facebook, creating an omnichannel marketing strategy.

What challenges do marketers face when considering Out of Home advertising?

Marketers often hesitate due to perceived high costs and difficulties in measuring the return on investment (ROI) and attribution, as traditional methods provided little to no data on the effectiveness of out-of-home ads.

What is the minimum budget for testing an Out of Home 2.0 campaign with OneScreen.ai?

While there's no set minimum, OneScreen.ai suggests that effective campaigns can start with budgets that are much lower than the perceived industry standard of $100,000, with possibilities for impactful tests in the range of $10,000 or even lower for specific events.

How does creative design play a role in the success of an Out of Home 2.0 campaign?

Creative design is crucial in engaging the audience and making an impact, as it accounts for a significant part of the campaign's effectiveness. Innovative and contextually relevant messaging can significantly enhance campaign performance.

Outlines

00:00

📊 Impact of Billboard Advertising and Modern Marketing Strategies

This segment introduces the concept of tracking billboard advertising effectiveness through mobile IDs and website pixel tracking, emphasizing its novelty and potential for B2B marketing. The discussion highlights the underutilization of this impactful marketing method on the company's website. Furthermore, it touches on the importance of marketing aligning with core values, illustrated by Nike's branding strategy, and the power of word-of-mouth for products that resonate with consumers. The episode kicks off the 'Marketing Max Show' with Greg Wise from onescreen.ai, focusing on the shift towards digital advertising, the observed decline in its effectiveness, and exploring alternative channels like out-of-home 2.0 advertising to reach digitally fatigued audiences.

05:00

🔍 Introducing Out-of-Home 2.0: A Data-Driven Advertising Revolution

Paragraph 2 delves into the evolution of out-of-home (OOH) advertising into a data-driven model termed 'out-of-home 2.0', which integrates audience data and campaign efficacy measurement. Unlike traditional OOH perceived as a top-funnel medium, this new approach positions OOH as a viable tactic across various funnel stages. The conversation covers the importance of using data to optimize campaigns, similar to online marketing strategies, and addresses the industry's historical reliance on impression counts as a measure of success. This shift towards a more quantifiable and result-oriented OOH advertising is seen as a crucial development for performance marketers.

10:03

📍 Real-World Attribution: Bridging Digital and Physical Advertising Spaces

This section explores the innovative methodology for attributing real-world billboard exposure to specific website activities, using mobile ID tracking and a 'viewshed' concept to link billboard visibility with subsequent online actions. The discussion emphasizes the novelty and potential of this approach in providing tangible data for OOH advertising campaigns, challenging the traditional perception of OOH's measurability. The dialogue also touches on the possibilities of retargeting individuals exposed to billboards in digital spaces, enhancing the omnichannel marketing approach.

15:04

💡 The Logistics of Implementing Effective Out-of-Home Advertising

Paragraph 4 addresses practical aspects of implementing OOH advertising, including the use of geofencing technology and machine learning to define 'viewsheds' for billboards. It discusses the potential cost concerns and misconceptions surrounding OOH advertising, highlighting its accessibility even for smaller budgets. The conversation also explores how data-driven insights can guide the selection of optimal billboard locations, maximizing campaign impact relative to the target customer profile (ICP) and budget considerations.

20:05

🚀 Tailoring OOH Campaigns for Maximum Impact and Budget Efficiency

This segment focuses on customizing OOH campaigns to fit specific marketing objectives and budgets, particularly for events like South by Southwest (SXSW). It discusses innovative and cost-effective advertising formats, such as LED trucks and wrapped cars, that can provide targeted exposure and significant impact without the need for large budgets. The conversation also highlights the importance of creative strategy in OOH advertising and the potential for social amplification of physical ads.

25:06

🌐 The Growing Relevance of OOH in a Digitally Saturated Market

Paragraph 6 explores the resurgence of interest in physical, real-world experiences post-pandemic, and how this shift is influencing advertising strategies. The discussion reflects on how digitally exhausted audiences are increasingly valuing in-person experiences, and how OOH advertising, with its physical presence and contextual relevance, can capitalize on this trend. The segment underscores the potential for OOH to create memorable brand interactions in an era dominated by digital media.

30:09

🔗 Connecting with Audiences Through Contextually Relevant OOH Advertising

This final part emphasizes the importance of context in OOH advertising, allowing brands to engage with audiences in meaningful and situationally appropriate ways. It discusses the capability of OOH to provide contextual relevance that digital advertising often lacks, enhancing the impact and recall of ads. The conversation also reiterates the effectiveness of OOH advertising in reaching marketing goals and its evolving role in a balanced, omnichannel marketing strategy.

35:09

📢 Conclusion: Embracing OOH 2.0 for Diverse Marketing Needs

The concluding remarks encourage listeners to explore the potential of OOH 2.0 advertising, highlighting its affordability, measurability, and creative flexibility. The call to action suggests reaching out to Greg for further discussion on implementing OOH strategies, indicating openness to collaboration and innovation in this evolving advertising space.

Keywords

💡Out of Home 2.0

Out of Home 2.0 (OOH 2.0) refers to the modernized approach to traditional out-of-home advertising, incorporating data and technology to enhance targeting, measurement, and effectiveness. In the context of the video, OOH 2.0 is presented as a pioneering solution by OneScreen to address the challenges faced by marketers in reaching digitally exhausted audiences. By infusing data into billboard advertising, for example, OOH 2.0 allows for more precise targeting and measurable outcomes, making it an appealing option for performance-oriented marketing strategies.

💡Digital Exhaustion

Digital exhaustion refers to the state of being overwhelmed by the constant bombardment of digital content, leading to diminishing returns for digital advertising efforts. The video highlights a study indicating that a significant percentage of marketers are witnessing declining results from digital ads, attributing this trend to audiences becoming digitally exhausted. This concept underscores the need for alternative advertising channels, such as OOH 2.0, to effectively engage target audiences.

💡View Shed

A view shed in the context of OOH advertising is the geographical area where a billboard or an ad is visible and can potentially be seen by passersby. The video describes a methodology where an area in front of a billboard is analyzed to determine the percentage of the population that could see the ad during a campaign. This concept is crucial for understanding how OOH 2.0 can measure the potential impact of an advertisement based on its physical location and visibility.

💡Pixel Tracking

Pixel tracking is a digital marketing technique used to monitor the actions of users on a website by placing a small piece of code (pixel) on the site. In the context of OOH 2.0, this technique is adapted to track whether individuals exposed to a physical billboard visit a brand's website or conversion page, thereby linking real-world ad exposure to online actions. This innovative use of pixel tracking in an out-of-home context is highlighted as a key feature of OOH 2.0, enabling performance measurement similar to digital advertising.

💡Omni-Channel Approach

An omni-channel approach refers to a marketing strategy that provides a seamless customer experience across multiple channels, both online and offline. The video discusses how OOH 2.0 fits into an omni-channel strategy by allowing advertisers to retarget individuals who have been exposed to out-of-home ads on digital platforms, thereby bridging the gap between physical and digital advertising spaces and enhancing the overall effectiveness of marketing campaigns.

💡Audience Data Overlay

Audience data overlay involves layering demographic, psychographic, and behavioral data onto advertising planning to ensure that ads are placed where the target audience is most likely to see them. In the video, this concept is applied to OOH 2.0, where data is used to identify the most effective billboard locations based on a brand's ideal customer profile (ICP), making out-of-home advertising more targeted and efficient.

💡Conversion Page

A conversion page is a specific webpage designed to prompt visitors to take a desired action, such as making a purchase or filling out a contact form. The video describes how OOH 2.0 tracks whether individuals who have seen an out-of-home ad visit a brand's conversion page, thereby providing a direct link between ad exposure and desired online actions, which is a critical aspect of measuring the effectiveness of OOH advertising campaigns.

💡Cost Effectiveness

Cost effectiveness in advertising refers to achieving the desired impact or results from a campaign at a reasonable or minimal cost. The video addresses the misconception that out-of-home advertising, particularly in its modernized 2.0 form, is prohibitively expensive. It clarifies that campaigns can be tailored to various budgets, with the potential for significant impact even on smaller investments, making OOH 2.0 an accessible option for a wider range of businesses.

💡Mobile ID

A mobile ID is a unique identifier associated with a smartphone or mobile device, used in digital advertising to track user behavior and target ads. In the context of OOH 2.0, the video explains how mobile IDs of individuals passing by a billboard are captured and used to track subsequent online behavior, such as visiting a brand's website. This innovative application of mobile IDs in an out-of-home context enables more precise measurement of ad exposure and effectiveness.

💡IP Matching

IP matching involves correlating the IP addresses of devices to individuals or households to track online activities and behaviors. In OOH 2.0, as mentioned in the video, IP matching is used to link the mobile IDs captured near billboards to specific online actions, such as website visits or conversions. This technique further enhances the ability to measure the impact of out-of-home advertisements on digital outcomes, providing valuable insights into campaign performance.

Highlights

98% of marketers in the US have invested in digital advertising, but 67% are seeing declining results.

Marketers are seeking new channels to reach digitally exhausted audiences.

Out of Home 2.0, pioneered by OneScreen, offers a new approach in advertising.

OneScreen's hypothesis three and a half years ago anticipated patterns in digital marketing's competitiveness and costliness.

Out of Home 2.0 focuses on making advertising measurable and approachable.

Historically, out-of-home advertising has been around for hundreds of years, dating back to hieroglyphics.

Modern marketing is evolving to an omni-channel approach, blending traditional and digital methods.

OneScreen's approach involves overlaying audience data to optimize billboard placement and targeting.

The methodology for Out of Home 2.0 includes using a pixel on websites to track billboard effectiveness.

OneScreen's view shed concept captures a percentage of the population that sees a specific billboard.

The company can track whether a mobile ID that saw the billboard also visited the advertiser's website.

Traditional out-of-home advertising lacked effective measurement, relying on estimated impressions.

Out of Home 2.0 allows for re-targeting online, integrating with platforms like Facebook and potentially LinkedIn.

Creative design is crucial in out-of-home advertising for impact and memorability.

The real-world impact of advertising creates lasting, cherished memories compared to digital ads.

Transcripts

we capture a percentage of that

population that go by that billboard

during the campaign length and within a

certain look back window 3 7 14 or 21

days usually for B2B companies it's 14

days we track whether or not that mobile

ID fired that pixel on the website and

fired the pixel on the conversion page

and we tie it back to that specific

billboard on that specific area on the

405 how is none of this on your

website you guys have a inperson real

life

pixel like how are you not leading with

that that's

crazy marketing is the about values Nike

didn't call me and sell me this in a

catalog I bought this swoosh cuz it's

ingrained in my soul when you have a

product that really resonates with with

customers the word of mouth uh grows

like wildfire welcome to the marketing

Max show now let's dive in all right all

right welcome to another episode of the

marketing Max show today I have the

founder of ones screen. on Greg wise and

the reason why I have them on the

podcast is because I recently read a

study that 98% of marketers across

pretty much all 50 states in the US have

invested in digital advertising this

year no but 67% of those marketers

surveyed who are investing in digital

ads say that they are seeing declining

results and a lot of steady declining

results from all of their paid efforts

so as marketing Max I immediately asked

myself what other channels can us

marketers and Founders and CEOs use to

reach these digitally exhausted

audiences since everyone's seeing

declining results from digital

and I wanted to know what other ways

that we can use to reach these digitally

exhausted audiences outside of the the

things that I always talk about in my

newsletter on Twitter and this podcast

my digging led me to this thing called

out of home 2.0 which has been pioneered

or I guess is being pioneered I guess

we'll get into that but uh it was kind

of invented or is being pioneered by

onesc screen. so reached out to on

screen on LinkedIn and here we are with

their founder on the podcast so thanks

for thanks for being here yeah Max I

appreciate you having me that was um

that was basically spoton in terms of

our hypothesis about three and a half

years ago was I don't want to say

predicting but seeing sort of uh some

patterns in the Way digital marketing

was you know was going um and how

competitive it was becoming how costly

it was becoming um and really how much

more difficult it was to use just the

traditional digital marketing Playbook

to scale customer position whether it

was honestly B2B or B Toc so that's what

my co-founders and I booked to this

industry being out of home advertising

as potentially another channel for all

these marketers kind of coming off that

traditional digital marketing Playbook

um into this new space because for a lot

of these marketers this is new right I

mean you mentioned it people don't know

much about out of phone we wanted to

make it approachable we wanted to make

it measurable and that's what 2.0 really

is um because adah home has been around

for hundred hundreds of years honestly

dating back to any hieroglyphics you've

seen on Cave wall right Lally an ad or a

a a phrase something on a physical

structure is technically out of we

wanted to help modernize it for the

modern marketer period um not to say

that digital marketing isn't working but

we do feel like an omni Channel approach

is the way going

forward yeah yeah I mean as marketing

Max someone who spent tens of millions

of dollars of other people's money on

ads and marketing in general I have

never spent a single penny on out of

home except maybe like an event Booth uh

or like booth at an event which to your

point could be considered out of home

but 99.9% of all the money I've spent

the tens of millions of dollars of other

people's money has been spent primarily

on Facebook and Google ads uh and some

some alt platforms so the word Omni

channel right everyone talks about it

forever when you say you think it's

going more Omni Channel and and it's

more effective to

be uh or or to include an omni Channel

approach how do you guys typically find

yourself

seeing one screen fitting into that

current Omni Channel approach or maybe

we should start

with what is out of home 2.0 to you guys

yeah and I'll start there um out of home

2.0 is taking what has traditionally

been looked at as a top of a funnel

medium right out of home has usually

been sort of this perceived as a top-of

the- funnel ad medium right uh uh tactic

what we're doing is infusing data and

Technology to make it more of a bottom

of the funnel middle of the funnel

bottom of the funnel tactic for

marketers and we do that by overlaying

audience data in terms of just finding

the right formats to advertise on as

well as data to actually help understand

the efficacy of of a campaign right and

being able to measure the efficacy of a

campaign in the real world has never

been possible before so we want to be

able to help participate in in the

objective um uh for our customers we

want to participate that by by by giving

data on how out of home performed some

towards some s of sort of kpi that a

customer cares about web traffic lead

generation online uh e-commerce sales

foot traffic to a physical location um

but the other thing too is that we also

want to offer

learnings by no means are we saying that

out of home is guaranteed to work what

we are going to tell you is what formats

did work better than others towards

whatever objective Roi objective you

have um that way we can actually further

optimize campaigns going forward which

marketers are super used to doing online

right it's

testing optimizing testing

optimizing I will say because you

mentioned it uh not to get on my soap

boox here but look I was at HubSpot back

in the day with my co-founders I sold

hard against out of home because it was

outbound versus inbound I did it pretty

well and never thought in a million

years I'd be doing this however uh

seeing sort of the shift in consumer

Behavior seeing the shift in how the

digital landscape was evolved in um led

us to this industry

where it is very

impactful um but it's a little bit old

school it's a little bit archaic in some

of the methodologies some of the

technology um and that's why we built

one screen um because we do see this

shift in the way some of these

performance oriented marketers are going

to have to look at scaling customer

acquisition going forward right if C is

increased online and all your EGS in the

digital marketing basket what else are

you going to

do um so we think that this is one of

those things and we think that you know

marketing's become very much like a

finance

position right it's a dollar in and $2

out and it be a certain calculated

approach every single time yeah and I

think that that's where this disruption

cycle is happening right um and

marketing is facing that headon and a

lot of companies have relied on that

growth and we're seeing a lot of those

companies suffering from that so instead

of that short-term gratification uh

what's that long-term brand Affinity

approach and that word brand is very

very important there um it's going from

demand to brand and we're seeing this

Evolution we're seeing 2024 going to be

a a big big uh jump for a lot of

marketers um looking to build that trust

and authority and build community uh and

out of is an awesome canvas for

that that's my I'm off

it I like I said I've spent virtually

zero dollars on on out of home and I'm

sure we can get into all the reasons why

but the main reason is attribution right

like sure I you I love the the the

phrase you gave that marketing is

basically becoming a finance role I got

into marketing because I was working on

Wall Street in Investment Banking

helping companies raise capital and one

of my clients looked at me and said I

want you to to run my Facebook ads and

she gave me $2,000 of Facebook ad spend

back in 2016 I turned that 2K into 20K

and was like man the Facebook ads

manager is really like a Bloomberg

terminal I can buy attention instead of

stocks and I can figure out the cost to

reach this thousand group of people and

you know the CPM is this and the cost to

get in front of this thousand group of

people is higher because it's a more

targeted audience or other brands are

willing to pay more for it and I've

built my career pretty much on the back

of that being able to attribute Revenue

whether it was a Facebook ad or a Google

ad or influencer campaigns I've done for

clients or projects I've done for myself

I mean is there actually a way

to measure attribution on out of home

without saying you know GO to

nike.com whatever and tracking the

traffic on that particular page or maybe

it's all using QR codes like I can't

even fathom I'm like how we can actually

track that so let me answer that head on

so imagine you're doing a billboard

imagine you're doing a billboard

campaign in La um and uh you're on the

405 I'm GNA make this up imagine you're

on a couple Billboards there and you

drive down the 405 and you've certainly

seen these ports here's the methodology

so it's based on a pixel that gets

dropped on your website Brand's website

typically a homepage and then some sort

of conversion page take the use case of

a B2B company usually it's going to be

their homepage as well as a uh

conversion page after a demo request the

contact us form is filled out so those

pixels get dropped there essentially

what we're doing is we're creating an

area in front of that billboard that

your ad is on and we call that a view

shed it's an area where a human being in

a car on the 405 would actually have an

opportunity to see that billboard to see

your ad playing we capture percentage of

that population that go by that

billboard during the campaign length and

within a certain look back window 3 7 14

or 21 days usually for B2B companies is

14 days we track whether or not that

mobile ID fired that pixel on the

website and fired the pixel on the

conversion page and we tie it back to

that specific billboard on that specific

area on the

405 how is none of this on your

website no like like serious dead

serious like I saw that survey or

whatever it was the research point I

went looking for like is out of home

even possible for performance marketers

like me I landed on your website it said

nothing about like you guys have a

inperson real life

pixel like how are you not leading with

that that's crazy to me I truly like you

can hear my voice is the first time I've

ever hearing this this wild fair enough

um and you're absolutely right and

that's a true trul it's great feedback

uh certainly we'll relay that and we're

overhauling the website but it is

fascinating and to be honest with you

you know one of the things that we lean

into as well as is it's not 100% of the

population it is directional data it's

directional data right um we don't model

it out we don't extrapolate the data it

is raw data that we feed back to our

customers um and we will certainly model

or stol it out and hypothesize you know

if we were able to capture 100% of the

population what could conversions look

like but at the end of the day 2.0

represents the jux position between what

we're doing with at ofam and what's been

done in the past which is basically this

Max you buy a billboard and you contract

with that billboard owner and you're

supposed to get a million impressions

for the month and the billboard owner

says hey Max your campaign is done you

got a million

Impressions and you're like what do

I do with that information that has what

has been communicated or that's what

measurement has been in the past we're

like well that's not going to work right

um so that's where we develop this

methodology by the way those mobile IDs

that we can capture that go by the

Billboards we can also retarget those

people online so we can feed it back to

your Facebook ad account you can start

to retarget people on social we're

developing Integrations to be able to do

that on LinkedIn as well so there's that

sort of omni Channel approach that comes

into this as well um and we're also

exploring other Integrations with other

pieces of typical marketing Stacks as

well do you have any sort of data on how

accurate what I'm calling like an

in-person pixel is or you know you're

saying it's not 100% of the population

but you know if it's to use your example

on the 405 that's like 100,000 people

driving by it every single day you know

what per

you have a data on what percent of that

might actually be tracked on that pixel

and then what percent of the data that's

tracked is actually matched

to the the actual IP that we can then

track of of of uh website visits yeah

I'll just give you an example of a

campaign a Rec a campaign recap we did

today for for a customer uh B2B customer

doing campaigns Chicago Atlanta and

Boston um we're able to capture between

like 19 and 23%

uh of all the mobile IDs that go by the

board um and when we do the IP matching

we're typically in the 86 to 92% range

in terms of the matching to to the IP

address that's really high and forgive

me I'm going on mute that the downside

of doing the podcast outside and working

outside is when my neighbors are mowing

their lawn you can hear I would take

like I said I was I'm in Boston I would

take the the lawn mower I would take

bees buzzing if I could sit upside and

take this podcast well my my wife

doesn't love the mosquitoes but yeah I

would still take this we moved from New

York big reason being the snow and yeah

it's December midle middle of December

and I'm in shorts so yeah it's all good

um so the the pixel the what did you

call it the view shed what is that uh

view view shed so it's the area uh in

front of a billboard essentially it's an

area where you'd be have you'd have an

opportunity when you're driving a car to

actually see the billboard got it and

what technology are you guys using to

actually put that

around like the billboard or like 405

or yeah that geotic technology is

actually based on machine learning that

okay if I gave you if I tried to give

you that specific answer it would come

across as a bunch of um okay

that's what it is and our our

engineering team our my CTO would be

able to uh answer that with much more

credibility no problem I I appreciate

the CEOs that don't come up with BS

answers and that actually say you know

what my my other guy can answer that

better or I just don't know um where I

was going with that though is my second

biggest apprehension to ad of home after

attribution so let's assume that the

attribution is even remotely close to

Facebook post iOS 14 which would still

be amazing considering like you said you

know Billboards going back to the

caveman

days my second biggest Rion is cost like

it sounds really expensive to have this

machine learning this viewshed feature

and then also like you know getting in

front of a 100,000 people driving by on

a sign on the 405 every single day in

Los Angeles sounds like it would be

really really really expensive the few

people I've talked to uh that have tried

to sell me or sell our clients on out of

home say it's like minimum 100 Grand

just to get started so you know do does

that add even more like is the downside

to add a home 2.0 more

expensive

campaigns no so we're just adding the

data layer to it to make it

uh again I use the word modernized but

the data driven approach that we're

applying it's an overlay to what already

exists right the the actual

infrastructure the Billboards exist sure

new Billboards and networks are being

brought online all the time um but we're

adding the data layer to help you

identify well which Billboards on the

405 should you buy based on your actual

ICP that ICP can be broken down by

everything as basic as household income

uh to cars they drive clothes they wear

occupation uh family structure home

ownership down to profession right so

you're a B2B company and you're

targeting marketers or you're targeting

members of the legal team you're

targeting seite individuals uh you're

targeting operations Foles we layer all

of that in to tell you where in the LA

Market you should actually advertise

specifically like where on the

405 Billboards don't have to be that

expensive the investment out of them I

would actually argue Whoever has said

it's $100,000 minimum it certainly

depends um we never say that there's a

minimum what we always tell people is we

want to make sure that you're getting

the right impact towards an objective

that you care about measuring right so

it's always about what is your measure

of success max if you told me that you

wanted to do a market takeover a market

domination in Boston I would tell you at

least 100K and that's on the minimum

side of course um but if you wanted to

run a proper test and we determine that

your ICP could be targeted with one or

two high impact bulletins on a couple

major roadways you're certainly not

spending

$100,000 it's far less than that you do

not have to

spend um or invest that much in order to

see an impact our job is to make sure

that um we walk before we run quite

frankly and a great way to test uh an

out of home is around even just a

conference which is even on a smaller

scale it's you know one to three days

it's a very targeted approach where you

know your target audience is in one

place um and you typically don't have to

buy as much media so the costs there

much less I I was going to ask selfishly

because it is I mean the show's named

after me uh so my my newest company

project is is agency reviews.io right

it's yel for marketing agencies congrats

thank you we're growing pretty fast but

if I wanted to use out of home to grow

the um the demand side of the

marketplace so if I wanted to get CEOs

Founders and marketers who are looking

to hire a new agency if I want to get in

front of them and say hey find your next

great Agency on agency

reviews.io you know we're just talking

about budget let's say I have $10,000 a

month to spend is that insane or like

what would the minimum budget be like

let's pick a budget and then let's

actually work through the campaign

because I've never thought I've never

given this a thought for any of my own

projects because I always thought it was

a 100K minimum and there was no way to

track attribution so why in the world

would I ever do that why would you

that's exactly it and that's kind of

what that that that's been sort of uh

how ad of Home has been looked at to

your point period um I would say this

I'd want to know a little bit more about

that ICP I'd want a little bit know a

little bit more about the kinds of

companies that the those folks uh have

or they they run um and where they're

located and that's important because a

tier one City versus a tier 2 or even a

tertiary Market um is going to certainly

dictate costs the example is going to be

the 101 in San Francisco

every single startup tech company wants

to be on the 101 in San

Francisco like you're that's that's not

unique right we hear that every day um

cool like you and everyone else like you

uh same thing with New York

um that's going to be a little bit more

costly I would say you know $10,000 a

month to Target seite individuals in San

Francisco may not get you the impact

that you're looking for however uh in a

tier 2 market so let's just take a

Seattle is a great Tech Market Salt Lake

City is a great Tech Market that's you

know Silicon Valley of the slopes uh

Austin Dallas your Atlanta's of the

world even Boston is sort of that below

a tier one uh where you stretch your

dollar a little bit further yeah $10,000

a month could make sense now we want to

say now we want to start thinking about

uh duration of the campaign right so

it's reach and frequency so typically

what we recommend no matter where you

are is at least an eight to a 12we

campaign and that way you're in Market

reaching enough people but with that

frequency that we all know is extremely

critical right seven to 11 times you

need to see some sort of an ad in order

to take some sort of action um so all of

that plays into how much we'd recommend

you spending in a given market for a

conference $10,000 actually is a pretty

good budget for a two three day

conference depending on where it is you

could do something for as little as

2,000 bucks a day for an LED truck

that's parked outside of the conference

center and that led truck has three

sides to it it has a sight Sound and

Motion um and it's digital and you can

play full

motion uh you can do a fleet of wrapped

cars um so think about like uber and

lift cars wrapped in your branding and

park it outside in the ride share line

um you could do Billboards maybe there's

you know like Vegas you could do digital

Billboards leading from the airport to

the conference center um to the strip uh

and that's fairly cost effective as well

so it really just depends um but again

it's identifying where do these SE Suite

individuals go how do they spend their

time and money how do they move to and

from their specific headquarters and we

use all that data to determine what

makes the most sense the

Mone so the the two things I was

thinking of or two and a half was like

doing something think it's South by for

Agency Reviews since it's all startup

people but I imagine I imagined it would

be so so so expensive because I mean

it's a tiny tiny City there's only so

many Billboards I didn't even think

about the those trucks that drive but I

didn't realize those could be as low as

2,000 bucks a day that's it could be

2,000 bucks a day honestly sometimes

it's even less than that depending on

the market um and typically you'll get

them for like eight hours a day and the

reason so think about out of home we

have have stationary Billboards right

you have digital static what we call 14x

48 billboard that's your traditional

billboard on the side of the

405 um then you have what we call

frequency formats and those are going to

be things like uh bus shelters that you

see on every single block or digital

panels you see you know in City centers

frequency meaning that you're going to

see more of them you're going to see

them more often then you have what we

call all sort of bottom of the funnel um

proximity targeted formats like a truck

like a car like a plane or we can

actually custom route the format meaning

an LED truck can be placed here or here

drive around the

convention yeah where other inventory

doesn't exist right you are dealing with

the physical world and the structures

either exist or they don't exist well

LED trucks can be driven wherever a car

is permanent um so for 8 hours a day

custom

routed couple thousand bucks a day it

can be extremely effective when we do a

tunnel wow yeah I mean I have South by

traffic and conversion Summit in Vegas

in January and then inbound every year

in Boston I forget when that is but like

those are all where like a bunch of

marketers are

congregating like truly this is blowing

my mind I never realized I could spend

10 grand 20 grand and like get that kind

of impact I guess tracking would like we

said like if the view shed right that's

what it's called if the view shed is

working well and uh we have you know

good Google analytics data we could at

least see like increase in traffic per

City per state in a given time zone

um that's right that's really

interesting you absolutely nailed it um

the other thing too uh we talked about

this before as marketing became a

finance position is when you think about

creative so marketers a lot of times uh

or Le now when we talk about creative

without a phone that is at least half

the

battle um you talk people talk about

like how do you be healthy and maybe

lose weight it's like well diet is like

65% of the battle same thing here with

out of home you're creative is

everything um like for you I love the

idea of an LED truck sort of scrolling

through reviews maybe they reviews of

the agencies and the people attending

the conference right you have an

attendee list and you're cycling through

those or it's a live feed like that's

where we believe marketing is going to

go back to you know I'm a millennial and

when I learned about Marketing in

college it was more on the creativity

side it was how does a campaign look and

feel what's the slogan going to be um

and then it became that Finance position

now we're sort of revering back to uh

some of the creativity and that's

something that uh has become

fascinating to sort of witness yeah I

remember the like Twitter did a bunch of

billboards what what was that like 2018

2019 where they took old tweets of

famous celebrities who said I'm going to

be famous or I'm gonna win The Masters

one day I'm gonna win the whatever like

I'm gonna win the US Open one day and

then they did it and it showed the

picture of them doing it but then the

tweet that they showed and it had the

year and the date I thought that was

really clever it gave a whole different

angle and perspective to Twitter that

was really only like doable via a

billboard I mean like that same creative

like you're talking about wouldn't make

sense in a Facebook ad so right and you

don't typically remember the impact of

Facebook had on you from three four or

five years ago but you do it out of home

yeah and honestly and not because this

is you know my business but I truly

believe in the impact the physical world

has period yeah like your most cherished

memories are typically going to be from

the physical world and we see that being

extremely important for Brands going

forward um you know dating back to your

your your childhood think about those

fond memories you have family there's

trips there's things there's physical

experiences and I think people are

yearning for that now as we become so

obsessed with the digital world it's not

going away um but there is something

sort of nice in thinking that we could

potentially live in a world where the

real world is important I mean yeah

especially post pandemic right

like one of the things that I read in in

that study that said you know 64% of

them are reporting declining results

from digital advertising and digital

marketing it said these people are

exhausted like they they use the term

digitally exhausted

audiences we've all been spending way

too much time or not too much not that

I'm here to judge but like I watch two

hours of Netflix every single night I'm

not try about that uh I'm not spending

it a cold plunge or at the gym but you

know we we all the pandemic are yearning

those influences are

amazing I wake up at 355 and by the time

the day is done I've I've accomplished

more than you have you're a piece of

yeah yeah yeah I that'll never be me

I'll love those yeah but you know for

for me I do think there's something to

be said coming out of the pandemic where

you know we're seeing record attendance

at sports events we're seeing record

attendance at music festivals uh we're

seeing a lot of people ditch Instagram

like deleting it from their phone at

least on the weekends or just forever

and you know especially the the younger

generation coming up as much as they

love Tik Tok they also love in person uh

in iners experiences in person events so

I totally see the value of

it and and think about that those are

all places by the way where you could

actually advertise without phone there

are networks and formats around every

event that you just described and by the

way I always like to tell us the folks

that it's it's audience plus

context it's your audience plus context

you can create contextually relevant um

messaging depending on where something

is the surroundings the environment the

weather the time of the day you know

that your audience is going to see this

ad at a certain time where they're doing

something very specific you have no idea

if that's the case seeing a digital ad

you have no idea where I'm actually

seeing that um yeah that's a huge

difference huge difference and by the

way like this works you know like

I'm we're not still alive and doing this

thing and growing uh if it didn't it

does work and it's awesome see your ad

in the real world never gets old um I

mean seeing like well I would just say

it this way out of home wouldn't be a

multi-billion dollar business if it

didn't work I always just thought it was

presumed to be only for the Geico of the

world that you know just have a certain

amount of like we need to buy x amount

of eyeballs this month and then every

quarter they track how many total

Impressions they had across TV

Billboards

commercials uh I said TV but um you know

Facebook ads Google like a total

eyeballs to total revenue I always

thought that's what it was reserved for

the the in-person pixel or the true shed

or whatever view shed I think is

brilliant uh and knowing that I can get

started with this for 10 grand or even

less 20 bucks a day at South by is is

the answer to my my Googling that I

started after reading that that Insight

that 64% of marketers are seeing

declining so I would consider I would

consider my Googling complete I now have

something that I can at least test or

try

Beyond I'm happy to help you with your

with your out of home efforts sure

[Laughter]

sure I'm joking I'm joking um you know

what it's interesting and this is the

and by the way back to the Geico example

a lot of those big giant companies they

still buy like that that's not really

our goal our goal is to work with the

folks who can't who don't necessarily

have the budgets to spend like that but

we also want to work with those kinds of

folks to get them to think the GEOS of

the world to get them to think about out

of home in a performance oriented scope

um Beyond just Impressions on any random

format out there and a much more dialed

in uh optimized and targeted brand

forance way um but really really the

bread and butter here with us is working

with folks who have never done it before

and I've never done it in a scalable or

or consistent

way got it so out of home 2.0 cost less

much better

attribution that those are the two main

points anything else I'm missing yeah uh

much more costeffective um much better

data uh to plan to buy and to

measure real world ads period yeah

amazing if someone wanted to reach out

to you about getting a test going where

can they find you what's what's the next

step for people that are looking to tap

into at home 2.0 anyone can email me uh

I'm Greg

onscreen. um I'm I'm I'm available um

even as a Founder I always love to talk

to folks Business Leaders marketers

um you know I'm always I'm a sounding

board to fully help support people who

are exploring this medium again you can

probably tell I'm pretty passionate

about it um you can breach me at

LinkedIn uh can fly an aerial Banner

over my house if you want to get in

touch with me it's a good way um really

smart that's really smart actually I I

met with a last thing I say I met with a

guy uh that on purpose paid for a plane

to write a company's brand name sucks in

the sky over like the cheapest Market he

could find just so that someone could

record it he could post it online and

then that went viral so that's another

way to use at a home he didn't even care

who saw it he just wanted it to go up in

the skies way before AI or anything

could do that but and there's a social

amplification to this right it's also

why we also invest in making sure that

we get Beauty shots of your campaign in

the wild because companies love to use

that online internally for investors for

customers um it really is impactful that

way I believe it well Greg thank you so

much for coming on and sharing the

Playbook really for getting into out of

home 2.0 and making us performance

marketers realize that there are other

opportunities outside of Facebook and

and Google ads well Max I appreciate you

having me on congrats to you uh love the

platform thank you so much chat with you

soon thanks for listening to the

marketing Max show it takes me and my

team hours to produce it every single

week but it only takes you 15 seconds to

hit that share button and text it to a

friend drop it in a slack group or share

it on Twitter Facebook Instagram or any

of your favorite social platforms I

appreciate you taking the time to check

out my content have an awesome

[Music]

day