#9 - Myth Busting: Billboards Actually Print Money?
Summary
TLDRIn 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
📊 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.
🔍 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.
📍 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.
💡 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.
🚀 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.
🌐 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.
🔗 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.
📢 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.
Mindmap
Keywords
💡Out of Home 2.0
💡Digital Exhaustion
💡View Shed
💡Pixel Tracking
💡Omni-Channel Approach
💡Audience Data Overlay
💡Conversion Page
💡Cost Effectiveness
💡Mobile ID
💡IP Matching
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
関連動画をさらに表示
5.0 / 5 (0 votes)