Where DOOH Meets AdTech Podcast By Tim Rowe cover art

Where DOOH Meets AdTech

Where DOOH Meets AdTech

By: Tim Rowe
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Learn all about the latest innovations in Digital Out-of-Home (DOOH) with OOH Insider, your top source for insights on programmatic DOOH advertising, AI innovations, Supply Path Optimization (SPO), and cutting-edge measurement tactics. Designed for DOOH publishers and ad tech executives, each episode explores how curation and advanced measurement strategies meet DOOH best practices. Stay ahead of the curve with actionable strategies and exclusive interviews tailored to DOOH executives, enabling you to make better decisions about your business for sustainable, long-term growth and giving brands what they want.

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Episodes
  • Big Happy teaches us about How to Drive Performance Outcomes with Definably Great Creative

    Big Happy teaches us about How to Drive Performance Outcomes with Definably Great Creative
    Jul 22 2025

    In this episode of OOH Insider, host Tim Rowe is joined by Jonathan Frohlinger, CEO, and Gabby Stoller, GM DOOH, at Big Happy to answer the hardest question of all - how do you measure the impact of great creative?

    Who Should Listen:

    • Brands & Agencies looking to unlock incremental value from their media buy
    • Strategists & Planners focused on improving performance through creativity
    • Ad Tech Innovators rethinking the balance between distribution, measurement, and creative storytelling

    What You’ll Learn:

    • Creative > Everything: Creative isn’t a bolt-on—it’s the foundation for a great media plan, and the lever most brands are still ignoring.
    • From Mobile to Monumental: How Big Happy is scaling CGI-driven mobile ad success onto physical DOOH screens.
    • Emotion Drives Action: What Pixar and Lunchables have in common—and how feeling something first leads to buying something later.
    • Measurement: Why DOOH isn't just top-of-funnel anymore, and how to use creative to drive lower-funnel outcomes like foot traffic and sales lift.

    Big Ideas & Hot Takes:

    “We’re kind of the Pixar of advertising.”

    – Jonathan Frohlinger, on emotional resonance and storytelling.

    “Creative is number one. Strategy is number two. That’s the order of operations.”

    – Gabby Stoller, on why Big Happy leads with creative-first thinking.

    “We want to walk into a room and show people something they can feel.”

    – Jonathan Frohlinger, on avoiding ad tech jargon and speaking the universal language of good creative.

    “If we can break through on mobile, imagine what we can do on a 75-inch canvas in the real world.”

    – Gabby Stoller, on scaling mobile-native creative to DOOH environments.


    Where to Go Next:

    Visit: BigHappy.co
    Connect with Gabby: Gabby Stoller on LinkedIn
    Reach Jonathan: Jonathan Frohlinger on LinkedIn

    Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
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    33 mins
  • K.C. McLeod teaches us about How CTV Advertisers are Discovering DOOH

    K.C. McLeod teaches us about How CTV Advertisers are Discovering DOOH
    Jul 8 2025

    In this episode of OOH Insider, host Tim Rowe sits down with K.C. McLeod of VideoElephant to unpack how content—not just ad inventory—is shaping the future of Digital Out of Home (DOOH).

    Who Should Listen:

    • Publishers looking to monetize idle or underperforming screen inventory
    • Advertisers & Brands eager to stretch their CTV strategy into the physical world
    • Ad Tech Leaders navigating the evolving standards between DOOH and programmatic video
    • Strategists & Planners who love blending performance, storytelling, and efficiency

    What You’ll Learn:

    • The Secret to Better Screens: Why filling DOOH screens with premium, short-form video content is creating more engagement—and new revenue—for screen owners.
    • CTV Meets DOOH: How VideoElephant is helping bridge the education gap for advertisers by reframing DOOH as CTV outside the living room—and what that means for monetization.
    • The Measurement Moment: From tequila campaigns to political ads, hear how content-rich environments drive higher recall (+84% lift!) and why measurement standards are still evolving.

    Big Ideas & Hot Takes:

    “These are CTV screens—just not in the living room.”
    – K.C. McLeod, on bringing familiar CTV buying logic to DOOH environments.

    “Content isn’t just a filler—it’s the lever that makes your media mix resonate.”
    – Tim Rowe, on why content-first strategy matters in high-attention spaces.

    “Sometimes the best measurement is the check the publisher gets and the content the audience stays to watch.”
    – K.C. McLeod, on balancing technical measurement with real-world impact.


    Where to Go Next:

    • Visit: VideoElephant.com
    • Contact K.C.: kc@videoelephant.com
    • Connect on LinkedIn: K.C. McLeod
    • Explore related episodes:
      • 🎧 Chris Kane - How to win DOOH OpenRTB
      • 🎧Bill Harvey - The Godfather of Contextual Resonance
      • 🎧 Robert O’Rourke + Stephen Brooks - DOOH and Context

    Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
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    25 mins
  • Ed Silhan teaches us about How DSPs Decide on DOOH and The Omnichannel Evolution

    Ed Silhan teaches us about How DSPs Decide on DOOH and The Omnichannel Evolution
    Dec 3 2024

    (IWC + EssenceMediacom) x Locala Case Study: https://asklocala.com/casestudy/iwc-foot-traffic-brand-engagement/

    The Programmatic Primer: https://www.theoohinsider.com/programmatic-primer/

    Summary

    In this episode with Ed Silhan, CRO of Locala, we explore topics like the digitization of print and similarities with DOOH, how a mobile-first platform evolved into an omnichannel DSP, and bolt-on tools for publishers for planning and attribution.

    Ed shares insights about the transformation from traditional print advertising to digital media, drawing parallels with the current evolution in digital out-of-home (DOOH) advertising. The discussion highlights Locala's approach to programmatic advertising, audience targeting, and attribution across multiple channels.

    Takeaways

    • How Locala uses AI and location data to find hyper-local audiences at scale
    • The portability of attribution capabilities, including foot traffic measurement for DOOH campaigns, for publishers and advertisers alike
    • Panel Optimizer technology for DOOH optimization, launched in October, enables real-time audience targeting for brands and outcomes
    • Device Graph 101 - what is it and why does it matter?
    • Real-time optimization and reporting capabilities through customizable attribution windows


    Connect with Ed and Locala

    Website: www.asklocala.com

    Learn more about their solutions and connect with Ed Silhan on LinkedIn for further discussions about omnichannel programmatic advertising solutions.

    Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
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    28 mins
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