(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.

Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.

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

Summary

In this conversation, Tim and Eric Tilbury talk about the problems with attribution vs outcome-based measurement and why outcomes ultimately beat clicks and other performance metrics that are often the KPIs of a media buy. Eric talks about the role of programmatic traders in campaign execution and how to unlock the power of one-to-many tactics like DOOH in your next programmatic media buy.

Key Topics:

• The limitations of user-based attribution and the need for a more holistic approach to measurement.
• The benefits of Marketing Mix Modeling (MMM) for understanding the true impact of advertising campaigns.
• How DOOH can thrive in a privacy-first world by focusing on outcomes and delivering impactful creative experiences.
• Real-world case studies showcasing the effectiveness of DOOH when combined with data-driven strategies.

Connect with Eric:
On X: https://x.com/EricTilbury_RTB
On LinkedIn: https://www.linkedin.com/in/eric-tilbury-2a798932/
And learn more about inuvo at https://inuvo.com/

Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.

"Automation is 100% the job to be done." - Alvaro Villa, FatTail

Summary

In this episode of OOH Insider, Tim Rowe and Alvaro Villa discuss the challenges facing DOOH advertising, focusing on the importance of maintaining premium inventory standards, the role of automation in direct sales, and the challenges faced by publishers navigating the Programmatic DOOH explosion. Join us as we explore how FatTail helps publishers like WebMD and The Financial Times with end-to-end ad ops, automating direct sales strategies, and enabling programmatic growth that maintains premium standards for brands, publishers, and partners. The conversation specifically highlights and emphasizes the need for direct relationships and an understanding of how and why media is transacted.

Takeaways

• Why direct advertising still generates the majority of revenue for publishers.
• What role does Automation serve in reducing friction and selling more?
• How Creativity in direct sales is a superpower and competitive advantage.
• The importance of integrations with existing systems to unlocking value.
• Embracing what makes your inventory unique and how to sell it without slowing down.

Chapters

• 01:24 Understanding Premium Content and Direct Advertising
• 03:17 The Role of Automation in Advertising
• 04:38 Defining 'Programmatic'
• 07:47 Balancing Direct Sales and Programmatic Efficiency
• 09:09 Addressing Common Publisher Pain Points
• 11:38 Case Study: GSTV and FatTail Collaboration
• 15:10 Integration Challenges in DOOH
• 19:07 Strategizing Sales Approaches for DOOH Publishers

Learn more about FatTail here: https://www.fattail.com/
Connect with Al here: https://www.linkedin.com/in/alvaro-villa-4034627/

Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.