Adomni, Amobee, and All Things Out-of-Home

After all he realized quotwe39re all traveling throughout the world and there are always going to be adsquot So Gudai dove in In our recent conversation he explains how quotby 2016 we had the first billboard running the Adomni softwarequot that would help the company raise the bar for easeofbuying and programmatic OOH and how as of today the company has amassed more than 130000 connected screensGudai who is now chief executive officer of the company that also aims to democratize digital outofhome screens so they39re easy and affordable brought along Matthew Gussin for Episode 42 of the Insider InSites podcast Gussin amp8212 also something of a media maverick amp8212 is national vice president at Amobee an omnichannel advertising partner to Adomni that uses data insights to identify where highvalue customers actually spend time and generates bespoke campaigns for each customerListen to the complete podcast to learn more about their joint efforts to shake up the marketing world with outofhome and howAdomni39s team is reaching consumers with ways to purchase outofhome as easily as making a restaurant reservationAdomni works with partners such as Amobee to close the customer journey loopHow their Kylie Jenner cosmetics campaign made historyThey also share insights on what worked and what could work again in the upcoming election seasonThe following has been edited for clarity and length Subscribe to MediaVillage39s Insider InSites just named a top podcast for digital advertising professionals on any or all of these platforms Stitcheramp160Spotifyamp160iHeartRadioamp160GooglePodcastsamp160Appleamp160TuneIn andamp160YouTubeEB Moss You39ve penned some MediaVillage articles and in one you wrote that outofhome isn39t just in your car or when you39re walking around it really is your entire life outside the home That39s a lot of inventoryJonathan Gudai Outofhome advertising is actually the second largest reach medium behind television in terms of impressions It reaches 90 percent of consumers and comes in a lot of different shapes and sizes People think about just roadside billboards but there are also screens in bars and restaurants and shopping malls pointofsale screens and tops of rideshare vehicles driving around New York City and Los AngelesMoss And the buying process for all thatMatthew Gussin We had to go source the inventory from each person in every single market in outofhome in its previous existence before Jonathan and his team helped pioneer thisamp8230 Instead of needing 50 campaigns to launch one campaign across the entire country amp8212 if you wanted the entire US reach amp8212 you can now access one platformMoss And the symbiotic relationship between Adomni and AmobeeGudai Amobee is an omnichannel advertising partneramp8230 There39s a convergence that39s happening Marketers are caring less about amp8230 screen sizes and type and medium and more about results How they can drive those resultsamp8230 in as easy and transparent a way possible has really been our focusamp8230 Over the years we realized that there39s this amazing combinatory power of mobile devices serving ads there to people that were exposed to the outofhome screens was what actually got Adomni and Amobee together to say quotHow can we amp8230 connect these two to bring more value to our customersquotGussin It had been a fragmented journey Amobee lacked a digital outofhome partnership Adomni lacked a mobile extension in some of these other things and it really just brought us togetheramp8230 so you39re able to then reach an audience that is inmarket amp8212 a digital outofhome audience amp8212 but also capture them when they39re on their mobile device or listening to Audible or even listening to this podcastamp160Moss Jonathan describe where outofhome is today where it39s going in the next several years and its newish easeofuse in buyingGudai amp8230For us it started on the supply side For outofhome amp8212 this very rich impactful medium amp8212 to be harnessed in a platform you needed to have critical mass And buyers need to be able to come in find what they39re looking for amp8212 audiences or geos amp8212 and be able to have their budgets spent and measured in a way that fits to what they39re doing with the rest of their objectives For the last three years we39ve seen an evolution in the major media owners embracing programmatic amp8212 like Lamar and Clear Channel in the billboard space and Lightbox in the shopping mall space amp8212 who have reformatted their selling models and reforming of their technology stacks to make this possibleGussin amp8230And to complement what Jonathan39s doing we39re able to triangulate take advantage of deep learnings by either use first second or thirdparty data as well as CRM to really understand the characteristics that make up who the ideal customer is Once a company gives us some of their learnings together we39re going to understand where their hidden audience is If you think your sweet spot is California and New York and I show you Des Moines Iowa is overindexing is that a value We help them fish where they didn39t even know the fish areMoss Were there a lot of women who responded to the Kylie Jenner campaign in say Des Moines or were they more in Las Vegas and LAGudai Des Moines Iowa and 1099 other cities To explain they39re a client of ours that really had not done much in the outofhome space instead focusing on social channels and that39s worked pretty well for them I would say But amp8230 within two business days we were able to identify the markets and media types they wanted to reach and we launched the largest programmatic billboard campaign ever 4300 roadside billboards at the same time and over 300 shopping malls that had video adsMossamp160 We have a big election coming up and historically there has been buzz around how some elections may have been influenced or will be by programmatic ThoughtsGussin amp8230 In the last election you had one party that thought everybody was their customer and that means you39re going to target all 50 states and every single demographic 18 plus The other party said quotWe don39t need to be in every statequot Meaning by putting together a big data campaign versus a sprayandpray model you39re able to target the specific coal workers when you needed to in Pennsylvania to get those specific votesamp8230Gudai So in this next coming election to me it39s very much the Wild West right now Being able to tap into what we39re doing with big data in applying a digital outofhome screen too I think it39s just very complementaryamp8230There39s a targeting side to it and then ultimately it39s just having an open mind to use new approaches or new innovations and do some testing and then take that testing and apply those learnings towards something biggeramp8230The difference is that this landscape has never been more fragmented So when we look at the traditional ways which has been TV or online and to some extent outofhomeamp8230 we say quotWait a minute we have an opportunity now with programmatic where you can target your audiences using the data sets that Amobee and Adomni have with PlaceIQ and all the various proprietary datasetsquotMoss amp8230 In terms of creative in my last episode Jennifer Zimmerman of mcgarrybowen was talking about the essential need to marry data and creative What39s the most creative aspect we can see implemented in digital outofhomeGussin amp8230By using dynamic creative that39s changing based on where the customer is in their journey whether it39s going from digital outofhome realizing they saw it on their mobile and then transitioning it to continue further down that funnel you39re able to really engage with them so they feel like it39s a onetoone connection versus just being broadly spoken toMoss It can also be storytelling like the old Burma Shave days It39s the evolution of outdoor and telling the story in the right time and the right placeGudai Yeahamp8230 Now it39s limited just by the brands and the agencies saying quotOK let39s harness this Let39s tell a story so that we39re not placing the same ad on the large format screen as we39re putting on the mobile ad but they need to be connected in a wayamp8230quotGussin The moment that we39re in now feels eerily similar to what I experienced in 2009 when people were like quotWhat39s programmatic We already work with these specific publishers Why would we buy from youquot Fastforward to today there are 50 billion impressions available So what39s happened in the market They39ve adopted it Publishers have pushed more inventory there and I really think that they39re on the cutting edge of taking advantage of what39s really going to blow upClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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