Your ROI Will Double With These Digital Billboard Strategies
Welcome back to The Media Buying Podcast.
In today’s episode, Jim and Rob are joined by Alex Weinberger, General Manager of Digital Out of Home at Adroll.
They dive into the fast-moving world of digital out of home advertising (DooH), exploring how the shift from traditional billboards to programmatic, data-driven screen placements is transforming media strategies for both major brands and local businesses.
From the explosive growth in industry investment and high-profile acquisitions to the expanding capabilities for real-time targeting and measurement, this conversation explores why digital out of home has become a must-watch channel for media buyers.
Jim shares behind-the-scenes stories, insights into creative opportunities, and actionable advice for anyone looking to pivot from online to offline campaigns. Plus, we discuss the impact of AI on creative content, the role of privacy laws, and where the future is headed for this dynamic space.
Whether you’re an old hand at media buying or curious about what might be the next frontier in programmatic media buying, this episode is crammed with the latest trends, tactical strategies, and a few laughs along the way.
Let’s jump in.
Important Notes
This is the Media Buying Podcast, the weekly podcast for media buyers who are looking for the missing pieces in their campaign strategy.
New episodes are released every Tuesday at 2PM EST where you'll get media buying strategies, tips, stories and anecdotes from media buyers who've been at the sharp end in many of the disciplines that make up the discipline of media buying.
The podcast is powered by Captivate and all the ums, and ers have been removed using Descript to make your listening more enjoyable.
Some of the snappy titles, introductions, transcripts were created using AI Magic via Castmagic
Disclaimer: some of the links on the show notes are affiliate links.
If you click or buy from any of these links, we may receive a commission as a result of your action.
00:00 - Untitled
00:46 - Podcast Introductions
01:08 - What Digital Out of Home Is
01:45 - Market Growth and Validation
04:32 - Why Programmatic Beats Vinyl
05:50 - AdRoll ABM Meets DOOH
09:53 - Targeting and Indexing Explained
11:19 - Proximity and Last Mile Retail
13:24 - Measurement and Incrementality
18:15 - Demand Drivers and Creative Matters
20:40 - AI for Creative and Planning
23:15 - AI Speeds DOOH
23:36 - DOOH Growth Outlook
24:40 - Retail Media Arms Race
26:46 - Remnant Inventory Question
28:42 - RTB Waterfall Explained
31:19 - Creative Refresh Tactics
33:48 - Venue Targeting Playbook
35:35 - Retargeting and Privacy
37:23 - B2B ABM Priming
39:04 - GDPR and Global Rollout
40:23 - Wrap Up and Subscribe
Jim Banks:
hey everyone.
Jim Banks:
Welcome to this episode of
Jim Banks:
the Media Buying Podcast.
Jim Banks:
I'm here with my, my good friend, Rob.
Jim Banks:
Rob, good to have you on again, as usual.
Jim Banks:
How are you?
Robert Adler:
Good as always to be here.
Jim Banks:
And we are delighted to have
Jim Banks:
on the show today, Alex Weinberger, who
Jim Banks:
is the GM of Digital out of home a Adroll.
Jim Banks:
So Alex, good to meet you as well.
Alex Weinberger:
Hey, Jim.
Alex Weinberger:
Hey Rob.
Alex Weinberger:
Great to be here.
Jim Banks:
So tell us a little bit
Jim Banks:
about digital out of home at Adroll,
Jim Banks:
kind of what that, what That's all.
Alex Weinberger:
So digital out of home.
Alex Weinberger:
For those that don't know
Alex Weinberger:
what it is as one of the newer
Alex Weinberger:
channels in the programmatic
Alex Weinberger:
digital space, it really covers.
Alex Weinberger:
Everything that's outside the
Alex Weinberger:
four walls of your home, not
Alex Weinberger:
your personal device, right?
Alex Weinberger:
So it's not gonna be your laptop, your
Alex Weinberger:
smart tv, your smartphone, but it's
Alex Weinberger:
gonna be all of those digital screens,
Alex Weinberger:
whether it's roadside billboards,
Alex Weinberger:
screens and bars and malls and gyms and
Alex Weinberger:
restaurants, and digital bus shelters.
Alex Weinberger:
So really kind of covering all
Alex Weinberger:
of the space between your home.
Alex Weinberger:
And where it is that you're going.
Alex Weinberger:
Um, so the industry has seen
Alex Weinberger:
a massive, massive surge of
Alex Weinberger:
investment coming into the space.
Alex Weinberger:
I think last year it was right
Alex Weinberger:
around like $3.6 billion, which
Alex Weinberger:
accounted for something like 34 or
Alex Weinberger:
35% of all out of home spending.
Alex Weinberger:
Across the US So the
Alex Weinberger:
investment is, is significant.
Alex Weinberger:
I started selling digital out of home
Alex Weinberger:
in February, 2020, which is important
Alex Weinberger:
'cause that was right around the time they
Alex Weinberger:
told everyone in the world to stay home.
Alex Weinberger:
And I was tasked with selling
Alex Weinberger:
digital media outside the home.
Alex Weinberger:
So it's been an interesting
Alex Weinberger:
journey to say the least over
Jim Banks:
So is it billboards with
Jim Banks:
kind of tumbleweed rolling by them?
Jim Banks:
Right.
Alex Weinberger:
in, in
Alex Weinberger:
certain instances, yes.
Alex Weinberger:
And that was something that we were
Alex Weinberger:
definitely up against in those early days.
Alex Weinberger:
But, now that we've kind of gotten back
Alex Weinberger:
to whatever we'll say normal is, or
Alex Weinberger:
whatever normal may be, I, I wanna say
Alex Weinberger:
five or six years ago, the investment
Alex Weinberger:
level was right around a billion dollars.
Alex Weinberger:
So we've seen this massive surge.
Alex Weinberger:
Not just of interest from the
Alex Weinberger:
industry, but also from big, huge,
Alex Weinberger:
massive corporate entities that
Alex Weinberger:
are really starting to take shape.
Alex Weinberger:
all really validated by what
Alex Weinberger:
we've seen in the mergers and
Alex Weinberger:
acquisition sector of the industry
Alex Weinberger:
over the last even 18 months with.
Alex Weinberger:
T-Mobile coming in and buying
Alex Weinberger:
Vista Media for $600 million.
Alex Weinberger:
And even, I wanna say a couple weeks ago,
Alex Weinberger:
a private equity firm came in and bought
Alex Weinberger:
Clear Channel Outdoor for $6.2 billion.
Alex Weinberger:
So, why is, is now the time for AdRoll
Alex Weinberger:
to launch a digital out-of-home product?
Alex Weinberger:
It's because the mar it's 'cause
Alex Weinberger:
the market's validating it.
Alex Weinberger:
the market is validating it.
Alex Weinberger:
The media owners are validating it, and
Alex Weinberger:
the investment from the major advertising
Alex Weinberger:
players continues to show that it's,
Alex Weinberger:
it's a worth, it's a worthwhile channel.
Jim Banks:
So, I mean, again,
Jim Banks:
I, I don't know about Robert.
Jim Banks:
Have you got experience of work
Jim Banks:
working with Adroll in the past at all?
Robert Adler:
Yeah, I've worked
Robert Adler:
with that role in the past, but
Robert Adler:
definitely all web at the time.
Robert Adler:
It wasn't any of this, but I'm
Robert Adler:
getting very interested as we speak.
Robert Adler:
I.
Jim Banks:
Same, same, same thing.
Jim Banks:
I mean, like my, my original foray
Jim Banks:
into kinda like working with AdRoll.
Jim Banks:
I, I worked with him back in the day
Jim Banks:
when, really they were the kind of the
Jim Banks:
go-to platform for people that wanted to
Jim Banks:
kind of do complex dynamic remarketing,
Jim Banks:
but just didn't really know how to do it.
Jim Banks:
Right.
Jim Banks:
So.
Jim Banks:
Like, I think AdRoll kind of found,
Jim Banks:
found a way to kind of make that better,
Jim Banks:
better for people who wanted to have
Jim Banks:
the, the kind of the expertise of it,
Jim Banks:
but didn't have the technical chops
Jim Banks:
to be able to put it all together.
Jim Banks:
Right.
Jim Banks:
And that was certainly my
Jim Banks:
experience of working with
Jim Banks:
AdRoll sort of back in the day.
Jim Banks:
Right.
Jim Banks:
So to to, to kind of see you guys
Jim Banks:
are kind of getting much more
Jim Banks:
heavily involved in digital out of
Jim Banks:
home, I think is, is a good thing.
Jim Banks:
I know that, that there's a lot of
Jim Banks:
people who have a, again, like some
Jim Banks:
businesses spending a ton of money on like
Jim Banks:
traditional billboards where it's some guy
Jim Banks:
going around with a kind of glue gun and.
Jim Banks:
Put pasting things up.
Jim Banks:
But I think, the, the digital really
Jim Banks:
gives you the ability to kinda get so
Jim Banks:
many, so much more kind of granular
Jim Banks:
in terms of the, the capability.
Jim Banks:
And, and, again, I, I'm, I'm just
Jim Banks:
kind of excited to, to hear a
Jim Banks:
little bit more about it as well.
Alex Weinberger:
Yeah.
Alex Weinberger:
And what you said is, is,
Alex Weinberger:
is absolutely accurate.
Alex Weinberger:
The traditional out of home where
Alex Weinberger:
I think you use, like guys going up
Alex Weinberger:
with glue and, and all that, right?
Alex Weinberger:
Like that, those are your
Alex Weinberger:
traditional vinyl costs.
Alex Weinberger:
And there's a lot of cha not challenges,
Alex Weinberger:
but some of the, the limitations
Alex Weinberger:
within the traditional out of home
Alex Weinberger:
is that you're paying for a 30, 60,
Alex Weinberger:
90 day contract and you're locked in.
Alex Weinberger:
You've got all of these upfront and
Alex Weinberger:
backend costs of, you've gotta put it
Alex Weinberger:
up, you gotta pay a crew to go put it up.
Alex Weinberger:
You gotta pay a crew to go take it down.
Alex Weinberger:
And what if the messaging
Alex Weinberger:
has to change, right?
Alex Weinberger:
What if the dynamics in the world
Alex Weinberger:
change, and you need to shift on a dime?
Alex Weinberger:
And that's where digital, out of home
Alex Weinberger:
is really interesting because of the,
Alex Weinberger:
the programmatic digital nature of it.
Alex Weinberger:
But also kind of being able to see where
Alex Weinberger:
all of the other programmatic channels,
Alex Weinberger:
where all the advancements and evolutions
Alex Weinberger:
of, that we've seen them go through.
Alex Weinberger:
And we've been able to kind of just.
Alex Weinberger:
Adopt them, right?
Alex Weinberger:
Pluck them out of not thin air,
Alex Weinberger:
but see what everyone else is
Alex Weinberger:
doing and apply that to what we're
Alex Weinberger:
doing in digital out of home.
Alex Weinberger:
And whether that's, the
Alex Weinberger:
real time bidding, right?
Alex Weinberger:
So you can be in a hundred different
Alex Weinberger:
screens at once under one contract
Alex Weinberger:
with 15 different media owners.
Alex Weinberger:
we digi programmatic digital
Alex Weinberger:
out of home really allows.
Alex Weinberger:
Marketers to hit the easy button.
Alex Weinberger:
especially when working with
Alex Weinberger:
AdRoll, because you don't
Alex Weinberger:
need 15 different contracts.
Alex Weinberger:
You need one deal with me and with my
Alex Weinberger:
counterparts on the sales team, and
Alex Weinberger:
we'll manage that whole piece for you.
Alex Weinberger:
Um, but going back to what you had
Alex Weinberger:
said, Jim, when you, when you look up.
Alex Weinberger:
Who is AdRoll, they go top of
Alex Weinberger:
the list as far as ABM platform,
Alex Weinberger:
account-based marketing and retargeting.
Alex Weinberger:
That's what we're known
Alex Weinberger:
for in the industry.
Alex Weinberger:
and that's what really drew me, to AdRoll
Alex Weinberger:
be, if I'm being very honest, when, when
Alex Weinberger:
I was, looking for a new opportunity,
Alex Weinberger:
DSPs are kind of a dime a dozen.
Alex Weinberger:
And when I was talking to people in
Alex Weinberger:
the industry like, ugh, another DSP,
Alex Weinberger:
like, what are you gonna do there?
Alex Weinberger:
But it's the ABM piece.
Alex Weinberger:
It's the B2B piece that is a really
Alex Weinberger:
underutilized and undervalued, opportunity
Alex Weinberger:
within the digital out of home space.
Alex Weinberger:
So much of.
Alex Weinberger:
Digital out-of-home and out-of-home
Alex Weinberger:
in general is that kind of high
Alex Weinberger:
level upper funnel awareness.
Alex Weinberger:
but with the ABM platform, being able
Alex Weinberger:
to target contacts and remarket or
Alex Weinberger:
retarget them in very localized areas,
Alex Weinberger:
that's what gets me really excited
Alex Weinberger:
is kind of leaning into the B2B and
Alex Weinberger:
the ABM opportunity within digital
Alex Weinberger:
out of home that I think has not
Alex Weinberger:
really been, really flushed out yet.
Jim Banks:
It's funny, I've, I've got
Jim Banks:
a friend who, who did a, a lot of stuff
Jim Banks:
way back in the day, and I mean, he was,
Jim Banks:
he was really into kind of trying to,
Jim Banks:
to do things on the cheap right, but get
Jim Banks:
maximum exposure and he wanted to kind of.
Jim Banks:
Appear on tv.
Jim Banks:
So he did AKA kind of like a
Jim Banks:
Twitter, ad campaign where he
Jim Banks:
had, I think something like 1500
Jim Banks:
journalists in a, in a custom list.
Jim Banks:
And he basically targeted the
Jim Banks:
hell out of that list, right?
Jim Banks:
So, so he basically had all the
Jim Banks:
people that could basically book
Jim Banks:
him to come on and talk on CNN
Jim Banks:
or, Fox News or what have it.
Jim Banks:
And, and he was just
Jim Banks:
targeting those people.
Jim Banks:
And I think for 50 bucks he ended
Jim Banks:
up on like four or five different
Jim Banks:
news outlets kind of talking about
Jim Banks:
a new product that he brought out.
Jim Banks:
Right.
Jim Banks:
And I think sometimes that's the, the,
Jim Banks:
the advantage of having some, some
Jim Banks:
of that sort of, digital capability.
Jim Banks:
But in an environment where people
Jim Banks:
are, again, people are still out and
Jim Banks:
about and, and walking around, right.
Jim Banks:
But I think it's taking some of the kind
Jim Banks:
of creative element of that, that type
Jim Banks:
of piece, and putting it in a, in a, in
Jim Banks:
a billboard that, ultimately will get
Jim Banks:
people to kind of act on what you want.
Jim Banks:
Right.
Jim Banks:
So.
Alex Weinberger:
Yeah, it's, it's a
Alex Weinberger:
great, it's, it's, it's the connectivity
Alex Weinberger:
between the digital and the physical
Alex Weinberger:
space while using all of the advantages
Alex Weinberger:
of the digital ecosystem, right.
Alex Weinberger:
In the programmatic advancements,
Alex Weinberger:
I'll tell you a funny, a very
Alex Weinberger:
quick, funny story about that is.
Alex Weinberger:
My first kind of introduction to out of
Alex Weinberger:
home is I was working at a mobile location
Alex Weinberger:
ad tech company and an out of home company
Alex Weinberger:
was white labeling our mobile ad tech.
Alex Weinberger:
So they were selling billboards and they
Alex Weinberger:
wanted to sell mobile alongside of it.
Alex Weinberger:
And our number one market in the
Alex Weinberger:
country was Florida and our number one
Alex Weinberger:
vertical was personal injury attorneys.
Alex Weinberger:
And you figure, okay, they want to be
Alex Weinberger:
around urgent cares and hospitals and.
Alex Weinberger:
No, they wanted a billboard between
Alex Weinberger:
their house and their office, so
Alex Weinberger:
they could see their face going
Alex Weinberger:
to and from the office every day.
Alex Weinberger:
So there's that vanity play that comes
Alex Weinberger:
with the industry overall of being
Alex Weinberger:
able to see your ad in this instance,
Alex Weinberger:
their face out in the wild, where some
Alex Weinberger:
of the other programmatic and digital
Alex Weinberger:
channels, it can feel like a needle in a
Alex Weinberger:
haystack seeing your ad out in the wild.
Alex Weinberger:
Whereas with digital out of home, it
Alex Weinberger:
makes it feel a lot more tangible.
Robert Adler:
I actually, I
Robert Adler:
have a good example of that too.
Robert Adler:
when I was over tour and living
Robert Adler:
in Phoenix, one of the exam,
Robert Adler:
they had one billboard, I
Robert Adler:
believe it was in Southern Cali.
Robert Adler:
but you could literally rent
Robert Adler:
like, what was it, like five
Robert Adler:
impressions or something.
Robert Adler:
And they'd be like, between this
Robert Adler:
time and that time, you can go
Robert Adler:
see yourself right here on this.
Robert Adler:
And I was like, if only I could
Robert Adler:
do that for other people and just
Robert Adler:
know when they would've been around
Robert Adler:
there for that one impression.
Robert Adler:
That would be the most.
Robert Adler:
Profitable impression I
Robert Adler:
probably would ever have.
Robert Adler:
And then I just waited and waited and
Robert Adler:
waited and started seeing people ask
Robert Adler:
questions like, how would you do that?
Robert Adler:
And then I saw you guys talk about
Robert Adler:
this, and I was like, there we go.
Robert Adler:
So it's, there's, there's a lot of
Robert Adler:
that where like I've been waiting
Robert Adler:
for that targeting piece to come in
Robert Adler:
because at a certain point you start
Robert Adler:
to wonder if it's like a coincidence.
Robert Adler:
You're sitting at like a sports
Robert Adler:
bar, you're eating something,
Robert Adler:
and then something comes up
Robert Adler:
that really resonates with you.
Robert Adler:
Did they actually target the
Robert Adler:
people in there based on beacons?
Robert Adler:
Did they target based on X, Y, or Z?
Robert Adler:
Or is it just timing?
Robert Adler:
You don't, you don't really know.
Robert Adler:
But with some of it you do know.
Robert Adler:
And that's where a lot of
Robert Adler:
the ROI can start to come in.
Alex Weinberger:
Exactly.
Alex Weinberger:
And so to your point, it would be
Alex Weinberger:
incredibly creepy and massively
Alex Weinberger:
ineffective if we knew that Rob
Alex Weinberger:
was in a bar eating a cheeseburger
Alex Weinberger:
and we were gonna serve him an ad
Alex Weinberger:
for homeowner's insurance 'cause
Alex Weinberger:
he had those signals that would be.
Alex Weinberger:
That's a bridge too
Alex Weinberger:
far even for me, right?
Alex Weinberger:
I'm a sales guy at my core and I, I'll,
Alex Weinberger:
do what you gotta do to get the deal done.
Alex Weinberger:
But when you think about the
Alex Weinberger:
industry overall, what that's doing
Alex Weinberger:
is they're indexing against screen.
Alex Weinberger:
So the targeting and digital
Alex Weinberger:
out of home different from other
Alex Weinberger:
programmatic channels, right?
Alex Weinberger:
So what we're really great
Alex Weinberger:
at here at AdRoll is that
Alex Weinberger:
one-to-one targeting, right?
Alex Weinberger:
We have an ICP, we know who we're gonna
Alex Weinberger:
reach, we know how to find them, and
Alex Weinberger:
we hit them with an A one-to-one ad.
Alex Weinberger:
Digital out of home.
Alex Weinberger:
It's a one to many tactic.
Alex Weinberger:
So our audience targeting
Alex Weinberger:
is based on indexing.
Alex Weinberger:
So in that instance, right, we want
Alex Weinberger:
someone 35 to 55 that's in market
Alex Weinberger:
for homeowners insurance, right?
Alex Weinberger:
What we're able to do within the platform
Alex Weinberger:
is we're able to understand what screens.
Alex Weinberger:
I have observed mobile devices that
Alex Weinberger:
fit that profile at a higher than
Alex Weinberger:
average rate, and that's our indexing.
Alex Weinberger:
So we know, hey, this bar screen is
Alex Weinberger:
gonna reach someone that looks like
Alex Weinberger:
Rob, that's in market for homeowners
Alex Weinberger:
insurance and fits this cohort.
Alex Weinberger:
So let's put more ads on that screen.
Alex Weinberger:
It's not as scientific and specific
Alex Weinberger:
as we know we're gonna reach Rob,
Alex Weinberger:
but we know that we're giving
Alex Weinberger:
ourselves a much higher probability
Alex Weinberger:
of reaching that cohort and that.
Alex Weinberger:
Persona by being on this
Alex Weinberger:
screen in this location because
Alex Weinberger:
the data is telling us that.
Jim Banks:
Yeah.
Jim Banks:
'cause I think, I think, that, that whole
Jim Banks:
thing with proximity marketing, it's
Jim Banks:
always been such a, an amazing thing
Jim Banks:
to be able to kind of tap into, right?
Jim Banks:
I mean, I used to do that where I would
Jim Banks:
use proximity targeting where the devices
Jim Banks:
is, is the targeting effectively, right?
Jim Banks:
So where is that device at
Jim Banks:
any given point in time?
Jim Banks:
And depending on.
Jim Banks:
What time of day it is, what day
Jim Banks:
of the week it is, you can kind of
Jim Banks:
govern who's the audience in, in
Jim Banks:
that particular location, right?
Jim Banks:
So if it's a sports venue, people might
Jim Banks:
be there for, to watch a particular
Jim Banks:
game, but then there's gonna be all
Jim Banks:
these bars nearby where they may
Jim Banks:
go to, and you can target people in
Jim Banks:
those bars as well with the devices.
Jim Banks:
But I guess with digital out of home,
Jim Banks:
you have the ability to, to kind of.
Jim Banks:
Put, put in place.
Jim Banks:
If they walk from the stadium to a, a,
Jim Banks:
a restaurant, there may be billboards
Jim Banks:
that they kind of pass that are on
Jim Banks:
a bus stand or something like that.
Jim Banks:
There's a kind of bus shelter where it'll
Jim Banks:
have a, a digital kind of thing where,
Jim Banks:
you know, potentially that that is being
Jim Banks:
shown because people have identified
Jim Banks:
themselves by being in an audience based
Jim Banks:
on their proximity to the, the stadium.
Jim Banks:
And then obviously they get to the,
Jim Banks:
the restaurant they're going to,
Jim Banks:
and they pass a, an ad on the way.
Jim Banks:
Right.
Alex Weinberger:
Exactly, and, and what
Alex Weinberger:
you just outlined is still to this day,
Alex Weinberger:
what I would say, kind of like the core
Alex Weinberger:
foundational piece for digital out-of-home
Alex Weinberger:
targeting is that proximity, right?
Alex Weinberger:
You want people in and around an area.
Alex Weinberger:
It's really used super
Alex Weinberger:
effectively by retailers.
Alex Weinberger:
thinking about like grocery stores
Alex Weinberger:
and drug stores and the drug and
Alex Weinberger:
the mass and the club channel.
Alex Weinberger:
they call it winning the last mile,
Alex Weinberger:
and you want to be able to put
Alex Weinberger:
ads in the way of consumers when
Alex Weinberger:
they're in striking distance, right?
Alex Weinberger:
So, you want someone to buy
Alex Weinberger:
Kraft mac and cheese at Walmart.
Alex Weinberger:
Being 10 miles away on a billboard,
Alex Weinberger:
I'm just gonna go to my local grocery
Alex Weinberger:
store and I'm, I'm not gonna go 10 miles
Alex Weinberger:
outta my way to that Walmart, but if
Alex Weinberger:
you can say, Hey, Kraft Mac and cheese
Alex Weinberger:
is buy one get one free at Walmart, and
Alex Weinberger:
you look up and you see a big Walmart
Alex Weinberger:
sign, two stoplights away, right?
Alex Weinberger:
That can drive you into that location
Alex Weinberger:
to ultimately execute that purchase.
Alex Weinberger:
So, being as close to the shelf and
Alex Weinberger:
being as close to the transaction is one
Alex Weinberger:
of the really core, value propositions.
Alex Weinberger:
For digital Outof home, especially in
Alex Weinberger:
like the brick and mortar retailer space.
Jim Banks:
So, I mean, one of the, the
Jim Banks:
biggest challenges I think Rob and I
Jim Banks:
are kind of experiencing in, in our sort
Jim Banks:
of world of, of digital marketing is.
Jim Banks:
That whole thing to do with
Jim Banks:
accountability and measurement.
Jim Banks:
Right.
Jim Banks:
I mean, I think for me there's, there's
Jim Banks:
always the, like we get paid on results.
Jim Banks:
Right?
Jim Banks:
And if you are unable to get the results,
Jim Banks:
then potentially you don't get paid.
Jim Banks:
Right.
Jim Banks:
And I, I wondered whether digital out of
Jim Banks:
home, 'cause I mean, because it's based
Jim Banks:
on views and, and everything else, then,
Jim Banks:
how, how do you kind of like close the
Jim Banks:
loop to say that particular campaign was
Jim Banks:
successful, we spent, 50 grand and we, we
Jim Banks:
made 300 grand in, in incremental revenue.
Jim Banks:
How does that kind of work?
Alex Weinberger:
Yeah, so in the, in the
Alex Weinberger:
exact scenario or that example, let's talk
Alex Weinberger:
about the methodology and how this works.
Alex Weinberger:
And to be very clear,
Alex Weinberger:
AdRoll, we do not do.
Alex Weinberger:
Our own measurement.
Alex Weinberger:
And I think that's important, right?
Alex Weinberger:
Third party measurement is kind
Alex Weinberger:
of the gold standard because that
Alex Weinberger:
way you're not writing the test
Alex Weinberger:
and grading your own homework.
Alex Weinberger:
and a lot of clients really
Alex Weinberger:
want that external validation.
Alex Weinberger:
So in that exact example, right,
Alex Weinberger:
let's use the craft and Walmart thing.
Alex Weinberger:
We'll just keep on going with that.
Alex Weinberger:
And I don't work for either of
Alex Weinberger:
them, neither of them are paying me.
Alex Weinberger:
I
Jim Banks:
You're making me hungry though,
Jim Banks:
talking about like mac and cheese though.
Robert Adler:
I was about to say.
Alex Weinberger:
I have a, I have a three
Alex Weinberger:
and a half year old and a 2-year-old.
Alex Weinberger:
Their bodies are basically 80%
Alex Weinberger:
mac and cheese and pretzels.
Alex Weinberger:
so, so when you think about that example,
Alex Weinberger:
there's multiple different third party
Alex Weinberger:
vendors that are tracking all of this.
Alex Weinberger:
But the standard methodology is such that
Alex Weinberger:
we'll put this craft mac and cheese ad
Alex Weinberger:
within a one mile radius of these Walmarts
Alex Weinberger:
all across the country in a specific
Alex Weinberger:
DMA, whatever that targeting looks like.
Alex Weinberger:
And what we're able to do is the
Alex Weinberger:
screens individually are observing
Alex Weinberger:
all of the devices that have
Alex Weinberger:
moved through a dynamic radius.
Alex Weinberger:
So how far do you reasonably have to
Alex Weinberger:
be to see this ad? So for a billboard,
Alex Weinberger:
it might be a 300 foot radius.
Alex Weinberger:
For digital bus shelter,
Alex Weinberger:
it might be 50 feet.
Alex Weinberger:
For a bar screen, it might be 15
Alex Weinberger:
feet, whatever that radius is.
Alex Weinberger:
What they're doing is they're
Alex Weinberger:
observing all of the devices that
Alex Weinberger:
are moving through this radius, and
Alex Weinberger:
they're matching that up against
Alex Weinberger:
the timestamp of when this Walmart.
Alex Weinberger:
Craft mac and cheese ad was
Alex Weinberger:
being displayed, so that is
Alex Weinberger:
your exposed bucket of devices.
Alex Weinberger:
They're then able to track
Alex Weinberger:
that consumer journey of did
Alex Weinberger:
they make it into a Walmart?
Alex Weinberger:
Okay, great, that's easy enough.
Alex Weinberger:
You put a polygon around the
Alex Weinberger:
Walmart, did we see that mobile
Alex Weinberger:
device enter that location?
Alex Weinberger:
But then what you're able to do is
Alex Weinberger:
you're able to tie that back using
Alex Weinberger:
a third party measurement partner.
Alex Weinberger:
There's like IRI by Rcna, there's a BCS.
Alex Weinberger:
There's a bunch of these
Alex Weinberger:
vendors where you can.
Alex Weinberger:
Subscribe to and get this POS anonymized
Alex Weinberger:
point of sale data to say, did this device
Alex Weinberger:
Id tied through, either our loyalty ID
Alex Weinberger:
or some other indicator, did this person
Alex Weinberger:
that was exposed by Kraft Mac and cheese,
Alex Weinberger:
and that's how they're able to say, okay,
Alex Weinberger:
well we spent a hundred thousand dollars.
Alex Weinberger:
We have their $350,000 worth of mac and
Alex Weinberger:
cheese sales based on that exposed data.
Alex Weinberger:
Well, we got a $3 50 cent return
Alex Weinberger:
on the investment, but that
Alex Weinberger:
becomes a really strong story of,
Alex Weinberger:
validation for the tactic overall.
Jim Banks:
And I'm guessing that,
Jim Banks:
that there's probably the ability
Jim Banks:
like down the line to be able to kind
Jim Banks:
of track lifetime value, say that
Jim Banks:
initial kind of purchase then became.
Jim Banks:
500 like subsequent LTV kind of purchases
Jim Banks:
of, mac and cheese over time, right?
Jim Banks:
So.
Alex Weinberger:
Exactly.
Alex Weinberger:
and the other interesting thing that
Alex Weinberger:
you hit on, which I think is a really
Alex Weinberger:
important piece to talk about, is
Alex Weinberger:
the incremental piece of it, right?
Alex Weinberger:
Because early days, digital out of
Alex Weinberger:
home sales measurement was all about
Alex Weinberger:
attributable, Hey, did we see this device?
Alex Weinberger:
Did they go into the store?
Alex Weinberger:
Did they purchase it?
Alex Weinberger:
But what if I was gonna go purchase that?
Alex Weinberger:
Anyway, right now the tactic
Alex Weinberger:
has taken credit for a sale
Alex Weinberger:
that they were gonna get anyway.
Alex Weinberger:
And as so much of media is taking
Alex Weinberger:
credit for things that may or may not
Alex Weinberger:
have exactly been attributed to you.
Alex Weinberger:
I was absolutely guilty of that
Alex Weinberger:
at many points in my career.
Alex Weinberger:
Right?
Alex Weinberger:
But the idea is that it's gotten so
Alex Weinberger:
refined and so specific that you can
Alex Weinberger:
say, Hey, you were supposed to get
Alex Weinberger:
a $2 return on investment here just
Alex Weinberger:
based on normal transaction flows.
Alex Weinberger:
Now this extra dollar 50 of incrementality
Alex Weinberger:
that we're getting in this example,
Alex Weinberger:
that is your incremental lift.
Alex Weinberger:
So you put in a hundred thousand dollars,
Alex Weinberger:
you got $350,000 worth of sales, 200,000
Alex Weinberger:
of that was gonna happen no matter what.
Alex Weinberger:
But the lift that incrementality
Alex Weinberger:
pieces, that dollar 50, that
Alex Weinberger:
becomes hugely powerful.
Alex Weinberger:
That is what, especially in the CPG
Alex Weinberger:
space, that is what they're driving
Alex Weinberger:
towards at a really significant rate,
Alex Weinberger:
and that's what they're demanding.
Jim Banks:
So again, given that you kind
Jim Banks:
of got into, digital, out of home right
Jim Banks:
at the time that sort of COVID happened.
Jim Banks:
what, what, what sort of impact, is
Jim Banks:
some of the, the kind of the, the
Jim Banks:
things that are going on in the world.
Jim Banks:
What, what sort of impact is that
Jim Banks:
having on sort of sentiment, how,
Jim Banks:
how are, how are advertisers and, and
Jim Banks:
agencies and everything, how are they
Jim Banks:
generally feeling in, in, in that world?
Jim Banks:
'cause obviously Rob and I come
Jim Banks:
more from a traditional online
Jim Banks:
world rather than an offline, right.
Jim Banks:
By the sounds of it, you are,
Jim Banks:
you're talking about like a lot
Jim Banks:
of people with a lot of money,
Jim Banks:
investing into this sort of solution.
Jim Banks:
I mean, what, what, what is, what is it
Jim Banks:
like in, in that sort of ecosystem now?
Alex Weinberger:
Yeah, so
Alex Weinberger:
the, the demand is hot.
Alex Weinberger:
It's big in the, in the United States here
Alex Weinberger:
you've got four major out-of-home players.
Alex Weinberger:
You've got out front, you've got Lamar,
Alex Weinberger:
you've got JC Decaux, and you've got
Alex Weinberger:
Clear Channel Outdoor, who I just
Alex Weinberger:
mentioned, had been acquired and Clear.
Alex Weinberger:
Channel Outdoor and JC Decaux have
Alex Weinberger:
the largest international global
Alex Weinberger:
footprints of any of the big four.
Alex Weinberger:
But to kind of showcase the, the demand
Alex Weinberger:
for it is it costs these companies
Alex Weinberger:
between 500,700 $50,000 per screen
Alex Weinberger:
to transition from a traditional
Alex Weinberger:
outof home to a digital outof home.
Alex Weinberger:
Now, we all know that businesses are not
Alex Weinberger:
going to make that massive investment
Alex Weinberger:
unless the juice is worth the squeeze.
Alex Weinberger:
They can't do it fast enough.
Alex Weinberger:
Right.
Alex Weinberger:
But the, the, and I think what you
Alex Weinberger:
were asking was is you've got brands
Alex Weinberger:
like Coca-Cola, Proctor and Gamble,
Alex Weinberger:
Delta Airlines, Ford Motor Company,
Alex Weinberger:
all spending significantly on there.
Alex Weinberger:
But you've also got, mom and pop like
Alex Weinberger:
body shops and restaurants and localized
Alex Weinberger:
campaigns who are investing in them.
Alex Weinberger:
Because when a consumer
Alex Weinberger:
sees Tide, Delta Airlines.
Alex Weinberger:
Rob Autobody shop and then Ford, right?
Alex Weinberger:
It gives a huge amount of validity
Alex Weinberger:
to the brand because they are
Alex Weinberger:
standing shoulder to shoulder.
Alex Weinberger:
Their ad was on the same screen
Alex Weinberger:
directly after this massive
Alex Weinberger:
Fortune 500 company who's spending
Alex Weinberger:
billions of dollars in media.
Alex Weinberger:
They might have only spent 25 or $50,000,
Alex Weinberger:
but in the eyes of the consumer, they're
Alex Weinberger:
being viewed in the same vein, on the
Alex Weinberger:
same screens, in the same environments.
Alex Weinberger:
So it brings a huge amount of,
Alex Weinberger:
validity to, to the brand and
Alex Weinberger:
overall to the consumer as far
Alex Weinberger:
as sentiment and favorability.
Alex Weinberger:
but you can even see, Netflix was spending
Alex Weinberger:
so much money on out-of-home advertising
Alex Weinberger:
on the Sunset Strip in Los Angeles,
Alex Weinberger:
that they just bought an out-of-home
Alex Weinberger:
company for like 50 million bucks.
Alex Weinberger:
They were like, yeah, forget
Alex Weinberger:
this nickel and dime stuff, we're
Alex Weinberger:
just gonna buy the whole thing
Alex Weinberger:
so we can put our ads up there.
Alex Weinberger:
so brands are really leaning into it.
Alex Weinberger:
And from a creative lens, there is
Alex Weinberger:
nothing more important than the creative
Alex Weinberger:
of a digital out of home ad. It doesn't
Alex Weinberger:
matter how good your audience targeting
Alex Weinberger:
is, how good your measurement is,
Alex Weinberger:
how good your strategy, your screen
Alex Weinberger:
selection, your placement, all of that.
Alex Weinberger:
If your creative is flat, no
Alex Weinberger:
one's gonna pay attention to it,
Alex Weinberger:
and you're not gonna perform.
Alex Weinberger:
It brings a lot of these brands
Alex Weinberger:
and a lot of these creatives.
Alex Weinberger:
And these copywriters, it's their
Alex Weinberger:
biggest, most wide open format for
Alex Weinberger:
them to do whatever they want with it.
Alex Weinberger:
and it really is bringing out the best
Alex Weinberger:
in a lot of brands, their creative lens.
Jim Banks:
I mean, we are, we are, we
Jim Banks:
are seeing a lot of, like job losses
Jim Banks:
through AI taking over people's jobs.
Jim Banks:
I know people have talked about it
Jim Banks:
and now No, no, it's not happening.
Jim Banks:
Not happening.
Jim Banks:
I mean, it's definitely happening.
Jim Banks:
Am I right Rob?
Jim Banks:
I mean, am I, or am I kind of
Robert Adler:
Yeah, there's no question.
Jim Banks:
Right.
Jim Banks:
So I mean, how, how is that going
Jim Banks:
to, is Im, is AI going to impact the
Jim Banks:
digital outof home in the same way
Jim Banks:
that it's affecting the online space?
Alex Weinberger:
Yeah, I think it's gonna
Alex Weinberger:
impact the digital out of home, but I
Alex Weinberger:
don't think it's gonna be through the
Alex Weinberger:
lens of job loss, at least initially.
Alex Weinberger:
Right?
Alex Weinberger:
Like, you never really know exactly
Alex Weinberger:
how this is gonna shake out, but
Alex Weinberger:
where I'm seeing it really come into
Alex Weinberger:
play is the, the ability to build
Alex Weinberger:
creatives at a very rapid rate.
Alex Weinberger:
Building quality content, even to the
Alex Weinberger:
point of building video content where
Alex Weinberger:
it might've cost you 50 or a hundred
Alex Weinberger:
thousand dollars to have a crew and an
Alex Weinberger:
editor and all these things do go into
Alex Weinberger:
Claude or Gemini or Copilot or chat
Alex Weinberger:
GPT, and you can build a 15 or a 32nd.
Alex Weinberger:
Tv, quality commercial, that you can
Alex Weinberger:
be repurposed on social, on tv, on
Alex Weinberger:
OLV or in digital out of home as well.
Alex Weinberger:
So I look at ai, through the lens of
Alex Weinberger:
digital, out of home as being able to
Alex Weinberger:
bring better creative, more impactful
Alex Weinberger:
and effective creative to market
Alex Weinberger:
quicker, which, which gives me all a
Alex Weinberger:
huge amount of, of excitement, right?
Alex Weinberger:
I'm excited to see better
Alex Weinberger:
creatives out there in the market.
Alex Weinberger:
But also as far as planning right, to
Alex Weinberger:
say, going into platforms and saying,
Alex Weinberger:
I wanna reach men 35 to 54, who might
Alex Weinberger:
want a weight loss drug or might
Alex Weinberger:
want, a new car or whatever it may be.
Alex Weinberger:
And being able to very quickly
Alex Weinberger:
and rapidly identify which screens
Alex Weinberger:
are gonna meet that targeting
Alex Weinberger:
criteria faster, that will help me.
Alex Weinberger:
I don't think that will put me
Alex Weinberger:
out of a job that will help me do
Alex Weinberger:
more of my job at a higher rate.
Alex Weinberger:
So that's how I look at
Alex Weinberger:
it through the lens of ai.
Robert Adler:
you think of
Robert Adler:
it more as augmentation.
Robert Adler:
It's gonna help people instead
Robert Adler:
of replace them, it's gonna help
Robert Adler:
them iterate faster, do more.
Robert Adler:
All
Alex Weinberger:
Iterate faster, do more,
Alex Weinberger:
build more strategic and savvy campaign,
Alex Weinberger:
get to market quicker, which is great.
Alex Weinberger:
I mean, right.
Alex Weinberger:
Right now digital auto home, I
Alex Weinberger:
like to say is kind of the jet
Alex Weinberger:
ski of the digital media, tactics.
Alex Weinberger:
We can turn it on a dime
Alex Weinberger:
and get there quickly.
Alex Weinberger:
Some of the other tactics take a little
Alex Weinberger:
bit of a longer lead cycle to plan, to
Alex Weinberger:
map out, to get a proven to get launched.
Alex Weinberger:
as an example, I am actively working on
Alex Weinberger:
and pitching proposals for clients to
Alex Weinberger:
support Shop Talk in Las Vegas next week.
Alex Weinberger:
We're not stressed, right?
Alex Weinberger:
We're not stressed about the timeline
Alex Weinberger:
because if we get creatives in hand
Alex Weinberger:
by Thursday, we'll be live by Monday.
Alex Weinberger:
Um, so the ability to get to market
Alex Weinberger:
quick has already been a calling
Alex Weinberger:
card of the digital out of home
Alex Weinberger:
space, and I think that AI will
Alex Weinberger:
just accelerate that even further.
Alex Weinberger:
so I, I for one, welcome the
Alex Weinberger:
addition of, better, smarter,
Alex Weinberger:
faster, more savvy because I think
Alex Weinberger:
it just, it up levels everyone.
Jim Banks:
I completely agree.
Jim Banks:
I completely agree.
Jim Banks:
So I mean, in, in terms of the, the
Jim Banks:
future, I mean, where, where do you
Jim Banks:
see the kind of the future, what's the
Jim Banks:
potential in, in sort of digital at
Jim Banks:
home for, again, for, for people that
Jim Banks:
are watching this and maybe looking to
Jim Banks:
kind of pivot or transition into this
Jim Banks:
from where they've been doing kind of
Jim Banks:
like traditional online, like Rob and
Jim Banks:
I, guys like Rob and I, is there jobs
Jim Banks:
for us kind of in this industry or like,
Jim Banks:
I mean, what, what, what's the kind of
Jim Banks:
future look like for, for digital ad home?
Alex Weinberger:
I think the
Alex Weinberger:
future is the moon, I think.
Alex Weinberger:
I think it's all there we're
Alex Weinberger:
on this hockey stick trajectory
Alex Weinberger:
of investment of interest.
Alex Weinberger:
There was a survey that
Alex Weinberger:
came out earlier this year.
Alex Weinberger:
I don't have a citation, I
Alex Weinberger:
can't quote it, but I'm sure if
Alex Weinberger:
we Google it, we can find it.
Alex Weinberger:
Something like 70 plus percent of CMOs
Alex Weinberger:
surveyed said that digital out of home
Alex Weinberger:
is gonna be a part of their media mix.
Alex Weinberger:
This year.
Alex Weinberger:
That was almost zero in 2020, right?
Alex Weinberger:
It wasn't really on people's radar.
Alex Weinberger:
So it's becoming more in demand
Alex Weinberger:
and that's going to bring talent.
Alex Weinberger:
That's gonna bring, bring, bring people
Alex Weinberger:
from other verticals and other sectors
Alex Weinberger:
of the industry into out of home because
Alex Weinberger:
there's in, there's interest there.
Alex Weinberger:
but where, where do I see
Alex Weinberger:
it in the next couple years?
Alex Weinberger:
I think what's really interesting is
Alex Weinberger:
the tie in that it has to retail media.
Alex Weinberger:
And the explosion that
Alex Weinberger:
we're seeing there, right?
Alex Weinberger:
Like retail media and digital
Alex Weinberger:
out of home and CTV are probably
Alex Weinberger:
the three hottest buzzwords in
Alex Weinberger:
the digital ecosystem right now.
Alex Weinberger:
And retail media is
Alex Weinberger:
just absolutely on fire.
Alex Weinberger:
And there's, there's an armed
Alex Weinberger:
race right now, because of the
Alex Weinberger:
linkage with using digital out
Alex Weinberger:
of home to drive people in store.
Alex Weinberger:
And now there's already
Alex Weinberger:
an existing network.
Alex Weinberger:
There's maybe something like a hundred
Alex Weinberger:
thousand digital screens in store
Alex Weinberger:
right now, but it's all fragmented.
Alex Weinberger:
You've got a handful of different vendors
Alex Weinberger:
that have screens at different points
Alex Weinberger:
in different areas around retailers.
Alex Weinberger:
But again, it's kind of random
Alex Weinberger:
and it's kind of fragmented.
Alex Weinberger:
But what we saw with Walmart when
Alex Weinberger:
they acquired Vizio is now they've
Alex Weinberger:
got these screens and signage all
Alex Weinberger:
over their retail environments, and
Alex Weinberger:
they're selling ads on that through
Alex Weinberger:
their retail media system networks.
Alex Weinberger:
And we've seen in the last year,
Alex Weinberger:
Kroger contracted with Barrows.
Alex Weinberger:
Albertsons contracted with Strata
Alex Weinberger:
Cash, Aho del Hayes, which is a huge
Alex Weinberger:
East coast based footprint here.
Alex Weinberger:
where I'm in New York, they brought
Alex Weinberger:
their edge platform from Europe over
Alex Weinberger:
here where they're headquartered, where
Alex Weinberger:
they're launching in-store signage
Alex Weinberger:
at the shelf all over the place.
Alex Weinberger:
This is kind of the arms race of
Alex Weinberger:
who is going to be, who's gonna
Alex Weinberger:
plant the flag and be the vendor.
Alex Weinberger:
The in-store signage go-to network.
Alex Weinberger:
Then how Digital Auto Home ties
Alex Weinberger:
and connects into that is you're
Alex Weinberger:
buying these retail media campaigns
Alex Weinberger:
in the cha, in the channel, in
Alex Weinberger:
the retail media network at Shelf.
Alex Weinberger:
But don't you want to create a funnel
Alex Weinberger:
to drive people to that shelf to
Alex Weinberger:
ultimately execute that purchase?
Alex Weinberger:
So I see the ex. Explosion of retail
Alex Weinberger:
media, the arms race of the digital
Alex Weinberger:
in-store signage within these retail
Alex Weinberger:
media ecosystems and how it ties
Alex Weinberger:
back to what digital out of home does
Alex Weinberger:
really well, which is drive people into
Alex Weinberger:
locations and alert them of different
Alex Weinberger:
things that are going on at the shelf.
Alex Weinberger:
I think that's where we're gonna see the
Alex Weinberger:
most change, in the most drastic impact
Alex Weinberger:
for digital out of the next few years.
Jim Banks:
So, so one of my first
Jim Banks:
sort of forays into programmatic
Jim Banks:
was, was I think probably back in
Jim Banks:
like 2009 or something like that.
Jim Banks:
And, I was working for a, a kind
Jim Banks:
of an ad sales house and we were
Jim Banks:
repping some big brands that, big
Jim Banks:
publishers that kind of like, we were
Jim Banks:
selling their ad inventory and we
Jim Banks:
got to the point where we would sell.
Jim Banks:
Inventory, sort of, like we'd have
Jim Banks:
a rate card, we'd have a certain
Jim Banks:
amount of inventory that would
Jim Banks:
be be bought by big agencies.
Jim Banks:
They'd pay the sort of rate card, and
Jim Banks:
then there'd be, other people that would
Jim Banks:
want to be sort of like lower down.
Jim Banks:
So they would buy kind of like a little
Jim Banks:
bit less, less better sort of slots.
Jim Banks:
and then at the end of that, that
Jim Banks:
would be like remnant, right?
Jim Banks:
I mean, Rob knows where I'm
Jim Banks:
going with this and, and
Jim Banks:
obviously there, there was a,
Alex Weinberger:
that's,
Alex Weinberger:
that's a, that's a dirty word.
Jim Banks:
but again, I mean like I, I had
Jim Banks:
a, a, an affiliate network and I sold my
Jim Banks:
affiliate network to this ad sales house.
Jim Banks:
That's how I got involved with it.
Jim Banks:
Right.
Jim Banks:
Because we were running affiliate offers
Jim Banks:
and, and there was a lot of unsold
Jim Banks:
inventory and I wasn't sure if, if
Jim Banks:
digital out of home had the same issue.
Jim Banks:
I mean, the one thing I like about
Jim Banks:
the kind of two guys with a kind of
Jim Banks:
bucket, with, with glue in going up
Jim Banks:
and pasting a billboard is once that
Jim Banks:
billboard's there, like it's there.
Jim Banks:
Right?
Jim Banks:
Whereas if you are doing digital
Jim Banks:
out of home right, then, your, your
Jim Banks:
billboard could be there for like.
Jim Banks:
Five seconds and then gone.
Jim Banks:
Right.
Jim Banks:
And you're paying for impressions,
Jim Banks:
I'm presuming, I presume it's,
Jim Banks:
it's paid for on a CPM basis.
Jim Banks:
Right?
Jim Banks:
So it's like, I don't know how
Jim Banks:
many people saw that at all.
Jim Banks:
Right?
Jim Banks:
I mean, again, it's, it was there Great.
Jim Banks:
Got the impressions.
Jim Banks:
That kind of gets the,
Jim Banks:
gets my bill, right?
Jim Banks:
But I don't really know.
Jim Banks:
So sometimes it's better to
Jim Banks:
have the billboard that's static
Jim Banks:
and in fixed in its place.
Jim Banks:
Right?
Jim Banks:
'cause you know that all the footfall
Jim Banks:
that goes past that is gonna see that ad.
Jim Banks:
Right.
Jim Banks:
And you're not paying for it
Jim Banks:
on a per impression basis.
Jim Banks:
Right.
Jim Banks:
Because it's.
Jim Banks:
Whoever walks past.
Jim Banks:
Right.
Jim Banks:
And, and I just wondered whether there
Jim Banks:
was a lot of digital out of home remnant
Jim Banks:
and if there was, how can we buy it?
Jim Banks:
But, yeah, I mean, like
Jim Banks:
too, too, too
Alex Weinberger:
Yeah, no, it's a.
Jim Banks:
I dunno, I mean like,
Jim Banks:
like I've just got my head going
Jim Banks:
round here, going like, there must
Jim Banks:
be remnant inventory here somewhere.
Jim Banks:
Right.
Alex Weinberger:
Yeah.
Alex Weinberger:
So there, there absolutely is and, and it
Alex Weinberger:
works very similarly, as I mentioned, to
Alex Weinberger:
the real time bidding kind of programmatic
Alex Weinberger:
waterfall that you get everywhere else.
Alex Weinberger:
So there might be a billboard in the
Alex Weinberger:
middle of Times Square in Manhattan.
Alex Weinberger:
And they have set a, a bid floor
Alex Weinberger:
of let's say, $4, but you've got
Alex Weinberger:
thousands of different DSPs that
Alex Weinberger:
are bidding on that one ad call.
Alex Weinberger:
So they might set a bid rate of
Alex Weinberger:
$5 or $6 or $8, and you might
Alex Weinberger:
have some opportunistic networks
Alex Weinberger:
that are bidding $4 and one penny.
Alex Weinberger:
Right?
Alex Weinberger:
So as.
Alex Weinberger:
It goes through the waterfall, right?
Alex Weinberger:
Like the 9, 8, 7, $6 bids.
Alex Weinberger:
They're gonna win those first, but they're
Alex Weinberger:
not gonna be bidding on every single one.
Alex Weinberger:
They might have moved on and
Alex Weinberger:
their attention is elsewhere.
Alex Weinberger:
So that's why when it falls down
Alex Weinberger:
to that bottom of the, of the
Alex Weinberger:
waterfall, you do have those
Alex Weinberger:
networks that are able to secure.
Alex Weinberger:
I don't like using the
Alex Weinberger:
word remnant, right?
Alex Weinberger:
Because to me, remnant feels like
Alex Weinberger:
it's not as good as the rest.
Jim Banks:
So Robert
Jim Banks:
and I call them bottom.
Jim Banks:
Bottom feeders.
Jim Banks:
Bottom feeders, right?
Jim Banks:
I mean, like, there's, there's loads
Jim Banks:
of ways of, of describing it, but yeah,
Jim Banks:
I mean, I, I, again, I think I thinks.
Jim Banks:
I, I, again, I, I've made tons of
Jim Banks:
money on the back of remnant inventory
Jim Banks:
because you get a great slot, right?
Jim Banks:
I mean, ultimately the ads are going in
Jim Banks:
the same places as the people that pay
Jim Banks:
30 bucks, CPM for a video ad or whatever.
Jim Banks:
It's exactly the same slot, right?
Jim Banks:
It's not like you're paying
Jim Banks:
for something different, right?
Jim Banks:
You're just paying kind of like a more
Jim Banks:
appropriate rate for your budget, right?
Jim Banks:
And,
Alex Weinberger:
Exactly.
Alex Weinberger:
It's, it's an efficiency drivers.
Jim Banks:
yeah.
Robert Adler:
Yeah.
Robert Adler:
I was also gonna say too, to be fair,
Robert Adler:
that actually is very close to his
Robert Adler:
example as well, with the commercials.
Robert Adler:
Not in a bad way, but in a good way
Robert Adler:
where it's like Fortune 500, fortune 500.
Robert Adler:
Bob's auto repair shop, fortune 500.
Robert Adler:
That could have just been one
Robert Adler:
slot that didn't get bid on,
Robert Adler:
like in, in traditional media.
Robert Adler:
Right.
Robert Adler:
So like that concept actually carries
Robert Adler:
through all the way too because yes,
Robert Adler:
you get the, the extra, oomph of
Robert Adler:
being around the actual name brands.
Robert Adler:
The actual brands themselves.
Robert Adler:
But even for like, I never got into video,
Robert Adler:
like, not video, video of like TV video.
Robert Adler:
Because I was always like,
Robert Adler:
that's way beyond my budget.
Robert Adler:
That's way beyond what I can look for.
Robert Adler:
But now it's like.
Robert Adler:
If you, if you're relating it to RTB,
Robert Adler:
that means it's not beyond my budget,
Robert Adler:
I'm just looking at the wrong people.
Robert Adler:
And that's where I think you're
Robert Adler:
basically saying is that the
Robert Adler:
majority of people in that space
Robert Adler:
have kept it that way for a reason.
Robert Adler:
And that reason is based
Robert Adler:
on massive commits.
Robert Adler:
30, 90, 60 day commits.
Robert Adler:
But it's also all or nothing commits.
Robert Adler:
It's not, 'cause they don't have
Robert Adler:
the ability to say on Monday,
Robert Adler:
we'll try this on Tuesday.
Robert Adler:
We'll try that on Wednesday.
Robert Adler:
Because doing that physically sucks
Robert Adler:
on cost, but like on an ad server,
Robert Adler:
yeah, you can do that all day.
Robert Adler:
But go
Alex Weinberger:
And that,
Alex Weinberger:
and that's exactly one of the
Alex Weinberger:
great value propositions of the
Alex Weinberger:
programmatic digital out of home
Alex Weinberger:
space is to exactly your point, Rob.
Alex Weinberger:
Let's say we're running
Alex Weinberger:
a four week campaign.
Alex Weinberger:
You don't want your creative to get stale.
Alex Weinberger:
You want to have sequential messaging
Alex Weinberger:
so that every Monday we flip that
Alex Weinberger:
out with new creative, guess what?
Alex Weinberger:
That doesn't cost you anything.
Alex Weinberger:
It's just uploading new creative.
Alex Weinberger:
There's even really interesting
Alex Weinberger:
things that you can do like
Alex Weinberger:
thinking for like in the B2B lens
Alex Weinberger:
conference and trade show support.
Alex Weinberger:
Hey, we're gonna be in Las Vegas.
Alex Weinberger:
We're gonna be in Miami.
Alex Weinberger:
We're gonna be in Dallas for these
Alex Weinberger:
five days, and we know that day one,
Alex Weinberger:
everyone's flying into the airport.
Alex Weinberger:
So let's put all the ads in
Alex Weinberger:
the airport and on day five, on
Alex Weinberger:
the getaway day on the airport.
Alex Weinberger:
But let's say on day one, it's,
Alex Weinberger:
Hey, come check us out at Booth.
Alex Weinberger:
1487 on day two.
Alex Weinberger:
It's, Hey, come join us at our happy
Alex Weinberger:
hour at Mandalay Bay Day three.
Alex Weinberger:
It's, did you know,
Alex Weinberger:
whatever it may be, right?
Alex Weinberger:
So the creative versioning, the creative
Alex Weinberger:
messaging, and even I had one client,
Alex Weinberger:
my biggest cl deal I ever sold in
Alex Weinberger:
my career was a $1.4 million deal.
Alex Weinberger:
I will not name the brand.
Alex Weinberger:
that might not be appropriate here.
Alex Weinberger:
but they
Jim Banks:
obviously not.
Jim Banks:
Rob's auto.
Robert Adler:
No.
Alex Weinberger:
No, but what they
Alex Weinberger:
wanted to do is they wanted to understand
Alex Weinberger:
creative best practices by format.
Alex Weinberger:
They were like, Alex, we've got
Alex Weinberger:
billboards, we've got digital bus
Alex Weinberger:
shelters, we've got gas stations, we've
Alex Weinberger:
got gyms, we've got bars, we've got
Alex Weinberger:
all, we've got public transportation.
Alex Weinberger:
What are creative best
Alex Weinberger:
practices by format?
Alex Weinberger:
'cause it's not a one size fits all.
Alex Weinberger:
So as I mentioned, right, you don't
Alex Weinberger:
want, you can't use video ads on
Alex Weinberger:
billboards 'cause that promotes very
Alex Weinberger:
unsafe driving practices, right?
Alex Weinberger:
You don't want movement in people's
Alex Weinberger:
periphery while they're driving.
Alex Weinberger:
So that's one message and we're
Alex Weinberger:
talking big, bright, bold colors,
Alex Weinberger:
three to five words with a pack shot.
Alex Weinberger:
Done.
Alex Weinberger:
Right.
Alex Weinberger:
But what about a digital bus shelter where
Alex Weinberger:
you've got people that might be lingering
Alex Weinberger:
for four or five minutes waiting for the
Alex Weinberger:
next bus or foot traffic that's going by.
Alex Weinberger:
Maybe you can put a
Alex Weinberger:
different message there.
Alex Weinberger:
And what about the gas station where
Alex Weinberger:
unless you're in New Jersey where
Alex Weinberger:
they don't let you pump gas, you can
Alex Weinberger:
do a full audio and video ad, right?
Alex Weinberger:
Take your 32nd TV commercial or your, your
Alex Weinberger:
video content from, from meta, and let's
Alex Weinberger:
plug that onto the gas station screen.
Alex Weinberger:
There's so much creativity, right?
Alex Weinberger:
When I kind of got on my soapbox
Alex Weinberger:
and talked about how you can do
Alex Weinberger:
the most wild and amazing creative
Alex Weinberger:
things with digital out of home,
Alex Weinberger:
there really are no limits, right?
Alex Weinberger:
Different messaging by format,
Alex Weinberger:
different messaging by day.
Alex Weinberger:
All these different things are one of the
Alex Weinberger:
really great value propositions of, really
Alex Weinberger:
having fun and like letting it riff with
Alex Weinberger:
within this tactic out in the real world.
Jim Banks:
Yeah, I mean I've, I've
Jim Banks:
seen myself run campaigns where, you
Jim Banks:
know, to your point about targeting
Jim Banks:
venues, like, so I used to go to
Jim Banks:
HubSpot's inbound event, so I would
Jim Banks:
tar target the actual conference center
Jim Banks:
where everyone was, was based right
Jim Banks:
on for the days that the event was on.
Jim Banks:
Right?
Jim Banks:
And then anyone that kind of
Jim Banks:
saw an ad through, through that.
Jim Banks:
Period.
Jim Banks:
Right.
Jim Banks:
Would then be in my audiences that I
Jim Banks:
could then remarket to them when they got
Jim Banks:
back to wherever they were going back to.
Jim Banks:
Right.
Jim Banks:
So for, for me, it was
Jim Banks:
like a complete no-brainer.
Jim Banks:
'cause it was very, very cheap
Jim Banks:
to kind of run a campaign.
Jim Banks:
I could, I could add exclusions.
Jim Banks:
So I could say I wanna target people that
Jim Banks:
if somebody's been at a particular venue.
Jim Banks:
Like 25 times in the last 30 days,
Jim Banks:
they probably work there, right?
Jim Banks:
So you don't wanna have them being
Jim Banks:
in your, your audience 'cause they're
Jim Banks:
not gonna be relevant for you.
Jim Banks:
Right?
Jim Banks:
So you could kind of do, do
Jim Banks:
those sorts of clever things.
Jim Banks:
And I think sometimes it's, it's the,
Jim Banks:
the creativity is not just the pictures
Jim Banks:
and the videos and everything else.
Jim Banks:
The creativity is thinking outside
Jim Banks:
the box of how you can kind
Jim Banks:
of target a particular thing.
Jim Banks:
again, based on that, or I mean
Jim Banks:
like, like with email, I mean
Jim Banks:
I used to run like email where.
Jim Banks:
We would run on a, a server
Jim Banks:
where everyone was, was trying to
Jim Banks:
get into the inbox for Hotmail.
Jim Banks:
Right.
Jim Banks:
And there was a company that, that
Jim Banks:
specialized in delivering Hotmail.
Jim Banks:
They had four whitelisted ips, right.
Jim Banks:
They had working with big
Jim Banks:
Fortune 500 companies who were
Jim Banks:
sending hardly any email at all.
Jim Banks:
Right?
Jim Banks:
So we said, look, can we just kind of
Jim Banks:
jump and put some of our sort of spammy
Jim Banks:
emails in, in the, in the mix, right?
Jim Banks:
And they were like, sure, why not?
Jim Banks:
Right?
Jim Banks:
So we, we did really well
Jim Banks:
getting into inbox for, for
Jim Banks:
Hotmail just by understanding.
Jim Banks:
How that particular ecosystem worked.
Jim Banks:
And I'm just curious, so obviously the
Jim Banks:
digital ad of home, is, is one piece
Jim Banks:
does, does ad roll sort of then flip
Jim Banks:
those people that, that kind of do
Jim Banks:
that into the, the, the normal ad roll
Jim Banks:
where they kind of do the remarketing
Jim Banks:
kind of through traditional sort of
Jim Banks:
display and everything else that way.
Alex Weinberger:
Yep.
Alex Weinberger:
Ab absolutely.
Alex Weinberger:
It's one of the core value
Alex Weinberger:
propositions that we're able to bring.
Alex Weinberger:
And as I mentioned, it's one of the things
Alex Weinberger:
that AdRoll is known for and it's one
Alex Weinberger:
of the things that when I came on board
Alex Weinberger:
here, I was, very vocal about making sure
Alex Weinberger:
that this product fits in to how all of
Alex Weinberger:
our customers are currently engaging with
Alex Weinberger:
us, and the majority of them are doing.
Alex Weinberger:
Retargeting and all
Alex Weinberger:
those different things.
Alex Weinberger:
The interesting thing has been kind
Alex Weinberger:
of tap dancing through all the privacy
Alex Weinberger:
laws, but in a good way, right?
Alex Weinberger:
we want this to be anonymized.
Alex Weinberger:
We don't want people feeling
Alex Weinberger:
super creeped out, right?
Alex Weinberger:
Like, I don't have a dog,
Alex Weinberger:
but I am obsessed with dogs.
Alex Weinberger:
So I talk a lot about dogs and I get
Alex Weinberger:
ridiculous ads are to me on Instagram,
Alex Weinberger:
and TikTok for dog ads because they're
Alex Weinberger:
absolutely listening to us, right?
Alex Weinberger:
That's not what we're doing
Alex Weinberger:
here with digital out of home.
Alex Weinberger:
but.
Alex Weinberger:
The, the interesting thing is about how we
Alex Weinberger:
have to do it on a region by region basis.
Alex Weinberger:
'cause at AdRoll we are offering digital
Alex Weinberger:
out of home, across 35 countries globally.
Alex Weinberger:
US is our biggest market,
Alex Weinberger:
but we're really big in emea.
Alex Weinberger:
We're really big in apac.
Alex Weinberger:
Australia in particular has been
Alex Weinberger:
a really great market for us.
Alex Weinberger:
but when you think about the
Alex Weinberger:
different laws, you have to kind
Alex Weinberger:
of abide by what's going on there.
Alex Weinberger:
So here in the US with the new
Alex Weinberger:
privacy laws, we used to be able to
Alex Weinberger:
get device ID pass back, made files
Alex Weinberger:
where we can plug into A DSP, match
Alex Weinberger:
them up against their identity graph
Alex Weinberger:
and then start serving them meds.
Alex Weinberger:
It was very straightforward and
Alex Weinberger:
simple, but now with the privacy
Alex Weinberger:
laws, we're not able to do that.
Alex Weinberger:
Now we get these exposure files
Alex Weinberger:
via an audience segment that gets
Alex Weinberger:
pushed through a clean room that
Alex Weinberger:
we have to grab and then activate
Alex Weinberger:
through our, through an SSP partner.
Alex Weinberger:
And that's okay, right?
Alex Weinberger:
That's just, you just have to kind
Alex Weinberger:
of like figure out the nuances
Alex Weinberger:
and the way to go about it.
Alex Weinberger:
So, that's something that we're really
Alex Weinberger:
excited about here in the us but
Alex Weinberger:
again, in other markets where we are
Alex Weinberger:
still able to get those made device
Alex Weinberger:
ID passback files where, we grab it
Alex Weinberger:
through an S3 bucket, we pushed into
Alex Weinberger:
our platform, we match it up, and then
Alex Weinberger:
we're on our way to be able to retarget.
Alex Weinberger:
So definitely something that we're
Alex Weinberger:
excited to be able to bring, and
Alex Weinberger:
that's what I mentioned earlier
Alex Weinberger:
about that ABM and that B2B space.
Alex Weinberger:
Think about how valuable that could be,
Alex Weinberger:
not just for trade shows and conference
Alex Weinberger:
support, but hey, we know where the
Alex Weinberger:
corporate headquarters are for one
Alex Weinberger:
of our core, one of our main targets.
Alex Weinberger:
Well, let's run a three month plan
Alex Weinberger:
and we'll do 7:00 AM to 10:00 AM in
Alex Weinberger:
the morning for drive time, 11 to one
Alex Weinberger:
during your lunch and coffee break, and
Alex Weinberger:
then four to 6:00 PM on the way home.
Alex Weinberger:
And let's do it in the billboards
Alex Weinberger:
and the bus shelters around there,
Alex Weinberger:
and let's do it at the bars where
Alex Weinberger:
they go for happy hour after work
Alex Weinberger:
and potentially in the restaurant
Alex Weinberger:
where they're going to grab lunch.
Alex Weinberger:
So there's a lot of different ways
Alex Weinberger:
that you can put this messaging in
Alex Weinberger:
front of your B2B type businesses.
Alex Weinberger:
And I always talk about, digital
Alex Weinberger:
out of home priming the pump.
Alex Weinberger:
We talked a little bit earlier about
Alex Weinberger:
how we can use out-of-home for more
Alex Weinberger:
down funnel tactics and strategies to
Alex Weinberger:
drive people into locations, measuring
Alex Weinberger:
foot traffic, measuring incremental
Alex Weinberger:
lift, also doing brand lift studies.
Alex Weinberger:
That's survey based, doing web traffic,
Alex Weinberger:
doing app downloads, all things that
Alex Weinberger:
we can do with digital out-of-home
Alex Weinberger:
measurement, but also think about it
Alex Weinberger:
as priming the mental pump for these
Alex Weinberger:
people that we wanna reach, where we
Alex Weinberger:
can then hit 'em with a prospecting
Alex Weinberger:
email, we can hit 'em with a display
Alex Weinberger:
ad with all these different things.
Alex Weinberger:
That the first time you get
Alex Weinberger:
a prospect from Bob's Auto
Jim Banks:
They, they know you.
Jim Banks:
They know you.
Alex Weinberger:
didn't I
Alex Weinberger:
see that on that bus shelter?
Alex Weinberger:
Exactly.
Alex Weinberger:
So it's, it's a really great tactic
Alex Weinberger:
that can hit all the different pieces
Alex Weinberger:
of the funnel, and it's just about
Alex Weinberger:
being creative with the way that you
Alex Weinberger:
leverage it in the way that you use it.
Jim Banks:
And so, and some, and like
Jim Banks:
Rob and I will say, that's smart.
Jim Banks:
A lot of people will say
Jim Banks:
that's creepy, right?
Jim Banks:
But it's like, sometimes the, the, the
Jim Banks:
line of, of difference between creepy
Jim Banks:
and smart is like very thin, right?
Jim Banks:
And, and, just trying to make sure, as you
Jim Banks:
say, like, like, I'm here in the UK and we
Jim Banks:
have GDPR and it's kind of very, you know.
Jim Banks:
Much more difficult to kind of
Jim Banks:
navigate your way around, right?
Jim Banks:
Spend so much time on consent mode
Jim Banks:
and all that sort of stuff, which
Jim Banks:
is not the, it's not, it's not fun,
Jim Banks:
it's not exciting, but at the same
Jim Banks:
time, it's really super important
Jim Banks:
if you don't take care of it right?
Jim Banks:
Then you could be working for a client
Jim Banks:
who goes outta business 'cause they get
Jim Banks:
a whacking great big fine from, from
Jim Banks:
the government for, breaching GDPR.
Jim Banks:
So.
Alex Weinberger:
Exactly, and, and I
Alex Weinberger:
was actually in, London and Dublin.
Alex Weinberger:
I dunno if it was last
Alex Weinberger:
week or the week before.
Alex Weinberger:
It's kind of all mushing
Alex Weinberger:
together time right now.
Alex Weinberger:
'cause I've been on a little
Alex Weinberger:
road show since I got here.
Alex Weinberger:
But we spent, three days in London
Alex Weinberger:
and we spent two days in Dublin
Alex Weinberger:
kind of talking about digital out of
Jim Banks:
And
Alex Weinberger:
about
Alex Weinberger:
rolling it out and survived.
Alex Weinberger:
which was very exciting.
Alex Weinberger:
But, Jim, to your point.
Alex Weinberger:
Sat in front of these big agency
Alex Weinberger:
rooms, in front of these independent
Alex Weinberger:
agents and these massive hold
Alex Weinberger:
codes with their London offices.
Alex Weinberger:
And the first question outta their
Alex Weinberger:
mouth was, talk to me about GDPR
Alex Weinberger:
and how are you navigating it?
Alex Weinberger:
So it's on everyone's,
Alex Weinberger:
everyone's top of mind.
Alex Weinberger:
and we're working through it
Alex Weinberger:
just like everyone else, right?
Alex Weinberger:
We're, we're building the
Alex Weinberger:
plane while flying it, we're
Alex Weinberger:
figuring out how it works.
Alex Weinberger:
but the good thing is, is that
Alex Weinberger:
it's not the end all, be all.
Alex Weinberger:
There's still ways to be impactful
Alex Weinberger:
and to be effective using this
Alex Weinberger:
tactic, even without the retargeting.
Jim Banks:
Well, it definitely
Jim Banks:
sounds like it's an exciting space.
Jim Banks:
I'm, I'm really glad that we kind
Jim Banks:
of had you come on as a guest.
Jim Banks:
It's been, it's been an absolute joy to,
Jim Banks:
to meet you and, and find out more about
Jim Banks:
kind of what you're doing and what's
Jim Banks:
going on in the d digital ads own space.
Jim Banks:
Again, I, I've been excited
Jim Banks:
about it for quite a while.
Jim Banks:
purely and simply on the, sort
Jim Banks:
of the DSP side of things.
Jim Banks:
but you know, again, I think you've kind
Jim Banks:
of taken show, shown me a different view.
Jim Banks:
View in terms of what's
Jim Banks:
available out there.
Jim Banks:
so again, it just, so if, if anyone
Jim Banks:
that's obviously anyone that's like
Jim Banks:
listening in, watching in will have show
Jim Banks:
notes at the end to make sure that they
Jim Banks:
can kinda get hold of Alex if they need
Jim Banks:
to wanna find out more about AdRoll.
Jim Banks:
Is there anything in particular
Jim Banks:
that you want to kind of like just
Jim Banks:
leave our, our, audience with Alex?
Alex Weinberger:
We are open for business.
Alex Weinberger:
I cover all regions, all markets.
Alex Weinberger:
I'm doing calls till midnight, right?
Alex Weinberger:
We're here to, we're here to
Alex Weinberger:
take care of our clients and I'm
Alex Weinberger:
excited to work with everyone.
Jim Banks:
Sounds good.
Jim Banks:
Sounds good.
Robert Adler:
a response.
Jim Banks:
Absolutely.
Jim Banks:
Yeah, I, I'm, I'm all about that.
Jim Banks:
So yeah, appreciate you kind of coming
Jim Banks:
on and, for everyone that's been
Jim Banks:
watching, listening in, make sure
Jim Banks:
you subscribe, hit the bell, do all
Jim Banks:
that sort of good stuff on YouTube.
Jim Banks:
If you are watching the video
Jim Banks:
or do whatever things you do on
Jim Banks:
podcast on Apple and Spotify.
Jim Banks:
I don't even know.
Jim Banks:
Do, does anyone listen on
Jim Banks:
Spotify or Apple anymore?
Jim Banks:
I don't even
Robert Adler:
If you guys listen
Robert Adler:
on Spotify, you let us know.
Robert Adler:
'cause I think we have maybe
Robert Adler:
four, four or five listens.
Robert Adler:
Last time I checked, granted it was
Robert Adler:
a week in when we first set it up,
Robert Adler:
but I'm pretty sure four of the.
Robert Adler:
A five was me.
Robert Adler:
So I don't think that counts
Jim Banks:
But
Alex Weinberger:
Well, it was great.
Alex Weinberger:
It was great talking to you both.
Jim Banks:
Good.
Jim Banks:
Okay.
Jim Banks:
Thank you.
Jim Banks:
And, we will talk soon.
CEO | Podcast Host
Jim is the CEO of performance-based digital marketing agency Spades Media.
He is the founder of Elite Media Buyers a 5000 person Facebook Group of Elite Media Buyers.
He is the host of the leading digital marketing podcast Digital Marketing Stories and co-host of this podcast the Media Buying Podcast.
Jim is joined by great guests and shares some great stories of business success and failure and some solid life and business lessons.
CRO
Robert Adler is the Chief Revenue Officer at Boardwalk Marketing, where he leads growth strategy and revenue operations.
With over 25 years in Affiliate & Digital Marketing, Robert is known for turning data into strategy and strategy into results.
He specializes in scaling high-performance teams, aligning sales and marketing, and driving predictable growth.
General Manager
Alex Weinberger is a results-driven senior sales leader specializing in digital out-of-home (DOOH) and programmatic media, with over 15 years of experience driving substantial revenue growth and leading top-performing teams.
Currently the General Manager for DOOH at AdRoll, he is spearheading the launch and adoption of DOOH within the AdRoll product offerings.
In his previous roles, Alex specialized in managing DOOH, social, and cross-device display campaigns.
His expertise includes vetting and negotiating new partnerships and securing key contracts with industry leaders.