Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:14:55 · Adam Singer
[00:14:55] S0: So that brings us to the fact that we recently partnered. So if you're an AdQuick user, your ads will be verified, in yet another way. So, what excites you most about collaboration with us and what it means for advertisers?
00:15:11 · Mo Moubayed
[00:15:11] S1: Yeah. Firstly, you know, I I really enjoy working with everyone at AdQuick. I think that's a big call out for me. It's important that you work with people that bring you joy and care about what they do and are are really committed to delivering value to their to their clients. Right? Like, we have the same obsession, you know, with our clients and delivering and listening to our clients. And I think the the people at AdQuick that I've met so far have been amazing, and I really... That... That's one thing that excites me about it. And I think it's part of a a long term relationship. If you like the people you work with, it's it's gonna go well. The second thing is love AdQuick's pioneering nature. You know, we talked about pioneers here, and I see AdQuick is pioneers a lot of technology. Not only do they build their own technology and and their pioneers, but they're partnering with us to make this a standard across all programmatic campaigns, which is great to to roll this out across their direct digital out of home buyers as well. I think, you know, when we we when we did the first trial campaigns with AdQuick, it was very obvious from the first campaign that we were complementary to to what you guys were delivering, and we have a similar mission. Right? And I think if you can... If if you have people that you like, you have a similar mission, and you're complementary to each other, then we're gonna drive value to our mutual clients. And I think if we... We we have a a principle within Veridooh that says our client's success is our success, and so partnering with someone who who who can help that and and drive that is is really exciting.
00:17:10 · Adam Singer
[00:17:10] S0: Yeah. I think so too. And you guys are... Yeah. I think you guys are trying to bring a very traditional... Well, we are too, a very traditional form of media into the digital age, and verification is really important. I think we all share that mission. Yeah. It's it's been interesting because I've only been in the out of home space for three years now, and I come from... You know, I was at Google, and I consulted for, like, Marketo and all of these all these Internet first marketing companies. And so this has been, like, a totally different experience where they're still marketers, but they were kind of operating in a little bit of a different space where for a lot of it, it it... It's like buying real estate, really. It's it's, like, completely different than buying a web ad. And I I think it's I think it's better. I... And I say this having worked on online ads. I I think the large ad techs have kind of overstepped in terms of, like, too many ads. They're intrusive. I got an ad the other day in, Google search that led me to an obvious phishing and spam website for, like, a pretty important query. And it's just, like, apparent to me that they're kind of... They're dropping the ball in a lot of ways, and I don't think online ads are going anywhere. They're gonna continue to do billions upon billions of revenue. But for me, it's really apparent that all of the out of home ads are just... Such a great format because when you're in public, out with friends, driving your car, your... You have focused attention, and you don't have that on your phone when you're second streaming. You don't have that, you know, if you're if if you're, like, watching YouTube videos and just clicking through because you don't wanna see the ad. A lot of people just block ads entirely.
00:18:56 · Mo Moubayed, Adam Singer
[00:18:56] S1: Okay. [00:18:57] S0: And I... I'm super bullish on on out of home. I think it's it's a clear future of what happens if people are fully ad free or fully ad supported where it's just gone too far where, you know, what's really left that reaches everyone. [00:19:11] S1: Exactly. I... I'm really bullish on out of home also. And and it's interesting that you you say online ads aren't going anywhere. I agree with you on that. But I... I've been, you know, thinking about how how AI will affect search. Yeah. And it's a really interesting thought about it. You know? There's a lot of anecdotal evidence and, you know, recent research showing that people are clicking on links less. You know, you do your search within your your chatbot. It'll give you an answer, but you're not clicking through. And it it got me thinking about, you know, how this will affect out of home. I read an article about a week ago by Kieran at... I forget the publication's name. But it was it was around how he believes out of home will go to a 100,000,000,000 by the end of the decade as a market because AI will affect search and and advertisers will will shift money to brand advertising and try to be available in in people's minds. And it got me thinking. I I I actually wrote a a piece about it as well inspired by by that article. So you know I think that's interesting. That makes me about about out of home.
00:20:48 · Adam Singer
[00:20:48] S0: For listeners, we'll have to... We'll get a link, and we'll put that in the show description because I'm sure people listening will wanna read that. For my own for my own behavior, I've noticed things like, you know, I used to wanna know how to make a specific recipe. And before, I would, you know, query for how to make, you know, an... A certain type of soup or, you know, maybe a pico de gallo or something. I'm a really bad cook, so I always have to look it up. And instead of having to go through these pages that were optimized for ad revenue that I find from search, I just ask, you know, I I ask ChatGPT, I ask Perplexity, and you just get the answer. And it's just like, for so many things, there... There's it's just a better experience to go to, to go to AI. And I think Google even knows that too. I mean, they're presenting AI summaries at the top now for a lot of things. So, you know, I think for marketers, I wrote about this on my blog, and I basically just said, look. It's bringing us back to kind of where marketing was initially where everything is a rented channel. You're gonna have to buy ads. And then you're also gonna want an email list. Right? If all of your updates on social are controlled by an algorithm, you're not gonna reach all of your followers. You have to pay for ads to actually reach them. If search is going to go away, you know, it's it's just gonna be something where people go directly for an answer. And maybe for navigational queries. Okay. You know, use Google to go to a brand's website. But it actually takes us back to marketing from the nineties. And in a lot of ways, marketing used to be better. It wasn't this thing that was so growth hacky and trying to extract value and, you know, always at the the very end of the funnel. It was this exercise in brand building and building user love and and and telling me stories across time. And I think... Don't I think it's a bad thing for us to go back to that. I I don't think it would be the worst thing in the world for marketers. So if you are, you know, seeing what's happening with these shifts in AI and you're, like, really reliant on search, you know, start to work on that. But I I don't think... I I think it opens up a lot of different possibilities for your team and your budget.
00:22:57 · Mo Moubayed, Adam Singer
[00:22:57] S1: I'd I'd go a step further, Adam, and say, I think you're positioning in a way that's saying it's... You don't think it's bad if we go back to that. I think it's it's inevitable that we go back to that. Brand building is has been on the rise again. I I know there was a huge swing to performance. There's always a conversation about, oh, is brand better or or performance better? The the simple answer is you need to do both. And if you're just doing performance, then the the longevity of that is is is diminishing. And there's a lot of research around brand and performance together, increasing the ROI of of of performance. So think of it like a bit of a dolphin. Your brand is there. Brand building is sort of consistently there, and it sort of moves you to a new plateau, and your your performance gives you that that spike, but then it... Your your brand gets you to another plateau, which is which is really what you're after. [00:23:54] S0: Yeah. The the large... The largest companies... Can can you imagine Coke being built on performance ads? You can't. They're built on brand. So, you know, Apple wasn't built performance ads. None of the brands you love were were built on performance ads. It's like, it's all short termism. Yeah. It can work for some things, but it's like, you know, that... That's not how you build, like, the next LVMH. Right? They're they're not selling and performing.