Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:07:06 · Mo Moubayed
[00:07:06] S1: Yeah. So b to b, and as sort of maybe we define who our clients are, agencies, brands, advertisers are our clients. How do we talk to them? You you know, very early on, we invested in comms and PRs. I think that's that's the first thing that we did. We don't do a lot of paid advertising, sort of online paid advertising or anything like that. We have very clear target audience. And, you know, we sort of look at how do we sort of educate, and we use comms and PR to educate, and I think that's the best way. So the best way for us to do it is, like, really educating. And I think why is that important? Why do I use the word educate? It's because independent verification is very new. It is a recent sort of innovation in out of home, and so out of... A lot of out of home buyers maybe haven't had experience in the online world. So whereas independent verification is very well known in the online world, it's it's it's new to out of home. So, you know, I think out of home is going through a shift in in general around its digitization and and being omnichannel and and being accepted into the omnichannel sort of family. And, yeah, I think education is a huge one. Secondly, we do a lot of... What... Let's get more education at the agencies and talking to them. It... It's interesting. I think when you speak to a a CMO or a head of media, because of their breadth across online and and other mediums, If I if I mentioned independent verification about a home, it's it's sort of a no brainer for them, and I... Like, that's that's probably the easy bit. Figuring out, like, figuring out a way for them to know that we exist is probably the heart of it. So I think two two challenges. If you're... I don't know what... Unsure of what independent verification does, we're we're educating, and then there's a... There is an audience that knows what independent verification is but just don't know that independent verification for AdHome is available.
00:09:27 · Adam Singer
[00:09:27] S0: Yeah. I... And I've seen personally this really interesting split in marketing leadership. You either have leadership that, like, loves tech, loves the Internet, is all in. You know, we'll try new ad techs, we'll try new software. It's like they get it. And then there's still a large cohort in the marketing sector that... It's not that they don't appreciate ad techs and technology. They're just, like... They're just really old school, and, you know, it's it's like whereas I grew up in a space where I would just sign up for new software, try it out, no big deal. There's still this other mindset, increasingly fewer, but still exists where it's like they want to have that, you know, like, the handshake deal. They wanna go out to dinner. They wanna go golfing. And it... To me, that's always been, like, something that's... Like, the IT space. Right? Like, a lot of the CTOs and CIOs like that stuff. You know, I feel like marketing should be more scrappy. I feel like you should, you know, just say yes to start ups, get demos, you know, at least kick the tires because especially, like, one of the beautiful things about about the MarTech and Ad Tech space is there are so many startups because there's a lot of people like me. I'm a I'm a marketing decision maker. I get to make decisions about what software we try, and I always see it as, like, you wanna be amenable to the young people building because it's just... You know, it... It's so positive. That's how we get innovation in the sector. So, I don't know if you've seen the same dichotomy where it's, like, you know, the kind of old guard versus new guard.
00:11:03 · Mo Moubayed
[00:11:03] S1: Yeah. And and, like, just to add to that, there's there's probably some structural challenges as well within these companies. So maybe less about the people, but maybe how how empowered they are to make these decisions. And look at... I think sometimes it's a little bit overwhelming, like, just to sort of defend them a little bit. It's a little bit overwhelming about how many new products. Like, when do we when do we try one? When do we test it out? If I go back to maybe put put put my hat on about how do we market this and and maybe how new start ups should market, you you really should be thinking about value. How are you adding value to to that organization, to that person? And if you can answer that, then I hope, you know, the old guard is open to to trying new things.
00:11:54 · Adam Singer
[00:11:54] S0: Yeah. I think that the reward for marketing and tech teams that had been early to things, whether you were early to build a Facebook page. I... When I was a consultant, I built one of the first, QSR, quick service restaurant Facebook pages. We had the first million member page for International Dairy Queen. And I had to take their executive team at the time, like, kicking and screaming into that. They didn't understand why they would wanna be on Facebook. And I'm like, there's already 5,000 people that have, you know, Facebook groups for you. That's just upside for you to have it all in one place so you can market to them. And... Or if you are early to a cryptocurrency. I I just think there's so much reward for trying new tech, and it's just so asymmetric. And... But to your point, you know, for a business, you you should bring value. You should share how you're saving time, saving money, helping do things better, faster, stronger. I I do worry in a lot of the AI startup space that they're kind of overpromising of how much this can do. You know? Because the the technology is really cool and sophisticated, but if you can't make it work with your team's processes, it's it's not gonna be very valuable. So there's, of course, always the overpromises.
00:13:09 · Mo Moubayed
[00:13:09] S1: And and you you touch on a point about pioneers. Right? As a pioneer into a new technology... As a a pioneering adopter of a new technology, what kind of benefit do you get? I strongly agree with you. If you... If there is a technology which you know is is valuable and delivers value to to to you and you're an agency and you think, oh, you know, my brand hasn't hasn't asked me for this yet or my, you know, my client hasn't asked me for this yet, pioneering that and taking that to your client is very valuable. Right? It's... It shows that it shows that you're bringing new innovations. It shows that you care about your brand. And by bringing these new innovations and and solutions to your brand, it makes you invaluable to to that brand. And then on the on the flip side, the brands that, like you said, that jump in first, the the advertisers and brands that jump in first and use this first are are going to have outsized returns, and I and I see that in verification also. You you have to think about if you're you're a brand verifying compared to another brand which is not verifying, I can almost guarantee you which campaign is gonna be delivered better, right, just by the fact that you verify. And and, you you know, if you... If if there had to be an underdelivery, it'd probably be on the one that was unverified. And I think that's, you know, sometimes a hard pill to swallow, but that's the truth. Right? So if you're if you're using independent verification first, then the the return is gonna be bigger, and for a longer period of time.
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?