The Billboard Insider Podcast
00:23:35 · Dave Westburg, Jonathan Gudai
[00:23:35] S0: Right. Right. [00:23:36] S1: And so and so so it's a scary proposition where the quantity of observations Mhmm. Might... We don't know yet with the wait and see, might dramatically lower because of this. And, you know, I don't know if you if you read about this this this past week. Facebook put out a posting that with iOS 14, they may have to discontinue their audience network. Wow. They have they have their Facebook APIs and all of these different apps Mhmm. And new location services. Mhmm. And and and they think that if it happens the way that Apple has set it up and and if there's no further changes Mhmm. That they may have to discontinue that that whole... That service. So this definitely this definitely is a cross cutting concern. For us and out of home, the thing that really matters to us is obviously Geopath, our industry kind of a trade group that measures and provides estimated impressions. Mhmm. They're heavily reliant upon mobile as one... Not not not the whole, you know, way that they measure, but it's it's a big component just just like a lot of companies. Yes. And and then also our ability to quantify for attribution studies and for list studies. [00:24:44] S0: Yes.
00:24:44 · Dave Westburg, Jonathan Gudai
[00:24:44] S0: Yes. [00:24:44] S1: Yeah. Our ability to do those, it just means that you might have to have a larger campaign with more time or more ads served Mhmm. In order to measure it with statistical significance Mhmm. Which which definitely is the wrong direction that we wanna be heading in. We want smaller campaigns Yes. To be able to be made to to measure their impact. And so we have to keep a close eye. I know that Facebook has wrote that post because they're trying to also incite the developers and all of the rest of the advertising community to fight against this. Yep. You know? And and if there's an... Enough loud voices that are just... You know, unhappy with with Apple, maybe we can get them to switch it back from opt in... From having to opt in Mhmm. Versus the the other way. So so that's that's how I see it. We gotta keep a close eye. I'll definitely let you know probably by by December, by the end of the year. By December, there will hopefully be enough iPhones... IOS 14s out there, and and we'll know. [00:25:38] S0: Is the... Are... Is increasing privacy becoming an issue for non iOS phones? [00:25:43] S1: Well, non iOS phones means mostly Google Android. [00:25:47] S0: Yes. Yes. [00:25:48] S1: And Google Google's primary business model being ad sales. [00:25:51] S0: Yes. [00:25:52] S1: I I think they recognize the importance of supporting the ad community [00:25:55] S0: and Yep. Yep.
00:25:55 · Dave Westburg, Jonathan Gudai
[00:25:55] S0: and Yep. Yep. [00:25:57] S1: Not... While while also doing it in a consumer safe way. Yes. So so I think if you ask Google, they would say the same thing a lot of weird... Us are saying that Apple just is making a a big faux pas... Big wonder with trying to do something for people that... You know, without them necessarily demanding it Yes. And just kinda putting their own nose into how it should be done because Apple isn't an advertising centric business. Right? They're Yes. They make money selling hardware and services. Yes. And so, no, I'm not I'm not as concerned about Android devices. Mhmm. In the short term. [00:26:28] S0: Okay. Jonathan, what are some myths surrounding programmatic digital out of home that you think need debunking?
00:26:28 · Dave Westburg, Jonathan Gudai
[00:26:28] S0: Okay. Jonathan, what are some myths surrounding programmatic digital out of home that you think need debunking? [00:26:35] S1: You know, so it's it's changed over time. I'd say that, number one, programmatic should be looked at by the media owner as an extension of their business. Mhmm. And I think for a very long time, it was viewed as a competitive sales channel and as something that could be more of a risk. And so I think number one, you know, we are a partner with the media owners. We only make money when we sell ads on your billboards, Dave. Mhmm. And you set the prices. Like... But the number two myth is that the programmatic online, there was this fear of racing to the bottom that happened because there was so much supply and not as much demand. And so the price ended up going down, and and, you know, you were able to use programmatic as, a discounting Mhmm. Sort of approach, tactic as a buyer. But with us, media owners set the the floor price for the CPM they wanna sell at, and they could change that price whenever they want. [00:27:32] S0: Yep. [00:27:32] S1: So by removing that and also knowing that with... We're dealing with atoms and not pixels. Right? These are physical billboards, not screens where you can create a website instantly whenever you want to put banner ads. [00:27:43] S0: Yes.
00:27:43 · Dave Westburg, Jonathan Gudai
[00:27:43] S0: Yes. [00:27:43] S1: And so there isn't there isn't that ability... There's that scarcity angle that we have that should make... Also maintain prices. And we actually see in the next few years price going up Mhmm. On digital out of home boards on a per ad play basis when you have more demand coming in to compete for that limited supply. [00:28:03] S0: Yes. Yes. [00:28:04] S1: And then I guess the last one would be just how easy it is to execute. You know, there's there's now more ways to buy programmatically Mhmm. Digital out of home than there ever has been. Mhmm. And it's not just the channel DSPs, but also the omnichannel guys are really starting to get interested in this. And and so it is easy. Mhmm. You just need to, you know, get an account set up with one of the platforms or or multiple and see it for yourself. [00:28:28] S0: Yep. [00:28:29] S1: So those are the top three that I would say in in my mind. [00:28:32] S0: That's all for this week. Thanks for appearing on the show, Jonathan. [00:28:34] S1: Thank you for having me. Always a pleasure, Dave. [00:28:37] S0: This podcast was sponsored by Samsung LED Displays. You can listen to episodes of the Billboard Insider Podcast by visiting billboardinsider.com or by subscribing to billboard insider podcast on iTunes or any of the usual podcast outlets. Our email is billboardinsider@gmail.com. We'd love to hear from you. Thanks for listening. I'll be back in a couple weeks.