The Billboard Insider Podcast
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.