Digital & Dirt
00:54:47 · Ian Dallimore
[00:54:47] S0: Yeah. And that was, that's super powerful. We talk about sound bites all the time, like bottle that up because I think, as I think about the WNBA and I was at the brand innovators and heard the CMO of the WNBA and I was blown away by what they focus on. And someone could have easily just went into that meeting and said like, oh, we'll just replicate what we did with the NBA. It's super cool, dynamic content, live scores, like that's what you would want. But the reality of it is what they want is they want to grow viewership, but more importantly, passion about the characters that exist. The Caitlin Clarks, the Angel Reese's of the world, and so much beyond. So I think that that's a powerful statement and understanding and not just going in there and just selling that product and just doing a pitch and be like, crush that pitch. And then not understand why the client never called back. But truly taking a moment, taking a beat and diving deep into it, think is powerful.
00:55:41 · Lucy Markowitz, Ian Dallimore
[00:55:41] S1: And ask too, like if, well maybe not if you don't get a callback because it's hard to ask on a silence on the other side. But if someone does say, we're not gonna move forward. I think that's something that our team is phenomenal at, which is even if someone says no, asking for a bit more information to understand why they didn't move forward. If there's anything that we could have presented differently and learning from that. And that's something that we also like bring back just as much of the wins is also talking about some of these losses and what happened and how we can learn from them and hopefully do better in the future. [00:56:17] S0: Yeah. And it's, look, we know the difference between, we won't call out the other digital media, but we know the moment that a board goes up on a roadside billboard, a urban panel that goes up and those brands and the agencies that purchase that through your team and the platform, they're like, woah, it's significantly different. And the impact that it has is way different than, hey, that campaign, the KPIs of the, that digital social campaign or that Google search campaign or that AI campaign, you're kind of like, it doesn't have the buzz and the excitement that a digital out of home campaign has.
00:56:17 · Ian Dallimore, Lucy Markowitz
[00:56:17] S0: Yeah. And it's, look, we know the difference between, we won't call out the other digital media, but we know the moment that a board goes up on a roadside billboard, a urban panel that goes up and those brands and the agencies that purchase that through your team and the platform, they're like, woah, it's significantly different. And the impact that it has is way different than, hey, that campaign, the KPIs of the, that digital social campaign or that Google search campaign or that AI campaign, you're kind of like, it doesn't have the buzz and the excitement that a digital out of home campaign has. [00:56:57] S1: Totally. And I think, you know, both there's at the brand and then also at the agency is like that convergence of people talking about these mediums not standing separately and how they all work together to drive results, I think is encouraging better collaboration. And I think we've come a long way. And I think that we're going to continue down that path because that is how like brands aren't thinking about these in silos. And I think even programmatic, it is not a channel, it's a way of activating, it's a method. And I think that mentality even for other channels like has changed a lot. And I think it's allowing for the perception of what is programmatic out of home. It's just a way to buy out of home. It's not something completely different. And I feel like that is starting to resonate more and more with both the buyers as well as the publisher community.
00:56:57 · Lucy Markowitz, Ian Dallimore
[00:56:57] S1: Totally. And I think, you know, both there's at the brand and then also at the agency is like that convergence of people talking about these mediums not standing separately and how they all work together to drive results, I think is encouraging better collaboration. And I think we've come a long way. And I think that we're going to continue down that path because that is how like brands aren't thinking about these in silos. And I think even programmatic, it is not a channel, it's a way of activating, it's a method. And I think that mentality even for other channels like has changed a lot. And I think it's allowing for the perception of what is programmatic out of home. It's just a way to buy out of home. It's not something completely different. And I feel like that is starting to resonate more and more with both the buyers as well as the publisher community. [00:57:48] S0: Yeah. And I'm so glad you said that because that's the thing that I've battled internally for quite some time, but it's now kind of, you're like, yeah, it's just a way a way of buying. But I would agree with you. I think the other thing that it's really done is it's knocked down whether we realize it or not, but it's knocked down the walls within agencies of even the way they buy traditional out of home. It's thoughtful on why do I include a Twitter campaign? Why do I add a QR component into the activation? Why do I make that three d portion match with my TikTok ad that I have? Why do I have that social influence?
00:57:48 · Ian Dallimore, Lucy Markowitz
[00:57:48] S0: Yeah. And I'm so glad you said that because that's the thing that I've battled internally for quite some time, but it's now kind of, you're like, yeah, it's just a way a way of buying. But I would agree with you. I think the other thing that it's really done is it's knocked down whether we realize it or not, but it's knocked down the walls within agencies of even the way they buy traditional out of home. It's thoughtful on why do I include a Twitter campaign? Why do I add a QR component into the activation? Why do I make that three d portion match with my TikTok ad that I have? Why do I have that social influence? [00:58:23] S1: We don't spend separate time doing each one of these things. The number of times that you're walking down the street on your phone or you're watching TV and you're on your computer and you're also on your phone at the same time. Like it's pretty wild just how we interact with ads around us in all of these different environments. And so the idea of saying that they are separate and that they are not intertwined is crazy. [00:58:46] S0: Yeah. I think about my kids all the time, the way they consume media and it is fun to watch. And I always call it that moment when you... I'll use my kids, for example, when they see something on Roblox, and then they see it on TikTok, and then they see it on a billboard. They're like, dad, did you see that MrBeast did this? And then I saw his billboard on the TikTok. And then also they had this fake world that was built out with little mini billboards within [00:59:10] S1: Yeah.
00:59:10 · Lucy Markowitz, Ian Dallimore
[00:59:10] S1: Yeah. [00:59:11] S0: The Roblox game. And you're like, yes, we're not in silos anymore. [00:59:15] S1: It's all coming together. [00:59:16] S0: I love it. Look, I could talk to you for hours. I appreciate our friendship. I love our friendship, but most importantly how you're helping pave the industry along with a lot of amazing other people. I'm glad Michael took a chance on you. More importantly, you took a chance on yourself. I love that you've become this iconic figure in this space and I think it's just really your presence and who you are in this space. And I know it's a massive team behind you that's a part of that as well. But last question, certified scuba diver, favorite place you've dove and what's your kind of like dream place to dive? [00:59:51] S1: Yeah. So growing up, I got certified for scuba diving because my best friend at the time was her whole family. They were huge divers. So I would go with them on vacation to the Cayman Islands. And I would say that that's still probably one of my favorite places to dive also just because I feel like it's synonymous with like some of the most fun vacations. But I would love at some point to go whale shark diving in The Philippines. [01:00:20] S0: Hard pass on that. [01:00:22] S1: But it should be [01:00:23] S0: so hard. [01:00:23] S1: They're big and friendly. [01:00:24] S0: Yeah, I bet. [01:00:25] S1: Don't watch that new, shark documentary. It might scare you a little bit. [01:00:29] S0: Yeah. It's like timed out shark week and then you go on that vacation. [01:00:32] S1: Exactly.