Artwork

תוכן מסופק על ידי Tim Rowe. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי Tim Rowe או שותף פלטפורמת הפודקאסט שלהם. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.
Player FM - אפליקציית פודקאסט
התחל במצב לא מקוון עם האפליקציה Player FM !

Does DOOH Matter? Tim Rowe on the Marketecture Podcast with Ari Paparo and Eric Franchi

47:45
 
שתפו
 

Manage episode 444129107 series 3407000
תוכן מסופק על ידי Tim Rowe. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי Tim Rowe או שותף פלטפורמת הפודקאסט שלהם. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.

Summary

In this episode of the Marketecture podcast, host Ari Paparo is joined by Eric Franchi and Tim Rowe, founder of the OOH Insider podcast, to dive into the world of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising.
The episode kicks off with an exciting scoop about a recently published deck from DoubleClick (get it here), revealing insights that highlight their conservative estimates regarding media revenue. From there, it's an action-packed conversation about Why DOOH Matters, how it's being traded, and speculation on winners and losers as the programmatic pieces fall into place.
Takeaways

  • Market Size and Growth: The global DOOH market is approximately $21 billion, with $5 billion in the U.S. Despite growth, its share of advertising spend is declining, indicating challenges in capturing a larger market share.
  • Fragmentation Challenges: The DOOH industry faces fragmentation, with many screens and networks leading to inefficiencies. Most programmatic transactions occur through private marketplaces (PMPs), complicating the buying process.
  • Future of DOOH: The integration of DOOH with connected TV (CTV) and advancements in technology, such as first-party data utilization, are seen as key opportunities for growth and innovation in the sector.
  • Attention Measurement: The collaboration between IAB and MRC for attention measurement accreditation is a significant step towards validating attention as a metric in advertising, which could benefit OOH advertising strategies.

Chapters

  • 00:02:05 - Why Care About OOH/DOOH?
  • 00:02:23 - Case for DOOH
  • 00:02:49 - Market Size of DOOH
  • 00:04:07 - Growth Challenges in DOOH
  • 00:07:16 - Programmatic Transactions in DOOH
  • 00:08:03 - Leading Programmatic Companies in DOOH
  • 00:13:08 - Measurement in DOOH
  • 00:16:33 - Future of DOOH and CTV Convergence
  • 00:21:45 - Roku's Role in DOOH
  • 00:37:41 - Attention Measurement in OOH

Check out the Marketecture Podcast at https://www.marketecture.tv/

Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

  continue reading

198 פרקים

Artwork
iconשתפו
 
Manage episode 444129107 series 3407000
תוכן מסופק על ידי Tim Rowe. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי Tim Rowe או שותף פלטפורמת הפודקאסט שלהם. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.

Summary

In this episode of the Marketecture podcast, host Ari Paparo is joined by Eric Franchi and Tim Rowe, founder of the OOH Insider podcast, to dive into the world of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising.
The episode kicks off with an exciting scoop about a recently published deck from DoubleClick (get it here), revealing insights that highlight their conservative estimates regarding media revenue. From there, it's an action-packed conversation about Why DOOH Matters, how it's being traded, and speculation on winners and losers as the programmatic pieces fall into place.
Takeaways

  • Market Size and Growth: The global DOOH market is approximately $21 billion, with $5 billion in the U.S. Despite growth, its share of advertising spend is declining, indicating challenges in capturing a larger market share.
  • Fragmentation Challenges: The DOOH industry faces fragmentation, with many screens and networks leading to inefficiencies. Most programmatic transactions occur through private marketplaces (PMPs), complicating the buying process.
  • Future of DOOH: The integration of DOOH with connected TV (CTV) and advancements in technology, such as first-party data utilization, are seen as key opportunities for growth and innovation in the sector.
  • Attention Measurement: The collaboration between IAB and MRC for attention measurement accreditation is a significant step towards validating attention as a metric in advertising, which could benefit OOH advertising strategies.

Chapters

  • 00:02:05 - Why Care About OOH/DOOH?
  • 00:02:23 - Case for DOOH
  • 00:02:49 - Market Size of DOOH
  • 00:04:07 - Growth Challenges in DOOH
  • 00:07:16 - Programmatic Transactions in DOOH
  • 00:08:03 - Leading Programmatic Companies in DOOH
  • 00:13:08 - Measurement in DOOH
  • 00:16:33 - Future of DOOH and CTV Convergence
  • 00:21:45 - Roku's Role in DOOH
  • 00:37:41 - Attention Measurement in OOH

Check out the Marketecture Podcast at https://www.marketecture.tv/

Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

  continue reading

198 פרקים

כל הפרקים

×
 
Loading …

ברוכים הבאים אל Player FM!

Player FM סורק את האינטרנט עבור פודקאסטים באיכות גבוהה בשבילכם כדי שתהנו מהם כרגע. זה יישום הפודקאסט הטוב ביותר והוא עובד על אנדרואיד, iPhone ואינטרנט. הירשמו לסנכרון מנויים במכשירים שונים.

 

מדריך עזר מהיר

האזן לתוכנית הזו בזמן שאתה חוקר
הפעלה