August 18, 2024 • 17 mins
Unlock the secrets of outdoor advertising with our latest episode featuring industry expert Charlie Riley. Discover how to harness the full spectrum of out-of-home (OOH) advertising, from classic billboards to avant-garde guerrilla tactics like wearable billboards and blimps. Charlie's insights shine light on the power of a multi-channel approach, seamlessly blending OOH with digital, social, and direct mail strategies. Get ready to be inspired by innovative campaigns, such as wrapping smart cars for experiential marketing and the clever use of direct mail to amplify brand visibility.
Ever thought OOH advertising was too pricey or impossible to measure? Think again. Charlie debunks common myths and reveals cutting-edge tracking methods like website pixelation and QR codes that bring accountability to OOH campaigns. You'll also learn how targeting secondary cities can make your budget stretch further and how OOH fits perfectly into B2B and ABM strategies. Whether you're launching a new product or planning a regional campaign, tune in for creative, cost-effective strategies that make outdoor advertising not just feasible, but revolutionary.
Check out Charlie's company Onecreen.AI
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Eric Eden (00:00):
Welcome to today's episode.
Today we are talking aboutoutdoor advertising, a very
interesting marketing topic, notoften as discussed, and we have
a great guest to help us talkthrough it today.
Charlie, welcome to the show,thanks.
Thanks for having me.
I appreciate it.
So why don't we start off byyou just taking a minute or two
(00:23):
to share who you are and whatyou do?
Charlie Riley (00:46):
and above both B2B and B2C, to help plan
strategize bringing brandmarketing into play using
different out-of-home channels,and we help them measure the
success of those after the fact.
Eric Eden (00:52):
Very cool.
I actually saw somebody went toa conference last week and they
were wearing a billboard ontheir backpack as they walked
through the conference.
Wow, One of the funniest thingsI've seen in a while was like a
big 30-inch screen on the backof their backpack and they got
us to leave because they wereadvertising and they hadn't paid
(01:12):
to be as much.
So I thought that was just areally funny example of
out-of-home advertising.
Charlie Riley (01:20):
I actually know the story you're talking about.
I saw that online.
That's an interesting form ofguerrilla marketing Out of home.
I think most people think ofout of home as billboards
immediately.
That's the first thing theyprobably go to, which is very
relevant.
But it's deal marketing, it'sexperiential marketing, it's PR
marketing, those types of thingswe work with companies to do
(01:42):
street teams and they'll havesandwich boards.
If you really wanted to targeta conference or an event, you
could do walking billboards likethat, digital billboards.
So yeah, out of home kind ofcovers a lot of different
executions.
We've done campaigns forcompanies that want to do ABM
programs that have put ads ontop of pizza boxes and had them
(02:03):
delivered directly to theirtarget account offices or homes.
So yeah, out-of-home covers alot.
I did see that was a unique wayto try to get around a
sponsorship.
Most conferences we work with alot of conferences to help
brands extend their sponsorships.
But I think most of theconferences don't like when you
circumvent the rules like that.
Eric Eden (02:23):
But I liked it.
I can't resist asking thisquestion because I was talking
with some of my colleagues frommy startup.
We're like, let's just bereally guerrilla.
Could we like put our startupon a blimp and fly it over New
York city?
It's just the right spirit.
I don't know People actually doblimp advertising.
Charlie Riley (02:47):
I would say any idea is a good idea.
I think it's the execution ofit.
We do airplane advertising.
If you really want to pull oneof those banners behind at a
beach, those are executions wecan help plan for, I think, over
New York City.
If you've got the budget andyou can find ways to get around
any FAA regulations, we wouldlook into it.
(03:09):
But that's a fun idea and Ithink out of home is a nice way
to mix science and art.
We do a lot of planning aroundwhere the audience that you want
to talk to, where they spendtime, especially if they're B2C.
We have a lot of buyer datathat we can access so we can get
really granular and specificabout where you'd want to be
seen.
(03:29):
Then it's the fun part of thecreative piece.
And yeah, being on the side ofa lamp would be fun.
Being on the side of the F1race car would be fun too.
So there's all kinds of placesyou could have fun with outdoor
advertising.
Eric Eden (03:40):
I was in South Beach last month in Miami and there
was planes flying down the beachadvertising different things
with the big banners behind them, and I would just remember
thinking people probablywouldn't do that if it didn't
work.
So I just think there's lots ofopportunities out there.
Maybe you can share a storywith us about some of the best
marketing you've done thatyou're the most proud of, about
(04:02):
some of the best marketingyou've done that you're the most
proud of to start us off.
Charlie Riley (04:05):
Yeah, when you just find something that works
and you're, a lot of marketingis experimentational or if
that's if I just made up a wordthere but it's experimenting
with a wide range of channelsand not to belabor the point
about out of home, but it's onechannel.
Like the customers we work with, they don't just do billboards,
they're doing digital, they'redoing email marketing, they're
(04:29):
doing social marketing.
It's one piece of it and itreally fits into brand marketing
.
And so I think some of thecampaigns that I've had the most
success with are being able tobuild a good strategy.
Okay, who are we trying to talkto?
Where do they spend time?
And it's a media mix.
And I've done some funcampaigns where I've actually,
from an out-of-home standpoint,I've wrapped smart cars.
So when smart cars came to theStates, that was a big deal.
(04:51):
We bought three of them, wewrapped them with some really
fun branding and we drove themaround to events.
And there's an experientialpiece to it of a wow factor, of
look at these little things,they're very bright colors.
What's this about?
That takes people to a landingpage Like they want to learn
more.
On that landing page, there'seither a conversion piece to it
(05:12):
or it's just it's a brand play.
So I think some of the bestcampaigns that I've run had been
using multiple channels.
In that campaign we used directmail, which again is another
kind of old school maybethinking tactic, but we did it
in a way where it was verytrackable.
We made sure that someone had asign for the package.
(05:35):
We made it oversized, so itstood out a little bit, and
everything worked together fromthe branding.
So the creative oversized, soit stood out a little bit and
everything worked together fromthe branding.
So the creative was consistent,the messaging was consistent.
So we didn't just rely on onechannel.
We didn't rely on email orprogrammatic or paid social.
We did a mix of all thosechannels.
So we talked to them where theywere online.
(05:55):
We retargeted from theinformation we were able to get
from out of home and from someof those channels and we used
some maybe old school tacticsbut that broke through the noise
of just being completely hitwith digital.
And, yeah, we had some funcampaigns that really told a
story that all drove back to awebsite and a landing page that
we were able to prove ROI on theconversion there.
(06:17):
But it was a mix of out of home.
It was a mix of direct response, it was a mix of social, it was
a mix of programmatic, and whenyou use all the channels and
you can assess which ones are,you can pull the levers of which
ones are working better andwhich ones aren't.
But it was effective because wedidn't rely on one channel.
We talked to people in a lot ofdifferent ways than just
(06:39):
relying on one place and we hadfun with the creative with it
too, which is also important.
Eric Eden (06:43):
Yeah, I think the wrapping the cars thing is
interesting.
I see sometimes even Uberdrivers will let people put
signage on their cars, and sothat could be an interesting
strategy for people.
If they wanted to do that witha bunch of cars in a particular
city or something, I'm curious.
One of the things you mentionedthat I thought was really
(07:05):
helpful for people is that youcan actually track results
without a home advertising right?
There's probably differentstrategies that you guys help
people with to do that.
What are some of thosestrategies?
Charlie Riley (07:19):
Yeah, I think a lot of what we've found is
there's misperceptions aroundout of home.
Again, billboards are the onlything that's part of that mix.
It's not trackable, so how canI sell that idea of this being a
channel within my overall mediamix?
It's too expensive, which thereare ways.
You can do a massive campaignin San Francisco, which might be
(07:40):
expensive, but you can alsofind secondary cities that were
able to identify a target listof your customer prospects or
your prospect list we could say.
Actually they reside, there's acluster of them in these cities
, and it's way more affordable.
What we do a lot with ConferencePlace too, and so things we can
do with those are we canmeasure brand lift.
(08:02):
We can pixel a website and seewe'll do a control group and
then we'll have an exposed groupand we can show what sort of
lift there was over a flight.
We've done that with a customerwho was a bank actually, and so
we measured based on what theywere interested in brand
impressions and how muchactivity they got back to their
website.
We were able to cookie theirwebsite, have a control group
(08:24):
who didn't see the ads and thenhave the exposed group that saw
that and we saw a pretty largelist of those that were exposed
that visited their site shortlyafter.
We can also use de-anonymizedmobile IDs and we can base that
on the planning that comes inahead of time.
We understand who they want totalk to, what sort of titles,
(08:45):
what sort of roles, and we canuse de-anonymized information
from mobile IDs to be able togive an advertiser feedback on
the exposure of who actually sawthose ads.
So there's a couple of ways thatcould be done.
If it's an app download, we canuse QR codes or, based on the
call to action, say, if it's amobile, it's a mobile truck,
(09:05):
whatever the call to action.
On the side of that, we canhelp them track to see how many
downloads there were, how manylike what sort of conversion
there was there.
So yeah, out of home can bemeasurable.
A lot of customers use it forbrand marketing and sort of like
that support around maybe someother channels.
But there absolutely are waysthat out of home executions can
(09:26):
be measured in a very similarway to digital campaigns.
Eric Eden (09:31):
Yeah, so it can be used as part of B2B and even AVM
campaigns if you can trackthings with QR codes and people
going to a specific site orpeople calling a specific number
.
My mind is filling now withBetter Call Saul and the
billboards that he had me trackthe number of phone calls coming
in, that was great.
Charlie Riley (09:50):
Yeah, at the local level.
You probably see more of thatat your regional level, but we
work with customers of all sizes.
We work with startups andbrands that are doing they might
do takeovers of certain DMAslike the regions or cities, or
they might want to do an ABMplay.
And again, I think there's amisperception there of how does
(10:12):
out of home.
How is that part of potentiallyan ABM play?
We can work with a customer tonarrow in on a target list.
We can identify where theirlocations, their office
locations, are.
We could have mobile trucksparked right outside of that
headquarters and so we couldhelp to know if their audience,
if the decision makers of thatcompany, see the ad.
(10:34):
We can rotate the creative tospeak directly to them.
So there's a lot of play thatnot only from a creative
standpoint out of home can beutilized, but also from a way to
measure that.
We can show Lyft if thosetarget accounts came back to the
site to check that out.
Or, if they were, you cangeo-fence around locations and
retarget ads to someone in thesame way that's done through
(10:56):
other digital channels.
Yeah, there's a lot ofdifferent executions.
It's interesting because weprobably have a solution for a
lot of different needs thatcompanies may not be aware of
that at home to be part of thatmix for them.
Eric Eden (11:08):
So do you help companies get the specific
out-of-home placements and whatis the cost for those?
I'm assuming it's a wide range,depending on the particular
tactic and is it more local oris it wider in scale?
I assume it's a pretty wideprice range, but do you guys
help people get the actualplacements?
Charlie Riley (11:28):
Yeah, that's essentially what we are and
we're not just a vendor that can.
We're not the middleman.
We look at ourselves as tryingto be very strategic around
helping them solve their brandneeds.
So we'll sit down with thecustomer.
They'll tell us what they'relooking to do.
If it's a product launch andthey want to share that with a
wide audience.
If they have a very specificneed, that they have a client
(11:53):
base in certain cities.
To go back to your question, itall depends.
I know that's not the easiestanswer, but there's a lot of
factors that go into that.
Buying billboards in New YorkCity and San Francisco and
Dallas is a lot more expensivethan in Buffalo, new York where
I live or Cleveland or DesMoines.
So location is a factor andthat timeliness is a factor.
(12:15):
If you're planning yourcampaign two weeks out, more
than likely there's not as muchinventory.
If you're planning six monthsout, we have more time and we
have access to a lot ofdifferent vendors and inventory.
So help them decide based onwhat their KPIs are and what
they're trying to solve.
We'll make recommendationsaround.
Here's the exposure you'relooking for.
(12:35):
Here's a price.
If they give us a price point,we can work within that based on
all the different inventory.
So yeah, depending on inventory, if they want to do mobile
trucks versus large billboards,if they want to do street teams
like we talked about, if theywant to wrap cars, if they want
to wrap ice cream trucks, reallydepends the city and location
depends on that.
The timing of that depends onthat.
(12:56):
Idaho can be more affordablethan I think a lot of marketers
think.
I think they probably see aphysical space and they probably
think it's expensive.
Idaho campaigns can be done forprobably very similar to what
might be a paid search campaignor a social campaign, or even
less than that.
Eric Eden (13:15):
Yeah, and if you can track the results and you can
do tests and then you can proveit, that's where the dream comes
alive.
Charlie Riley (13:24):
Yeah, we know we're not going to.
We know a marketing team is notgoing to completely replace
their media mix with just out ofhome.
We're a compliment to what theymay.
Just out of home we're acompliment to what they may
already be doing.
Or we're a compliment to ifthey're sponsoring a conference,
why not have five wrapped carsoutside of that extending the
brand?
And especially if there's acreative message on there,
(13:45):
you're going to get a lot ofbuzz.
You're going to get peoplesharing that on social.
So, yeah, we're a part throughall that.
There is measurement there.
Sometimes it's a brand play,sometimes they just want to do a
launch.
It really depends on the typeof company, it depends on their
goals.
But we want to help them be apart of that mix.
We want to help them tell thebrand story and the companies
(14:06):
that invest in brand marketingin addition to demand gen or
lead gen the studies have shownthat their revenue goes up.
They do better over time.
We help them complement thatwhole brand mix and again, we
don't just see ourselves as avendor.
We really help them try tofigure out how out of home fits
into all their overall strategyfrom a marketing standpoint.
Eric Eden (14:29):
Awesome standpoint, awesome.
Any final thoughts onout-of-home advertising that
you'd like to share?
That I didn't ask about.
Charlie Riley (14:40):
I think you ask great questions.
It's fun.
Like I said, there's a scienceand an art to it.
The modern day marketer has tobe comfortable with data and
Excel.
They also have to thinkcreatively and stand out, and I
think out of home gives avehicle to do both of those
things.
I think the one thing formarketers to maybe think about
(15:00):
is maybe your Blint exampleearly on is a good example of
this.
But you can have a lot of funwithout a home.
Still measure it.
They'll stay within a budget,but it's a creative vehicle.
It's a creative vehicle.
It's a creative channel.
Yeah, Don't just assume it'sjust billboards and maybe a
wrapped car, like we talkedabout.
But there's a lot of differentplay that can be done that they
may not be aware of.
Eric Eden (15:23):
Awesome.
I'm going to link to yourwebsite so people can get in
touch and chat more about it Ifthey'd like to learn more.
Appreciate you being with ustoday and educating and sharing
your story and insights aboutout-of-home advertising.
Appreciate you being on theshow, Thank you.
Thanks, Eric.
Welcome to today's episode.
Today we are talking aboutoutdoor advertising, a very
interesting marketing topic, notoften as discussed, and we have
a great guest to help us talkthrough it today.
Charlie, welcome to the show,thanks.
Thanks for having me.
I appreciate it.
So why don't we start off byyou just taking a minute or two
(00:23):
to share who you are and whatyou do?
Charlie Riley (00:46):
and above both B2B and B2C, to help plan
strategize bringing brandmarketing into play using
different out-of-home channels,and we help them measure the
success of those after the fact.
Eric Eden (00:52):
Very cool.
I actually saw somebody went toa conference last week and they
were wearing a billboard ontheir backpack as they walked
through the conference.
Wow, One of the funniest thingsI've seen in a while was like a
big 30-inch screen on the backof their backpack and they got
us to leave because they wereadvertising and they hadn't paid
(01:12):
to be as much.
So I thought that was just areally funny example of
out-of-home advertising.
Charlie Riley (01:20):
I actually know the story you're talking about.
I saw that online.
That's an interesting form ofguerrilla marketing Out of home.
I think most people think ofout of home as billboards
immediately.
That's the first thing theyprobably go to, which is very
relevant.
But it's deal marketing, it'sexperiential marketing, it's PR
marketing, those types of thingswe work with companies to do
(01:42):
street teams and they'll havesandwich boards.
If you really wanted to targeta conference or an event, you
could do walking billboards likethat, digital billboards.
So yeah, out of home kind ofcovers a lot of different
executions.
We've done campaigns forcompanies that want to do ABM
programs that have put ads ontop of pizza boxes and had them
(02:03):
delivered directly to theirtarget account offices or homes.
So yeah, out-of-home covers alot.
I did see that was a unique wayto try to get around a
sponsorship.
Most conferences we work with alot of conferences to help
brands extend their sponsorships.
But I think most of theconferences don't like when you
circumvent the rules like that.
Eric Eden (02:23):
But I liked it.
I can't resist asking thisquestion because I was talking
with some of my colleagues frommy startup.
We're like, let's just bereally guerrilla.
Could we like put our startupon a blimp and fly it over New
York city?
It's just the right spirit.
I don't know People actually doblimp advertising.
Charlie Riley (02:47):
I would say any idea is a good idea.
I think it's the execution ofit.
We do airplane advertising.
If you really want to pull oneof those banners behind at a
beach, those are executions wecan help plan for, I think, over
New York City.
If you've got the budget andyou can find ways to get around
any FAA regulations, we wouldlook into it.
(03:09):
But that's a fun idea and Ithink out of home is a nice way
to mix science and art.
We do a lot of planning aroundwhere the audience that you want
to talk to, where they spendtime, especially if they're B2C.
We have a lot of buyer datathat we can access so we can get
really granular and specificabout where you'd want to be
seen.
(03:29):
Then it's the fun part of thecreative piece.
And yeah, being on the side ofa lamp would be fun.
Being on the side of the F1race car would be fun too.
So there's all kinds of placesyou could have fun with outdoor
advertising.
Eric Eden (03:40):
I was in South Beach last month in Miami and there
was planes flying down the beachadvertising different things
with the big banners behind them, and I would just remember
thinking people probablywouldn't do that if it didn't
work.
So I just think there's lots ofopportunities out there.
Maybe you can share a storywith us about some of the best
marketing you've done thatyou're the most proud of, about
(04:02):
some of the best marketingyou've done that you're the most
proud of to start us off.
Charlie Riley (04:05):
Yeah, when you just find something that works
and you're, a lot of marketingis experimentational or if
that's if I just made up a wordthere but it's experimenting
with a wide range of channelsand not to belabor the point
about out of home, but it's onechannel.
Like the customers we work with, they don't just do billboards,
they're doing digital, they'redoing email marketing, they're
(04:29):
doing social marketing.
It's one piece of it and itreally fits into brand marketing
.
And so I think some of thecampaigns that I've had the most
success with are being able tobuild a good strategy.
Okay, who are we trying to talkto?
Where do they spend time?
And it's a media mix.
And I've done some funcampaigns where I've actually,
from an out-of-home standpoint,I've wrapped smart cars.
So when smart cars came to theStates, that was a big deal.
(04:51):
We bought three of them, wewrapped them with some really
fun branding and we drove themaround to events.
And there's an experientialpiece to it of a wow factor, of
look at these little things,they're very bright colors.
What's this about?
That takes people to a landingpage Like they want to learn
more.
On that landing page, there'seither a conversion piece to it
(05:12):
or it's just it's a brand play.
So I think some of the bestcampaigns that I've run had been
using multiple channels.
In that campaign we used directmail, which again is another
kind of old school maybethinking tactic, but we did it
in a way where it was verytrackable.
We made sure that someone had asign for the package.
(05:35):
We made it oversized, so itstood out a little bit, and
everything worked together fromthe branding.
So the creative oversized, soit stood out a little bit and
everything worked together fromthe branding.
So the creative was consistent,the messaging was consistent.
So we didn't just rely on onechannel.
We didn't rely on email orprogrammatic or paid social.
We did a mix of all thosechannels.
So we talked to them where theywere online.
(05:55):
We retargeted from theinformation we were able to get
from out of home and from someof those channels and we used
some maybe old school tacticsbut that broke through the noise
of just being completely hitwith digital.
And, yeah, we had some funcampaigns that really told a
story that all drove back to awebsite and a landing page that
we were able to prove ROI on theconversion there.
(06:17):
But it was a mix of out of home.
It was a mix of direct response, it was a mix of social, it was
a mix of programmatic, and whenyou use all the channels and
you can assess which ones are,you can pull the levers of which
ones are working better andwhich ones aren't.
But it was effective because wedidn't rely on one channel.
We talked to people in a lot ofdifferent ways than just
(06:39):
relying on one place and we hadfun with the creative with it
too, which is also important.
Eric Eden (06:43):
Yeah, I think the wrapping the cars thing is
interesting.
I see sometimes even Uberdrivers will let people put
signage on their cars, and sothat could be an interesting
strategy for people.
If they wanted to do that witha bunch of cars in a particular
city or something, I'm curious.
One of the things you mentionedthat I thought was really
(07:05):
helpful for people is that youcan actually track results
without a home advertising right?
There's probably differentstrategies that you guys help
people with to do that.
What are some of thosestrategies?
Charlie Riley (07:19):
Yeah, I think a lot of what we've found is
there's misperceptions aroundout of home.
Again, billboards are the onlything that's part of that mix.
It's not trackable, so how canI sell that idea of this being a
channel within my overall mediamix?
It's too expensive, which thereare ways.
You can do a massive campaignin San Francisco, which might be
(07:40):
expensive, but you can alsofind secondary cities that were
able to identify a target listof your customer prospects or
your prospect list we could say.
Actually they reside, there's acluster of them in these cities
, and it's way more affordable.
What we do a lot with ConferencePlace too, and so things we can
do with those are we canmeasure brand lift.
(08:02):
We can pixel a website and seewe'll do a control group and
then we'll have an exposed groupand we can show what sort of
lift there was over a flight.
We've done that with a customerwho was a bank actually, and so
we measured based on what theywere interested in brand
impressions and how muchactivity they got back to their
website.
We were able to cookie theirwebsite, have a control group
(08:24):
who didn't see the ads and thenhave the exposed group that saw
that and we saw a pretty largelist of those that were exposed
that visited their site shortlyafter.
We can also use de-anonymizedmobile IDs and we can base that
on the planning that comes inahead of time.
We understand who they want totalk to, what sort of titles,
(08:45):
what sort of roles, and we canuse de-anonymized information
from mobile IDs to be able togive an advertiser feedback on
the exposure of who actually sawthose ads.
So there's a couple of ways thatcould be done.
If it's an app download, we canuse QR codes or, based on the
call to action, say, if it's amobile, it's a mobile truck,
(09:05):
whatever the call to action.
On the side of that, we canhelp them track to see how many
downloads there were, how manylike what sort of conversion
there was there.
So yeah, out of home can bemeasurable.
A lot of customers use it forbrand marketing and sort of like
that support around maybe someother channels.
But there absolutely are waysthat out of home executions can
(09:26):
be measured in a very similarway to digital campaigns.
Eric Eden (09:31):
Yeah, so it can be used as part of B2B and even AVM
campaigns if you can trackthings with QR codes and people
going to a specific site orpeople calling a specific number
.
My mind is filling now withBetter Call Saul and the
billboards that he had me trackthe number of phone calls coming
in, that was great.
Charlie Riley (09:50):
Yeah, at the local level.
You probably see more of thatat your regional level, but we
work with customers of all sizes.
We work with startups andbrands that are doing they might
do takeovers of certain DMAslike the regions or cities, or
they might want to do an ABMplay.
And again, I think there's amisperception there of how does
(10:12):
out of home.
How is that part of potentiallyan ABM play?
We can work with a customer tonarrow in on a target list.
We can identify where theirlocations, their office
locations, are.
We could have mobile trucksparked right outside of that
headquarters and so we couldhelp to know if their audience,
if the decision makers of thatcompany, see the ad.
(10:34):
We can rotate the creative tospeak directly to them.
So there's a lot of play thatnot only from a creative
standpoint out of home can beutilized, but also from a way to
measure that.
We can show Lyft if thosetarget accounts came back to the
site to check that out.
Or, if they were, you cangeo-fence around locations and
retarget ads to someone in thesame way that's done through
(10:56):
other digital channels.
Yeah, there's a lot ofdifferent executions.
It's interesting because weprobably have a solution for a
lot of different needs thatcompanies may not be aware of
that at home to be part of thatmix for them.
Eric Eden (11:08):
So do you help companies get the specific
out-of-home placements and whatis the cost for those?
I'm assuming it's a wide range,depending on the particular
tactic and is it more local oris it wider in scale?
I assume it's a pretty wideprice range, but do you guys
help people get the actualplacements?
Charlie Riley (11:28):
Yeah, that's essentially what we are and
we're not just a vendor that can.
We're not the middleman.
We look at ourselves as tryingto be very strategic around
helping them solve their brandneeds.
So we'll sit down with thecustomer.
They'll tell us what they'relooking to do.
If it's a product launch andthey want to share that with a
wide audience.
If they have a very specificneed, that they have a client
(11:53):
base in certain cities.
To go back to your question, itall depends.
I know that's not the easiestanswer, but there's a lot of
factors that go into that.
Buying billboards in New YorkCity and San Francisco and
Dallas is a lot more expensivethan in Buffalo, new York where
I live or Cleveland or DesMoines.
So location is a factor andthat timeliness is a factor.
(12:15):
If you're planning yourcampaign two weeks out, more
than likely there's not as muchinventory.
If you're planning six monthsout, we have more time and we
have access to a lot ofdifferent vendors and inventory.
So help them decide based onwhat their KPIs are and what
they're trying to solve.
We'll make recommendationsaround.
Here's the exposure you'relooking for.
(12:35):
Here's a price.
If they give us a price point,we can work within that based on
all the different inventory.
So yeah, depending on inventory, if they want to do mobile
trucks versus large billboards,if they want to do street teams
like we talked about, if theywant to wrap cars, if they want
to wrap ice cream trucks, reallydepends the city and location
depends on that.
The timing of that depends onthat.
(12:56):
Idaho can be more affordablethan I think a lot of marketers
think.
I think they probably see aphysical space and they probably
think it's expensive.
Idaho campaigns can be done forprobably very similar to what
might be a paid search campaignor a social campaign, or even
less than that.
Eric Eden (13:15):
Yeah, and if you can track the results and you can
do tests and then you can proveit, that's where the dream comes
alive.
Charlie Riley (13:24):
Yeah, we know we're not going to.
We know a marketing team is notgoing to completely replace
their media mix with just out ofhome.
We're a compliment to what theymay.
Just out of home we're acompliment to what they may
already be doing.
Or we're a compliment to ifthey're sponsoring a conference,
why not have five wrapped carsoutside of that extending the
brand?
And especially if there's acreative message on there,
(13:45):
you're going to get a lot ofbuzz.
You're going to get peoplesharing that on social.
So, yeah, we're a part throughall that.
There is measurement there.
Sometimes it's a brand play,sometimes they just want to do a
launch.
It really depends on the typeof company, it depends on their
goals.
But we want to help them be apart of that mix.
We want to help them tell thebrand story and the companies
(14:06):
that invest in brand marketingin addition to demand gen or
lead gen the studies have shownthat their revenue goes up.
They do better over time.
We help them complement thatwhole brand mix and again, we
don't just see ourselves as avendor.
We really help them try tofigure out how out of home fits
into all their overall strategyfrom a marketing standpoint.
Eric Eden (14:29):
Awesome standpoint, awesome.
Any final thoughts onout-of-home advertising that
you'd like to share?
That I didn't ask about.
Charlie Riley (14:40):
I think you ask great questions.
It's fun.
Like I said, there's a scienceand an art to it.
The modern day marketer has tobe comfortable with data and
Excel.
They also have to thinkcreatively and stand out, and I
think out of home gives avehicle to do both of those
things.
I think the one thing formarketers to maybe think about
(15:00):
is maybe your Blint exampleearly on is a good example of
this.
But you can have a lot of funwithout a home.
Still measure it.
They'll stay within a budget,but it's a creative vehicle.
It's a creative vehicle.
It's a creative channel.
Yeah, Don't just assume it'sjust billboards and maybe a
wrapped car, like we talkedabout.
But there's a lot of differentplay that can be done that they
may not be aware of.
Eric Eden (15:23):
Awesome.
I'm going to link to yourwebsite so people can get in
touch and chat more about it Ifthey'd like to learn more.
Appreciate you being with ustoday and educating and sharing
your story and insights aboutout-of-home advertising.
Appreciate you being on theshow, Thank you.
Thanks, Eric.
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