"Automation is 100% the job to be done." - Alvaro Villa, FatTail
Summary
In this episode of OOH Insider, Tim Rowe and Alvaro Villa discuss the challenges facing DOOH advertising, focusing on the importance of maintaining premium inventory standards, the role of automation in direct sales, and the challenges faced by publishers navigating the Programmatic DOOH explosion. Join us as we explore how FatTail helps publishers like WebMD and The Financial Times with end-to-end ad ops, automating direct sales strategies, and enabling programmatic growth that maintains premium standards for brands, publishers, and partners. The conversation specifically highlights and emphasizes the need for direct relationships and an understanding of how and why media is transacted.
Takeaways
- Why direct advertising still generates the majority of revenue for publishers.
- What role does Automation serve in reducing friction and selling more?
- How Creativity in direct sales is a superpower and competitive advantage.
- The importance of integrations with existing systems to unlocking value.
- Embracing what makes your inventory unique and how to sell it without slowing down.
Chapters
- 01:24 Understanding Premium Content and Direct Advertising
- 03:17 The Role of Automation in Advertising
- 04:38 Defining 'Programmatic'
- 07:47 Balancing Direct Sales and Programmatic Efficiency
- 09:09 Addressing Common Publisher Pain Points
- 11:38 Case Study: GSTV and FatTail Collaboration
- 15:10 Integration Challenges in DOOH
- 19:07 Strategizing Sales Approaches for DOOH Publishers
Learn more about FatTail here: https://www.fattail.com/
Connect with Al here: https://www.linkedin.com/in/alvaro-villa-4034627/
Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!