In this episode of OOH Insider, host Tim Rowe is joined by Jonathan Frohlinger, CEO, and Gabby Stoller, GM DOOH, at Big Happy to answer the hardest question of all - how do you measure the impact of great creative?
Who Should Listen:
- Brands & Agencies looking to unlock incremental value from their media buy
- Strategists & Planners focused on improving performance through creativity
- Ad Tech Innovators rethinking the balance between distribution, measurement, and creative storytelling
What You’ll Learn:
- Creative > Everything: Creative isn’t a bolt-on—it’s the foundation for a great media plan, and the lever most brands are still ignoring.
- From Mobile to Monumental: How Big Happy is scaling CGI-driven mobile ad success onto physical DOOH screens.
- Emotion Drives Action: What Pixar and Lunchables have in common—and how feeling something first leads to buying something later.
- Measurement: Why DOOH isn't just top-of-funnel anymore, and how to use creative to drive lower-funnel outcomes like foot traffic and sales lift.
Big Ideas & Hot Takes:
“We’re kind of the Pixar of advertising.”
– Jonathan Frohlinger, on emotional resonance and storytelling.
“Creative is number one. Strategy is number two. That’s the order of operations.”
– Gabby Stoller, on why Big Happy leads with creative-first thinking.
“We want to walk into a room and show people something they can feel.”
– Jonathan Frohlinger, on avoiding ad tech jargon and speaking the universal language of good creative.
“If we can break through on mobile, imagine what we can do on a 75-inch canvas in the real world.”
– Gabby Stoller, on scaling mobile-native creative to DOOH environments.
Where to Go Next:
Visit: BigHappy.co
Connect with Gabby: Gabby Stoller on LinkedIn
Reach Jonathan: Jonathan Frohlinger on LinkedIn
Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com
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