The Four A’s interviewed Ian Dallimore, Lamar’s VP of Digital Growth. If you have any doubts that Ian is a man of many parts look at the books he’s reading: Elon Musk by Ashlee Vance, Scott Galloway’s The Four: The Hidden DNA of Amazon, Apple, Facebook and Google and The Sixth Man by Andre Iguodala. Now, the highlights of the interview.
The strengths of out of home.
The beauty of out of home today compared to 10 years ago is it’s now connected, it’s more measurable than ever…we don’t have viewability issues, we’re fraud free, we’re brand safe, and most importantly it amplifies the impact of other media channels…you never get excited about a banner ad you may have seen…but you do get super excited…about that billboard campaign or that wallscape…
Lamar and automated platforms
Lamar was actually the first large format digital out of home company – about 7 ½ years ago – to put our inventory on a supply side platform…The first buy we ever had…was Chevy. And basically they took online mobile data…they overlayed inside of Vistar Media’s platform and from their they determined when and where to play ads both on the mobile device but also digital out of home in real time broken out into minute segmentations to say I need to play X amount of ads because this consumers in the market for an SUV. We’ve evolved quickly. Today we’re on four supply side platforms and a handful of the major DSP’s including The Trade Desk.
What are the risks to out of home if data partners face new privacy restrictions
That’s something that I imagine the online and mobile folks – it keeps them up at night…If everything in data goes away and we all throw our cell phones away out of home becomes the most powerful medium…it’s a big, bold message that’s relevant…When we talk to a lot of local advertisers…they know the locations that are important to them just by cash register sales and local knowledge…the data helps solidify that…it’s imperative that we don’t lean our business on data because we do understand…how it can all be taken away.
[wpforms id=”9787″]
Paid Advertisement
