Sell your strengths: brand safety, reach and creativity. That’s what Media Village founder Jack Myers told OAAA CEO Anna Bager in an OAAA lunch break interview last week. Here are some highlights.
Jack Myers got started selling transit ads.
It was my first job out of college in the early 1970’s selling bus advertising…I was the first one to sell what we called the total total bus at the time. Which was every ad inside and out. I was also the first one to sell the full interior to both Bowry Bank and The New Yorker Magazine…I had no data or nothing other than ideas. That’s where I learned that to bring an idea…it was always the idea that sold.
How can the out of home industry sell more effectively?
Sell your strengths. I think there are two areas where your strengths are indisputable. One is reach. Overall reach, as I knew back when I was selling bus advertising…The other opportunity is creativity. The creative agencies have got to get into the game…they are still operating in the 1970’s with the creative models. The 30 second commercial. The 15 second commercial. The banner. It’s outdated. It’s old-fashioned. It looks old. You don’t want it. And in an OTT ad free home…you need to be developing new strategies…Out of home is a perfect place for the creative agencies to easily start looking at more creative approaches…As Outfront has been sharing on the Media Village platform, creativity is alive in the out of home industry like no other medium…
On brand safety
The number one asset that out of home has is brand safety. It’s a message that’s strong, powerful and important.
An emerging competitor to out of home
You have a strong new competitor…that is the retail industry…the Walmarts, all the retailers…are looking at their own in-store media and are building them as media companies with separate sales organizations and budget goals…we’re going to see more and more screens coming into the stores and they are going to be controlling that inventory and they’re going to be in the market looking for those dollars.
You can watch the entire interview below.
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