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The retail media advertising category has experienced explosive growth, with spending expected to reach $141 billion in 2024. This surge has seen retail media evolve from a niche segment to a dominant force in digital advertising, led by giants like Amazon and Walmart. But as retail media networks expand beyond traditional search formats into video, audio, one question remains - how can OOH capture more share of wallet and ride this wave?

📌 Why You Should Listen:

This episode is packed with valuable insights for anyone involved in retail, advertising, or media. Whether you're a retailer looking to enhance the shopping experience and monetize your in-store audiences or a brand aiming to optimize your advertising spend, this conversation will provide you with actionable takeaways.

Meet Our Guests:

• Dan Hight: Head of Advertising and Media Partnerships at Placer.ai, a location analytics and market intelligence company.
• Paul Brenner: SVP of Retail Media and Partnerships at Vibenomics, the advertising ad tech and retail media division of Mood Media.

What You'll Learn:

• The Explosion of Retail Media: Discover why retail media is the fastest-growing segment in advertising and how it closely ties ad spend to outcomes.
• Success Factors: Learn what successful retail media networks are doing right, from leveraging first-party data to achieving high loyalty card participation.
• Role of Technology: Understand the critical role technology plays in in-store retail media and how it impacts monetization and customer experience.
• Impressions and Attribution: Get insights into how impressions are quantified and the importance of accurate, trusted data for brands.
• Audio's Impact: Explore the dynamic role of audio in enhancing the in-store experience and driving customer engagement.

🔗 Listen Now:

🎙️https://www.theoohinsider.com/from-data-to-dollars-a-framework-for-measuring-in-store-retail-media-with-dan-hight-placerai-and/


📬 Connect with Dan and Paul:

• Dan Hight - https://www.linkedin.com/in/danhight/
• Paul Brenner - https://www.linkedin.com/in/pabrenner/

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at tim@theoohinsider.com

Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

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Curious about how AI is disrupting media buying?

If so, then this episode is a must-listen!

We dive deep with Brecker Brees, Founder of Preflect, a platform aiming to replace media buying agencies with AI. 🤖

The Origin Story of Preflect: Brecker shares the story of why Mark Cuban invested in an AI Media Buying platform.

AI in Media Buying: Understand how AI is being used to unlock efficiencies and drive growth for some of the fastest-growing brands.

Impact of iOS 14.5: Learn how the changes in iOS 14.5 have influenced media buying and how technology is being used to adapt to these challenges.

Challenges for Small to Mid-Sized Brands: Find out what's holding back DTC brands spending between $3,000 and $90,000 a month on ads from scaling faster and spending more.

Future-Proofing with AI: Get insights into how Preflect's AI-driven platform automates ad buying, optimizes budgets, and adapts to platform changes seamlessly.

📌 Why You Should Listen:

If you're a brand owner, marketer, or just someone interested in the future of AI in marketing, this episode is packed with valuable insights and practical advice. Brecker's journey from a college project to a successful AI platform backed by Mark Cuban is not only inspiring but also full of actionable takeaways.

🔗 Listen Now:

🎙️https://www.theoohinsider.com/ai-media-buying

📬 Connect with Brecker:

• Social Media:@BreckerBrees

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at tim@theoohinsider.com

Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

Have feedback or a question? Text us!

Ever wondered what it takes to go viral on DTC Twitter for the right reasons?

Meet Cory Gill, who did just that with his groundbreaking research on the Shopify App Store. 🛒


📌 Why You Should Listen:

Whether you're a Shopify app developer, an e-commerce enthusiast, or just curious about the inner workings of app stores, this episode is packed with insights. Cory's research sheds light on the often-overlooked B2B app store ecosystem and offers actionable takeaways for anyone looking to improve their app's performance.

B2B App Marketplaces: The research and conversation focuses on factors that impact app rankings, drawing parallels with consumer app stores like Google Play and Apple App Store. But Shopify's B2B nature makes it unique, find out why.

Reviews, Ratings, and Pieces of Flare: Discover the surprising factors that influence app rankings, including the impact of reviews, average review ratings, and the built-for-Shopify badge.

How To Win: Cory shares practical strategies for app store optimization, keyword usage, and the role that maintaining high review ratings plays.

The Power of Momentum: We discuss the impact of the "snowball effect" in app rankings. Apps that perform well continue to do so, thanks to momentum and social proof.


📃Download the Shopify App Store Analysis here:

https://www.alialearn.com/shopify-app-analysis

🔗 Listen Now:

🎙️https://www.theoohinsider.com/winning-the-shopify-app-store

📬 Connect with Cory:

• Social Media:@CoryGill
• Email: cory@alialearn.com

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at tim@theoohinsider.com

Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

Have feedback or a question? Text us!

We sit down with Ben Sharf, Co-Founder of Platter, to discuss making the leap from being an Agency to becoming a SaaS.

🎧 Episode Highlights:

Taking The Leap: Discover what made Ben turn down a lucrative consulting job just 12 hours before his first day to join an early-stage COVID testing startup that scaled to $50 million in revenue in just five months.

Identifying Pain Points: Platter started as an e-commerce agency. Ben shares how they identified recurring pain points in the Shopify ecosystem and turned them into a productized solution. 🛒

Incentive Structures: We unpack how misaligned incentives can disrupt business processes. Ben explains why agencies often struggle to productize their services. 📊

Plotting Your Course: Ben talks about the challenges and strategies for transitioning from an Agency to a SaaS company. "You're not going to get to where you want to go if you don't know where it is that you're trying to get to." 🗺️

Monetizing Excess Value Creation: Learn why focusing on profitability instead of just revenue is crucial, especially in today's market. Ben shares how Platter aims to make and save money for their clients, at the same time. 💰

Saying No to Bad Revenue: Ben discusses the importance of recognizing and avoiding bad revenue. "The people with the least amount of money end up having the most amount of problems." 🚫💸

The Role of AI: Discover how AI is integrated into Platter's operations and the importance of staying ahead of technological advancements. 🤖

Self-Awareness & Vulnerability: Ben opens up about the importance of self-awareness and vulnerability in both personal and professional life. "Regret hurts a lot more than failure. Take the risk and do the things that consume your mind." 🧠


📌 Why You Should Listen:

This episode is packed with actionable insights and real-world experiences that can help you navigate your own entrepreneurial journey. Whether you're looking to transition from an Agency model to a SaaS company, or simply want to hear an inspiring story of resilience and innovation, this episode has something for you.

🔗 Listen Now:

🎙️ https://www.theoohinsider.com/ben-sharf-platter

📬 Connect with Ben:

• Social Media:@BenSharf
• Email: ben@platter.co

🌟 Don't Forget:

If you found this episode helpful, please share it with someone who could benefit. And as always, make sure to smash that subscribe button and leave us a review wherever you're listening. Your support helps us grow and continue bringing you valuable content.

Thank you for being a part of our community!

- Tim

P.S. Have feedback or questions? Email us at tim@theoohinsider.com

Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

Have feedback or a question? Text us!

The Art of Agency Acquisition: What Kyle Hunt Looks for in a Buyout

Are you built to scale?

Built for sale?

Or built for fail?

TL;DR: Tune into this episode of OOH Insider with Tim Rowe and Kyle Hunt if you’re thinking about starting your own ad agency, especially if you want to work with D2C and ecom brands.

• Learn the key pitfalls that make an agency unacquirable
• The critical difference between working in your business vs. on your business
• And the seasonal dynamics that impact ad spending

Discover what makes a company an attractive acquisition target and why owning brands could be a strategic move for agencies. Get insights on prioritizing effective merchandising over basic marketing, the risks and rewards of making significant business bets, and the common trap of chasing new ventures at the expense of expanding what already works. This episode is packed with actionable strategies for anyone looking to elevate their agency-operational acumen.

Scaling agencies is hard BUT there are a few common mistakes that can hinder growth and make them less attractive as acquisition targets - how do you know if you’re making them or not?

Thinking about starting an agency? Here’s how to know when it’s the right time.

• 00:03:29-00:03:39 - "I'm making so much money for these guys. I should be doing this on my own and starting something else."

BEWARE The Brilliant Bottleneck - Does this sound like anyone you know?

• 00:06:53-00:07:04 - "The Brilliant Bottleneck is where they are so involved in working in the business and they know where all of the deep tribal knowledge is buried. They know how it should look and feel, (so much so) that they themselves become the thing preventing the agency from actually scaling."

The #1 Shortcut to Building a Better Business

• 00:16:09-00:16:19 - "It's a little bit of good old fashioned roll up your sleeves and figure it out. Talk to humans."

Is the silent killer lurking in your day-to-day?

• 00:24:07-00:24:17 - "I think shiny object syndrome is the number one killer of great entrepreneurs because it pushes your focus to multiple places."

Top 3 Things I Learned From Kyle Hunt:

1. Avoid being the "brilliant bottleneck": Agency owners should learn to delegate and trust their team, rather than being the bottleneck for decision-making and progress. This allows for scalability and growth.
2. Be cautious of shiny object syndrome: Agency owners should resist the temptation to constantly chase new strategies and channels. Instead, focus on doing more of what is already working and optimizing those areas for better results.
3. Plan ahead for peak seasons: Proper planning and preparation are key for successful peak seasons like Black Friday and Cyber Monday. Start planning well in advance to ensure smooth operations and avoid last-minute chaos.

📧 Connect with Kyle

Kyle offers a free 21-point agency assessment: If you are an agency owner in the one to five million dollars per year revenue range and looking to exit, you can reach out to Kyle Hunt for a free 21-point agency assessment to explore potential opportunities.

Twitter: https://twitter.com/huntkyle

Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

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There are more than 4.4M sites hosted on Shopify.

Best known for as a powerhouse platform enabling DTC and E-Commerce brands, Shopify isn't just for boutique challengers. It's trusted by Blue Chips like Heinz, Tesla, and Red Bull too, but regardless of size - your site speed is a HUGE part of your customer's experience and ultimately, revenue 🤑

Why does it matter?

Because media money drives interest. Interest drives intent.
And intent shows up as bricks or clicks - store visits or web visits.

Imagine 9 out of every 10 customers who walked into your brick-and-mortar store turning around and walking out before buying or even talking to anyone.

Would you consider that a success? Of course not.

Deloitte Insights 📰

"A staggering 70% of consumers admit that a slow-loading website negatively affects their willingness to make purchases from online retailers"

A delay of 1-3 seconds in page load time increases the likelihood of a bounce by 32%.

As the delay increases to five seconds, the bounce rate jumps to 90%.

This means that 9 out of every 10 customers will leave the site if it takes five seconds to load.

Now consider the opening question..."Why does it matter?"

Find out:

1) How the scam works 😲
2) How to identify if you or someone you're working with has been duped 🧐
3) Why it matters to anyone responsible for driving traffic 📈

What does site speed and media mix say about YOUR brand?

00:10:55-00:11:05 - "If it takes that long to load, I'm thinking personally..."Ah, you know, they're advertising on a billboard. They're old school. They're not quite online-ready." So they're not cool. In my mind. I'm going to go get this brand.

How much is a slow site costing?

00:17:29-00:17:40 - "A page load time goes from one to three seconds? The probability of a bounce increases by 32%."

Click-and-Mortar - How are offline retail and DTC most similar?

00:52:18-00:52:29 - "How quickly is someone coming to greet me? How friendly are they? How quickly are they asking me the right questions to get me moving towards the right part of the store? How effectively are they building rapport as we're walking to that area of the store? How's their eye contact? It's just all these, it's like the, you know, speeds version of, you know, how quickly are they relaying the information to me and not rambling random"

Search 'OOH Insider' wherever you enjoy fine podcasts or directly, here: https://www.theoohinsider.com/shopifyspeedscam

Get in touch with Lukas here:

• On Twitter https://twitter.com/igobylukas
• On LinkedIn https://www.linkedin.com/in/lukastanasiuk/
• With The Nice Agency https://www.theniceagency.co/

Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

Have feedback or a question? Text us!

In this week's episode, Zachary Pardes, co-founder of Black Valley, a modern media collective, and shares his expertise on how out-of-home advertising can be a game changer for brands.

From the power of tangible marketing to the importance of creative and engaging content, Zach breaks down the strategies for cutting thru the clutter with big, bold OOH - how in a world saturated with fake influencers and AI, OOH advertising stands out as a genuine and authentic way to connect with consumers.

🚀 Why Out-of-Home Advertising Matters

Zach emphasizes the tangible and real nature of OOH in a world filled with digital noise. He highlights the unique opportunity out-of-home provides to capture attention and engage with audiences in a meaningful, memorable way.

• 00:02:19-00:02:29 - "OOH is one of those few channels that is tangible. It's still real. And not to mention it's sleek, it's sexy. You throw some killer creative up on a board or on transit, people take note."
• 00:06:18-00:06:29 - "Let's not lose sight of the fact that there is huge value in running BIG, bold, visual creative, that's fun, that's engaging, that's entertaining, and that gets eyeballs on the brand."

📊 Data-Driven Strategies for Success

Discover how Black Valley leverages data to drive successful OOH campaigns. From analyzing customer clusters to creating timely and relevant offers, Zach shares insights on how data plays a crucial role in campaign planning and execution.

• 00:05:47-00:05:58 "I always laugh when execs or senior leadership will come into a room and they'll say, How can you justify this? And it feels so much like you're talking to your pops, like your grandfather back then. "Oh, when I was your age, hot dogs cost a nickel!" And look, yeah, that was true. But we're also not dying of polio, right? So some things have gotten better. Some things have changed. Let's open up our minds a little bit here."
• 00:09:02-00:09:12 - "I'm sure 2% to 5% of people are like, you know what? I could go for a chicken sandwich. But for the rest of them, it's like, look, you've planted the seed. And the seed is there. And it's going to grow. And you're going to cultivate it."

🌈 Message of the Month: "Chill the F Out!"

In a world filled with hustle and bustle, Zach reminds us to take a moment to relax and enjoy life. Remember, it's all going to be okay. So, take a deep breath, put down your phone, and spread some positivity around you.

• 00:30:57-00:31:07 - "Chill the fuck out. Everyone relax. It's all going to be OK."

Connect with Zachary Padres here 🤝

• LinkedIn: https://www.linkedin.com/in/zpardes/
• Check out the Black Valley media collective here: https://blkvlly.com/

Try our custom-built GPT for FREE! Custom GPT built on more than 500+ pages of curated OOH Insider transcripts and resources to build The Ultimate Insider. OOH Insider AI.

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Top 10 Takeaways 📰

1. Brands should focus on acquiring new customers rather than overspending talking to existing customers via paid media. Why? Because the reported ROAS for existing customers is typically higher than the actual incremental ROAS.
2. Incrementality testing is critical to determining the true impact of different marketing channels. Try This: Match market tests can help identify the incremental revenue generated by specific channels.
3. Balancing media spend between creative and actual media is essential. Creative plays an important role in driving performance and can be overlooked. Consider: Effective ad dollars and the relationship to creative dev.
4. Traditional media, like OOH, can be truly incremental and complementary to digital channels like Facebook and Google. Why: Reaching new audiences.
5. Over-attribution can occur when multiple platforms take credit for the same conversion. Pro Tip: Limit the number of digital channels and focusing on the ones that drive the most results can help avoid over-attribution.
6. Transparency in messaging during sales events, like Black Friday or Cyber Monday, is table stakes. Brands should avoid misleading or confusing customers with any sale message to maintain a positive customer experience.
7. User-generated content (UGC) is under leveraged in promoting sales. Brands should consider creating more entertaining and relatable content that resonates with their target audience.
8. Brands should prioritize email and SMS programs, as well as website optimization, to maximize customer retention and lifetime value.
9. Avoid over-optimization from a content standpoint. Instead of creating highly tailored creative for existing customers, focus on distilling the brand and product in a way that is universal and engaging to a broader audience. Pro Tip: Be cohesive.
10. When working with media partners, prioritize those who provide input and expertise on creative strategies. Their insights can help optimize the effectiveness of out-of-home, TV, or direct mail campaigns.

Key Moments 🔑

1. 00:02:09 - Media Buying and Budget Optimization
2. 00:03:31 - Balancing Creative and Media Spend
3. 00:07:10 - Incrementality and Attribution
4. 00:08:19 - Over-Attribution and Marketing Efficiency
5. 00:09:10 - Starting Points for E-commerce Media Buying
6. 00:10:13 - Channel Expansion and Over-Targeting Issues
7. 00:12:18 - Incrementality Testing and Match Market Analysis
8. 00:14:58 - Why NOT To Nurture Existing Customers with Paid Media
9. 00:17:01 - How To Know When to Explore New Marketing Channels
10. 00:22:00 - Black Friday/Cyber Monday Biggest Mistakes

🚨 OOH Case Study 🚨

Don't forget to download the Out-of-Home case study mentioned in the episode.

• https://www.theoohinsider.com/downloads/case-study-geneo/

Connect with Chris Rigas and Markacy 🤝

• LinkedIn: https://www.linkedin.com/in/chris-rigas-b03079b1/
• Email: chris.rigas@markacy.com
• Markacy: https://www.markacy.com/

To listen to the episode, head over to [Podcast Platform] or vi

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