How to start testing DOOH

Digital out-of-home advertising lacks programmatic targeting capabilities. Alex Weinberger is General Manager of DOOH at AdRoll, specializing in programmatic media and full-funnel advertising strategies. The discussion covers real-time bidding for screen selection, device exposure tracking within preset radiuses around digital screens, and attribution methods including foot traffic analysis and brand lift studies. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Alex Weinberger, the General Manager of Digital Out of Home at AdRoll, the growth marketing platform helping brands unify channels and drive performance across the entire funnel. They're also a sponsor of the Martech Podcast. And today Alex is going to explain why Digital Out of Home is having its moment right now, how programmatic buying has changed the game, and why the physical world may be one of the smartest ways to spend your money in an AI-saturated market. All right, if a B2B marketer is going to test Digital Out of Home, where should they place their first dollar?

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  I would say conference, event and trade show support is a great way to kind of do short bursts, get a feel for the effectiveness of the media and also kind of be in a location where they've already invested time, effort and resources to be at this event and this conference. So why not put a little bit more oomph around it, if you will, and kind of surround that conference, the hotels, the restaurants and bars where events are happening? That would be a great first place to kind of, I don't love the term stick your toe in the water with digital out of home. I'm more of a cannonball to the deep end kind of guy. But in general, I think that's a great place for B2B type, type accounts to start with.

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  Right. You start at the bottom of the funnel. People that you know are in your target market. If there's a trade show, an event, have a digital presence there. In theory, you'll be able to retarget them down the road. Get that brand impression, get the impression, understand who is the target market, who's been exposed to the ad. All right. That wraps up this episode of the Martech Podcast. Thanks to Alex Weinberger, the general manager of Digital Out of Home at AdRoll. If you'd like to get in touch with Alex, you could find a link to his LinkedIn profile in our show notes or on martechpod.com or you can visit his company's website, which is adroll.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or visit us on YouTube and we'll be back

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  in your feed next week. All right. That's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.