Marketers' biggest misconception about billboards

Most marketers think billboards are just brand awareness plays. Alex Weinberger is General Manager of Digital Out-of-Home at AdRoll, where he's leading the launch of programmatic DOOH across their growth marketing platform. The conversation covers using geofencing to target decision-makers at their headquarters with dayparted campaigns, leveraging foot traffic attribution to measure real-world conversions, and building omnichannel strategies that connect DOOH exposure to retargeting campaigns across display and CTV. 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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  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. What's one thing digital marketers believe about billboards that's just flat out wrong?

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  Well, we touched on it right on the right out from the jump, right? That billboards are the only digital out of home format that when you say digital out of home, they're just talking about billboards. As we've talked about, there are, I want to say 97 different kinds of venue types and formats that we've got available here in the United States. So billboards are just one of them. So it's not the end all be all. A great example is I was working on a campaign for a client that had a conference, a B to B type brand, and they were doing a conference in Seattle and they were like, we want every billboard between the conference center and the airport and the hotels. And they drew it on a map. Well, we came to learn that Seattle actually has an ordinance against placing digital out of home screens within the city limits. You can get them in Tacoma, right?

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  But you can't get them in Seattle. So some marketers say they kind of beat their chest and say, we want to be on a billboard. It's like, well, there's a lot of other really fantastic formats that we've got available for you. And if you really have to be in Seattle, you're not getting a billboard. Right? So that understanding of market by market, it's going to have some variance and nuance to it.

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  Seattle, they win their second Super Bowl and all of a sudden, everything is their way.

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  They're getting too big for their britches over here.

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  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 addroll.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 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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