The most overrated screen in advertising right now

Digital out-of-home advertising lacks proper attribution and targeting capabilities. Alex Weinberger is General Manager of Digital Out-of-Home at AdRoll, specializing in programmatic DOOH media buying and full-funnel campaign strategies. The discussion covers programmatic real-time bidding for screen selection across roadside billboards and place-based venues like gyms and restaurants, foot traffic attribution using device proximity measurement within preset radiuses, and omnichannel retargeting by connecting exposed devices to display and CTV campaigns. 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. All right, let's move on to the next question. What's the most overrated screen in advertising right now?

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  Oh, I don't think I like that question very much. I don't, you know, because it depends, right? To one of your earlier points, it depends on who we're talking to. You know, I had, I had an example, a situation early on where I was working with an ice cream company and I had put a recommendation to put gym screens on there. And the client was like, hold up, like this is a full fat ice cream. Why do we want to be in gym screens? And I said, well, listen, I go to the gym so that I can eat the ice cream. I don't want to go to the gym and be served an ad for a celery stick. That's not why I'm there. So I don't really think there are. I don't think there are screens that like don't matter because it's all contextual. It matters what the client is, what the environment is and what they're trying to achieve.

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  So I'm going to very delicately tap dance my way out of that question.

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  I'm going to hold your feet to the fire. Nothing personal. It depends is a bullshit answer. I will give you what I think. I think the laptop is the screen that's actually going to be deprioritized over time. I think that with the rise of generative AI and agents, people are going to be freed. And, and even I'll say the, the mobile phone, and I'm being a little contrarian here, but I think that we will have more out in the real world, like computation and work being done for us. So we will be eyes up and out. So I think that digital out of home becomes more valuable because, you know, perceived advertising in the real world might be more important than the digital advertising,

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  mostly when we have the, the digital footprint and tracking that we're, you know, kind of getting used to now.

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  Well, I'll say this, we're ready for it, right? If those budgets from, um, from display and from mobile need a home, digital out of home is here to catch it.

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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 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 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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