Welcome back to cheddar news everyone and the D.
P. A officially kicking off its annual video everywhere
. Summit today aim to bring together leaders from the
advertising, marketing and entertainment world to discuss how brands
can better engage with consumers in the out of home
advertising space. After lags in the out of home
advertising industry. Due to the pandemic, this year's
summit will focus on the theme, resilience, reinvention
and revitalization. Cheddars Manitoba is live from the D
. P. A. Summit with Adam Green S
VP of Strategy abroad Sign, which is one of
the presenting sponsors of this year's event. Henna is
great to see you over to you, kristen you
, I have to say you're probably you'll probably be
a little jealous of this assignment. This is dubbed
as the media event of the year. That because
some of the head honchos, the bigwigs of the
Fortune 500 companies are here. One of them joining
me now, like you mentioned, Adam Green,
Adam, so grateful for you. Thank you so
much for joining us. You're here in Toronto first
. Tell us what you're doing here this year.
What's the mission of your company? So we are
a software provider for the out of home industry.
We make tools that a lot of the real head
honchos you were talking about here used to run their
organizations and so we're here to both promote what we
do and to support our fantastic customers, many of
whom are sponsors here today. So honestly the pandemic
has put such a, it's taken such a troll
when it comes to out of home advertising. Have
you guys tried to navigate through this uh gingerly,
frankly, it was it's been a tough time.
Uh out of home advertising industry was a very tough
place to be when for months at a time the
world was told to stay at home. A lot
of the company's here were very adversely affected ourselves as
well. But as you can see, we came
through it fighting. A lot of companies found whole
new ways to message whole new sectors of clients.
They wouldn't have gone after before because they didn't need
to and now all of a sudden they did and
I think society found whole new uses for the medium
. I know, certainly back home in Canada where
I'm from a lot of out of home advertising faces
, we call them so screens or vinyl posters Were
used for pandemic messaging. Where a mass get vaccinated
, you know, stand 6ft apart. How was
the pandemic helped you navigate what you do in this
space and this sector? I'm sure changes had to
be made. Yeah, I mean, first off
, just like every other company, we all had
to get used to working remotely and running meetings over
zoom. A lot of us had to rethink some
of the fundamental use cases for for our media people
who were used to having inventory in elevators, for
example, screens and elevators um in uh in office
buildings, transitioning those into residential buildings, especially in
those into into other locations. I would say if
there's one thing that sort of cuts across probably everybody
here, it's that it made us all be more
creative. Sure Bill weren't advertising has been so popular
for decades, but with most of us at home
, during the pandemic, how did you shift and
focus on your consumers knowing you really didn't have that
outlet and you really have to focus on at home
advertising? Yeah, that's a fantastic question. So
a lot of marketers asked the same question. Uh
we and some others here commissioned some research on it
turns out even in the depths of the pandemic,
a lot of people still had to go outside.
A lot of people had jobs where they had to
be somewhere um you know, in a hospital or
or you know, utility sector. So uh became
a lot more focused actually at the height of the
pandemic out of home and never been as targeted a
medium as as it ever as that in its entire
history. And so I think coming out of that
, people realize, wait, there are contexts that
I can find in out of home where I can
speak to a very specific audience. And so that
changed. I think a lot of people's minds about
it and I feel like this change is here to
stay. What trends do you see moving forward in
this space? I think we heard a lot about
it today in many of the sessions, the medium
is becoming a lot more addressable. Um, and
when people talk about address ability and digital, they
mean like I'm going to show a specific add to
you in a different add to me in a different
add to those people here. It's, it's more
an ad for a different context. So you and
I were walking by the same billboard, they can't
show one add to you and wanted to me,
but they can't say, okay, there's a very
specific context you guys have, it's bad traffic,
it's bad weather. Um, it's the perfect sunny
day. It's um, you know, the train
is late. Whatever that context is, a lot
of people are starting to look at the medium and
say those contexts really matter and and make the messages
that I'm sending much more relevant. So if I'm
Amtrak, I don't want to put a, a
billboard add up. If everybody zooming by 90 kilometers
an hour, You know, 60 mph, I
want to wait for a really bad traffic moment and
then say you could be taking the train. So
a lot of consumers, 50% of them say they
have noticed a lot more advertising when they're inside their
home inside their space. What do you attribute that
to? I mean, number one, we've all
just been inside our homes and because of that advertisers
had to respond, they couldn't get their audiences elsewhere
. So they're legitimately have been more ads inside their
homes. If that's where the eyeballs go, the
advertisers are going to chase them there. So we
see, you know, add proliferation, whether it's
in apps or in websites or streaming services, those
companies need to monetize and those advertisers need their audience
. Let's talk about that. Your ads, how
do you make them stick out and gain traction with
consumers that are watching them? That's an excellent question
. That's kind of the multibillion dollar question for the
advertising industry is how can I make my toaster add
more impactful? There's a lot of tricks of the
trade, but I think the one that's most relevant
for out of home right now is recognizing that this
is the biggest creative canvas you're ever going to have
, right? If you're in Times square harmon corner
in las Vegas, this is a screen the size
of a football field, what can you do with
that that you couldn't do on a cell phone?
For example, it's an ad just like that,
You know, just like your cell phone ad,
but here, it's literally larger than life. So
how do you change that? How do you take
advantage of the size of the creative canvas um,
where you didn't do that before? What do you
think the future of this space looks like adam,
I think the future of this space looks like,
adds that speak to the moment, uh, physical
context where where you're walking down the street, you
have a certain lived reality, whatever that reality may
be. Uh and then add that reflects that.
I think we're gonna see a lot more video.
I think we're gonna see a lot more dynamic creative
content. Uh and I think we're going to see
a lot more relevant ads, more enjoyable ads that
make us more engaged as consumer Adam Green from broad
sign, Christine you and I well know this is
a changing frontier in our business. We battled it
together, my friend and obviously this is that kind
of summit, that kind of conference. We're all
just trying to get more creative and think about that
at home digitalization and of course the streaming networks kristen
back to you absolutely right handed over, is great
to see you at the event and Henna joined by
Adam Green S VP of Strategy abroad Sign thanks to
both of them, including cheddar, shenandoah