Insider Daily Brief for June 12th, 2023

Behind The Scenes On Week 1 AdScout, The Power Of Moments With Kevani, Mall Foot Traffic Insights, The Flywheel Of A Podcast, Campaigns, And A Big International News Day.

Tim Rowe, Chief Curator
June 12, 2023

Officially, “Week 1” will be this coming Tuesday (tomorrow) but I’m excited to share with you some of the early traction at tryadscout.com

We launched to the public on 6/6 and quickly started onboarding partners.

Going into tomorrow, we have 129 companies listed on the directory of which 36 are verified and claimed by the founder or an executive at the company.

Which is pretty cool, right? Something that didn’t exist a week ago, creating value and transparency right out of the gate.

✅ We were revenue positive on day one, with a media owner launching their own ad campaign from their dashboard and there are reviews already coming in.

✅ We also made the first vendor-to-vendor referral, connecting an experiential specialist with a billboard truck partner for a pretty big opportunity that the experiential specialist wanted to pass along to someone who would take great care of their introduction.

Really solid launch and an even bigger week ahead. Thanks for being a part of it.

Watchmaker Jaeger-LeCoultre leverages Fig Spectacular for LA DOOH

Far from a small line item in a news roundup, the recent digital campaign by Swiss watchmaker Jaeger-LeCoutre at L.A.'s Fig Spectacular demonstrates the power of combining respect for history with the power of emerging technology to create experiences.

www.digitalsignagetoday.com/blogs/watchmaker-jaeger-lecoultre-leverages-fig-spectacular-for-la-dooh

Smart cart maker Veeve shifts gears from checkout to retail media

As digital media expands and moves inside stores, the tech startup is testing a new generation of equipment designed to serve up customized promotions and coupons based on a shopper’s location.

www.grocerydive.com/news/veeve-smart-carts-self-checkout-retail-media/652168

Mall Visits Remain Sluggish But Could Gain Steam - Connect CRE

Placer.ai’s May 2023 Mall Index Recap offered information that probably wasn’t too surprising. Specifically, economic headwinds continue to impact mall traffic. The data noted that year-over-year visit gaps for all three mall categories (indoor, open-air and outlets) grew, “marking the fourth month in a row of expanding YoY visit gaps and highlighting the current challenges ...

www.connectcre.com/stories/mall-visits-remain-sluggish-but-could-gain-steam

Podcasts are one of the best ways to generate many different types of content.
If you film an episode, there are a bunch of ways you can repurpose it.
This flywheel generates content whenever you’re interviewed on someone’s podcast:
— Nathan Barry (@nathanbarry)
Jun 7, 2023

No one congratulates you for doing a Facebook ad. It’s always great to see Founders excited seeing their brands in the real world.

Andy Wilson on LinkedIn: #ediscovery #cloc2023 | 11 comments

In Vegas, #ediscovery is sucking BIG time #cloc2023 | 11 comments on LinkedIn

www.linkedin.com/feed/update/urn:li:activity:7064393776789651456

And in keeping with the spirit of “campaigns” and collecting the moments as shared by different stakeholders, here are another few views of that campaign from the folks at Wrapify.

Wrapify on LinkedIn: #legalweek2023 #oohadvertising

##**CENSORED CONTENT**## Logikcull showed up for #legalweek2023 with creative that was hard to miss. Pairing great creative with perfect timing and…

www.linkedin.com/posts/wrapify_legalweek2023-oohadvertising-activity-7049130250487681024-voKU/?utm_source=share&utm_medium=member_desktop

No, Airlines Aren't Going To Start Advertising Fares Without Taxes Included, Why Do You Ask? - View from the Wing

The current version of the FAA reauthorization bill in the House, a product of compromise between Republicans and Democrats on the Transportation Committee, would reverse an Obama-era rule requiring airlines to display ‘all-in’ pricing when they advertise fares “as long as they include a link to the all-in price or disclose it some other way.”

viewfromthewing.com/no-airlines-arent-going-to-start-advertising-fares-without-taxes-included-why-do-you-ask

“We should spend 10% of Advertising on ‘Creative’” 👏

An awesome perspective that can be applied anywhere in the galaxy.

I agree, Tom, and thank you for your leadership.

From my perspective, the key to growing beyond 5% is in expanding the conversation beyond the silos it takes place in today.

The opportunity is in understanding that what “the industry” traditionally refers to as the “buy-side” is actually the supply-side at scale and that there are very few conversations taking place with the brands who can help the industry grow fastest (born online, digital-first brands spending $100K+/mo on the internet).

OOH Specialist Agencies are a necessity because of their expertise and ability to aggregate supply in thoughtful, strategic ways. But the trap is in believing that this represents “buyers”, as in “brand decision-makers” and I believe that to be a huge disconnect in understanding the fundamentals to grow “beyond 5%” share of media spend.

But the reality is, I’m not ultimately concerned with the heartbeat of what “the industry” is doing. Rather I’m laser-focused on marketing and advertising at large, which you likely are too, hence your motivation for being here.

And this might not be popular to say, but I’m not here for the $8.6B US or $35B internationally. Frankly, that’s too small to get excited about when there is $600B being spent on the internet this year.

How OOH can overcome its ‘5% syndrome’

A theme running through the World Out of Home Organisation conference in Lisbon this week was how OOH can surpass its current share of global adspend over the next five years.

the-media-leader.com/how-ooh-can-overcome-its-5-syndrome

Is the meter down on auto-rickshaw advertising?

Autos have conventionally been a bantam supplement to more extensive ad campaigns. But where do the nippy three-wheelers stand in the current world of transit ads?

www.afaqs.com/news/advertising/is-the-meter-down-on-auto-rickshaw-advertising

Here’s to Monday.

Let’s get after it,

Tim

Insider Daily Brief for June 12th, 2023

Behind The Scenes On Week 1 AdScout, The Power Of Moments With Kevani, Mall Foot Traffic Insights, The Flywheel Of A Podcast, Campaigns, And A Big International News Day.

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