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OOH InsiderAuthor: Tim Rowe
Learn all about the latest innovations in Digital Out-of-Home (DOOH) with OOH Insider, your top source for insights on programmatic DOOH advertising, AI innovations, Supply Path Optimization (SPO), and cutting-edge measurement tactics. Designed for DOOH publishers and ad tech executives, each episode explores how curation and advanced measurement strategies meet DOOH best practices. Stay ahead of the curve with actionable strategies and exclusive interviews tailored to DOOH executives, enabling you to make better decisions about your business for sustainable, long-term growth and giving brands what they want. Language: en-us Genres: Business, Business News, Marketing, News Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Alvaro Villa teaches us about Automating Direct Sales and Navigating Programmatic as a DOOH Publisher
Episode 10
Tuesday, 19 November, 2024
"Automation is 100% the job to be done." - Alvaro Villa, FatTailSummaryIn this episode of OOH Insider, Tim Rowe and Alvaro Villa discuss the challenges facing DOOH advertising, focusing on the importance of maintaining premium inventory standards, the role of automation in direct sales, and the challenges faced by publishers navigating the Programmatic DOOH explosion. Join us as we explore how FatTail helps publishers like WebMD and The Financial Times with end-to-end ad ops, automating direct sales strategies, and enabling programmatic growth that maintains premium standards for brands, publishers, and partners. The conversation specifically highlights and emphasizes the need for direct relationships and an understanding of how and why media is transacted.TakeawaysWhy direct advertising still generates the majority of revenue for publishers.What role does Automation serve in reducing friction and selling more?How Creativity in direct sales is a superpower and competitive advantage.The importance of integrations with existing systems to unlocking value.Embracing what makes your inventory unique and how to sell it without slowing down.Chapters01:24 Understanding Premium Content and Direct Advertising03:17 The Role of Automation in Advertising04:38 Defining 'Programmatic'07:47 Balancing Direct Sales and Programmatic Efficiency09:09 Addressing Common Publisher Pain Points11:38 Case Study: GSTV and FatTail Collaboration15:10 Integration Challenges in DOOH19:07 Strategizing Sales Approaches for DOOH PublishersLearn more about FatTail here: https://www.fattail.com/Connect with Al here: https://www.linkedin.com/in/alvaro-villa-4034627/Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.
