In collaboration with The Drum, Vistar Media presents the "Inside Outside" podcast, a series dedicated to exploring the dynamic world of OOH advertising. Through engaging conversations with industry leaders, we delve into thought-provoking topics behind the screens of the UK OOH ad industry. From the role of data in modern marketing to the importance of human connection, we leave no stone unturned.
Episode 1: Bridging the Gap: A Human-Centered Approach to Modern Advertising
In this episode of the Inside Outside podcast, host Karan Singh interviews Simon Peel, Global VP of Media at Haleon and former VP of Media at Adidas. They discuss Simon's entry into the advertising industry, memorable ad campaigns, the impact of programmatic advertising and the importance of balancing measurability with creativity and brand building. Key takeaways include:
- Programmatic advertising offers both benefits and challenges. While it can bring greater efficiency, it also introduces challenges such as increased opacity, making it harder to track where and how ads are being delivered.
- It's crucial to strike a balance between measurability and creativity, focusing on KPIs that align with long-term brand building and business growth.
- The "long and short of it" principle, advocating for a balance between long-term brand building and short-term activation, remains relevant for businesses of all sizes.
- Out-of-home advertising, particularly through programmatic platforms, offers opportunities for brands to reach wider audiences and build brand awareness.
- Successful advertising campaigns understand their target audience and deliver relevant and creative messages that resonate with consumers.
Click to watch the full episode with Simon Peel.
Episode 2: Is there life outside the M25? A look at programmatic OOH advertising beyond London
In the second episode of Inside Outside, Karan Singh chats with Ben Wilkins, Product Director at Skyrise, about the programmatic outdoor advertising industry outside of London. Here's the recap:
- Is the industry too London-centric? While London is a major hub for advertising, Ben and Karan discuss the benefits of expanding into other regions, citing the strong talent pool and innovative spirit in cities like Manchester. They also touch on the importance of regional events for fostering collaboration and knowledge-sharing within the industry.
- The role of programmatic in regional OOH: Programmatic advertising has made it easier for brands and agencies to access a wider range of OOH inventory— breaking down the traditional barriers to entry and leveling the playing field for media owners outside of London.
- The importance of localised creative: Ben highlights the importance of tailoring creative messages to specific regions and audiences. He shares a case study of a successful campaign for Purplebricks, where localised creative and data-driven targeting led to a significant increase in engagement.
Click to watch the full episode with Ben Wilkins.
Stay tuned for more episodes coming soon!
