In this episode, I had the pleasure of speaking with Brian Rappaport, founder and CEO of Quan Media Group, a leading out-of-home concierge agency (for a record 3rd appearance on the show but the first in 2 years).
Brian shares his expertise and insights on collaboration, measurement, and the future of the advertising industry. Get ready for an engaging conversation that will leave you inspired and informed.
Key Concepts and Moments:
- Collaboration and Challenges in the Advertising Industry:
- Brian emphasizes the importance of collaboration between agencies rather than competition.
- Case studies of successful projects are discussed, highlighting the need for like-minded partners in the advertising industry.
- Hard questions asked during meetings, such as projecting onto the Empire State Building and how to measure the effectiveness of OOH advertising, are explored.
- Measurement and 'Delight' as Measures of Success in OOH Advertising:
- Brian discusses the need for a more refined way to measure the impact of OOH marketing.
- The importance of working collaboratively with brands and using various measurement tools to tell the story of whether out-of-home advertising is working is highlighted.
- Cause lift analysis is mentioned as a valuable tool to understand the impact of adding out-of-home advertising to a brand's media mix.
- Leveraging Fun Content and Desired Brands:
- The conversation delves into how Tubicreated spoof short films about media buyers and other advertising scenarios and leveraged short-term, digital OOH placements to reach agencies during The Newfronts.
- The use of the Oculus screen for advertising is explored and the importance of being a brand yourself, as an agency.
- Education and Collaboration in the Out-of-Home Space:
- The return of brands to OOH advertising and the interest of new brands, like Lemon Perfect, in utilizing this channel are highlighted.
- The success of Lemon Perfect's OOH campaign and their partnership with the Philadelphia Eagles is discussed.
- Education and collaboration are emphasized as important factors in enabling successful campaigns, with Brian discussing how Quan provides education on OOH advertising to partners and showcasing case studies.
Why You Should Watch or Listen Now:
- Actionable insights into the importance of collaboration and finding like-minded partners in the advertising industry.
- Discover the challenges and opportunities in measuring the impact of OOH marketing.
- Learn about innovative ways to leverage fun content and desired brands in advertising campaigns.
- Understand the growth and potential of the out-of-home advertising industry.
- Get inspired by the success stories and impressive work being done by independent out-of-home specialists and full-service agencies.
- Stay informed about the latest trends and strategies in the advertising industry.
Don't miss out on this insightful conversation with Brian Rappaport. Whether you're a marketing professional, business owner, or simply interested in the advertising industry, this episode will provide you with tactics, strategies, and inspiration.
Enjoy,
Tim
