OOH Insider Tim Rowe

The Art of Agency Acquisition: What Kyle Hunt Looks for in a Buyout
Are you built to scale?
Built for sale?
Or built for fail?
TL;DR: Tune into this episode of OOH Insider with Tim Rowe and Kyle Hunt if you’re thinking about starting your own ad agency, especially if you want to work with D2C and ecom brands.
Learn the key pitfalls that make an agency unacquirable The critical difference between working in your business vs. on your businessAnd the seasonal dynamics that impact ad spending Discover what makes a company an attractive acquisition target and why owning brands could be a strategic move for agencies. Get insights on prioritizing effective merchandising over basic marketing, the risks and rewards of making significant business bets, and the common trap of chasing new ventures at the expense of expanding what already works. This episode is packed with actionable strategies for anyone looking to elevate their agency-operational acumen.
Scaling agencies is hard BUT there are a few common mistakes that can hinder growth and make them less attractive as acquisition targets - how do you know if you’re making them or not?
Thinking about starting an agency? Here’s how to know when it’s the right time.
00:03:29-00:03:39 - "I'm making so much money for these guys. I should be doing this on my own and starting something else."BEWARE The Brilliant Bottleneck - Does this sound like anyone you know?
00:06:53-00:07:04 - "The Brilliant Bottleneck is where they are so involved in working in the business and they know where all of the deep tribal knowledge is buried. They know how it should look and feel, (so much so) that they themselves become the thing preventing the agency from actually scaling."The #1 Shortcut to Building a Better Business
00:16:09-00:16:19 - "It's a little bit of good old fashioned roll up your sleeves and figure it out. Talk to humans."Is the silent killer lurking in your day-to-day?
00:24:07-00:24:17 - "I think shiny object syndrome is the number one killer of great entrepreneurs because it pushes your focus to multiple places."Top 3 Things I Learned From Kyle Hunt:
Avoid being the "brilliant bottleneck": Agency owners should learn to delegate and trust their team, rather than being the bottleneck for decision-making and progress. This allows for scalability and growth.Be cautious of shiny object syndrome: Agency owners should resist the temptation to constantly chase new strategies and channels. Instead, focus on doing more of what is already working and optimizing those areas for better results.Plan ahead for peak seasons: Proper planning and preparation are key for successful peak seasons like Black Friday and Cyber Monday. Start planning well in advance to ensure smooth operations and avoid last-minute chaos. 📧 Connect with Kyle
 
Kyle offers a free 21-point agency assessment: If you are an agency owner in the one to five million dollars per year revenue range and looking to exit, you can reach out to Kyle Hunt for a free 21-point agency assessment to explore potential opportunities.
Twitter: https://twitter.com/huntkyle
Link Tree: https://linktr.ee/kyledtc 
Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

There are more than 4.4M sites hosted on Shopify.

Best known for as a powerhouse platform enabling DTC and E-Commerce brands, Shopify isn't just for boutique challengers. It's trusted by Blue Chips like Heinz, Tesla, and Red Bull too, but regardless of size - your site speed is a HUGE part of your customer's experience and ultimately, revenue 🤑

Why does it matter?

Because media money drives interest. Interest drives intent.
And intent shows up as bricks or clicks - store visits or web visits.

Imagine 9 out of every 10 customers who walked into your brick-and-mortar store turning around and walking out before buying or even talking to anyone.

Would you consider that a success? Of course not.

Deloitte Insights 📰

"A staggering 70% of consumers admit that a slow-loading website negatively affects their willingness to make purchases from online retailers"

A delay of 1-3 seconds in page load time increases the likelihood of a bounce by 32%.

As the delay increases to five seconds, the bounce rate jumps to 90%.

This means that 9 out of every 10 customers will leave the site if it takes five seconds to load.

Now consider the opening question..."Why does it matter?"

Find out:

1) How the scam works 😲
2) How to identify if you or someone you're working with has been duped 🧐
3) Why it matters to anyone responsible for driving traffic 📈

What does site speed and media mix say about YOUR brand?

00:10:55-00:11:05 - "If it takes that long to load, I'm thinking personally..."Ah, you know, they're advertising on a billboard. They're old school. They're not quite online-ready." So they're not cool. In my mind. I'm going to go get this brand.

How much is a slow site costing?

00:17:29-00:17:40 - "A page load time goes from one to three seconds? The probability of a bounce increases by 32%."

Click-and-Mortar - How are offline retail and DTC most similar?

00:52:18-00:52:29 - "How quickly is someone coming to greet me? How friendly are they? How quickly are they asking me the right questions to get me moving towards the right part of the store? How effectively are they building rapport as we're walking to that area of the store? How's their eye contact? It's just all these, it's like the, you know, speeds version of, you know, how quickly are they relaying the information to me and not rambling random"

Search 'OOH Insider' wherever you enjoy fine podcasts or directly, here: https://www.theoohinsider.com/shopifyspeedscam

Get in touch with Lukas here:
On Twitter https://twitter.com/igobylukasOn LinkedIn https://www.linkedin.com/in/lukastanasiuk/ With The Nice Agency https://www.theniceagency.co/

Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

In this week's episode, Zachary Pardes, co-founder of Black Valley, a modern media collective, and shares his expertise on how out-of-home advertising can be a game changer for brands.

From the power of tangible marketing to the importance of creative and engaging content, Zach breaks down the strategies for cutting thru the clutter with big, bold OOH - how in a world saturated with fake influencers and AI, OOH advertising stands out as a genuine and authentic way to connect with consumers.

🚀 Why Out-of-Home Advertising Matters
Zach emphasizes the tangible and real nature of OOH in a world filled with digital noise. He highlights the unique opportunity out-of-home provides to capture attention and engage with audiences in a meaningful, memorable way.
00:02:19-00:02:29 - "OOH is one of those few channels that is tangible. It's still real. And not to mention it's sleek, it's sexy. You throw some killer creative up on a board or on transit, people take note."00:06:18-00:06:29 - "Let's not lose sight of the fact that there is huge value in running BIG, bold, visual creative, that's fun, that's engaging, that's entertaining, and that gets eyeballs on the brand."📊 Data-Driven Strategies for Success
Discover how Black Valley leverages data to drive successful OOH campaigns. From analyzing customer clusters to creating timely and relevant offers, Zach shares insights on how data plays a crucial role in campaign planning and execution.
00:05:47-00:05:58 "I always laugh when execs or senior leadership will come into a room and they'll say, How can you justify this? And it feels so much like you're talking to your pops, like your grandfather back then. "Oh, when I was your age, hot dogs cost a nickel!" And look, yeah, that was true. But we're also not dying of polio, right? So some things have gotten better. Some things have changed. Let's open up our minds a little bit here." 00:09:02-00:09:12 - "I'm sure 2% to 5% of people are like, you know what? I could go for a chicken sandwich. But for the rest of them, it's like, look, you've planted the seed. And the seed is there. And it's going to grow. And you're going to cultivate it."🌈 Message of the Month: "Chill the F Out!"
In a world filled with hustle and bustle, Zach reminds us to take a moment to relax and enjoy life. Remember, it's all going to be okay. So, take a deep breath, put down your phone, and spread some positivity around you.
00:30:57-00:31:07 - "Chill the f**k out. Everyone relax. It's all going to be OK."Connect with Zachary Padres here 🤝
LinkedIn: https://www.linkedin.com/in/zpardes/Check out the Black Valley media collective here: https://blkvlly.com/

Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Top 10 Takeaways 📰


Brands should focus on acquiring new customers rather than overspending talking to existing customers via paid media. Why? Because the reported ROAS for existing customers is typically higher than the actual incremental ROAS.Incrementality testing is critical to determining the true impact of different marketing channels. Try This: Match market tests can help identify the incremental revenue generated by specific channels.Balancing media spend between creative and actual media is essential. Creative plays an important role in driving performance and can be overlooked. Consider: Effective ad dollars and the relationship to creative dev.Traditional media, like OOH, can be truly incremental and complementary to digital channels like Facebook and Google. Why: Reaching new audiences.Over-attribution can occur when multiple platforms take credit for the same conversion. Pro Tip: Limit the number of digital channels and focusing on the ones that drive the most results can help avoid over-attribution.Transparency in messaging during sales events, like Black Friday or Cyber Monday, is table stakes. Brands should avoid misleading or confusing customers with any sale message to maintain a positive customer experience.User-generated content (UGC) is under leveraged in promoting sales. Brands should consider creating more entertaining and relatable content that resonates with their target audience.Brands should prioritize email and SMS programs, as well as website optimization, to maximize customer retention and lifetime value. Avoid over-optimization from a content standpoint. Instead of creating highly tailored creative for existing customers, focus on distilling the brand and product in a way that is universal and engaging to a broader audience. Pro Tip: Be cohesive.When working with media partners, prioritize those who provide input and expertise on creative strategies. Their insights can help optimize the effectiveness of out-of-home, TV, or direct mail campaigns.Key Moments 🔑
00:02:09 - Media Buying and Budget Optimization00:03:31 - Balancing Creative and Media Spend00:07:10 - Incrementality and Attribution00:08:19 - Over-Attribution and Marketing Efficiency00:09:10 - Starting Points for E-commerce Media Buying00:10:13 - Channel Expansion and Over-Targeting Issues00:12:18 - Incrementality Testing and Match Market Analysis00:14:58 - Why NOT To Nurture Existing Customers with Paid Media00:17:01 - How To Know When to Explore New Marketing Channels00:22:00 - Black Friday/Cyber Monday Biggest Mistakes🚨 OOH Case Study 🚨
Don't forget to download the Out-of-Home case study mentioned in the episode.
https://www.theoohinsider.com/downloads/case-study-geneo/Connect with Chris Rigas and Markacy 🤝
LinkedIn: https://www.linkedin.com/in/chris-rigas-b03079b1/Email: chris.rigas@markacy.comMarkacy: https://www.markacy.com/To listen to the episode, head over to [Podcast Platform] or visit our website [Website URL]. And don't forget to check out the show notes for all the links and resources mentioned in the episode.
Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Are you struggling to track and measure ROI from your marketing mix?

Tune in to this episode to decode the digital marketing media buyers' playbook and quantify the full-funnel buyer's journey.

📢 Marketing Measurement: Balancing Data and Insights
We've all heard the saying...

"I know half of my marketing works. I just don't know which half."

Now. with the disappearance of cookies and the rising cost of customer acquisition, it has become more crucial than ever to understand the effectiveness of our marketing efforts.

In this episode, our guest, Phoenix Ha, shares her insights on how to balance the need for tracking and measuring every marketing dollar with understanding the full buyer's journey.

On Having Hard Conversations About Data
00:14:13-00:14:24 - "I believe in pure honesty, even if it hurts."

On Data Bias
00:15:06-00:15:16 - "What's the name of the platform? Google. It's biased. I cannot go after biased data because I suffered the consequences."

On Using Data to Inform and Optimize Strategy
00:20:21-00:20:32 - "I can optimize the landing page to show this beanie, but the next three are going to be a snapback. And why don't we create a bundle, increase conversion, reduce the amount of clicks"

On iOS 14.5
00:05:47-00:05:58 - "Cataclysmic. I call it the 'AdPocalypse'."

On the Founder's Journey
00:07:26-00:07:36 - "I think that's the beautiful part is the journey and falling in love with the process"


🎙️ Origin Story: From Modeling to Marketing
Phoenix Ha's origin story starts as a model at a young age, where she developed a passion for the business side of the industry. After a chance encounter during medical school, Phoenix decided to go all-in on a career in marketing.

Phoenix has worked with brands like RVCA, Oakley, and Disney, and has led teams of media buyers for some of the fastest-growing DTC brands in the world. But it was the challenges brought about by the iOS 14.5 update that led Phoenix to discover her true passion for data-driven marketing.

Today, she is the co-founder of AdBeacon, a platform that helps brands track and optimize their marketing efforts.

🌐 AdBeacon: Solving the Challenges of Measurement
AdBeacon utilizes first-party data, to provide brands with a comprehensive view of their marketing performance. With AdBeacon, marketers can track the entire customer journey, from the initial click to the final purchase. 

The platform offers unique insights, like the ability to parse out
Which channels and campaigns are driving new customers 🛍Optimize landing pages based on purchase data 📈And even analyze the impact of specific models or creative elements on revenue generation 💰📧 Connect with Phoenix
Twitter: https://twitter.com/_phoenixhaLinkedIn: https://www.linkedin.com/in/phoenixha/Email: phoenix@adbeacon.com
Checkout AdBeacon here https://www.adbeacon.com/
Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/

Struggling to separate the signal from the noise in your marketing attribution?

 🎙️ Podcast Episode Recap
In this episode, we dive deep into the world of "Hard to Measure Marketing Channels" with customer insights platform, KnoCommerce Founder, Jeremiah Prummer.

Jeremiah highlights the need to go beyond tracking and measuring every marketing dollar and focus on the qualitative insights that drive growth. By asking the right questions, brands can uncover the motivations behind customer purchases and target their ideal audience more effectively.
Also discussed: The impact of different marketing channels, such as TV, radio, and Out-of-Home (OOH) advertising. He emphasizes the correlation between these channels and their ability to amplify word-of-mouth recommendations and build customer trust. 

By tracking trends and asking customers about their journey, brands can optimize their marketing mix and achieve better results. 
 📰 Top Highlights
 With more than 100M survey questions observed each year, Jeremiah helps us understand how "hard to measure" channels like TV, Radio, and OOH, contribute to the overall marketing funnel for some of the world's fastest-growing DTC and e-commerce brands. Jeremiah emphasizes the importance of specifically understanding what motivates customers to buy and bridging the gap between offline and online buying experiences.The correlation between different marketing channels and their impact on the buyer's journey is a key factor in optimizing marketing strategies.TV advertising is an underutilized channel that can provide credibility and reach new audiences, but it requires patience and a longer-term perspective.Key Moments
00:16:43-00:16:54 - "60% plus of people take more than a week to make their first purchase."00:27:12-00:27:22 "I actually think TV gives you, it gives your brand more credibility than just throwing up a Facebook ad, right? There's a bigger barrier to being on TV and especially on having a good TV ad. I think that tells people you're a legitimate brand. You're real."00:30:46-00:30:56 "Asking people 'How long they knew about your brand before purchasing' can be really valuable." 📢 Message from Jeremiah
"If I could put any message on a billboard for the world to see, it would be: 'Show up, do your best, and remember that it's enough.' We often get caught up in comparison and feeling like we're not doing enough, but the truth is, as long as we give our best effort, that's all that matters." 
📚 Recommended Resources
Nine Operators Podcast: Jeremiah recommends this podcast hosted by four entrepreneurs who run nine-figure businesses. Gain valuable insights into planning, operations, and running a successful business. Listen here📧 Connect with Jeremiah
Twitter: https://twitter.com/JeremiahPrummerLinkedIn: https://www.linkedin.com/in/jeremiahprummer/Email: jeremiah@knocommerce.comTo listen to the episode, search 'OOH Insider' on your favorite podcast platform or visit https://www.theoohinsider.com/jeremiahmeasures 
Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/