OOH Uncut Podcast: Biagio Patti
Biagio Patti, Chief Media Officer, Crowley Webb, joins host Rick Robinson, CEO, PJX Media, on OOH Uncut, the podcast featuring thought leaders in the Out of Home media world.
July 31, 2023
Biagio Patti Discussion on OOH Uncut Podcast with Rick Robinson
Rick Robinson: Hello everybody. Rick Robinson here with PJX Media and another episode Out of Home Uncut. Today we have Biagio Patti with us and he is the Chief Media Officer at Crowley Webb in Buffalo. Say Hello Biagio.
Biagio Patti: Hello everyone out there in the people's space. Hello.
Rick Robinson: Alright, I like that. So I'll start. In season one we're asking everybody the same question to kick off the five minutes, which is, what can out of home do that no other medium can do?
Biagio Patti: Yeah, I love this question, many ways to answer it, Rick. So one thing that you probably hear a lot is outdoor allows you to really show up at the right times, right place with messaging that's just so beneficial and supported of your target audiences. So for me that is probably one of the strongest. It's a way that I found a lot of brands that we represent are able to differentiate themselves from competitors is actually showing up.
How many say, oh were community and where they said, actually being there and being present and engaging and supportive, All of those things being present showing up to me is probably one of the most critical things. And also we get asked a lot of it How do we start to legitimize ourselves?
Rick Robinson: Mm-hmm
Biagio Patti: There's almost an instant validation in an instant credibility that comes along, you're planning your flag in the community saying I care about the community enough to invest in a message that will benefit you and that's something that, you run tons of media doing a lot of different things… It's part of your mix but that's quite a statement to be able to just plant that flag and say we're here.
Rick Robinson: So, let's unpack that a little bit because you've said some very powerful words here, showing up beneficial supportive in the community. Legitimizing, those all seem to kind of go together, And it's been said that out of home makes this statement of confidence in some ways. there's even a vulnerability to it because you're saying, Hey, I'm here. This is what I have to say. and I can't take it back, right, …
Biagio Patti: That's true. Yeah.
Rick Robinson: and everybody's gonna see it, it's concurrent Speak more to that Where does that come with your brands? How do they translate that or see that?
Biagio Patti: so how do they see the use of outdoor as part of their overall mix, or how they see happen within Yeah.
Rick Robinson: and see it making that kind of statement did they see it that way?
Biagio Patti: Our brand partners are advertising partners, definitely see it that way on. We use a lot of research to validate that, these are the right places, they are the things that are audiences are doing, is they go about their day.
Rick Robinson: Mm-hmm
Biagio Patti: I mean, they're not going out there, trying to determine the next place to have a touch point with our brand, as form of advertising. So in my viewpoint, It's very easy. When you have the right research to validate placement for audience, for each two advertisers and brands, and they see that paying off almost immediately when they are out. And they're speaking to their partners and their customers. And they say, I see you here and this matters and I mean we have a lot and we can measure through marketing mix modeling things like that. But those statements Are validating especially at, suite level and decision maker levels, to validate that we're in the right place. And we are doing the right things. I would say as part of in
Biagio Patti: Overall mix. If I may, you…
Rick Robinson: Please.
Biagio Patti: I think something that for me is really interesting is How radio for example, So with radio, everyone says Theater of the mind, And it is right,…
Rick Robinson: Mm-hmm
Biagio Patti: you can envision the message and adapt it to yourself. I like to think about outdoors isn't it then the theater of our lives and the theater of our communities. It's like that is the real space that we're in, and we're showing up there and we're saying the right things to the right people at the exact moments, hopefully for them. In the right home, by the way that they want to receive a message. I just think that just fantastic. I love it. We see it paying off again not just from a science standpoint in a metric standpoint, but all of those others are a bit more intangible as well.
Rick Robinson: I mean, there's definitely a gravitas to that and I think what you're speaking about is just taking great care, There's a lot of care and…
Biagio Patti: It is,
Rick Robinson: concern and time spent to really have that message resonate.
Biagio Patti: You're absolutely right. I think outdoor challenges us quite a lot on how we think about our brand's messaging, right, because we know it in and out we live it, right alongside our clients. But when you have to picture what do I want to say about the brand, about us that is true to us in a taxi. that's very different than what we would say on a highway billboard and…
Rick Robinson: Mm-hmm
Biagio Patti: it's very different. The kind of message that we would have to send them, when they're in an elevator and they're receiving a message in an elevators, they're, ending their work day in their tired and exhausted. And what's the right message to resonate to them. At that point, it does make you think differently about how your brand shows up at that point in time for that exact person.
Rick Robinson: Right. I mean, we could keep talking here,…
Biagio Patti: yes.
Rick Robinson: Biagio, we're past our five minutes, but what I love here and I think the takeaway for our audience is without of home, you show up you. So concerned and care in a presence in the community, the feedback especially at the suite is I see You're here,…
Biagio Patti: Yeah.
Rick Robinson: you're part of me and I think the real takeaway is just the least Crowley Webb here. That the amazing amount of craft you put into just getting it into that. Perfect pitch, right place,…
Biagio Patti: Yeah, here that's right.
Rick Robinson: right time.
Biagio Patti: Care for everything you do Rick. You're absolutely right.
Rick Robinson: Thank you for your time. We loved having you have an awesome. It's Friday. So I have an awesome weekend.
Biagio Patti: appreciate it. Same to you, Rick. Thank you.
