OOH Uncut Podcast: Craig McDowell
Craig McDowell, Media Director, TDA_Boulder, joins host Rick Robinson, CEO, PJX Media, on OOH Uncut, the podcast featuring thought leaders in the Out of Home advertising world.
September 18, 2023
Craig McDowell Discussion on OOH Uncut Podcast with Rick Robinson
Rick Robinson: This is Rick Robinson here, with PJX media, and another episode Out of Home Uncut and our guest today is Craig McDowell, he's the Media Director at a great agency, TDA_Boulder. Craig, nice to have you mate.
Craig McDowell: It's great to be here. Thank you.
Rick Robinson: So, I'm gonna jump right in the question we're asking everybody in Season 1. What can out of home do that no other medium can do?
Craig McDowell: That's an interesting question and I thought about it two ways one as a consumer and then one as a marketer. So as a consumer I find out of home very helpful when I'm on road trips. That's one of the things that, my family and I really like doing is going on road trips. We pretty much crisscross the country multiple times and it's so great when you're out in the middle of nowhere. sometimes you didn't have cell phone coverage and you're coming up on a small town and you want to know Plus there's any attractions, is there good food options and so it gives you the information that you can't find elsewhere, On a recent road trip to South Dakota. We saw a million billboards for wall drug. I don't know if you've ever seen or heard while drug, I had never heard about it before but there were so many billboards like we got to stop here and end up being this crazy, gas station restaurant with lots of jackalopes and all sorts of interesting things. And so we were really glad that we stopped there and we went to even known about it. If it hadn't been for all the billboards,…
Rick Robinson: So all that classic traditional informative directional,…
Craig McDowell: they had bought
Rick Robinson: kind of old school, billboard thing, which for consumers there's always this sense of discovery without a home,…
Craig McDowell: exactly.
Rick Robinson: It's like Hey I didn't know about that. There's a serendipity. Maybe and a pleasant surprise. From the marketer perspective speak to that.
Craig McDowell: from a marketer. I like it because They can't be avoided, They're big. You can't block it. you can try to drive with your hand over your eyes, but that doesn't really work. I also like that you can use them very strategically, put them in, whether it's near a store that you have. Or, if you're an alcohol company, you can pick specific bars. That either want to sell more at or get on the buyer's attention The location-based really makes it fun and interesting ways to use it. And especially since, like I said, it cannot be avoided consumers. Can't help but seeing your product or message.
Rick Robinson: So now it's that physical presence in public space, that unavoidable. I'm just sort of concurrent omnipresence like everyone's gonna see it, right? No matter what and then now these days, especially from data, you can get really tactical like you can really understand Content and…
Craig McDowell: Exact.
Rick Robinson: context and I know TDA Boulder is some recognition for creative work and out of home. And how does that resonate for the brand I know, for First Bank.
Craig McDowell: Yeah, First Bank loves it. we do a lot about at home here in the state of Colorado, which is where First Bank is located, we do something Phoenix as well. They're only in a couple states, but it really helps them to feel bigger and stand out when you're in a crowded marketplace with some big banks our national banks. But they don't have the local touch and they don't Put the energy in the time into the markets that first bank does and it shows it with all the outdoors, it really makes it feel like we are a local brand, which we are.
Rick Robinson: What is it about? That community touch, that means so much to people
Craig McDowell: same thing with the bank, it makes it feel like you're working with people who know you and can relate to you. And they understand, what you need, because they are a part of that community.
00:05:00
Rick Robinson: There's something familiar there. I was talking with another guest of ours,…
Craig McDowell: Exactly.
Rick Robinson: about the care and the craft that goes into that. and
Craig McDowell: That's a great way to put it, care and crafts. really comes out in outdoor when you're in your local communities.
Rick Robinson: it's clear if you've taken the time to make that work,…
Craig McDowell: Exactly.
Rick Robinson: because out of home survives Without editorial, it's not driven by editorial, but then you could argue that the whole world around, it is the editorial. And the context.
Craig McDowell: Yeah.
Rick Robinson: There was a comment, someone made I love your feedback on it. They said that. Most media these days a lot of it can be seen as in And out of home is a way in. What are your thoughts on that?
Craig McDowell: It can still sometimes be in the way, it can be additive to,…
Rick Robinson: Yeah.
Craig McDowell: to some places. But, you don't want to be out in nature and have a whole bunch of outdoor blocking your view of the mountains or whatnot. So I said, I really enjoyed it as a consumer when I'm out on road trips and I need some information. I don't want to necessarily want outdoor at my national parks or when I'm up,…
Rick Robinson: Right and…
Craig McDowell: and, you…
Rick Robinson: which there isn't much.
Rick Robinson: I guess the point being when it's relevant, when it's part of the community, when it makes sense for me As a marketer is when it really shines
Craig McDowell: Right. Exactly.
Craig McDowell: that's hitting a grand slam right there to get all those things working perfectly together.
Rick Robinson: All thank you very much Craig you heard it here out of home uncut really appreciate your time and energy and take care and have an excellent day. My friend.
Craig McDowell: Thanks so much Rick. You too.
