OOH Uncut Podcast: Jeremy Flynn
Jeremy Flynn, Senior Vice President, Data Products & Strategy, Clear Channel Outdoor, joins host Rick Robinson, CEO, PJX Media, on OOH Uncut, the podcast featuring thought leaders in the Out of Home advertising world.
August 21, 2023
Jeremy Flynn Discussion on OOH Uncut Podcast with Rick Robinson
Rick Robinson: Hi everybody. Rick Robinson here from PJX Media. And today, we have Jeremy Flynn, he's the Senior Vice President of Data Products & Strategy at Clear Channel Outdoor, say hello to everybody Jeremy..
Jeremy Flynn: Hi everybody.
Rick Robinson: We're really thrilled to have you on the podcast because I think you're gonna come at this from a unique point of view. So I have the question for you that I've been asking everybody recently is… what can out of home do that no other medium can do?
Jeremy Flynn: Yeah, so appreciate the opportunity to chat with you today, and I guess I'll share that. I'm gonna come at it from a frame of measurement and insights and
Rick Robinson: Not surprising, but welcome.
Jeremy Flynn: Not surprising. So in my role of Clear Channel, I oversee our radar analytics capabilities and I think the thing that Out of Home can do that no other media can do is, it could push past frequency as a limitation on performance. And so what I mean by that is every other media channel, exhausts, consumers, and oftentimes media planners have to limit the amount of time ads are served. Whether it's on TV, or digital and out of home doesn't have that challenge. And we see that over and over again in every campaign that we measure that the more time a user or consumers exposed to billboard or out of home campaign. The more likely they are exhibit the behavior that we're looking to drop whether that's a visit a store, a store purchase or some type of online behavior. And that's consistent across online and offline campaign goals that grants and…
Rick Robinson: All…
Jeremy Flynn: advertisers have
Rick Robinson: so I want to understand this, and I'm going to probably oversimplify this. But what you're saying is,…
Jeremy Flynn: Sure.
Rick Robinson: is that with out of home unlike other media, Frequency doesn't wear out. Like and…
Jeremy Flynn: Correct.
Rick Robinson: so, can I say that even more? Simplified, like the more frequency the better,
Jeremy Flynn: Yes. And and I would say that frequency happens in a couple of ways. A really successfully planned media campaign means that over the course of a week consumer as they're traveling throughout their day,…
Rick Robinson: Mm-hmm.
Jeremy Flynn: could be exposed to multiple. Out of home ad creatives for the same campaign. But the duration in which that campaign is live typically between four, eight and twelve weeks, someone's going to see that 30 plus times over the course of the campaign and what we're able to analyze and measure is no matter the goal, whether it's driving increased brand awareness, or driving foot traffic into a retail store location. We actually see just a consistent trend that the more time someone is exposed the more, they actually convert. And that's something that coming from digital media, which is where I began my career into out of home is just been kind of this this game changer and saying Just because we haven't been able to measure campaigns in the past, doesn't mean that it wasn't performative and doesn't mean that it can't drive consistent performance for brands and advertisers,
Rick Robinson: So now, with other media, let's just begs the question. Like Where does it wear out? Like At what frequency level? Does it start to diminish returns?
Jeremy Flynn: Yeah. So we're my where my interest goes is set up some of the more emerging channels if you consider like CTV and mobile advertising. Typically, they drive a lot of conversions within the first week of the campaign. And then what you start to see is a demand curve completely drop off. And so,…
Rick Robinson: Really.
Jeremy Flynn: Correct. Yeah, and so what you would say that is it reaches a point of diminished returns where immediate planner or an ad operations person would want to swap out the creative or just the campaign strategy. And when you compare that same campaign, when it's run on out of home, you actually see just a, consistent demand curve, that just continues to rise over a long period of time. And so,…
Rick Robinson: so that Well,…
Jeremy Flynn: that's your
Rick Robinson: just put some hard numbers on it. Like at what level of frequency does it start to flatten out? And, for example, CTV is it eight times twenty times four times?
Jeremy Flynn: Around seven to eight times. I'm not exactly sure that those those numbers. But if you think about how Google last year, rolled out frequency, capping for CTV ads, they're recommendation was between seven and eight times,…
Rick Robinson: He really okay?
Jeremy Flynn: and that's not surprised.
Rick Robinson: I didn't know that and then with out of home, that frequency can get into 20 double digits. Real fast.
Jeremy Flynn: It could get the 30s and 40s over the course of a month and one of the things that that was a perceived weakness and out of them which was frequency. Capping is probably one of our greatest strengths that we don't talk about us in industry as much.
Rick Robinson: Well, that is new. I think our audience is going to be very excited about that. So one thing out of home does that no otherr medium can do is that there's really no limit to the power of frequency. There's no cap the more the better.
Jeremy Flynn: Correct.
Rick Robinson: So let that inform you as you're planning, you're out of home campaigns and let's have that narrative and dialogue with our clients, especially the d2c and e-com brands. We work with who are trying to drive customer acquisition.
Jeremy Flynn: Exactly. And high frequency also means high reach, which also means incremental reach. And so if you consider yourself as someone who has exhausted their performance marketing channels, and needs to reach a new audience actually adding out of them into the mix can continue to drive performance. If you start to see it, a diminished return on your other media channels,
Rick Robinson: I will thank you very much, Jeremy everyone. You've heard it here out of home, has no cap on frequency and that's what makes us unique. Thank you very much for your time and take care.
Jeremy Flynn: Thank you so much. Be well.
