OOH Uncut Podcast: Scott Marsden
Scott Marsden, President, Media & Analytics, Quigley, joins host Rick Robinson, CEO, PJX Media, on OOH Uncut, the podcast featuring thought leaders in the Out of Home media world.
August 14, 2023
Scott Marsden Discussion on OOH Uncut Podcast with Rick Robinson
Rick Robinson: Hello, everybody. This is Rick Robinson with PJX media. And today's guest is Scott Marsden, he's the president of Media Data and Analytics at Quigley say hello to everybody Scott.
Scott Marsden: Hello everybody.
Rick Robinson: Glad to have you mate.. Question, what can out of home do that no other medium can do?
Scott Marsden: I love out of And I think out of home can stop you in your tracks more than any other media channel out there. I've had the pleasure working it out of home for many, many years I was part of the core Spotify team that brought a lot of our strategy and our data stories to life via the outdoor strategy world and seeing the impact of that work and seeing the impact about door generally. It's just crushes. people talk about it, people see it. People notice the frequency of it, it sticks in your mind. Great creative. That, is required of course, but it stands out and It's just that media channel that no other one can beat in that category in that.
Rick Robinson: What do you think about it? Stops people in their tracks like how and why does that happen?
Scott Marsden: It's got to be great creative, The message has to be amazing. The imagery if you use, has to be beautiful and engaging and the work that I've seen has been personal So when it's relevant to you, Whether it's the brands that I worked on Spotify and years ago we took over a station domination at Union Square in New York City.
Scott Marsden: And all we did was put purple billboards up, across that station with a Spotify logo on the bottom corner. And everybody went off or,…
Rick Robinson: Yeah.
Scott Marsden: if it's for lack of everywhere, a beer at or something. But it's something that inherently touches the person that is seeing it. I care about music. I care about Prince that was the purple at. I care about what I drink when I go out with my friends or if I'm Casper and I care about the mattress I sleep on and then when people look at it and they notice it and they read the copy and it's either funny or clever it's personal and relevant. that's the distinction that it has in my mind.
Rick Robinson: And it's fascinating there because people get this sense of being rewarded for their attention, right? They took time to look at it…because they didn't wake up and say, Okay, I'm gonna go down to Union Station and consume some out of home media and then talk about it with my friends. It wasn't a game plan. But somehow, it happens like that.
Scott Marsden: Yeah.
Rick Robinson: there's this common thread I'm hearing where if there's a care and a craft in the creative development and not just the creative, but the placement and the messaging, so creative and media coming together and then the public really responds to that
Scott Marsden: in some way shape or form it's almost like personalization before it became the topic du jour right in many ways out of home was a message for the masses that spoke to the individual.
Rick Robinson: A message for the masses that spoke to the individual.
Scott Marsden: I'll give you that one.
Rick Robinson: I'm going to hijack that one of my next talks, I can guarantee that Scott.. Okay, good job.
Scott Marsden: Yeah, there you go.
Rick Robinson: When out of home, is consumed in a public space. You're not seeing it alone, It's a concurrent experience. You see it all at once with everyone else.
Scott Marsden: Yep.
Rick Robinson: It's a shared thing. Talk about that. how does that lean into This stickiness and it's standing out in the frequency of it all
Scott Marsden: it's in fairness. It's the nature of the board in question, right? So for example, in London, London does a great job in the tube of having messages that are concurrent that you can kind of read through and most people that are on the tube or, traveling to their next end of destination. And so they need that. They welcome that distraction. They welcome that entertainment. if you're driving on a highway and you see a billboard for the next McDonald's and you’re just starving and it's that relevance. So it's hard to the answer about sharing it with multiple people. Again it goes back to, it's a message for the masses but it speaks to me as the human based on the need In that moment, Whether I'm looking for a new mattress or I didn't think I need a new mattress, referring to Casper's great campaigns or if it's new eyeglasses and it's, Warby Parker telling everybody that you can do this the best thing ever. But it's reasonably priced. So I think the fact that you're consuming, it just like everybody else, but all great campaigns if it's done. it speaks to me it speaks to the human speaks to the individual, and it connects on that level, it doesn't it? But you have to be clever with it. You have to be smart with it. To your point earlier, you have to be careful and think about the location, message the curation of it in order to truly elicit that impact that Spotify, for example, our creative was targeted to the neighborhood.
Scott Marsden: Hey, Williamsburg, did you know that you listened to Justin Bieber more than any other zip code in the United States? And, that's a pure example, but that makes it relevant to everybody around you and then, to your points, you can enjoy that stat. You listen to Justin ieber. No, I don't listen to Justin Bieber or somebody does because,…
Rick Robinson: And what's that?
Scott Marsden: I believe so.
Rick Robinson: Mean, where do I fit into all of it? So, it becomes part of a narrative.
Scott Marsden: Right.
Rick Robinson: So this is perfect. You're speaking To the public intimacy that happens with out of home as you put it. And I'm going to paraphrase this. It's a message for the masses. That's consumed on a personal level. It's sticky. It stops you in your tracks, it stands out. Frequency gives that creative payload, a lot of power Scott, thank you for your time. Appreciate the messaging. We'll certainly have you back for another episode. Take care and have a great weekend.
Scott Marsden: Thanks, Rick. Talk to you soon.
