• Insider Interviews with E.B. Moss

  • Auteur(s): E.B. Moss
  • Podcast

Insider Interviews with E.B. Moss

Auteur(s): E.B. Moss
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  • Résumé

  • Media, Marketing, Advertising and Entertainment executives give an insider’s view of the business of the industry. Compelling conversations on creating TV, advertising, audio, research and more, with host, E.B. Moss.
    © 2019-2024 E.B. Moss and Moss Appeal
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Biographies et mémoires Marketing et ventes Réussite personnelle Sciences sociales Économie
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Épisodes
  • Behind the Billboards: Inside OOH with billups

    Behind the Billboards: Inside OOH with billups
    Feb 4 2025
    Out-of-home advertising isn’t just about billboards anymore. With data-driven targeting, creative innovations, and deep measurement capabilities, the OOH industry has transformed into a sophisticated media channel that deserves a bigger seat at the table. In this episode of Insider Interviews, I got to explore the great outdoors with David Krupp, Global CEO of Billups, and Jaime Byrdak, CEO of North America, to go beyond the boards and explore how out-of-home ('OOH' and 'DOOH') is making an undeniable impact on today’s media mix. David and Jaime bring decades of experience in the industry, having worked together for 20 years in the industry before bringing their considerable chops to billups, Ben and Heather Billups' eponymous agency -- a name that works pretty darn well for working with billboards! The company itself is only a couple of decades old but already claims nine patents that solve for the challenges of measurement and capturing data-driven insights in OOH. Probably good reasons it also claimed a spot on the 2024 list of fastest-growing companies among the Inc.5000 of companies "building the future." From their strategic approach to planning and measurement to their creative applications of technology like anamorphic (think: 3D) and AI-powered optimization, David and Jaime share insights on why OOH is more "in" and relevant than ever -- and how they are making the most of being the largest independent agency in the space. Anamorphic DOOH "Out-of-home is sometimes the first to get cut from a media plan, but it shouldn’t be. We’re proving that it’s measurable, it drives sales, and it deserves a seat at the table." -- Jaime Byrdak It's about staying nimble even with international scale, offering up considerable expertise as "consigliere" for media planners and buyers, and growing relationships both inside with coworkers and outside with customers. "Anybody can buy a billboard. The question is, are you buying the right one in the right place at the right time for the right reasons against the right audience?" -- David Krupp To that point, hear about their leadership philosophies, personal stories (including Jaime’s time as a White Sox ball girl!), and what’s next for the future of OOH. Top Takeaways: OOH is More Than Awareness – While traditionally seen as just a brand awareness tool, out-of-home can now drive sales, foot traffic, and digital engagement thanks to improved data and measurement techniques. Technology is Changing the Game – Innovations like AI-powered planning tools, real-time ad serving, and 3D anamorphic creative are pushing OOH into new territory. Measurement is Critical – Billups has developed patented measurement methodologies to prove ROI, showing how OOH contributes to everything from app downloads to in-store visits. The Power of Independence – As the largest independent out-of-home agency, Billups leverages its flexibility to provide unbiased, data-driven media recommendations. Leadership & Mentorship Matter – Both David and Jaime emphasize the importance of team culture, professional development, and fostering the next generation of OOH experts. Key Moments: [00:00] Get to Know the Great Outdoors & the Evolution of OOH [03:00] Get to Know the Experts: David Krupp and Jaime Byrdak CEOs of billups [07:30] Out-of-Home’s Role in the Media Mix [10:20] How Data & Technology Are Driving Smarter Campaigns [16:00] Measuring the Impact: Proving ROI in OOH [21:45] Creative Innovations: 3D, AI, and What’s Next [28:15] Boards for Good: Billups’ Corporate Mission & Industry Leadership [34:00] The Future of OOH & Leadership Lessons If you enjoyed this episode, follow Insider Interviews for me, and leave a comment on @Apple or @Spotify... or a tip in my jar to help me tip my engineer, Jim Mullen!: https://buymeacoffee.com/mossappeal! Connect with David, Jaime and Billups: LinkedIn: https://www.linkedin.com/company/billups/
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  • From ‘Digibabble’ to Digital Reality: Sable & Paskalis on Marketing News for 2025

    From ‘Digibabble’ to Digital Reality: Sable & Paskalis on Marketing News for 2025
    Jan 15 2025
    For my 2025 kickoff of Insider Interviews marketing luminaries Lou Paskalis and David Sable joined me for one of the most candid conversations on the media and ad world for an incredibly candid conversation on the media and ad world that cuts through what David famously coined as "digibabble" years ago. We moved from their personal passions (don't get David started on The Doors!) to how advertising evolved in the tech era... to its future, jam packed with opinions based on their decades of award-winning experience. (Lou, who previously ran global marketing at a couple of small brands you may have heard of, like Bank of America, American Express, and where I first met him, E.J. Gallo, is now the strategic mind behind news assessor Ad Fontes Media, The street cred of David - a top voice on LinkedIn, thanks in part to his terrific blog, "Imagine," stems from being former global CEO/Chairman of Y&R (now VMLY&R) and board member for a ton of big companies like American Eagle and Ethan Allen. He is now Vice-Chairman at the forward-thinking mid-size holdco, Stagwell, where Lou is also an advisor, I discovered!) What informs a lot of the conversation is David's explanation of how Stagwell flipped the traditional agency model on its head: Instead of buying up creative agencies, founder Mark Penn premise to build around tech."... We began by buying tech, aggregating tech and creating a tech platform. Then we went out and wrote in the creative pieces of business." But as David emphasized, "Tech leads the way for everything. But our model, which is the model that's working the best, is that tech is an enabler: Our job is to tell stories and to tell them well." Stories - and art itself, even using the most sophisticated tech and AI - is only a result of the information fed to it. David shares a beautiful analogy about what a Monet envisioned using different brushstrokes on, say, Water Lillies. We have to inform our models to consider "impressionism," just as we have to provide data for use. He says, "Data is a picture of what happened before. That's it. Now, I can interpret it, I can use it, I can I can create algorithms or models, but at the end of the day, data is a picture of what was. It can predict, and AI is going to be better at that, but that's all it is. So it's only as good as the data that it has." And don't get him started on OMNICHANNEL as a buzzword, either. The through line of this episode is to appeal to and follow the consumer. Not jam tech terms or "digibabble" down their throats. Unsurprisingly, Lou agrees, comparing ineffective presentations to Charlie Brown hearing his teacher: "Wah wah. Wah wah. Digital." His point when pitching the CFO could also apply to the consumer: "If you don't contextualize everything into the growth agenda, you might as well not go to the meetings. They don't care what we do, they care how what we do achieves growth." Be human, even in an AI world. That applies to retail, to advertising and, as we learn, the news media. The Future of News Perhaps most compelling was our discussion about the critical importance of news. Insider Interviews followers know this is a clarion call for Lou, which he focused on in his first appearance here last year. Now, backed by Stagwell's staggering study of 50,000 people, Lou shared a startling insight: "The ROI, or return on advertising -- ROAS, on news is higher than any other content vertical you can buy." Marketers are missing out on if they are "news-averse," based on some misguided perceptions about "brand suitability." "11% are self-identified as news junkies who only read or watch the news when they're consuming media. That's 11% more business for any marketer in America in 2025 who will achieve the growth agenda and win by reaching these very influential people." (To learn more, all Insider Interviews fans who are publishers are invited to apply to attend Stagwell's Future of News next meeting at 1WTC on January 2...
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  • Fast Forward: Reality Bytes from CES 2025 – a Bonus Episode

    Fast Forward: Reality Bytes from CES 2025 – a Bonus Episode
    Jan 13 2025
    Fresh from the floor of CES 2025, I grabbed about 10 minutes each with two brilliant minds in technology and innovation who shared fascinating insights about where we're headed in this AI-driven world for a fast but powerful bonus episode. Andrew Klein, who leads creative technology and innovation at PMCI (Publicis Media Content and Innovation Team), dove straight into how generative AI is becoming increasingly woven into our daily lives. Andrew Klein, SVP, PMCI at CES 2025 He painted a vivid picture of our near future, where wearable AI technology won't just sit on our desks but will travel with us through our days via glasses, earbuds, and head-mounted displays. His most striking observation? "I think we're going to have more conversations with AI, potentially, than we would with people. Especially when you think about digital communication." Klein shared fascinating insights about the emerging convergence of crypto and AI, describing a future where we'll essentially subscribe to different AIs like we currently follow social media accounts or news sources. These AI agents, running 24/7, could serve as everything from market analysts to personal companions. When our discussion turned to the critical issue of trust in AI systems, Klein highlighted how major platforms are starting to prioritize transparency by clearly identifying AI-driven interactions. Albert Thompson, Walton Isaacson, at CES 2025 This focus on trust was echoed and expanded upon by my next guest, Albert Thompson, Managing Director of Digital Innovation at Walton Isaacson, who had just finished moderating a panel on monetization in immersive technologies. Thompson offered a profound observation that really stuck with me: "The world's currency is not technology, it's trust. And that's everywhere from political candidacy to why three ply toilet paper is better than one. ...And when you start to think about news and information, it's whom do we trust?" Thompson drew a fascinating distinction between generations: Boomers understand how things are made because they come from the Industrial Age, while Gen Z knows how nothing is made - they just want it to work. He predicts we'll return to valuing in-person verification, noting that while deepfakes can fool us online, "the one thing a deepfake can't do is walk in the room and fake you out." The episode concludes with my personal note about the Los Angeles wildfires and information about supporting affected communities, including the Grammy-winning composer of my Insider Interviews theme, John Clayton. (You can see a few images of what his home WAS in our episode last year of "It's Quite a Living".) John Clayton and lost compositions Key Segments & Timestamps: [00:01:15] Andrew Klein on Innovations at CES 2025 [00:04:34] The Convergence of Crypto and AI [00:06:40] Trust and Transparency in AI [00:12:13] Albert Thompson on The Future of Technology and Trust [00:17:56] Closing Note about LA Wildfires DONATION RESOURCES: American Red Cross to support the communities in need. World Central Kitchen has mobilized across Southern California, providing sandwiches and water throughout the region. Los Angeles Fire Department Foundation to go toward equipping firefighters with tools and supplies to contain the infernos. GoFundMe.org started a 2025 Wildfire Relief Fund that will “go directly to people impacted who are seeking help through GoFundMe fund-raisers, and to nonprofit organizations on the ground providing relief. And, as mentioned, I'll be donating a portion of any support of this episode that is sent to buymeacoffee.com/MossAppeal Connect with E.B. Moss and Insider Interviews: LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social
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