This week on the Digital Velocity Podcast, Sam Mallikarjunan of OneScreen.AT joins Erik and Tim to discuss the opportunities of Out of Home advertising and how it can facilitate revenue growth.
In the past, marketing has been fairly straightforward, but recently it has become more challenging. Sam says,
“I think we’ve been spoiled for the last 15 or 20 years because marketing actually got pretty easy for a while. SEO was easy. PBC, you could just pour money into it. And then also, frankly, you could have customer acquisition cost targets that were much higher in a world in which you had 0% interest rates and no inflation. That world has changed.”
Many digital marketers don’t want to change strategies even though advertising has gotten more complicated. Sam explains,
“So, as a general rule, if what you’re doing is like getting minor results … when what you’re doing isn’t working, you tend to do more of the same, but with greater intensity. That’s what the profession of marketing is doing right now, is like things are starting to not work … over-optimized or harder to measure, harder to target, and we’re all just like, ‘Hmm, let’s run more experiments on Facebook ads’. It’s not how marketers need to think. We need to think about how we change the conversation.”
Out of Home advertising can help digital marketers change focus and set themselves apart. Sam says,
“… if you do what everyone else does, you’ll get what everyone else gets … Everyone else is doing the same stuff and most of them are not having a really great time right now. So, if you want something different, you have to do something different, and Out of Home is actually the only medium that I saw. It’s why I got excited.”
Listen to this week’s episode to learn more about how Out of Home advertising can benefit your business.
About the Guest:
Sam is the CEO and co-founder of OneScreen.AI, the marketplace provider for buying and selling Out of Home advertising. He was Chief Revenue Officer at Flock.com and Head of Growth at HubSpot Labs. Sam taught Advanced Digital Marketing, SaaS Economics, and Innovation Management at the Harvard Division of Continuing Education. He is co-author of the bestselling book, Inbound Commerce – How to Sell Better Than Amazon, and is an avid podcast guest and industry speaker.