OUR TAKE: Why The Winners Circle Matters
2024-09-23 | Tech is shifting the demands of buyers, AdQuick gets it
BOTTOM LINE: Ad Tech and buyers driving efficiency, accountability and results have combined to shift funds away from OOH for at least a decade. AdQuick has uncovered a philosophy and strategy to win the hearts, minds and budgets of brands specifically. IBO Speedway and Integration Media have aligned our decade-long sales and admin efforts to create the AdQuick Winners Circle, and our member media owner participation will drive our combined success. The media owner can simplify their involvement and increase revenue potential, and while the tech machines are moving forward rapidly, we want to simultaneously strengthen all our members. Read on for a deeper understanding, the brands that are now participating are significant, more are in the works.
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OVERVIEW DETAILS: I’ve had my radar open to AdQuick since we hosted Matthew O’Connor, Co-founder and his biz dev guy Doug Guan at a 2018 IBO Conference. As a California start up they had a different perspective then, and they’ve perfected it more so over the years. They have a zesty CRO, now CEO spark, in Silicon Valley Chris Gadek, who is teamed up with the new biz dev wizard Jason Kunkel de-Cesero, previously with the performance investment teams of Netflix and Facebook. To say they know buy side dynamics, needs and the decision players, is an understatement.
They’ve apparently had their eye on IBO, as they pursued traffic metrics, analytics, quality and expediency and as while we pioneered into impressions, insights and satellite traffic intensity quality scoring. They’ve recently joined Media Rating Council and find value that two of our initial involvements in PerView and MetricOOH are touching the MRC accreditation process openly, equal values the CMOs clamor for. Discovering we had live tools to inspect basic display details foreshadowed a day when their tech could sail into cross channel budgets with our validated placements to rival the most believable online options which are fewer than we realize with 50%+ fraud and waste. Now we are positioning for a OOH renaissance in believability.
Display detail validation and a plethora of duplicates on the buy side made transactions scratchy and slow, encouraging larger campaign sums to be directed to a more effortless and expedient manner, mainly online ads. Agencies experienced increased admin costs in dealing with OOH comparatively, and many times were pushed by brands to begrudgingly include OOH in campaigns. We are addressing this with our OOH CHARGER (the media owner User Interface of our OOH TORQ tech stack of tools and connections), to speed things up to near real time. Just what buyers of digital online find alluring.
Differently, Independents resisted adapting to the world of consumer insights, impressions, quality and related results, as local sales hadn’t needed them in good times, understably. Nor did we have affordable options for each data type individually not to mention collectively. Nor did we believe the status quo given the perceived overlords in the system. We pioneered a lonely and maverick position of creating affordable options which our scale now enables and those savings are passed on to members in the favorable rates and flexible reporting created by our IBO teams for the raw data from PerView, MetricOOH and Spotzi.
The impact of this partner alignment is far reaching, as our technologies are merging in a way that builds on the strengths of the other’s skill sets. In order to grow the OOH market share, compete effectively with the Big 3 and appeal to agencies and brands, I have had my focus on the things that would enable our co-op to become positioned favorably. The setbacks along the way have been mere speed bumps, and while there will be hurdles ahead, aligning with like minds in trust and philosophy, progress will make us all more successful.
Our mission is to drive revenues for our members, as well as maintaining KISS principles for all members; large or small, static or digital, rural or metro, sophisticated or simple, automated or manual – Keep It Simple Simple. Not a high bar at all.
Now our scale has evolved with a different perspective. While we don’t expect the level of attention and commitment to be accepted by all our members, we continue to make it easy to participate, like the buying process on Amazon. We are moving forward to meet the needs of our newest partner AdQuick, and their sophisticated brands and their agencies. Those that wish to participate will see AdQuick deliver. I’m excited to see over a decade of vision materialize significantly. Welcome to the gauntlet of the new maze ahead!