3 Years Later: Catching Up With Brian Rappaport, Founder of Quan Media Group, The Power of Collaboration in the Advertising Industry - a podcast by Tim Rowe

Connect with Brian Rappaport, Founder and CEO of Quan Media Group here.

See the Lemon Perfect campaign with Jalen Hurts in their 2023 campaign.

See the Tubi campaign here.

See the Bombas campaign here.

Key Moments

Industry Growth and Drivers [00:05:19] Brian Rappaport discusses the growth of out-of-home advertising and how it is being driven by brands exploring the channel for the first time or those who are not fully educated on its potential.

Education and Collaboration [00:08:03] The use of education to enable collaboration between agencies and the importance of finding like-minded partners.

Challenges in Out-of-Home Advertising [00:10:34] Discussion on the hard questions asked during a meeting with marketers and media buyers, including out-of-home measurement and unrealistic stunts.

Out-of-Home Specialists [00:12:17] Brian praises the work of other out-of-home specialists, including Project X and Glossier, Rapport's work with the NBA, and Miss Jiff's work with Netflix and Tinder.

Measurement and ROI [00:18:12 - 00:21:38] Brian discusses the need for a universal system of measurement for out-of-home advertising and mentions various ways to measure the impact of out-of-home advertising, including brand lift studies, mobile retargeting, and cause lift analysis.

Challenges with media partner relationships [00:33:04] Brian talks about the challenges that arise when media partners reach out to clients directly, and how it affects the relationship between the agency and the client.

Programmatic Advertising and Digital Cities [00:42:45] Brian Rappaport discusses the trend of programmatic advertising and the evolution of smarter digital cities, offering more opportunities for out-of-home advertising.

Universal Out-of-Home Measurement [00:44:24] Brian Rappaport predicts the development of a universal measurement system for out-of-home advertising within the next two years.

https://www.theoohinsider.com/guests/brian-rappaport/

https://quanmediagroup.com/

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