Tim Rowe, an ad-tech specialist from CognitionAds, dives into the dynamic world of out-of-home and streaming TV advertising. He reveals how billboards can drive social virality and discusses the strategic advantages of blending OOH with CTV to lower customer acquisition costs. Rowe emphasizes budget-friendly CPMs, measuring effectiveness through blended CAC, and the importance of creative over granular targeting. He also highlights the potential for higher conversion rates in streaming and offers insights on making quick tests with modest budgets.
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insights INSIGHT
Streaming TV Is Cheap And Targetable
Streaming TV now offers $1–$2 CPMs in some geos, making TV a cost-effective channel.
It enables geo-targeting and performance measurement similar to digital ads.
volunteer_activism ADVICE
Hedge Digital Fraud With Offline Spend
Allocate a portion of your digital budget (e.g., 10%) to offline owned channels like billboards to hedge fraud.
Start small, validate results, then shift budget from underperforming digital tactics.
insights INSIGHT
Design OOH For Earned Media
Earned media from OOH is intentional and should be part of distribution planning.
Bolder, attention-grabbing creative on big formats increases chance of social virality.
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Billboards at $0.75 CPM. Streaming TV you can actually measure. Tim Rowe breaks down how to blend OOH + CTV to drop blended CAC, spark geo-lift, and build “living-room” brand equity—without massive budgets.
Streaming has turned TV into a performance channel you can buy, cap, and measure like digital—often at CPMs rivaling or beating social. Tim explains how their ad server + pixel connect living-room exposure to down-funnel actions, with many brands seeing $3–$4 cost per visit and 3–4× higher conversion vs other traffic sources. On OOH, the overlooked arbitrage is static or digital boards priced like real estate: win by buying the biggest formats in the largest markets at the lowest biddable entry price, then engineer earned media (social virality) and geo-lift. Start with ~$5k for a real CTV test (smaller tests can still work as an add-on), measure blended CAC, branded search, and market-level lift, and let creative—not hyper-granular targeting—do the heavy lifting.
12:10 — Earned media by design: turning boards into social fuel
15:20 — Event playbook: mobile LED trucks, rideshare TV, coffee-cart sponsorships
18:05 — CTV mechanics: ad server + pixel, frequency caps, “hands on keyboard” setup
21:10 — Budgeting your first test (~$5k) and what “good” looks like
23:00 — Targeting truth: broad wins; use creative, use your 1P data for segments/lookalikes
26:10 — Retargeting on TV and building a full streaming funnel
28:00 — Who this works best for (DTC, local services, ABM/SaaS, events)
30:00 — Getting started and where to reach Tim
Playbooks & How-Tos
1) Fast OOH Test (2–4 weeks)
Pick 1–2 large markets your sales team targets.
Buy largest formats you can afford (static or digital) at the lowest CPM; test via https://www.blipbillboards.com/ (entry-level) or via PMPs/direct with operators.
Creative: one bold claim + large logo + simple URL/QR. Design for 0–3 second read.
Measure: branded search & direct/organic sessions from those geos; compare pre/post.
2) Streaming TV (CTV) Starter
Pixel your site (for attribution + retargeting).
Launch a broad geo campaign; cap frequency; rotate 1–2 :15–:30 creatives.
Budget: aim for $5k to reach statistical signal; smaller ($1.5–$2k) still useful as a display-like add-on.
KPI: cost per visit ($3–$4 is common in Tim’s data), conversion rate lift vs other traffic, branded search lift, blended CAC shift.
3) Event Swarm Tactics
Digital billboard truck looping near venue entrances all day.
Rideshare TV for the event radius; add a QR to capture emails or drive an offer.
Street team + product samples or demo cards; sponsor a coffee cart beside the venue.
Key Takeaways (Skimmable)
CPMs: OOH can hit ~$0.75; CTV often $1–$2 in the right geos.
Attribution: Use a 48-hour view-through window from TV exposure to on-site actions.
Blended CAC: Expect downstream CAC reductions across channels from brand lift.
Targeting: On CTV, broader = cheaper CPMs and often better performance; let creative and 1P audiences do the work.
Budget:$5k is a solid first test; smaller tests still demonstrate directionality.
Creative: Be bold; engineer shareable moments to multiply paid with earned.
Google Search Console (measure geo-lift): https://search.google.com/search-console/about
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