We caught up with recently John LaramiFounder and CEO Project X MediaDay series for our perennial organization.
If you are interested in featuring your OOH agency on OOH Today, please email us.
What sets Project X apart from other companies? We know the standard answer people, but need to have more?
JL: We believe in customer-centric planning. PJX works on a deeper level to understand your brand, purpose and key audience and then builds an OOH strategy that reaches your customers in a meaningful way. We created the first OOH tech-platform (ADstruc) to integrate planning data and automate purchases, enabling our team to plan and buy high-target OOH smarter and more efficiently. We believe the right team and the right technology can create better OOH campaigns and enable us to consistently deliver core principles of service, strategy and pricing.
What are the three key business wins for Project X?
- Anyone can buy you media, but the real value lies in how the story is told. Telling that story through OOH is a journey and our team and technology have the biggest impact on our clients ’dollars.
- We are not in the business of account management. We are in the business of account development. We’re not just signing up to run your business, we’re committed to growing your business.
- We know the data – we develop audience segments using demographic, psychological and behavioral data to identify areas with a high density of potential clients for a client. We can tap into our proprietary platform to analyze consumer behavior across multiple attributes and dimensions that best describe the potential of the audience. The created fine audience portrait informs us of the recommendations of the plan and enables us to prioritize hyper-local geography and review the OOH format / placement by an audience indicator.
What has been your favorite OOH campaign to do?
JL: Glacier’s “Lash Slick” Mascara – Theater Campaign. Together with our clients, we recognize the enormous opportunity to partner and support businesses struggling during the epidemic while helping them achieve their marketing goals.
In addition to launching the Mascara line through a series of “movie trailers” চলছে running on both digital and linear TV — celebrities like Ego Noodim and improv actor Katherine St. Sien on Saturday Night Live: on-screen: 30 pre-roll theaters. , We have occupied the marquees with OOH installations and poster boards at nine indie movie theaters in NYC, LA, CHI, DAL, BOS, and SF.
Last year’s biggest win?
JL: WeBull Market Limited. One of our new business directors saw an ad running on WeBull Digital Taxi Tops with a short QR code. Knowing intimately how OOH is consumed and the strategies we apply here at PJX, we had some alternative ideas to engage the customer in a more meaningful way. After a few phone calls and some topline discussions, we’ve finished planning and implementing their Q4 21 ‘campaign in 6 US markets, and numerous environments and formats. Not only was this a great win for Project X, but it also showed how strategic thinking can help OOH executives optimize to better resonate with the desired audience.
How has the business been affected by the epidemic?
JL: Apparently the entire outdoor media industry, from experts to operators, was heavily affected by the epidemic. We chose to focus on the aspects of our business that we can control (processes, teams, technologies, activities, etc.), to strengthen our organization to a fundamental level, ensuring that we are ready for the revival of the OOH channel.
What’s on the horizon for Project X?
JL: We continue to focus on increasing / scaling Project X through new and existing client and agency relationships, ongoing education for emerging brands interested in the OOH space, and a diverse offering. Our goal is to push the channel’s boundaries further, with our best-in-class technology and product development leading to more measurement / attribution that provides real ROI to clients to justify increased OOH investment.
1. What is the current state of OOH in May 2022? Rich.
2. Who (brand / advertiser) should be in OOH but not? Grayson Clothiers.
3. Will the programmatic agency reduce staff? No.
4. Describe today’s OOH programmatic situation. Relevant.
5. Describe what it will be in 2 years? Expected.
6. Are fee or revenue agencies like Project X strong enough today and are planning and scheduling companies on the right track to survive? Yes – as long as you continue to provide clients with services, strategies and pricing, revenue will follow.