As originally published via AdNews.
Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Tyler Claassen: Senior Business Manager WA, oOh!media
Time in current role/time at the company:
2.5 years as Senior Business Manager WA.
How would you describe what the company does?
We put our clients’ brands up in shining lights across the country, helping them stand out and connect with people in the real world.
What do you do day-to-day?
My wife still asks me this question. I tell her shmoozing is only part of the job. More importantly, I work with agency partners to bring their clients campaigns to life across our OOH assets.
Define your job in one word:
Lively.
I got into marketing/advertising/media/tech because:
A classic case of ‘I’m keen for University but what do I study?’ so naturally I chose Bachelor of Commerce in Marketing. Then slowly but surely fell in love with the industry and everyone in it.
What’s the biggest challenge you face in your role?
Historically, OOH has relied heavily on reach and impressions, but that’s only part of the picture. Data and tools such as footfall analysis, brand lift and sales uplift studies provide evidence that OOH can drive real-world action. I think making these studies more standard practice would help demonstrate OOHs effectiveness and ultimately secure a bigger share of today ad spend.
What’s the biggest industry-wide challenge you’d like to see tackled?
We need to bridge the gap between what OOH delivers and what we can prove. That means moving beyond reach and impressions to demonstrate what actually works. Better measurement and attribution are crucial to proving OOH’s effectiveness and strengthening its position in the media mix.
Notable campaigns you have worked on:
The launch of Tourism WA’s “Walking on a dream” campaign in 2022, encouraging tourists to return to WA following Covid. It’s pretty cool to now be on the media owner side and see the campaign in its fifth iteration across our assets.
Who has been a great mentor to you and why?
My boss and good mate Chris (Eyresy) Eyres has years of media experience, knows how to hold a room, and encourages people to be themselves. I respect that. Mark Treasure is another media veteran whose advice on both work and life I really value. And of course, my Dad. He is a constant reminder to enjoy life and not sweat the small things.
Words of advice for someone wanting a job like yours?
Put yourself out there and create opportunities.
If I wasn’t doing this for a living, I’d be:
Travelling the world and selling real fruit ice cream from a van.
My mantra is:
Soak it all in!
My favourite advert is:
Hard to beat the “sharpen up” ads that Lift Plus ran in NZ in the early 2000s. Kiwi classics.
Music and TV streaming habits. What do you subscribe to?
Spotify is dear to me. Music, podcasts, and audio books all in the one platform. How good.
Tell us one thing people at work don’t know about you?
I was a sponsored snowboarder at 18.
In five years time I’ll be:
Pushing 40… good god.
