[Top Agency Series & SaaS Series] Reaching Consumers On-the-Go With Casey Binkley of Movia Media

Casey Binkley is the Founder and CEO of Movia, a company helping brands maximize their advertising results with a unique combination of mobile ads and technology. Movia installs tracking and Wi-Fi collecting devices onto trucks acting as moving billboards, offering real-time impression analytics and retargeting opportunities. Casey is also the Founder of Mobilytics, a leading measurement and analytics provider for the out-of-home advertising industry. With his background in entrepreneurial studies, he excels at identifying opportunities and helping businesses get off the ground.

Here’s a glimpse of what you’ll learn:

• [04:48] Casey Binkley talks about the genesis of Movia Media and what it does
• [07:42] Mobile billboard advertising tech development and execution
• [10:20] How Movia acquired its initial clients and trucks
• [16:29] Casey shares how he grew Movia through partnerships
• [19:06] The evolution of Movia’s team
• [22:28] The inception of Mobilytics and what it does
• [27:12] Casey explains the reasons for patenting his outdoor advertising business
• [28:30] Who are the ideal clients for Mobilytics?
• [32:05] Mobilytics’ customer success stories
• [38:40] Releasing mobile sensors for real-time outdoor advertising

In this episode…

Out-of-home advertising has been a popular and effective marketing strategy for decades. It is a type of advertising that targets consumers outside their homes by utilizing methods such as billboards, posters, trucks, and digital displays. However, it requires a strategic approach to execute it effectively.

Serial entrepreneur Casey Binkley believes in the potential of OOH advertising, as it can reach a large and diverse audience. Unlike other forms of advertising limited to specific channels, it is accessible to everyone, regardless of demographics or interests. Through a unique combination of mobile ads through trucks and technology, he shares how he’s made OOH advertising more interactive and engaging, allowing brands to connect with their audiences on a deeper level.

In this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz chats with Casey Binkley, Founder and CEO of Movia, to discuss how he helps brands thrive through OOH advertising. Casey talks about the genesis of Movia Media and Mobilytics, mobile billboard advertising tech development and execution, and customer success stories.

Resources mentioned in this episode:

• Casey Binkley on LinkedIn
• Movia Media
• Mobilytics

Special Mention(s):

• Second Bite Podcast
• Philip Randall on LinkedIn
• Ontario Centre of Innovation
• Communitech
• Dr. Joe Dispenza

Related episode(s):

• “Building a Great Team and More Helpful Insights with Jason Swenk Host of The Smart Agency Master Class Podcast” on the Inspired Insider Podcast
• “[Top Agency Series] Growth Through Acquisitions – What is Your KPI and Northstar? With Jason Swenk” on the Inspired Insider Podcast
• “[Top Agency Series] Most Valuable Advice When Selling Your Agency With Todd Taskey of Potomac Business Capital” on the Inspired Insider Podcast
• “[SaaS Series] Tips To Thrive in the SaaS Space With Sujan Patel” on the Inspired Insider Podcast
• “Automation Solutions with Wade Foster Founder of Zapier” on the Inspired Insider Podcast
• “[Top Chicago Business Series] The ROI of Core Values With Zach Wilcox, CEO of Fide Freight” on the Inspired Insider Podcast

Quotable Moments: 

• “There’s no better proof than it actually works.”
• “90% of trucking companies own less than 10 or 15 trucks.”
• “The value that you bring to the marketing industry is in the tech you build.”
• “Out-of-home represents 5% of all marketing dollars.”
• “Everybody’s too busy doing their own stuff.” 
• “Having a healthy mindset in general is one of the biggest things I’ve seen over the last few years.”

Episode Transcript

Intro  0:01 

You are listening to Inspired Insider with your host, Dr. Jeremy Weisz.

Jeremy Weisz  0:22 

Dr. Jeremy Weisz here founder of inspiredinsider.com where I talk with inspirational entrepreneurs and leaders today is no different. I have Casey Binkley of Movia Media and also Mobilytics.ai. And Casey before I formally introduce you, I always like to point out other episodes people should check out of the podcast. This is kind of, I started us off. This is part of the top agency series, but you also have a SaaS company. So it’s also part of the top SaaS series as well. So on agency front, a couple good episodes, Jason Swenk was on he talked about how he built his agency to over eight figures and sold it then started buying up agencies, and quickly surpassing what he did in the previous agency. Another good one was Todd Taskey, as a Second Bite Podcast, he actually helps pair agencies with private equity and help sell agencies and sometimes the found they make more on the second bite than they did on the first. And so that was an interesting episode about valuations. And from the SaaS side of things, MailShake the cold email platform case, I don’t know if you’re familiar with that, but I the founder of that on and they had I think 70,000 customers or something like that it was crazy. And they also been buying up SaaS companies as well. So, Sujan talked about what they’ve been doing over there. And another one, the founder of co-founder of Zapier, I had on Wade talked about how they built up Zapier and some of the ups and downs and challenges there. So check those out. And inspiredinsider.com and this episode is brought to you by Rise25. At Rise 25 we help businesses give to and connect to their dream 100 relationships. And how do we do that we actually help you run your podcast we’re an easy button for a company to launch and run a podcast we do the strategy, the accountability, and the full execution and Casey we kind of just call ourselves the magic elves that work in the background to make it easy for the hosts in the company so that they can create great content and create amazing relationships. For me, the number one thing in my life is relationships. And I’m always looking at ways to give to my best relationships and I found no better way over the past decade to profile the people and companies I most admire and share with the world what they’re working on. So if you’ve thought about podcasting, you should if you have questions go to rise25.com to learn more, I’m excited to introduce today’s guest Casey Binkley is currently the founder and CEO of Movia you can find it at movia.media and also Mobilytics mobilytics.ai. And basically they help, they specialize in out-of-home advertising also called outdoor advertising. I look up Casey what oh, OH advertising is and that’s what it stands for. That makes sense. And Movia Media is where mobile billboards meet mobile retargeting, okay, so Movia installs tracking and Wi-Fi collecting devices on the trucks acting as moving billboards. They also offer real-time impression analytics and retargeting opportunities. It’s pretty cool. So brands can actually view the real-time dashboard to see when and where and who their message got in front of and tracking the ROI. And they can also build relevant audiences and reach them again, on mobile devices. So this obviously increases overall effectiveness far beyond what the traditional outdoor advertising can offer. So, Casey, thanks for joining me.

Casey Binkley  3:48 

Jeremy, great to be here. If you’re ever looking for a part-time sounds like you know my stuff, almost as good as I do. So you’re looking for a part-time thing come on?

Jeremy Weisz  3:57 

Well, I was talking about you, I was on with a friend, Zack Wilcox, who owns a logistics company. And I was like, you should check out what Casey’s doing. Maybe you guys can partner in some way because they have a lot of transportation relationships. And you obviously, you kind of interesting when you got into this dual-sided marketplace, right? Because you had to find the brands to advertise, but also now you’ve shifted you have another company now but originally, I want you to talk about the original idea, but you have to get brands and you have to get these transportation companies and put them together. So what was the original idea of Movia and then we kind of talk about the trajectory led you to patents and other things.

Casey Binkley  4:48 

Yeah, totally. So I was kind of looking for my next opportunity. I had been running fast brewing with my partner overlap about a four or five year run and we’ve done awesome. We were manufacturing selling product all over the world. But I was just kind of looking for the next thing for myself looking for a bigger opportunity homebrew market is great but there’s like 5 million people in the whole world that homebrew so it’s like, relatively kept it’s also a hobby market so and I was also indulging a little bit more than I should be in that type of industry. So I can remember we did our most of our manufacturing in Michigan and China. So I was driving back from Michigan on this from Detroit actually as can remember literally like it was yesterday on the highway saw blank truck, truck with an ad blank truck. I’m seeing billboards on the side of the highway. I’m like Jeepers, there’s a lot of great real estate here. So that was kind of like the inception I came back I did some research on it sound that there was probably only about a half dozen companies in all North America doing truck side mobile billboards. Dove in why what’s going on with this industry and found that tracking and analytics and measurement accountability was kind of like  the factor that was missing. So my tack went to how can we measure? How can we make this accountable. So over the past six, so close to eight years, now we’ve been building our platform. So we have a hardware device that goes on each truck. It’s a GPS, but we do impression analytics through Wi Fi and Bluetooth. Most people leave their Wi Fi or Bluetooth on. As the truck drives down the road, we pick up all this available data. And then we’ve got a live dashboard that a client can log into and see exactly where their truck was, and how many people saw it. So that was kind of the starting point. started building tech kind of got the tech to MVP where it was stable, I knew that we were going to need inventory, we’re going to sell it. So then I went and spent about six months or nine months building inventory to make sure I had the supply side of it. And then once I was built out, went after brands and advertisers on the demand side. So we have been executing mobile media campaigns for close to six, going on seven years now it’s been an amazing experience

Jeremy Weisz  7:16 

Casey before you and your firm. And by the way, if you’re watching the video, there is audio version, there’s a video version, we’re looking at the Movia site, so you can kind of get a sense of what some of these campaigns could look like. And we’ll pull some off in a second. But did you wait to get your first customer before the tech was built? Or was it only after the tech was built?

Casey Binkley  7:42 

It was after the tech was built. I don’t know what kind of made me inclined to do that. I guess like one, I was still running fast brewing at the time. So I always think, it can be nice to transition into something new while you’re currently do in your day job, so to speak, kind of gives you a little bit of time to do it part-time and build it to make sure that it’s going to be something that’s going to work out compared to just cutting it off and switch. So I’d kind of been building the tack for a while to ensure that it was going to work. And before I talked to marketers or advertisers, I wanted to make sure what we dealt with solid and it actually provided value for them.

Jeremy Weisz  8:26 

It’s interesting you did that. I wasn’t expecting that you built the tech before getting clients because like, well, I could see a value in without the tech Right. Like, we know this truck route goes here. You put Casper on the side of it and you’re gonna get it across, it’s gonna be driving seven hours to Minnesota or something wherever it’s going. Right. And so I see the value, but you wanted to show exactly analytics. Well, is that what your thought was behind the tech part?

Casey Binkley  8:55 

Yeah, I think like when a brand buys like, you know, a stationary billboard on the side of the highway, they know where that unit is, they know that people are going to drive by or walk by, like, it’s evident that people are going to see it. But with moving media, it gets a little bit more difficult, like, a bus or transit out is a little bit, they’re going to buy that loop that goes down Fifth Ave, and across 14th and backup eighth or whatever. So they know that kind of like, the route that they bought. Whereas our part our logistics companies are like yeah, we would have trucks that are downtown Manhattan, but did they go on Fifth? Did they go on 12, what streets are they on? So I was like kind of steadfast and being able to showcase this data to an advertiser because I just felt like one they wanted to see it but to they needed to see it to make we’re not necessarily working with we love working with Mom and Pop smaller coffee shops, organizations, but you can see a lot of the brands that we’re working with are large national or regional brands, so when they’re spending a significant amount of marketing dollars, the proof has got to be in the pudding, so to speak.

Jeremy Weisz  10:09 

Talk about your first breakthrough with getting actually a transportation vehicle to say yes. And then a brand to say, yes. What was a milestone in the company for that?

Casey Binkley  10:20 

So yeah, I think like, a lot of people think like signing trucking companies up or logistics partners is like an easy thing. And it makes sense, because there’s a rev share going on, they’re not just doing this for free. So a lot of people think, hey, everybody’s gonna do this, well, there’s probably only a 10 or 15% of logistics companies that can actually entertain this. So like, one, a lot of companies are under contract with their, whoever they’re delivering for. So if they’re like a Home Depot delivery, well, those Home Depot trucks have got to stay white. They don’t want off-brands or anything on them. So there’s a lot of trucks out there that are kind of like that, too, you have companies that have their own branding on them. So it’s hard to say, hey, it’s not valuable space, because it clearly is because I want to pay them for it. So I can’t fault anybody for wanting to keep their own branding up, because it’s obviously terrific. Two some companies are just too busy, they can’t be bothered, they got their day-to-day operations and to make incremental revenue on their trucks. Sounds good, but it’s just too hard from an operational standpoint. So again, I go back to this kind of 10 to 15% of the market that’s out there. I think we would, it’s many years ago, but it would have been just like breakthroughs with like local companies. One of our biggest kind of early partners was a company called Ramco. They’ve got about 300, kind of last-mile delivery units. So for us, I was like a really big milestone. And then on the brand side, the two that stick out to me, our very first client ever was a company called Core Abrasives. They sell cutting blades for like countertops and stuff. So they sell on like calm

Jeremy Weisz  12:02 

Random. Is this right here?

Casey Binkley  12:06 

No, that’s cutting edge. A little bit lower on the case studies page. We keep going down. believe they should still be up there.

Jeremy Weisz  12:17 

Being the first they better be on here.

Casey Binkley  12:19 

Yeah, I would think so. I know we’ve done…

Jeremy Weisz  12:21 

There’s a lot of case studies here. Again through them.

Casey Binkley  12:24 

Yes, they’re at the bottom in the middle of core braces.

Jeremy Weisz  12:28 

One here, perfect. Yeah. Okay.

Casey Binkley  12:29 

So yeah, core was our very first client. They came to us, they actually saw we had a truck ad out for ourselves just the back talking about mobile trucks. So Pino, the organizer, or the founder of core abrasives and seen our truck reached out and they were our very first client up. So I always appreciate working with them. The first is big. And then like, they’re not a big, they’re a great organization. They sell all over, but they’re not like a big prominent brand. I think our biggest one and this might surprise south of the border has been traveled Cuba. So travel Cuba, the kind of state tourism arm of the government of Cuba is heavy. Canada is one of their biggest tourism markets. It’s kind of Canada in Europe, obviously, not the US. But yeah, we’ve been working with them for five years, when we started working with them, their annual visitor numbers were just less than 2 million. And we have taken them all with all the way up to four and a half million annual visitors.

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