00:00If you think about physical media, you can tap into the communities, not just the locations, but the communities of
00:06interest.
00:07So we just did a partnership with Hoka to celebrate the run clubs that people are creating around cities.
00:13And it's just a really good way for people to tap into those affinities.
00:17So it can be a location-based community or it can be a community of interest that we can help
00:23brands tap into.
00:24And they're not cannibalistic or replace each other, right?
00:28I mean, they should, as we've been saying, they should work together in an ideal scenario.
00:34Exactly.
00:35Jeff talked about the force multiplier effect.
00:37So we're not going up against online media.
00:40We're saying think about physical media, IRL media as a foundation in the holistic media plan, in an omni-channel
00:48media mix.
