Digital Signage Connection

Patrick Quinn will provide attendees with a comprehensive, in-depth perspective of the global digital place-based network (DPN) industry, delivering key data, analytics and trends on where the industry is today and where it is headed relative to the broader media economy. Summit attendees will receive exclusive and valuable strategic intelligence focused on the growth challenges and opportunities that lie ahead for DPNs in all four major global regions, the leading markets within each region and the five key venue categories — cinema, retail, corporate & healthcare, entertainment & education, and transit. In addition, attendees will be getting a first-look at econometric-based research from the new PQ Media Global Digital Out-of-Home Media Forecast 2013-2017 (6th edition, March 2013).

Furthermore, Quinn will provide attendees with his keen insights — based on exclusive input from PQ Media's Global Opinion Leader Panel (GOLP) — covering the following topics:

• Definition & Segmentation of DPNs
• DPNs' Position in the Broader Media Economy
• Global Perspective: Data & Analytics from Major Regions/Markets
• Breakout/Comparison of Leading Global Markets
• Critical Growth Challenges Going Forward: Insights from PQM's GOLP
• Key Growth Opportunities: Perceptions from PQM's GOLP

Patrick Quinn is the CEO of PQ Media, a leading provider of econometric-based research, publishing and consulting services. PQ Media's proprietary research methodology is utilized by its deeply experienced research and consulting team to deliver actionable strategic intelligence to executives in the global media, entertainment and communications industries. PQ Media develops, manages and executes custom research, consulting services and global forecast reports that help drive strategic plans, investment parameters and tactical approaches for leading operating companies, financial institutions, management consultants, media agencies and brand marketers.

Quinn is the publisher and co-author of the PQ Media Alternative Media Research Series, which includes the authoritative sources for data, insights and predictive econometrics covering various emerging media, such as digital out-of-home advertising. The PQ Media Global Digital Out-of-Home Media Forecast series is the definitive source for strategic intelligence on digital place-based networks, billboards and signage by region, market, venue category and leading DPN operators. PQ Media also partners with media-focused private equity firm Veronis Suhler Stevenson on the VSS Communications Industry Forecast, the industry's benchmark for spending, usage and trends data for 25 years. Quinn is a sought-after speaker at media industry events and a respected source of insights for leading news outlets, such as Advertising Age, BBC, CNBC, CNN, Financial Times, MediaDailyNews and Wall Street Journal, among others.
 

"Consolidation" hasn't come, and "aggregation" is done. Is digital place-based going to be a set of niche, ambient media properties or can national media scale still be achieved? This frank discussion on marketplace shake-out and direction will attempt to answer these questions and more as the digital place-based industry continues to evolve and carve out a place for itself within the dynamic digital media landscape.

In this session, you will…
1. Join in a spirited discussion of lessons learned and the path forward for digital place-based media
2. Gain insight into the role of digital place-based media within the evolving digital out-of-home landscape
3. Explore why some digital place-based networks are more successful than others and how they've achieved both brand and agency buy-in

Rocky Gunderson is currently a principal at SierraRock, a strategy consulting firm. He previously was co-founder and vice president of marketing, network development, and operations for SeeSaw Networks, a comprehensive digital place-based media company. He has more than 20 years of operational experience in the enterprise applications market. Prior to SeeSaw, Gunderson led all marketing and business development efforts for Blue Martini Software, the leading provider of customer- facing applications in the retail market. Before Blue Martini, he was CEO of Vigilance Software, the leading provider of supply chain event management and analytics software in the manufacturing market. He successfully realigned the company's business strategy and orchestrated its sale to Arzoon Software, now part of SSA. Prior to Vigilance, He held executive positions at Baan Software and Hewlett Packard Co.

David Matera began his advertising career as a co-owner of San Francisco Magazine in 1982. Nearly four years later, the team of partners was made an offer they could not refuse. They sold the magazine and headed onto new challenges. He set his sights on New York City, venturing across country to join Gannett Outdoor (now CBS Outdoor). After 14 years with the largest OOH vendor and top national sales billings in the company of $30 million, he resigned to fulfill his entrepreneurial spirit. Matera co- founded OOH Pitch Inc., a new out-of-home/non-traditional media buying and planning group, in April 2001. OOH Pitch has clients such as T-Mobile, Pepsi, MINI Copper, Sanofi and many more. And in 2007, he co-founded Digital Hive Inc., a placed-based digital OOH media buying and planning group. He has served on several committees in our industry: OAAA, TAB and OVAB (now DPAA). Most importantly, he travels across the country speaking at colleges promoting the importance of media and how it influences lives on an everyday basis.

A member of the Outdoor Advertising Association of America (OAAA) Hall of Fame, Rick Robinson is a long-time out-of-home (OOH) media advocate, creative consultant, public speaker, fine artist, teacher and writer. His 26 years in the business have included stints as a local salesperson for Ackerley Airport Advertising SF, business development manager for Gannett Outdoor SF & LA, and national creative director at Outdoor Systems & Infinity Outdoor for several years until he opened up MacDonald Media's LA office in July of 2001. New York-based MacDonald Media plans and buys OOH for Nike, Converse, EA, Old Spice ESPN, BACARDI, Alaska Airlines, Conoco, UGG and many others. Robinson's industry achievements include helping launch the now renowned Tall Walls on The Sunset Strip, serving as a two-time Obie judge, founding chairman of the OAAA Creative Committee, creative director for the award winning " Big Boy" Power 106 Radio campaign and co-chair for the 2013 OAAA Convention coming to Los Angeles. He has lectured at universities and ad clubs all over the U.S., including several stops in Latin America. He has also been featured on The History Channel, CNN, USA Today, Ad Age, Adweek, Mediaweek, Brandweek, Out-of-Home Magazine, Juxtapose, Flavorpill, Coagula Art Journal, Art Voices, Fabrik, THE Magazine, The LA Times, Citizen LA, PBS Television and many others. Robinson believes it's a wonderful thing to wake up at the crack of dawn to watch a new client's copy get installed in a dynamite location and that the greatest OOH media efforts result from creative and media working together. He also believes our primary responsibility as OOH advertisers is to serve The People's Space.

Jack Sullivan always looks outside the walls of the ordinary when developing creative digital out-of-home media contact points for Starcom USA — the Chicago-based media services agency responsible for connecting ad messages with the right consumer audiences. Sullivan has been a dedicated member of the traditional, digital and alternative out-of-home (OOH) team since 1980, garnering over 32 years of experience working with such world-renowned marketers as U.S. Cellular, Bank of America, Darden Restaurants, Jim Beam and Allstate. One sign and screen at a time, Sullivan is reconstructing the out-of-home media buying and digital out-of-home (DOOH) landscape. He is committed to creating custom planning that resonates with the active consumer and creates a call to action. As director, Sullivan is responsible for managing the entire agency’s OOH and DOOH planning, buying and production for all its clients out-of-home needs. He is quick to attribute the success of his plans to his loyal, hardworking team of veteran planners. Under Sullivan’s direction, the group has been reengineered and established as a strategy and investment powerhouse within the ad industry. His drive to innovate the consumer’s media experience outside the home has been recognized by Media Week as it has awarded him two Media All-Star designations.

Daniel Wilkins is an advertising professional specializing in out-of-home, digital place-based and mobile marketing strategy. In January 2008, he launched the first-ever privately-held media agency solely dedicated to the planning, buying and management of digital place-based media campaigns, called n2. In Spring 2009, n2 won MediaPost's "'Best Branding Campaign of 2008"' and "'Best Integration of Multiple Digital Out-of-Home Networks/Platforms"' for their work with the Michael J. Fox Foundation for Parkinson's Research. Wilkins was honored in Spring 2009 with the Apex Society's "'Power 30 Under 30"' award for his professional accomplishments, as well as his volunteer work related to Parkinson's disease research and patient care. He works extensively with the Michael J. Fox Foundation for Parkinson's Research, as well the Georgia chapter of the American Parkinson's Disease Association (APDA) to raise awareness of the disease and encourage education for effective patient support.  In 2010, he co-founded the Wilkins Parkinson's Foundation, which serves to create an alliance between various Parkinson's related non-profits and offer media and marketing services to those entities pro-bono. In August of 2012, he sold both of his companies, Wilkins Media Company and n2, to a private investment group and is managing digital strategy for their clients. He is also a member of various out-of-home media related advisory boards, is a consultant for several hedge fund and mutual fund groups on both the out-of-home and digital place-based industries and mentors high school students on developing a business from start to finish via the JA Fellow program. 

Join us for a forward-looking discussion on syndicated measurement approaches and what these advances could mean for retailers and digital place-based media operators.

In this session, you will…
1. Learn about recent testing of syndicated measurement solutions for place-based media
2. Take away an understanding what these developments may mean for the buying and selling of place-based advertising
3. Re-imagine place-based media’s role in cross-platform media plans

Neal W. Bonner has over 15 years of experience in market research and consulting in a variety of industries including media, commercial IT and consumer electronics. As the director of new service development at Arbitron, Bonner is the business leader for a wide variety of services, with an emphasis on developing ROI measures for different media. He also maintains the direct responsibility for managing the relationship with the more than 20 third-party software providers that incorporate Arbitron radio ratings data into their systems. Bonner earned an MBA from the University of Maryland and an M.S. in applied economics from the University of Illinois.

Diane Williams is the senior media analyst at Arbitron. She focuses primarily on outdoor and place-based advertising platforms in environments as diverse as malls, medical offices, retail stores, bars, airports and gas stations. Her body of research in these areas has made her a leading authority on digital signage, and she is a frequent guest speaker at industry conferences and events. Williams has authored numerous reports and written dozens of papers on the value of specific out-of-home advertising networks. She sits on the Digital Place-based Advertising Association (DPAA) Research and Standards Committee.

Rob Winston, national account manager for Arbitron Inc., focuses on partnering with digital signage companies to develop and present the research needed to demonstrate the value of digital out-of-home (DOOH) networks to advertisers and agencies. Winston and his team have conducted more than 150 projects, providing networks and the industry with valuable insight and advertiser education. He is a frequent speaker and moderator at DOOH conferences, becoming one of the go-to resources for networks, consultants and investors in this space.

 

Far from the days when we made daily trips to the market, we now live in a culture where shopping is omnipresent and easily done from the palm of our hand. Everyone is a customer, and around every turn is yet another array of information sources crowding our visual experience. Digital technology has afforded us the ease of connecting with a global economy and begun to change the way brands deliver on a key feature of all great shopping experiences — telling stories. While we can argue about whether we are communicating more but actually 'connecting' less, social media networks are replacing the embodied experience of being face-to-face in a playful ritual that established context and created an understanding of who we are in the world. We are more than ever in a digital world that messages 'choice' beyond our brain's ability to effectively process it all. More choice is not better but often simply more confusing. All shopping experiences, be they in-store, in-home or in-your-hand, involve not only the exchange of goods and services but also the creation of relationships — among the brand, the products they 'sell' and the customer.

This talk will delve into understanding how recent discoveries in neuroscience, the changing communication of brand stories through social media and emerging digital technologies will influence the way brands connect to their customers — both in and out of shopping places. Furthermore, it will describe why certain digital applications are better than others in attracting customer attention, and how the path to purchase can be enhanced with digital technology that serves to enhance the relationship rather than offering more choice in an age of digital distraction.

In this session, you will…
1. Gain an understanding of the historical development of shopping as a social paradigm that fosters empathic relationship, meaning and context through storytelling and play
2. Discover the differences between left- and right-brain processing modalities and how brain physiology — such as mirror neurons and dopamine — plays into motivation and decision making
3. Gain insight into the challenges and opportunities to use digital technology, both hand-held and place-based, to provide "chatter-that-matters" to a fickle customer culture for which communication streams are measured in 140 characters and 'emoticons'
streams are measured in 140 characters and 'emoticons'.

As a retail design, merchandising and brand consultant, David Kepron draws on more than 20 years of experience in the retail industry. His experience as an architect, artist and educator provides a broad view of what great shopping experiences are made of. According to Kepron, shopping environments are more than just ‘spaces’ to carry out a transaction, they are ‘the in between places’ that bring together customers and brands; satisfying needs, building on aspirations and promoting relationships through fostering empathic relationships.

Kepron's success at designing retail concepts comes from a blend of art and architecture, psychology and neuroscience, marketing, brand development and advertising, and training retailers on the principles of effective visual merchandising. According to Kepron, the customer is the most important part of the production line and the primary function of all retail design is about ‘selling’ by weaving the customer’s innate physical and emotional responses to the environment with the brand story.

His portfolio includes projects ranging from high-end fashion luxury name brands to off-price mass merchants, and from fully interactive high-tech, bricks and clicks to independent mom-and-pop retailers. His clients have included ILORI, Perry Ellis, Toys ‘R Us, Lacoste, Polo Jeans Co., Godiva Chocolatier, Levi’s, Calvin Klein, Nautica, Ralph Lauren, Lane Bryant, Capital One Bank, Darden Restaurants, Aramark, L’Occitane and Kohl’s.

Kepron has held roles as an adjunct professor for the MS Interior Design Program at the Antoinette Westphal College of Media Arts & Design, the Department of Architecture & Interior Design of Drexel University in Philadelphia, the Laboratory Institute of Merchandising (L.I.M.) in New York and the International Academy of Merchandising and Design in Montreal. He has also served as the director of the Visual Merchandising Department at LaSalle International Fashion School (L.I.F.S.) in Singapore. Kepron presently teaches a retail design studio at New York’s Fashion Institute of Technology (F.I.T.).

David Kepron has been recognized by his peers as an industry leader by being listed in Display and Design Ideas Magazine’s "40 Under 40" and "30 of the Industry’s Most Influential People." He is currently a member of VM+SD magazine’s editorial advisory board and the Association for Retail Environments (A.R.E.) Dream Team. He also serves as an emeritus member of the board of directors of The Planning and Visual Education Partnership (P.A.V.E.).

Kepron earned his B.S. in architecture and Bachelors of Architecture degrees from McGill University in Montreal, Quebec, Canada. He is a member of the American Institute of Architects (AIA), The Retail Design Institute (RDI) and an LEED Accredited Professional (LEED® BD+C).

The panelists in this session will discuss the new social, local, mobile and interactive technologies that are transforming the digital landscape and the ways in which they are converging with digital place-based media. They will provide real-world examples of successful consumer engagement campaigns combining mobile channels with digital signage, both in store and in venue, using such mobile channels as text messaging, MMS and QR code. The panelists will also discuss the importance of the integration of social media and digital out-of-home, including the use of Facebook, Twitter, Foursquare, Pinterest and Instagram for real-time DOOH campaigns. Additionally, the panel will discuss the latest developments in interactive technology and its use across a variety of platforms, ranging from airports to sports/entertainment venues to storefronts and transit.

In this session, you will…

1. Learn what a mobile plus digital signage engagement looks and feels like to the consumer
2. Discover the benefits and relevance of a brand utilizing DOOH and social, including allowing the consumer to talk about their brand experience and stream live to digital signage
3. Gain insight into how dynamic interactive media campaigns are captivating customers and yielding measureable results

Chris Beauchamp has owned and run multiple media companies during the past 16 years. He is considered a pioneer in the interactive digital space, which is quickly becoming mainstream. The top media companies in the world continue to rely on his advice and digital vision to help pave the way for the future. A graduate from Colorado College, Beauchamp is an avid inventor and holds a number of patents registered with the United States Patent Office.

Ian Dallimore is the digital out-of-home (DOOH) strategist for Lamar Advertising Co. After graduating from Louisiana State University with a bachelor's degree in business marketing, he spent several years with the LSU Sports Marketing Program and served as director of marketing for the Triple-A Affiliate New Orleans Zephyrs Baseball Team. Dallimore began his career with Lamar in 2004 in the marketing department where he worked on events and sports marketing. In 2005, he transitioned to national sales, where he worked directly with OOH buyers and strategic teams for national agencies. In 2007, he became Lamar's first digital OOH strategist. In this role, Dallimore works with national clients and agencies to devise strategic plans utilizing DOOH. He also works hand-in-hand with Lamar's Digital Network Operations to drive innovation in the medium through the use of technology such as RSS feeds and social media platforms like Facebook and Twitter. He is a 2011 Forty under 40 recipient.

Garrett Dodge is the co-founder and CEO of the out-of-home music service Roqbot. He ha an MBA from MIT and previously helped launch the Innovation Team at Caesars Entertainment. He later moved to Silicon Valley to focus on improving the customer experience through technologies including mobile and analytics. After launching two other mobile applications with his partner, Dodge and his team started Roqbot to bring streaming music and mobile engagement to businesses. In his role at Roqbot, he works with a wide variety of partners, from brand advertisers and small businesses to event organizers and chains.
 

The keynote "Thought Leadership" panel is intended to represent the points of view of both advertisers and their agency partners. The session will address digital place-based’s unique benefits, its role in the overall media mix, how it can be made to work seamlessly with other channels. Also explored will be which budgets advertising dollars for these efforts are funded from and how the medium should be positioned to successfully sell it to internal stakeholders on both sides of the desk.

In this session, you will…
1. Gain insight into the unique benefits digital place-based media brings to the overall media mix
2. Discover how media strategists and brands view digital place-based networks
3. Learn how to determine a good fit between brand and advertising network

With more than 20 years experience in the media, automotive, consumer packaged goods, retail and technology sectors; David Leider is a foremost authority in the digital media industry. As CEO and board member of Gas Station TV, Leider heads all business operations, launching GSTV as the most successful television network at the pump. Prior to GSTV, Leider held senior management positions with Yahoo! and at three of the top advertising, marketing and interactive companies in the world: JWT, Doner and Organic.

Ann Jones has spent much of her marketing communications career in the credit union industry, keeping credit union executives and staff ahead of financial services trends and opportunities to build share of wallet. Most recently, she helped devise and build a full-service marketing agency dedicated to the success of credit unions. In addition to agency management, her role includes leadership of the strategic planning, research and integrated marketing resources of the firm. In short, strategy as it relates to consumer, brand, media, message, design … everything. She also brings more than 10 years of event management experience to the table, providing business-to-business opportunities as well as training and education to credit unions nationally. Jones holds a bachelor’s and a master’s degree in advertising.

After graduating Magna Cum Laude from UCLA with a bachelor’s degree in political science, Michaela Krams began her career in advertising as an account executive on the Jack in the Box account for ICG in 1995. In 1998, ICG was bought by Carat Media Services and Krams received a promotion to account supervisor. In 2002, Jack in the Box decided to move its media services business from Carat to Horizon Media, and Krams too made the move! Today, she is fearlessly leading the Jack in the Box team and providing strategic, innovative marketing solutions to Jack in the Box’s ever-changing business.

Jill Nickerson currently serves as VP, director at Horizon Media Inc., where she heads up the Out-of-Home (OOH) buying division. In this capacity, Nickerson oversees all aspects of OOH buying, including traditional, non-traditional, alternative and digital OOH across Horizon's impressive client list. Under her leadership, the team has launched several market firsts, including interior/exterior Shuttle Train Wrap for History, 3D projection on three landmark buildings (Grand Central, Beverly Wilshire Hotel, Union Station in Washington, D.C.), Near Field Communication programs for retail and entertainment clients and the first store-front gender recognition technology deployment in OOH in 2008 on behalf of A&E.

Nickerson increased Horizon's scope of services to include print production and created a dynamic immersion zone as a destination for clients, brand groups and team members to educate and explore the growing and converging digital out-of-home space. She actively participates in industry organizations, including the 4As OOH committee, DPAA advisory board and TAB board of directors. Her passion for technology, innovation and creativity has landed OBIE, Cannes Lion and OAAA Media Plan of the Year awards for Horizon's Clients.

Nickerson's approach to digital place-based, of leveraging audience with place and technology, has brought clients innovative solutions and results to specific campaigns. Additionally, she initiated a convergence team integrating mobile, social in both OOH and digital place-based platforms for cross-pollination efforts. Nickerson began her career in traditional media planning and buying, later specializing in out-of-home. Her previous experience includes working at MindShare, OMD and MediaVest. In 2008, Mediaweek honored Nickerson with the Media All Stars award for Out-of-Home.

This session will highlight examples of innovative and effective advertising creative that has run on digital place-based (DPB) networks. A panel of industry experts will share insights about the creative opportunities and challenges that digital place-based presents for advertisers and discuss varying approaches to developing ad creative, as well as what should be included in a creative brief for DPB, how to judge the quality and effectiveness of DPB creative and ways to leverage the convergence of digital place-based, social media and mobile marketing.

In this session, you will ...
1. Gain inspiration through creative examples that illustrate a range of ways to deliver an advertising message that is appropriate and relevant for various digital place-based network environments.
2. Understand the key information a creative team needs to know in order to develop effective advertising messages for DPB and the metrics that can be used to judge its effectiveness.
3. Discover the creative opportunities and challenges for advertisers contemplating use of digital place-based video networks.

Anne Judge, founder and principal of The Judge Group, opened shop in the fall of 2011 after years of leading media strategy and managing integrative media plans at several global media agencies. She is a master at both segmenting and integrating the most dynamic media platforms of our day — out-of-home, digital out-of-home, shopper, cinema, experiential, social and mobile. In the summer and fall of 2012, Judge devised the national strategy for and managed Rock the Vote's out of home, digital out-of-home, shopper, mobile layering (QR and NFC) elements, a campaign that contributed as part of the community that worked tirelessly to engage the 46 million voters ages 18-29 this past fall. Rock the Vote's campaign is thought to have deployed the largest use of digital out-of-home media assets simultaneously in history. 

Kerrin Kramer joined Doner in June, 2000 after graduating from Denison University with a BA in both English and economics. He has spent his advertising career at Doner working first on the Mazda business (Zoom-Zoom!) and then on the Chrysler and FIAT accounts. Kramer believes that the best advertising occurs when big picture ideas are flawlessly executed – all while done at the speed of retail (of course).

With more than 20 years experience in the media, automotive, consumer packaged goods, retail and technology sectors, David Leider is a foremost authority in the digital media industry. As CEO and board member of Gas Station TV, Leider heads all business operations, launching GSTV as the most successful television network at the pump. Prior to GSTV, Leider held senior management positions with Yahoo! and at three of the top advertising, marketing and interactive companies in the world: JWT, Doner and Organic.