The DOOH Network Operators Conference offers a high-level, 35,000-foot perspective on the state of the industry. The conference serves as a meeting place for brand marketers, ad agencies and network operators, covering what each constituent needs to know about digital place-based media and its role in the evolving digital landscape. The conference addresses present and future issues and challenges, including how the medium is measured, who sees it, how effective it is, where it’s located, what it costs and where it fits in the media buyer's planning.
Special Discount Rates:
$495 through 1.17.14; $595 after 1.17.14
DPAA Members - $395 through1.17.14; $475 after 1.17.14; use code "MEMDPAA"
ANA & 4A ad agency/brand members - $99 through 1.17.14; $125 after 1.17.14; use code "99DPAA"
|8:00am - 9:00am||Registration & Coffee Service|
|9:00am – 9:10am||Welcome & Introduction - Sean Whiffen|
|9:10am - 9:45am||"Keynote: Location Is the New Cookie - Understanding the Role of DOOH in the Mobile/Local Ecosystem" - Asif Khan Details|
|9:45am - 10:00am||"Mobile & Social Interoperability Standardization" - Stephen Freitas Details|
|10:00am - 10:45am||"How Mobile Marketing Is Igniting the Digital Out-of-Home Business" - Ian Dallimore | Mikhail Damiani | Jeff Gunderman | Ahmad Sayar Details|
|10:45am – 11:00am||Break|
|11:00am - 12:00pm||"Building Investible Value in a DOOH Network" - Mark Boidman | Mike DiFranza | David Ingraham | Steve Nesbit Details|
|12:00pm - 1:00pm||Lunch|
|1:00pm - 1:30pm||"Special Guest Speaker: Digital Place Based Media’s Opportunity in Today’s Advertising Ecosystem" - Barry Frey|
|1:30pm - 2:00pm||"International Spotlight: Band Outernet" - Marcos de Almeida Amazonas | Lyzbeth Cronembold Details|
|2:00pm - 3:00pm||"Revenue Models & Strategies for Network Success" - Tom Filla | Scott Gorelick | Scott Kushner | Nanxi Liu Details|
|3:00pm -4:00pm||"Reducing Total Cost of Operations - Strategies for New and Established Networks" - Randy Dearborn | Loren Goldfarb | Vince Prato Details|
|4:00pm - 5:00pm||"How to Generate Advertising Revenue for Digital Signage" - Susan M. Danaher | Christina Radigan | Fred Schonenberg | Daniel Wilkins Details|
"Keynote: Location Is the New Cookie - Understanding the Role of DOOH in the Mobile/Local Ecosystem" - Asif Khan
9:10am - 9:45am
Marketing today is quickly transitioning from a world of point solutions centered on a single media type to a view of integrated media connected by location. This session will focus on the importance of understanding the daily life of the consumer, as they continuously shift location, device and media type and the role that marketers must play in leveraging this knowledge to deliver a message that is personal, contextual and relevant.
Asif Khan is a proud Canadian and veteran tech start-up, business-development and marketing entrepreneur with nearly 15 years of experience. He is currently focused on working as a consultant, speaker and venture capitalist to the location-based marketing services community. In support of this, Khan recently formed the Location Based Marketing Association, an international group dedicated to research and education in this space.
Prior to launching The LBMA, Khan has worked with companies as diverse as Limited Brands, IBM, Baxter Pharmaceuticals, Molson-Coors, Communispace, BestBuy, American Airlines, Cineplex Entertainment, ING Bank and Sears. . You can tune in to his weekly video podcast — This Week In Location-Based Marketing — every Monday.
An avid technology evangelist, Khan holds degrees in economics and management sciences from the University of Waterloo, blogs at www.betakit.com and www.streetfightmag.com and can be found on Twitter @AsifRKhan.
"Mobile & Social Interoperability Standardization" - Stephen Freitas
9:45am - 10:00am
New mobile and social interoperability standards are aimed at creating cohesive social media content and engagement models for the out-of-home (OOH) industry. There is an inevitable union between OOH and mobile, and these standards allow media agencies to plan OOH campaigns across multiple providers and platforms with continuity. This session will explain how these guidelines are helping OOH media companies build backend systems that are consistent across a broad OOH enterprise by providing standards that can be used by third party systems developers when constructing mobile programs. The presentation will also unveil a new OOH industry mobile touchpoint marker.
Since 1999, Stephen Freitas has been the chief marketing officer for the Outdoor Advertising Association of America, the leading trade association representing the outdoor medium. In his role, Freitas is an industry spokesman who advances the business of outdoor advertising with education and advocacy throughout corporate America. He joined OAAA after spending 10 years developing high-profile marketing programs for Clear Channel Communications and Eller Media Co. as senior vice-president of marketing. Prior to joining the outdoor advertising industry, Freitas worked as an agency media planner in San Francisco and at Chevron USA for eight years. He is a graduate from the University of California, Berkeley.
"How Mobile Marketing Is Igniting the Digital Out-of-Home Business" - Ian Dallimore | Mikhail Damiani | Jeff Gunderman | Ahmad Sayar
10:00am - 10:45am
The convergence of mobile integration with digital out-of-home (DOOH) media is impacting the way consumers engage with brands. Digital out-of-home media companies are igniting the potential of mobile technologies by introducing new best practices that are establishing standards across the out-of-home industry making the combination of out-of-home and mobile easier. This session will focus on current DOOH campaigns that integrate mobile and how new best practices will help brands take their message further.
Ian Dallimore began his career with Lamar Advertising Company in 2004 where he worked in events and sports marketing. In 2005, he transitioned to national sales where he worked directly with OOH buyers and strategic teams for national agencies. Dallimore became Lamar's first digital OOH strategist in 2007. In this role, he works with national clients and agencies to devise strategic plans utilizing DOOH. Dallimore also works hand-in-hand with Lamar's digital network operations to drive innovation within the medium through the use of technology like XML feeds and various social platforms like Facebook, Twitter and Instagram. He also focuses on innovation through the integration of mobile and OOH as well as the use of big data and digital OOH.
Mikhail Damiani is the CEO and chairman of the board of Blue Bite. Damiani directs all aspects of Blue Bite’s business and operations and has spearheaded the company’s NFC efforts with its mTAG Platform. He is also responsible for the company’s strategic partnerships, sales and client management. Prior to Blue Bite, he was an investment banking analyst at GCA Savvian, where he focused on technology M&A and completed more than $1 billion in transactions. Damiani received his B.S. degree in finance and management from The Stern School of Business at New York University.
Jeff Gunderman is president of EYE Corp Media, an out-of-home (OOH) media company that specializes in connecting brands and consumers in many of America's most iconic retail environments. The EYE Corp network consists of both static and digital signage and a fully integrated mobile solution "Amplify" that incorporates NFC, QR, SMS, Bluetooth and Geo-Fencing to enable brands to better engage consumers and offer richer experiences with real time metrics and reporting. Gunderman is passionate about the integration of mobile and social media with out of home and helped lead the creation of mobile and social best practices and standards for the OOH industry with the Outdoor Advertising Association of America (OAAA). He regularly writes and speaks on the subject.
Ahmad Sayar currently serves as a main client lead and account supervisor at MacDonald Media. Based in N.Y., Sayar has been at the forefront of the digital renaissance. Through his active work as a committee member of the OAAA + DPAA and through working with a wide array of clients, Sayar has been able to harness the ever-changing technology and engage with consumers to help drive positive campaign results. He has been the recipient of the OAAA Media Plan of the Year award through his continuous work with client ESPN, which is known as a leader in the DOOH category and with Sayar continues to push the envelope in an effort to show the endless capabilities of the medium. Most recently, Sayar has worked hand in hand with the OAAA Interactive Committee and partners in an attempt to standardize the integration of mobile and OOH. A leader of the "new generation" of the OOH industry, Sayar has been driving innovation and is working toward educating clients, agencies and consumers alike about the value of an immersive and cohesive mobile, social, digital and OOH experience.
"Building Investible Value in a DOOH Network" - Mark Boidman | Mike DiFranza | David Ingraham | Steve Nesbit
11:00am - 12:00pm
In order to address the increasing number of network operators looking to grow their business through acquisition or financing, we have assembled a panel of top industry executives to discuss the key components of digital out-of-home (DOOH) networks that create “Investible Value.” This session will focus on fundamental competencies that are truly important to investors including scalability, reach, ROI, standardization, lease vs. purchase models, business plans and technology. The session will address the top 5 Do’s and Don’ts in building an Investible Network.
Mark Boidman is a managing director at Peter J. Solomon Co. (“PJSC”), a leading investment bank in New York City, where he has senior responsibility for covering companies in the advertising sector, including digital signage and digital out-of-home. He has been involved in many of the big out-of-home industry deals. Prior to PJSC, he was at Barclays Capital, where he was head of the firm’s Out-of-Home Advertising, TV Broadcasting and Radio coverage. His clients have included Branded Cities, Cox Enterprises, DirecTV, Fairway Media, Lionsgate Entertainment, RMG Networks, Scripps Networks, TiVo and Van Wagner. Prior to Lehman, he was an attorney in the M&A Group at Paul, Weiss, Rifkind, Wharton & Garrison. Boidman received joint LL.B and B.C.L degrees with Distinction in 2000 from the Faculty of Law at McGill University. Prior to law school, he studied business at McGill’s Faculty of Management.
As the founder and former president and CEO of Captivate Network, Mike DiFranza is one of the leading authorities on digital place-based media. Under his leadership, Captivate Network grew to become the leading digital media company reaching on-the-go professionals throughout the workday. DiFranza was one of the founders and served as the chairman of the Digital Place-Based Advertising Association (formerly OVAB) for the last seven years. Today he leads Otter Hill Advisors, a consultancy focused on working with small to midsize businesses to develop strategies and execution plans to accelerate growth. DiFranza is an active speaker at industryevents. he was named one of MediaWeek’s 50 Most Influential Executives in Media and has been quoted or featured on CNN, FOX Business, CNBC, BusinessWeek, Time Magazine, The New York Times, as well as numerous trade publications.
David Ingraham joined M/C Partners in 2006 and focuses on investments in a variety of media and communications industry segments, including colocation and managed services, marketing and information services and new and traditional media. Ingraham has worked with M/C portfolio companies such as AccentHealth, Legendary Pictures and Fusepoint Managed Services. He currently serves on the Board of Directors of AccentHealth and SpinMedia. Previously, Ingraham worked at Veronis Suhler Stevenson, a media-focused private equity fund in New York with over $1 billion under management. While at VSS, Ingraham worked on investments in the yellow pages, publishing and information services industries. He earned his B.A. in psychology from Skidmore College and his MBA from the University of California - Berkeley.
Stephen Nesbit is EVP, chief marketing officer for RMG Networks. Prior to joining RMG, Nesbit served as the president of Reflect Systems Inc. and has been in the digital signage industry since the late 1990s - initially with one of the founding companies in digital signs, Next Generation Network Inc. (NGN). He served as the executive vice president of operations, international and business development for NGN since 1999. He served as chief executive officer and founder of NetCard Systems Inc., an Internet e-commerce start-up company from 1998 to 1999. From 1994 to 1997, he was a vice president for Sandia Imaging Systems Inc. After the sale of NGN, Nesbit served as the president and chief operating officer of MarketForward Corp., a digital media and advertising company owned by the worldwide advertising and media company Publicis Groupe S. A. in Paris. Nesbit began his career at IBM in the Data Processing Division where he held numerous sales, marketing and management positions both in the field and at HQ. He has also held positions at Wang Labs, BBN Communications (the original architect of the Internet), Bytex (inter-networking) and Micrografx (software). Nesbit earned an undergraduate degree from the University of Notre Dame and was awarded an MBA from the Indiana University Graduate School of Business with concentrations in Finance and Marketing.
"International Spotlight: Band Outernet" - Marcos de Almeida Amazonas | Lyzbeth Cronembold
1:30pm - 2:00pm
With its sight set on providing information and advertising for the World Cup in Brazil in 2014, Band Outernet has nearly doubled its digital out-of-home network from 12,000 to more than 20,000 screens. The company has a presence in airports, buses, bus stations, subway trains, subway stations, trains, train stations and kiosks. In this International Spotlight, Band Outernet's CEO Marcos Amazonas and director of technology and operations Lyzbeth Cronembold will share the trials and tribulations, joys and triumphs of building and operating one of the largest DOOH networks in the world.
Marcos Amazonas' rise to CEO of Band Outernet S.A. caps a long and illustrious career in the fields of broadcast and cable TV. His experience ranges from his first postion in production of Sesame Street for Globo Networks (1973-1975) to his former role as president of cable company TV Cidade (1997-1998). His awards include APCA: Best Radio in São Paulo (Radio Gazeta FM), Prêmio Colunistas: Best TV Programming (TV Gazeta) and APCA: Best TV Sport Programming (ESPN Brasil). During his career, he has served on the board of directors of ESPN Brasil, board of HBO Brasil, programming committee of Galaxy Latin America, member of the Brazilian Subscription Television Association (ABTA) and president of NEOTV - Brazilian Subscription Television and IP TV. He graduated from the Fundação Escola de Sociologia e Política in São Paulo, Brazil, with a B.A.
Lyzbeth Cronembold is an IT executive with experience in telecom, IT services, media OOH, digital TV and Internet. A professional focused on business development and strategic alliances in the field of IT technology, she has been responsible for two start-ups in the ISP market. She also worked at Portugal Telecom Group for five years, and in April 2007, she was a member of the Technical Exchange between Brazil and Japan for the deployment of digital TV in Brazil. Since 2010, Cronembold has served as director of technology and operations at DOOH Band Outernet, a company belonging to the group Bandeirantes Radio and Television. She has been responsible for the start-up and expansion of mobile digital out-of-home technology (MDOOH) technology in public transport in the cities of Sao Paulo, Rio de Janeiro, Porto Alegre and Brasilia.
"Revenue Models & Strategies for Network Success" - Tom Filla | Scott Gorelick | Scott Kushner | Nanxi Liu
2:00pm - 3:00pm
Depending 100 percent on traditional advertising revenues has possibly gone the way of AOL … Too many networks are failing because of their total dependence on advertising revenues alone. Our industry needs different sources of revenues, or at least different ways of generating revenues, in order to survive, let alone thrive. Some networks charge subscription fees, while others charge for creative development. This panel will explore and present several suggestions of ways to diversify the revenue models for greater success within our industry.
Tom Filla is founder of Launch Marketing, one of America’s largest privately owned direct marketing agencies with over $50 million in ad spend under management. Launch entered the digital signage space in 2009 and currently manages sign networks for more than 100 companies. Filla has presented on direct marketing across multiple industries.
Scott Gorelick is the founder and president of SignOn Media, a company that deploys and manages agile street-level digital signage that directly targets and measures a massive audience of on-the-go consumers. After conceptualizing a unique design for restaurant-based digital signage, Gorelick and his team quickly ramped-up the Grade A Sign Storefront Digital Ad Network to more than 2,000 high-value locations in Los Angeles and New York using technology and sales-strategy built from the ground up. Gorelick brings his extensive transactional real-estate experience and business development skill set forward to make sure the vision and footprint of the company remain intact and continue to grow. Gorelick graduated from the University of Michigan with a Bachelor's degree in communications, with a primary focus in business management and a minor in political science.
MediaPlace founder and CEO Scott Kushner has a background in entertainment, coupled with a grasp of place-based media and in-store marketing, all of which makes him exceptionally well qualified to lead a full-service provider of alternative media content and marketing services. In 1993, he created MediaPlace, setting out to build a niche creative boutique to serve today's changing specialty retail landscape. Its subsidiary, the In-Store Sports Network (ISSN), provides in-store television programming and advertising placement for America's top sports-lifestyle specialty retailers. MediaPlace also services a number of other lifestyle categories with its custom content solutions.
Nanxi Liu is CEO and co-founder of Enplug, an exclusive digital signage network that built the first real-time, interactive advertising platform with social media integration. Along with the Enplug technology team, she developed hardware and software for seamless viewer interaction with digital signs via mobile devices. Liu is a recipient of the Dell Social Innovation Awards and a former Clausen Center for International Business & Policy Fellow. She graduated from the Haas School of Business at the University of California, Berkeley.
"Reducing Total Cost of Operations - Strategies for New and Established Networks" - Randy Dearborn | Loren Goldfarb | Vince Prato
Our panel of three industry veterans represents diverse business and media environments with different challenges — corporate , single vertical and mixed venue place-based — yet they all share the common goal of managing profitability and risk. This session that will focus on the practical insights and techniques to improve cost management of your digital out-of-home (DOOH) network. The group will discuss cost control across technology selection, technical operations, creative services, content acquisition and organizational control. If you are responsible for the success of a DOOH network operation, this session will provide the essential methods and perspective required to drive down the total cost of operations.
Randy Dearborn is vice president - multimedia and guest technology, for MGM Resorts International, one of the world’s leading hotel and gaming companies headquartered in Las Vegas. He has been with the company for 19 years and has played an instrumental role in the development of fixed and mobile digital media technology, including content, hardware and software. Dearborn’s previous work experience includes Disney, Four Seasons and Marriott Hotels. He is currently serves as chairperson for the Clark County School District/College of Southern Nevada (CCSD/CSN) Joint Technical Skills Committee as well as the Program Advisory Board for The Art Institute of Las Vegas.
Loren Goldfarb has worked in media as a writer, producer and executive for more than 20 years. He co-founded Everwell, a digital signage network in healthcare facilities, where he helps shape Everwell's business and content strategy and oversees the operations and video production teams. Before co-founding Everwell, he served as VP of production at Home Front Communications, a broadcast pubic relations firm in Washington, D.C., where he provided strategic counsel to federal government agencies, Fortune 500 companies and national non-profits. Goldfarb's television credits include Dateline NBC, PBS HealthWeek and ABC's Nightline, among others. He’s a frequent speaker at DSE events.
After graduating from Southern Illinois University, Vince Prato began his management career in the late 90s with the birth of online retailer Kozmo.com. Prato's work behind the scenes with Kozmo's agency, Chicago's Draft Worldwide, later landed him a role as a regional manager overseeing RJR and Pernod Ricard accounts. After meeting Zoom Media's VP of marketing at a Chicago convention in 2003, Prato secured a N.Y.-based job overseeing the venue development efforts for Zoom Media. He was later promoted to also head up Zoom Media's Operations division. His primary focus remains continued venue growth, as well as static and digital media rollout in Zoom's Social and Fitness Networks. Prato is now approaching eight years on Zoom's management team.
"How to Generate Advertising Revenue for Digital Signage" - Susan M. Danaher | Christina Radigan | Fred Schonenberg | Daniel Wilkins
4:00pm - 5:00pm
A panel stacked with industry veterans from both sides of the table will come together for a candid conversation on how to “sell” digital signage to marketers. Discover how agencies evaluate digital signage and the parameters by which they assign media value to a network or sign display. Learn what agencies and advertisers require in order to buy advertising space on a network and advice on how to best pitch it to them. You will also hear from network operators that have had successes in “selling into agencies.” Discover what works and what doesn’t!
Before joining Adspace as executive vice president, chief revenue officer, Susan Danaher took the helm at the Digital Place-based Advertising Association (DPAA) in September 2010. She brought to the DPAA a unique blend of agency experience (in research, planning and buying), an understanding of how to grow a medium from her work in cable television during its formative years, and experience at a VC-backed, entrepreneurial digital out-of-home company (Reactrix). She has put all these skills to work in helping to build the DPAA's membership base while significantly raising the profile of the digital place-based industry as a whole.
Before joining the DPAA as its president, Danaher sat on its board in 2007 and 2008, when the organization was known as OVAB. At the time, she was president of Reactrix Systems, Inc. Reactrix provided interactive media experiences, based on projection technology, in shopping malls and theater lobbies. At Reactrix, Danaher developed new distribution channels and sold the medium to numerous Fortune 500 advertisers. Danaher joined Reactrix from MTV Networks, where she spent 13 years (1993-2006) in a variety of ad sales roles. As executive vice president/general sales manager from 2001-06, she oversaw sales for Nickelodeon, Nick on CBS, Nick@Nite, Noggin, TV Land and Spike TV, as well as for various MTV Networks web properties, Nick Recreations and Tours, Nickelodeon Hotel and the Nickelodeon and Nick Jr. Family magazines.
Before joining MTV Networks, Danaher was vice president, western region ad sales manager for Turner Broadcasting Co. from 1988-93, overseeing national sales for TBS, TNT and Cartoon Network. She joined Turner in 1988 as an account executive.
From 1985-1986, Danaher was an account executive in the ad sales group at USA Network, following six years on the agency side of the business with Benton & Bowles (media planning) and Young & Rubicam (media research).
Christina Radigan is the director of marketing & communications for the Outdoor Media Group of Companies, the out-of-home division of Omnicom Media Group. A 17-year media veteran, Radigan is tasked with educating the organization and clients on new and emerging media, respective research, initiatives and trends. Her expertise spans the industry, including digital place-based, cinema, non-traditional and traditional out of home. She oversees the development of the organization's extensive marketing resources, establishing best practices and guidelines upon which the company plans and buys the medium. She is also a staff member of the Omnicom Foundations Faculty, training all levels of staff about out of home. Her agency tenure includes media planning roles at Opt-X advertising, Euro RSCG & Outdoor Services. Her account roster has touched virtually every category from casinos to pharmaceuticals to retail. She has been with OMG for eight years. Radigan is an active leader in the out-of-home industry serving as board member on the Digital Place-based Advertising Association (DP-AA) and DSE Advertising & Brand Council. She is also on the TAB Digital Committee, working to develop audience metric guidelines for digital OOH bulletins and displays.
Fred Schonenberg currently runs the national sales force for Zoom Media & Marketing, as EVP national sales. In addition, he oversees pricing, marketing, content strategy and research. He joined Zoom in 2005 and has guided the video-centric selling strategies that have built Zoom into the largest fitness digital media company in the world. Zoom also runs one of the most successful nightlife networks featuring interactive digital screens, static media and award-winning experiential offerings. He is a member of the DPAA Digital Convergence Committee and president of the Trinity Ad Club. Prior to Zoom, he was the CEO of IntroAgent.com, the first on-line aggregator for the corrugated box industry. Schonenberg graduated from Trinity College where he was a member of the 1994 Final Four Men's Basketball Team.
Daniel Wilkins is a media professional specializing in out-of-home, digital place-based and social media 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” and “Best Integration of Multiple Digital Out-of-Home Networks/Platforms” for their Team Fox campaign on behalf of 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. 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 successfully negotiated the sale of both of his companies, Wilkins Media Company and n2, to a private investment group. Wilkins currently sits on a number of industry related advisory committees and oversees NPRP Outdoor Media’s Atlanta office.