Digital Signage Connection

Patrick Quinn, president and CEO of PQ Media, the leading provider of emerging media econometrics, will present exclusive data and analytics just published in the 5th annual PQ Media Global Digital Out-of-Home Media Forecast 2012-2016. PQ Media's well-respected Digital OOH Media Forecast includes 2011 year-end actuals, five-year forecasts, historical perspective, and a wealth of other data and analytics by platform, venue category and country, among others. Quinn will provide his comprehensive and in-depth perspective on the state of the digital OOH media industry and offer his keen insights on where the industry is going relative to the broader media economy.

In this session, you will learn:
1. What are the current economics of digital OOH networks and billboards, including exclusive data, insights and strategic intelligence re: ad spend, growth, forecasts, venue categories, regional analytics, etc.
2. What are the key industry trends and their impact on growth trajectory going forward.
3. How digital OOH fits into the broader media economy and how this will change in coming years.

Patrick Quinn is president and CEO of PQ Media, the leading provider of media econometrics and the pioneer of emerging media research. PQ Media partners with Veronis Suhler Stevenson on the annual Communications Industry Forecast, the media industry's benchmark for spending, usage, growth and trends data. Quinn is the publisher and co-author of PQ Media's Alternative Media Research Series, the only source to provide industry stakeholders with actionable strategic intelligence on emerging media such as digital out-of-home advertising, word-of-mouth marketing, product placement, mobile marketing and social network advertising, among others. He also is co-author of the Global Digital Out-of-Home Media Forecast, the first and only comprehensive source to define, size and forecast spending, usage and growth of digital OOH media worldwide. In addition, he is a frequent speaker at major media industry events and a respected source of industry insights for global news media outlets including CNN, CNBC, Wall Street Journal, New York Times, USA Today, MediaDaily, Advertising Age and Media Week, among others.

This presentation will provide a thorough overview of the digital place-based media landscape and its role in the media mix. Included will be new data, case studies illustrating the convergence of social/mobile and digital place-based media, opportunities for advertisers and more.

In this session, you will ...
1. Gain insight into the diverse scope and ubiquitousness of digital place-based media in today's world
2. Discover the unique ability of digital place-based media to engage consumers with relevant content at relevant times along the path to purchase
3. Learn how leading national advertisers are tapping into the power of digital place-based media to influence consumers

Before joining the DPAA as its president in September 2010, Sue 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., which 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 regional 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).
 

According to the 2011 DPAA Media Strategist survey, approximately 10 percent of all digital place-based (DPB) media plans are approved and implemented. What is the winning formula for the 10 percent that make the cut? What can agencies and networks learn that will lead to an increase in approved plans? Join us for an informative and lively discussion with agency executives who have had success in converting DPB media plans to buys. They will share their approach and tips to help other Media Strategists and networks get the most out of their conversations with clients interested in DPB media.

In this session, you will…
1. Discover strategies behind including DPB in an integrated media plan and how to position it so clients get excited about the medium
2. Gain insight into the agency process and approach that results in converting DPB media plans to buys as well as learn what networks can do to help agencies sell DPB to brands
3. Learn tips and tools agencies use to successfully discuss DPB with their clients

Heather Armstrong is currently the chief strategy officer at Billups Worldwide, an international out-of-home specialty agency known for creative thinking, strategic planning, flawless execution and extremely attentive client service. Previously serving as director of out-of-home media at GSD&M, Armstrong managed the OOH staff and budget. The GSD&M client roster included BMW, Norwegian Cruise Lines, United States Air Force, AARP, MasterCard, World Market and AT&T. Armstrong consistently evaluated and implemented new, traditional and non-traditional OOH media formats and technologies. In her role at GSD&M, she spearheaded many new OOH buying processes and provided holistic management of OOH campaign tactics across multiple formats and partner agencies.

Tricia Nichols is currently the Global Lead, Consumer Engagement and Media Strategy for Gap Brand at Gap Inc. In this role, she is responsible for developing a global media approach that is deeply aligned to the marketing plan, customizing brand partnerships, branded entertainment and activation of shopper/retail media. Prior to this role, Nichols was a managing partner at MediaCom, overseeing communications planning, alignment of business science, strategy, digital and consumer insights for brands in the Retail, CPG and QSR space. Before joining MediaCom, she had a dual role as senior marketing manager at PepsiCo and group media director at TracyLocke, (on loan to PepsiCo 2008-2011). In her PepsiCo role, Nichols directed Portfolio Projects on behalf of beverages. These projects included emerging media, mobile location-based services, social loyalty programs, shopper marketing, branded entertainment and development of local media strategies in the general market and Hispanic space. She has also earned several industry awards including Telly Awards (11 awards 2008-2011), Excellence in Service Award (PepsiCo) and West Hollywood's Creativity in Outdoor. 

Fred Sattler has 30 years of experience as a media communications professional in automotive marketing. From his start at Campbell Ewald working on the Chevrolet account to his most recent stretch at PHD as EVP, general manager for Daimler Chrysler Group and Mercedes, Sattler brings unparalleled expertise to the Initiative+ Hyundai/Kia team. Following his 10 years at Chiat/Day, he served as chief media office for Doner Detroit, working on May Company, Mazda, Outback Steakhouse, Arby’s, Blockbuster, Six Flags, Circuit City, Autotrader.com and ADT. Most recently, Sattler was EVP, general manager of PHD’s Michigan office where he led all Daimler Chrysler brands and consulted on Mercedes and Mitsubishi buying. 

Amy Vollet’s background gives her a 360-degree view of the media landscape. From local to national, from tried and true to emerging media, and from paid to earned, she’s done it all. Her 16+ years of experience have taken her from sales to buying to ultimately finding her love of strategic planning. She has pioneered an integrated approach that unites broadcast, out-of-home and print with emerging platforms in digital, mobile and retail. Her agency tenure includes media planning roles at McKinney & Silver, Temerlin McClain and TracyLocke. She has a diversified client history, including 7-Eleven, Harrah’s Casinos, T-Mobile, Texas Lottery, Tabasco, Verizon, Nationwide Insurance, Starbucks and Audi of America. 

Under Paul Price’s leadership, Creative Realities has rapidly evolved from a digital signage company to a multi-disciplinary creative technology firm that has fostered an impressive roster of companies — including Macy’s Inc., Michaels, GameStop, Wells Fargo, Coca-Cola, Fidelity and Hyatt, among many others — and wide recognition as an industry leader growing at above-industry rates.

Price’s career spans 25 years consulting to leading marketers such as ExxonMobil, Coca-Cola, HP and Pfizer. He has led multiple marketing services companies across direct marketing, digital, retail, brand identity and advertising disciplines, as well as cross-functional combinations for large global clients. Price’s success is marked by a collaborative management style that encourages innovative, consumer-centric approaches to the marketing challenges of the 21st century.

Price also has garnered numerous industry honors and awards — most recently, he was chosen as a 2011 Global Innovator by The Internationalist and named on Advertising Age’s A-List in 2009. His thought leadership in digital issues has led to a number of speaking engagements in the U.S. and worldwide.

This presentation will offer insight into new types of interactive digital destinations that offer unique opportunities for brands to generate powerful activation points with consumers. It also will show the strategic links with their multi-platform marketing strategies (social media, mobile, sponsorships, etc.) and demonstrate how companies such as Sun Life, Cirque du Soleil and the Miami Dolphins have adapted this approach to empower their brands.

In this session, you will ...
1. Gain insight into the various categories of digital signage applications available for brands and how they compare
2. Discover why and how digital experiential projects and applications have emerged
3. Learn key strategies for digital experiential destinations

Denys Lavigne is the founder and president of Arsenal Media, a Montreal-based content marketing agency that specializes in digital signage and interactive experiential installations. Under his direction, Arsenal Media has developed content and strategies for numerous projects with clients such as The Nielsen Co., The Miami Dolphins, RE/MAX, Sun Life Financial, Cirque du Soleil and Christie Digital Systems. Denys Lavigne is a University of Montreal graduate in Economics and Finance.
 

This session will provide a real-world example of how a large consumer packaged goods company creatively and effectively used digital place-based video to drive business results and enhance the impact of advertising and marketing programs. Ben Pagel, Assistant Brand Manager of Playtex Sport for Energizer Personal Care, will present a marketing program that ran in Zoom Media & Marketing’s ZoomFitness network of health clubs, highlighting research results and performance metrics that demonstrate ROI.

In this session, you will ...
1. Discover how and why a major consumer marketer has effectively used digital place-based as an element of its integrated media and marketing mix and how this has impacted its strategies moving forward
2. See research data that demonstrates effectiveness & ROI of place-based video advertising
3. Learn tips on how to best communicate and build relationships with consumer packaged goods marketers.

Ben Pagel is the assistant brand manager for Playtex Feminine Care, a division of Energizer Personal Care. Prior to involvement in consumer packaged goods, Pagel marketed supplemental educational resource materials for The Education Center Inc. in Greensboro, N.C. 

 

In this presentation, we will provide case studies from ongoing research with network operators integrated into USA TouchPoints, the innovative new measurement service that captures consumers’ use of all media in life context — location, social setting, activity and emotion. The cases will provide examples of how digital place-based media can be used strategically to add impact to a cross-platform media plan.

In this session, you will ...
1. Gain strategic insights from the latest research
2. Understand how to use, or sell, digital place-based media more strategically
3. Appreciate the value of targeting consumers in moments of receptivity.

A graduate of NYU, Paul Lindstrom’s 30 years experience with The Nielsen Co., selling and designing research for new media and new technologies, includes the design of Nielsen’s Cinema Advertising Measurement. He currently oversees Nielsen’s On Location Media service for place-based networks and the groundbreaking Nielsen Fourth Screen Audience Report.

Immediately prior to co-founding Sequent Partners LLC as a brand and media metrics consultancy, Jim Spaeth served as President of ARF, The Advertising Research Foundation, for seven years. Under his leadership, ARF expanded its scope to incorporate all aspects of market research practice on a global basis. Spaeth and his team established ARF's mission as profitable business through effective research and insights. Prior to his leadership role at ARF, he spent more than a decade developing new research tools to improve clients' business performance. He also has  led the media research and planning function at General Foods (now part of Kraft) and Young & Rubicam. Spaeth is the co-author of Market Research Matters and numerous articles, as well as a frequent conference speaker. He has served on the boards of a number of industry associations. He holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.

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.

For more than a decade, Brian Hirsh has specialized in creative thinking, business strategy, content and media relations and marketing for OOH networks. He has developed in-store media strategies, promotional campaigns and marketing solutions for some of the largest brands in the world. Hirsh now heads up Echo Creative Group, a cloud-based creative agency. In partnership with creative partners from around the globe, he works to bring brands and bands together to inspire audiences by focusing on music and band alignment, content licensing, mobile apps, social marketing and measurement, artist promotions, DOOH media strategies, event and lifestyle marketing, interactive media, digital download stores and more.

An international brand communications expert, Anne White has applied her strategic thinking and creative solutions to build meaningful user experiences for more than two decades at the intersection of marketing, entertainment and technology. As PRN’s SVP, Content Strategy & Creative, she is responsible for establishing and implementing programming strategy and branding for targeted, mass-reach, place-based networks. She has worked with a wide and diverse list of clients, including Prince, Spielberg, Target, SC Johnson, Canal + US Technologies, DIRECTV, TiVo, Walmart, Medtronic, Best Buy, Aveda and entertainment companies in Asia, Europe and North America.