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Wednesday, April 11
It’s been called the “crossroads of the world,” but as far as digital out-of-home media is concerned, Times Square is clearly its epicenter. In a behind-the-scenes look at the ad industry’s digital Mecca, Time Square Alliance President Tim Tompkins will describe a new program, Times Square Moment: A Digital Gallery, which is a joint effort by the Times Square Advertising Coalition and the Alliance designed to transform the most famous intersection on the planet into a spectacular new showcase for art and creative content. He will preview the new program for the screens in Times Square - dubbed the “world’s most exciting canvass” – and what that means for brand marketers and agencies alike.
- Tim Tompkins, President, Times Square Alliance
As global lead-consumer engagement & media strategy for the Gap brand at Gap Inc., Tricia Nichols understands the value of connecting with consumers in public spaces. In this candid conversation, Nichols will share her views on the rapidly changing technologies, ideas and creativity reshaping how, why and when marketers connect with consumers via digital out-of-home media, and what role it plays in their broader mix.
Too often it seems that digital out-of-home is left off the strategic plan. In this panel, agency media planners with responsibility for developing an integrated approach to all media will explain how they currently see DOOH within the media mix. How does the sector need to develop to strengthen its position? This will be a warts-and-all discussion about current sector strength and weaknesses and what planners need from DOOH vendors.
- Mike Bloxham, Vice President, National Television and Video, Frank N. Magid Associates
- Patrick Bonomo, COO, Spafax Networks
- Sarah Kotlova, Account Director & Strategist, Digitaria
- Adam Potashnick, Senior Partner, Group Account Director, Mediacom
- Chris Raleigh, SVP Cable and Cross Platform Ad Sales, The Weather Company @craleigh1
NCM Media Networks Senior Vice President of Strategic Insight and Analytics Doug Pulick will present findings of new neuroscience-informed biometric research revealing the emotional impact of cinema advertising on moviegoers, as well as new cinema advertising interactive & “second screen” technologies to reach them when they are in that highly-engaged state-of-mind.
- Doug Pulick, SVP Strategic Insights, NCM Media Networks
Increasingly brands approach their communications in terms of storytelling with integration taking place across media platforms. Leading creatives discuss the opportunities for digital out-of-home media as storytelling vehicles that reach consumers at key moments and offer their viewpoint on how creative potential can be leveraged.
How do buyers view the roll of digital out-of-home media in a rapidly changing overall media marketplace, where “demand-side” platforms, agency trading desks, and real-time bidding seem to be transforming the way all media get bought and sold? Buyers on this panel will include both generalists and outdoor specialists, as well as a trading desk perspective, who will hopefully answer the question: Will OOH ever go DSP?
- Teri Gallo, VP, Programmatic Practice, Mediabrands Audience Platform
- David Leider, CEO, Gas Station TV
- Greg Patrick, General Manager, Digital Media, VUKUNET Ad Serving Platform, NEC Display Solutions of America
- Martin Porter, Director, Hyperspace
- Jack Sullivan, Senior Vice President/Out-of-Home Activation Director, Starcom Worldwide
Eric Mauriello, senior vice president at Possible Worldwide will discuss the next generation of digital, in-store retail with a short presentation of the firm’s work with Macy’s to create the retailer’s new “Beauty Spot” interactive touchscreen kiosks. Designed to connect with younger cosmetics consumers, the Beauty Spot kiosks allow shoppers to browse and discover the best cosmetics for them with reviews, product recommendations to complement various complexions and the ability to connect with friends to ask for recommendations.
- Eric Mauriello, Senior Vice President, Possible Worldwide
Does the digital out-of-home sector need to follow the path established by other media or can it create an approach that is uniquely suited to the space? Will buyers actually buy against metrics with which they are unfamiliar if it makes the job harder? Which approach will best facilitate planning, buying and selling to the benefit of all sides?
Augmented reality, facial recognition, projection technologies that can create new media inventory literally out of thin air ... out-of-home has always been the trailblazer of the media future, making science fiction become scientific fact. This panel will feature some of the industry’s leading futurists to explain how new technologies ranging from near field communications to Google Goggles to Microsoft Kinect are transforming how consumers experience brands in OOH locations, and what might come after that.
Tim Daly, Founder of thinaire will discuss and demo how emerging Near Field Communications (NFC) technologies are starting to impact 1:1 mobile communications at or near the point of purchase to address the core drivers of marketing campaigns - mobile payments, advertising and promotions, peer-to-peer sharing of content and more. Using a real case study Tim will demonstrate what the creative and commercial potential of NFC offers to brands, agencies, media owners and consumers.
Some of Madison Avenue’s most digitally savvy creative gurus will present the big digital out-of-home ideas, executions and golly gee experiences that make out-of-home locations the most exciting canvas in the advertising business.