Expanding the DOOH Canvas: Reimagining the Brand2Consumer Connection
Title Sponsor
As the technologies of the Internet move out into real life and space, Digital Out-of-Home advertising is where brands get to reimagine how to access consumers in radically new ways. Whether it is connecting OOH placements with passersby phones, creating 3D IRL visions from a 2D screen, or geotargeting ads to the shopping cart in aisle 3, DOOH tech is building new experiences for brands. How do marketers use them to redefine brand relationships with consumers?
At the Spring edition of MediaPost's Digital Out-of-Home Insider Summit we lean into this future where technology once again reimagines the brand2consumer relationship. How are connected screens integrating into real life moments of decision and influence? What are early adopters of DOOH learning about integrating these new IRL experiences into traditional media plans? Are programmatic planning and buying systems the best way to harness the ever-changing portfolio of OOH screens? Let's confer.
We will explore:
The State of OOH Connected Screens
Programmatic DOOH in the Mix
Geo-Targeting Strategy
DOOH and the Media Plan
The Measurement Morass
Eye-Catching DOOH Creative
Social Amplification Strategies
AI and Personalized DOOH
About MediaPost's Insider Summits MediaPost's Insider Summits bring together the brightest minds in media, marketing and advertising to share leading-edge information and experiences in a think-tank environment. The 3-day format provides ample opportunity for practitioners to collaborate and share best practices while exploring new technologies, strategies and tactics that drive effective, in this case, Digital OOH campaigns in a variety of activation environments.
For the Summit we bring in 100 top practitioners with over half the group comprised of leading Brand Marketers and Ad Agency buyers responsible for marketing strategies for their companies and clients to network, debate and shape the DOOH channel. Attendance for the Summits are capped to ensure conversations, learnings and overall experiences are intimate, productive and highly useful.
Each day is comprised of high-impact content sessions in the morning coupled with unmatched networking activities in the afternoons. We return each evening with Cocktail receptions, fine Dining experiences, and After-hours fun.
The end result is a highly unique format that's intimate, inclusive and memorable on all fronts - an experience that allows everyone the opportunity to build REAL relationships well beyond that of a simple exchange of a business card.
Insider Summits are complimentary to Brand & Agency Execs who meet our requirements. To qualify, you must:
* Control the DOOH strategy and budget for a major consumer brand * Serve as Senior Level Management or above * Agree to attend all sessions and all 3 days of the Summit
If you meet the requirements and would like to join us, simply send your full contact info and one or two sentences about your role to Kevin Massa at massa@mediapost.com
Keynote: Unlocking the Power of DOOH for a 360-Campaign Strategy
This session dives into the practical lessons and expert tips used by a leading functional soda brand, OLIPOP, to craft a successful 360-campaign strategy that seamlessly integrates DOOH advertising. Explore the brand’s journey – from initial OOH exploration to building a national DOOH tour and achieving impressive results. Attendees will learn how they strategically integrated DOOH within their broader OOH strategy, tested, planned, and measured its impact alongside their digital efforts, to ultimately create a cohesive brand experience across all channels.
When lottery jackpots balloon from day to day, static OOH can't keep up. The Florida Lottery has been moving increasing to DOOH to match the pace of the market and penetrate more closely to POS. From DOOH billboards to gas pumps and in-store screens, Will shares how the Florida Lottery leaned quickly into a digital approach.
Panel: Building the Multi-Plex Consumer Journey: DOOH Integration In the Plan
One screen is never enough. Digital Out-of-Home screens need to be integrated into a larger media plan and strategy that moves consumers down a funnel. But which other screens, when and where? Geo-targeted mobile activations? CTV or digital display coverage? Calls to action? We kick off the DOOH Summit asking media buyers where the emerging screens fit into a multi-screen path to purchase.
In order to keep its late-night munchie vibe alive, Jack in the Box does more than the usual DOOH dayparting and programmatic plan. As Jaime explores, the brand went into bars, Ubers, gas pumps and even gamified creative to drive the brand into every nook and cranny of hungry customers' journey.
Presenter
Jaime Ogus, Director of Regional Marketing, Jack in the Box
12:00 PM Pacific
3:00 PM ET
Roundtable: DOOH and the Larger Media Plan
Featuring
Jaime Ogus, Director of Regional Marketing, Jack in the Box
12:00 PM Pacific
3:00 PM ET
Roundtable: Emerging Tech
Featuring
Albert Thompson, Managing Director of Digital Innovation, Walton Isaacson
Case Study: Contemporizing a Brand and Channel: How Williamsburg Used Experiential DOOH to Drive Overnight Stays
Williamsburg, VA is far more than just a one trick horse and buggy - and aimed to expand perception of the region as a four-season destination with a breadth of experiences beyond its colonial legacy. Learn how Digital OOH became a key component to success - by inviting consumers literally, into the creative. Attendees will come away understanding the unique role of context, amplification opportunities to make DOOH work harder, and measurement for success.
PresenterS
Michelle Capasso, Partner, Director of Media Services, Connelly Partners
Timing is everything...if you offer free Wendy's Frosty’s whenever the St. Louis Blues win. Summit faves Gina and Kristi regroup to show how they are getting half a million DOOH impressions in a day by using careful dayparting and creative swaps in near real time. Can heavy use of DOOH perform where radio and social can't? Results from this early March campaign will be coming to the Summit hot off the OOH trail.
Case Study: DOOH: An Agile Medium for Quick Turnaround - Latin Music Campaigns
Often with short notice of only a few days, Sean Valadez from ACA Marketing has to set out campaigns for his clients Universal Music Latin Entertainment, Warner Music Latina, etc. from inception to execution both in the US and internationally. Sean will talk about the various digital screen formats he has used for his clients such as Times Square digital billboards, in transit in Mexico City, and more. He will also talk about a few specific campaigns he has done for major Latin artists Bad Bunny, Karol G, and Peso Pluma that drove social amplification with Hispanic audiences.
Mercado Pago (Latin America's largest fintech company) and their agency Altermark executed an OOH campaign in Brazil during Carnival this year to promote downloading their app and getting cashback. They executed the campaign by taking over screens, staircases, and more in underground metros and on the street as well as had some experiential takeovers across major Brazilian cities Rio de Janeiro, Sao Paulo, and Salvador.
Roundtable: When pDOOH is Not DOOH!: When to Go Programmatic
Programmatic Digital Out-of-Home is supposed to make buying easier, inventory more diverse and accessible, accountability more precise. And yet, distribution still can be sparse, adjacencies unpredictable, metrics incompatible. How are media buyers and planners assessing the relative pros and cons of pDOOH against campaign needs and against traditional and DOOH alternatives, What are early adopters learning about planning, bidding, buying, executing, and measuring across this expanding inventory?
Cocktail Party
Rockbar Inc. (Shuttle leaves at 6:15pm SHARP)
7:30 PM Pacific
10:30 PM ET
Dinner Reception
The Herb Box Restaurant
Saturday, 03/23
8:00 AM Pacific
11:00 AM ET
Breakfast Buffet Opens
Arizona Foyer
9:00 AM Pacific
12:00 PM ET
Panel: Did You See That Ad?
DOOH opens up remarkable creative possibilities for brands as advertising interacts in real time with moments of truth throughout consumers' day: interactions with environment, unique messaging opportunities, dayparts, calls to action all. We wrap DOOH on an inspirational note. We ask our brand marketers to share creative executions that really worked for them. What dazzled users into converting? Did users post their DOOH on their social media feeds? In the war for attention, what is winning?
Case Study: Owning the Moment: Rethinking Context and the Public Space
The power of DOOH is to capture interest in just the right time and place in a customer journey. Rick shares three examples of making creative use of emerging digital spaces, from dynamically activating taxi tops near POS, to sharing make-up rituals during subway commutes and to overwhelming IMAX-like experiences even in the clutter of Times Square. The screen, locations and dynamic capabilities of DOOH force marketers to rethink what context means. And then Steve sits down with Rick to discuss how DOOH can partner with local government and business to redefine public space.
Join fellow Summit attendees taking in some Spring training baseball. A great opportunity to bond with other Summit attendees over America's favorite pastime under the sunny Arizona skies. Shuttle service provided to-and-from ballpark (just a 15 minute ride from hotel).
Thursday 1:30 p.m.
Golf at Camelback Golf Course
Designed by world-renowned golf course architect Arthur Hills, Padre Course features towering trees, subtle landforms and impressive bunkering to sharpen your game. This 6,903-yard, par 72 design is known for its strategic layout and multiple lakes. In fact, the 18th hole of this course was voted the best water hole in the state by Arizona Golf Magazine. A lush parkland setting with spectacular Camelback Mountain views sets this Scottsdale course apart.
Thursday 1:30 p.m.
Horseback Riding
A guided ride that takes you into the Sonoran desert where you will see a great variety of plants native to the region, from the pincushion and hedgehog cactus, prickly pear, barrel cactus, ocatillo, mesquite, palo verde, to the giant saguaro cactus.
Friday 1:30 p.m.
Golf at Talking Stick Golf Club
Talking Stick Golf Club’s O’odham Course (formerly North Course), with its broad, angular holes, rewards thoughtful play through the rise of its many options according to one’s level of skill. Its low profile, slightly crowned greens and close-cropped approaches encourage running as well as aerial assaults.
Friday 1:30 p.m.
Hiking at Camelback Mountain
Camelback Mountain, with an elevation of 2,704 feet, is an excellent hike or climb in Arizona. Hiking Camelback Mountain is perfect activity in Phoenix, because the hike is quick and is located in the middle of the Phoenix Valley with great views. Hikers are treated to gorgeous views with a nice variety of flora and fauna - including Saguaro Cactus, Ocotillo, Palo Verde, Cholla, Barrel Cactus and the Creosote Bush.
Friday 1:30 p.m.
Pool Outing at the Resort
Relax in style at the outdoor pool in the scenic Sonoran Desert with a beautiful mountain view... oh, and cold, refreshing drinks will be available for purchase at the pool bar!
Friday 1:30 p.m.
March Madness Viewing Party
The NCAA college basketball March Madness is in FULL swing with many 1st & 2nd Round games in effect! Join fellow Summiters for this fun & exciting afternoon activity in the main hotel bar to cheer your favorite team on to victory. A cash bar and lots of fun to be had!
Booking your Room at The Scottsdale Resort @ McCormick Ranch
To secure a room for MediaPost's DOOH Insider Summit, you MUST be a registered attendee of the 3-day conference. If you ARE NOT registered in our event system you will NOT be able to retain any reserved room under our discount booking link below. Any reservations made WITHOUT event registration will be revoked. You may register for the event here.
If your room is not booked by this time, you will run the risk of prices increasing and hotel inventory becoming unavailable, so please book as soon as possible.
The Scottsdale Resort @ McCormick Ranch
Travel
The Official Packing List & Survival Guide
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For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.
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MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.