Keynote: Tapping Into the Moment: Zelle's DOOH Relevancy Strategy
In order to raise brand metrics in traditionally lagging Midwestern markets, P2P banking brand Zelle re-entered these areas with digital out-of-home screens with new capabilities. Josh explores how they tapped into specific in-the-moment messaging, dayparting, situational content and more. With the flexibility DOOH allows, Zelle discovered the tangible value of situational relevance, topicality, and the power of surgical deployments to break through the noise on wholly new canvases.
Not all campaigns are the right fit for DOOH. But what is the process for charting brand goals against digitized IRL opps? Our panel shares the tools and techniques they use to locate their target customers in the wild, focus messaging and media strategy on specific goals, and measure results. But ultimately IRL placements only make sense when integrated with other channels. Is there a strategic role for DOOH?
Case Study: Embracing the “Mobility” of the Lexus Consumer in DOOH
When consumers step away from “connected experiences”, the view into what they are doing is often lost. DOOH can be the canvas to recapture their attention and sustain the consumer journey as the brand moves them to a dealership experience. In this session, Albert Thompson and Marcus Williams from the Lexus Western Area outline how DOOH was leveraged during the December to Remember Sales event for 2022.
As Adore Me rolls out its latest Valentine’s Day every-screen push, Laylah shares how the brand integrates OOH and DOOH placements into a larger strategy and DOOH’s unique role vs. traditional media. How are they using these platforms to target more efficiently, daypart and A/B test messaging and optimize OOH in real time. Artfully used and measured, a digitized OOH environment can help address longstanding weaknesses in buying traditional media impressions.
Case Study: Go Big and Go Weird: My/Mochi 360-Degree Mouth Mind Plan
When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As recent CMO Russell Barnett explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.
When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York’s Penn Station, to fully decking out the men’s restrooms at Levi’s® Stadium, Manscaped’s iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. We explore what the company has learned, how it maximizes campaigns, static vs. digital screens, and the ways the brand stimulates social amplification with striking creative execution.
Case Study: Goodlife’s Great Digitized Delivery Truck Caper
Delivery trucks and buggies may have been the original OOH vehicle. Goodlife apparel reshuffled the idea with branded office trucks tagged with tracking beacons. The truly innovative model allowed the brand to retarget street level viewers with digital e-commerce promotions. How did this novel use of old school signage and new school activation not only drive digital traffic but explode social awareness? Jesse brings us inside the great delivery truck caper.
Farmer & the Seahorse (shuttles leave at 6:15pm SHARP)
7:30 PM Pacific
10:30 PM ET
Farmer & the Seahorse
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
La Jolla Ballroom foyer
9:00 AM Pacific
12:00 PM ET
Case Study: Programmatic DOOH From The Media Buyer's Perspective
As Programmatic technology continues to take shape and plays a more pivotal role in the growth of OOH in 2023, Marc Bartholomew will offer some key insights and learnings from the lens of an agency buyer. This perspective will look into how dentsu approaches Programmatic OOH for its clients; from discussing how and why it could benefit an advertiser through to activation best practices and identifying key metrics for success.
Panel: Did You See That Sign?: Creative Wins from DOOH
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?
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