Tony Jarvis, Creative Director at Olympic Media Consultancy, just summed up the purpose of today’s conference in one question: How do digital out-of-home providers get more agency green? The
answer? From malls to offices to stores, get agencies to truly understand the potential of different environments, said Dave Barnett, Director of Account Services at Kinetic. He’d also like to
see more customized and comprehensive research on specific environments, ideally including the unique experiences of multiple brands. Paul Lenhart, VP and OOH Strategist at Zenithmedia, wants to see
more purpose to digital OOH campaigns, and quantifiable and qualitative proof of their effectiveness. Test and learn, said Dennis Roche, President of Zoom Media. “The proof is in the
pudding.” Also, replace the cringe-worthy word “commitment” with the far friendly idea of “investment.” Even worse, “’Annual commitments’ scare our
clients,” warned Roche. “It puts people off.”
