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Detailed Conference Agenda

DAY ONE: Tuesday January 29th, 2008

7:30 AM

Registration and Continental Breakfast

8:30 AM

Opening Remarks from the Chairperson

June Eva Peoples, VP, Business Development, DS-IQ

8:45 AM

Keynote Address

Juicing the Orange, Or How I Get My Kids to Clean Their Room

How can you leverage creativity to get more out of every facet of your life? From getting your kids to clean their room with the least amount of stress, to building brands for clients by outsmarting and not outspending their competition, hear how one creative guru lives and breathes his art. He has his share of the Lions at Cannes for clients such as Nike, Polaroid and Hewlett Packard, multiple EFFIES plus Clio Hall of Fame induction. Take a step into his world…

Get inspired for your next OOH digital campaign and deliver results with impact.

Albert Kelly, Executive Creative Director, Fallon Minneapolis

9:20 AM

Palm Case Study

Generating Content for Cross-Platform Campaigns to Ensure Consistency and Effectiveness

As media buys start to expand across multiple platforms, how can you avoid copying and pasting your content from one to the other for the best results? Unlike the TV or the web where the attention of the viewer is typically available from beginning to end, digital out-of-home media is sometimes consumed in piece-meal. Come to this session to hear the content strategy for an integrated campaign.

• Understand the challenges and opportunities in creating ads for digital OOH media
• Align content strategies to campaign objectives
• Review and compare the content produced for TV, web and digital signage

Understand how to maximize your advertising messaging across different channels, particularly for digital OOH media.

Scott Symonds, Executive Media Director, AKQA

10:15 AM

Mid-Morning Networking Break

Enjoy a cup of coffee and discuss the program with your peers.

10:45 AM

Panel

Getting Creative with Content-at-Retail to Optimize Engagement and Drive Sales

Top retailers and advertisers are taking in-store content to the next level. If location is king, then relevancy is queen. Executing creative in new and different ways based on location and demographic is the new wave. Find out what is happening on the cutting edge of in-store marketing and media; see best practice examples and hear the stories behind the success.

• Deliver relevant content and advertising that meets the overall business objectives
• Use content management technology to improve content delivery
• Incorporate good composition and design to enhance the customer experience

Come away with insider tips on creating dynamic programming that will engage your audience and generate striking results.

Spencer Knisley, Director, In Store Communication, Best Buy
Tom Connor, Senior Vice President Programming & Creative, PRN
Lauren Moir, National Director Brand Strategies and Creative, Sears Canada

11:30 AM

Panel

Determining the Cost-Benefit to Producing Content In-House Versus Outsourcing

Once a network is established, it becomes a mass medium that needs to be driven by content rather than technology. It is critical to get a good understanding of what it will cost to produce the content, and whether you should produce the content in-house.

• Determine the basic cost for a content provider when you already have content to use
• Understand the costs associated with creating original content
• Anticipate the cost of maintenance and updates and who does what and for how much

Come away with a good understanding of what good content will cost so you can invest your dollars for the best results.

Sean Whiffen, Co-Founder, AutoNetTV
Art Williams, Co-Founder, Arena Media Networks
Pete Egart, Manager, Keyframe Creative Content Group, Daktronics

12:15 PM

Sponsored Networking Luncheon

Join the conference speakers and your peers for a relaxing luncheon. Make new business contacts and exchange ideas on bettering digital signage content.

1:30 PM

Panel

Understanding Brand Standards and Its Role in Digital Out-of-Home Advertising to Maintain Consistency

A brand can communicate its value proposition to consumers through consistent display and messaging over different mediums. To help consumers choose the brand over competitors in a crowded marketplace, style guides are often developed. While the practice has not yet infiltrated the content produced for digital OOH media, it is worth exploring the need to remain in the spirit of brand messaging.

• Define brand standards/style guides
• Explore the application of style guides to digital OOH media
• Discuss how to police content produced against the style guide

Visualize new creative standards and better consistency for advertising on digital OOH media.

Randy Snow, EVP Creative Director, R&R Partners
Brian Hirsh, President, Retail Entertainment Design
Leslie Armour, Youth Marketing Consultant, YMG (Youth Marketing Group)

2:15 PM

Panel

Sourcing Compelling Content to Support and Enhance Your Programming for Captive Audiences

Unlike the retail environment where dwell time can be limited, captive environments require more content sources. Come to this session to learn how you can work with providers to get entertainment, news, sports and more for your network.

• Find the specialty programming that will connect with your target audience
• Get originators to pay you to show their content
• Hear industry updates on what’s working and what’s not

Capitalize on partnerships to provide good quality and reliable content to enhance your programming.

Joe Plastino, Senior Vice President, International Sales Division & Entertainment & Services Division, Precor Incorporated
Gerry Noble, President, Transit Television Network
Bill Botte, SVP Business Development, The Hotel Network
John Melillo, President, Diversified Media Group

3:30 PM

“Fourth Screen Awards” Showcase!

In Conjunction with: and

We’re building on last year’s event to foster innovation and growth in content production! This is your opportunity to see real case studies and best practices.

Industry renowned judges will be present and provide value-added commentary and insight of the FINALISTS for your benefit.

There will be three categories:

1. Brand Advertising
2. Promotional Advertising/Merchandising
3. Interactive

For more info go to www.fourthscreenawards.com.

Stellar Judging Panel Includes:

• Jack Sullivan, SVP/Out-of-Home Activation Director, Starcom USA
• Spencer Knisley, Director, In Store Communication, Best Buy
• Marc Garbarini, Executive Creative Director, Organic NY
• Rick Boyko, Managing Director, VCU Adcenter
• Corinna Falusi, Creative Director, StrawberryFrog NY
• June Eva Peoples, VP, Business Development, DS-IQ
• Lyle Bunn, Strategy Architect, Alchemy

4:30 PM

You are invited to attend this exclusive gathering to learn who has won and to connect with conference delegates. A first class reception!

Cocktail reception co-sponsored by:and

Day Two: Wednesday January 30th, 2008

7:15 AM

Continental Breakfast

8:25 AM

Day One Recap by the Chairperson

Art Williams, Co-Founder, Arena Media Networks

8:30 AM

Opening Address

Storytellers as Technologists: Bridging the Gap to Deliver Messaging with Results

In this session, two fresh thinking storytellers will challenge how advertising agencies develop emerging media marketing programs. They will illustrate that the 30-second TV spot is not only far from dead, it lives cross-platform. And while the saying goes that content is king, the big idea is often ruled by technology. At the heart of every execution, innovation and invention enable the client’s story to come to life and in turn, help to change consumer behavior.

Hear examples and take away strategies to incorporate better storytelling in your digital OOH media campaigns.

Jake Lambert, Content Director, Draftfcb
Chris Cicmanec, Technical Director, Emerging Media, Draftfcb

9:15 AM

Panel

Ethnic Consumers: Customizing Content and Optimizing Programming to Maximize Effectiveness

Hispanics and African-Americans are two of the fastest growing consumer segments in the nation, with increasing levels of purchasing power. To better reach these growing markets, new out-of-home advertising networks are being launched in locations concentrated in Hispanic and African-American neighborhoods. What are the content strategies for this group of audience?

• Understand the cultural sensitivities relating to beliefs, attitudes and customs
• Determine the desired length of ads based on environmental attributes
• Assess the type of programming suitable for the audience

Understand how you can better connect with ethnic consumers through your digital OOH network.

Juan Faura, President & CEO, Cultura
Perry Fair, Executive Creative Director, The True Agency
Lewis Williams, EVP, Chief Creative Officer, Burrell

10:00 AM

Mid-Morning Networking Break

Enjoy a cup of coffee and discuss the program with your peers.

10:30 AM

Forming Partnerships with Programming Providers to Enrich Your Digital OOH Network

It’s considered a natural move for television networks to partner with out-of-home networks, particularly as TV audiences in the home drop. Place-based media represent another channel to leverage network programming and many organizations including CBS, CNN and ABC deliver their content through place-based media. Come to this session and learn how partnerships are formed and how they work.

• Determine how to benefit from TV network content, resources and contacts
• Explore revenue splitting and business model schemes
• Understand areas of negotiation for entering into a partnership

Walk away with information to help you secure a mutually beneficial partnership with programming providers.

Jeff Weidauer, VP Marketing, CBS Outernet

11:15 AM

Metrics and Benchmarks Panel

Determining the Optimal Mix of Content to Keep Your Customer’s Attention and Drive Results

What kind of information do your customers expect? Are they looking for particular content that is specific to your organization? Or do they have a broader, more entertainment focused idea about your industry or products culture? Identifying your customer requirements and knowing who is looking at what content is crucial to the long-term success of your digital signage network.

• Determine your business objectives, audience needs and venue characteristics
• Deliver information that accommodates different points in the sales cycle
• Test various mixes, measure results and adjust as necessary

Stay competitive by knowing your market and how to best engage your audience.

Rob Winston, Senior Accounts Manager, Arbitron Out-of-Home
David Teichner, CEO, Channel M

12:00 PM

Networking Luncheon

Join the conference speakers and your peers for a relaxing luncheon. Make new business contacts and exchange ideas on bettering digital signage content.

1:30PM

Software

Understanding What Content Works Best with What Technology to Make Your Network a Success

The digital signage vendor landscape features a wide array of options, from top-tier, full service companies to smaller niche companies with highly specialized business models ready to deliver you the best content for your network. How do you separate the “hype” from the truth to get the technology you need? Come to this session for solutions and more.

• Select the technology based on your unique content requirements
• Know how touch screens and mobile affect display and effectiveness
• Understand the effects of sound on your digital signage content

Hear what you need to make your network succeed and optimize our content.

Jeff Porter, Executive Vice President, Scala
David M. Haar, VP, Digital Signage Division, Minicom Advanced Systems
Ted Dembicki, VP Business Development, InfoCaster Digital Signage Solutions, Harris Broadcast Communications

2:15 PM

Incorporating Branded Entertainment to Improve Content Relevancy

Advertainment. Branded content. Product placement. No matter how you refer to the broadcast counterpart of advertorial, more and more content producers are looking to leverage its use in digital out-of-home media programming. How can you maintain viewer interest and create the positive link between the brand and the program for this growing medium? Come to this session and explore the topic.

• Understand the challenges and opportunities in creating branded entertainment
• Explore the types of branded entertainment and their suitability for different venues
• Discuss key success factors for script integration and content application

Increase the value of digital out-of-home programs through branded ad content.

Ian Cohen, Co-Founder, Wexley
Brian Marr, Managing Director, Wexley

3:00 PM

Mid-Afternoon Networking Break

Enjoy light refreshments and discuss the program with the speakers and peers.

3:30 PM

Spectacular Displays

Going Big for Impact and Incorporating Interactivity for Engagement

While many of the screens in place-based environments typically fall under 60-inches, there’s another world of possibilities through spectacular displays. Be it LED or HD, rectangle or round, not to mention interactive components such as SMS and Bluetooth…content creators need to keep pace! Come to this session and hear how you can think outside of the box.

• Discover the challenges and opportunities for spectacular and unique displays
• Understand the costs involved with using non-traditional formats
• Explore content considerations when including interactivity

Get a better understanding of what you can achieve with spectacular and alternative digital displays and get inspired for your next campaign.

Mike McGraw, VP of Spectacular Development, Clear Channel Spectacolor
Stephen Randall, CEO, LocaModa

4:15 PM

Conference Adjourns