Detailed Conference
Agenda |
 |
 |
|
 |
|
 |
| |
DAY ONE: Monday June 18th, 2007 |
|
| 7:45 AM |
Registration & Sponsor Exhibits Open |
Breakfast
Sponsored by: |
| |
| 8:30 AM |
Opening Remarks from the Chairperson |
| |
| 8:45 AM |
New World Requires New Rules of
Engagement |
| Paul Woolmington, CEO, NAKED COMMUNICATIONS |
|
| |
| 9:45 AM |
Brand Strategies to Achieve Relevance,
Reach and Measurable Results with Digital OOH Media |
| Digital out-of-home media has evolved to be one of America’s
fastest growing new media. Hear how this media will deliver results for
your next marketing campaign: |
- Innovative strategies to building brand equity with digital OOH media
to create emotional connections, brand loyalty and customer trust
- Proven strategies to targeting the elusive 18-34 demographic
- New developments in OOH interactive
- In-store media innovations to capture customer engagement
- ROI and performance metrics
- Brand building strategies with OOH digital media touch points
- Lessons about this for CMOs, now
|
| Learn how digital OOH media provides brands a competitive
advantage and brand activation! |
| Ted Moon, Director
Media Innovations, SPRINT NEXTEL CORPORATION
John Marson, Senior Manager, Media Planning, KRAFT
FOODS
Steve Ridley, Chairman & CEO, KINETICWW
(Americas)
Moderated by:
Michael Ribero, Chief Executive Officer, REACTRIX
SYSTEMS, INC. |
| |
10:30 AM |
Peer-to-Peer Networking Break |
| |
| 11:00 AM |
In-store Digital Media Networks:
Bringing Your Message to the Consumer at the Point of Decision |
| More media is moving in-store as marketers are looking
to reach their consumers where and when they make their purchase decision.
Learn what the leading edge retailers and advertisers are doing to build
brands, target customers and drive sales lift. |
- Hear what the big retailers are doing
- See how the leading edge advertisers are reaching their consumers
in-store
- Learn what consumers are saying and asking for
- Learn what’s coming, such as new Bluetooth
- Learn what the advent of frequent shopper data will add to the media
buying decision
|
| Jeff Weidauer, Director,
Brand Advertising, ALBERTSON’S INC.
Virginia Cargill, CEO, SIGNSTOREY
Natalie Egleston, General Manager of Supermarket
Networks, PREMIER RETAIL NETWORKS (PRN) |
| |
Absolut Vodka Campaign Case Study |
| 11:45 AM |
Illustrating Emotional Connections,
Likeability and Brand Loyalty |
| Digital OOH media has evolved to be an effective media
to connect with customers. New technology and creative thinking has led
to new, proven ways the customer can be engaged and elusive demographics
being reached. Hear a leading-edge case study on how this media has played
a role in a successful marketing campaign... |
- Measuring success
- Out-of-home interactive
- Information on how prices compare with other media
- How customers are being engaged
|
| Ian Crystal, US
Brand Director, ABSOLUT VODKA, V&S ABSOLUT SPIRITS
Scott Marsden, Group Director of Strategy, OMD
DIGITAL
George Giatzis, SVP Advertising Sales, ECAST
INC. |
| |
| 12:15 PM |
Sponsor Exhibition – Networking Luncheon Break |
| |
| 1:45 PM |
Luncheon Address |
Transformation: Competing on the
Other Side of The Tipping Point |
| Jack Myers, Editor and Publisher, MEDIAVILLAGE.COM
|
|
| |
2:30 PM |
Generational shift in media consumption:
Dealing with the reality that the entire 16-24 age demographic may never
know your brand – And what you can do about it |
| There is a distinct possibility that an entire generation
may never get to know the best brands of today. Some are calling it the
“unbranded generation”. We all know that this demographic
is a multi-tasking group in control of the ad message and yet some brands
still don’t have a plan of action. Learn from this groundbreaking
presentation that unless brands act now, it may be too late: |
- The habits of this emerging generation
- Consumption patterns
- How to brand the “unbranded generation”
- Risk-management strategies
- Mechanisms and tactics to build brand equity
|
| Moderated by:
Joe Mandese, Editor-in-Chief, MEDIA POST
Panelists:
Jack Sullivan, SVP and Director, STARCOM
Ray Bianco, Vice President, ALLOY MEDIA + MARKETING
Jeff Dickey, Founder and Business Development,
SEESAW NETWORKS |
| |
3:15 PM |
Peer-to-Peer Networking Break |
| |
Outdoor Interactive |
| 3:45 PM |
Bluetooth, SMS and OOH Interactive:
Using Mobile Marketing for Penetrating Customer Engagement |
| Heard of The Nike iD, Dove Real Beauty, Share Your Secret,
Absolut Vodka, Lexus Holograph campaigns?… All are examples of the
emergence of mobile “Outdoor interactive”. Mobile devices
give consumers a means to interact with larger screens providing a closed
loop system for marketers to evaluate the effectiveness of marketing efforts
in real-time. |
- How bluetooth, IM and cell phone media is meshing with outdoor to
deliver truly innovative campaigns
- How instant messaging in retail media is creating interactivity and
engagement
- How camera phones are being used to optically scan barcodes in traditional
media to link to mobile campaigns
|
| Bob Gollwitzer, Marketing
Director, TH PROPERTIES
Jim Levinger, CEO, NEXTCODE CORPORATION |
| |
“Award Winning Creative”
Video Showcase |
4:30 PM |
Best in Breed Digital OOH Advertisements
that are Exciting, Captivating, and Engaging and are Delivering ROI |
Content has to be contextual and situationally relevant.
See the award winners from the recent Las Vegas-based “Fourth Screen
Awards” Showcase! As a way to foster innovation and growth in content
production, the “Fourth Screen Award” was established to celebrate
those groups who have produced the most innovative and effective advertisements
that engage the customer and deliver ROI. See the best of the best in
the (1) Brand advertising and (2) Promotional/ merchandising categories. |
|
Join an interactive session on what content and creative
works best. Learn which advertisements are pulling and generating the
results brand companies are looking for. Learn about: |
- What makes good creative content in this environment?
- How is content delivering results?
- How are ads being created?
|
Take away ideas that drive creative and form a customer
dialogue. |
| Mark Zwicker, Vice President,
ALCHEMY, PI MEDIA |
| |
5:00 PM |
FIRST TIME Exclusive Cocktail
Reception |
UP-FRONTS for Digital Out-of-Home
Media in 2008: Sourcing Value and Opportunity with Your Advertising Investments |
| For the first time, experience the Up Fronts for the Digital
OOH Media Network Industry. Meet directly with the networks that can deliver
cost-effective customer engagement media strategies! Find out how to reach
and make relevant connections with elusive psychographic and demographic
clusters. Source your first mover competitive advantage over your competition
and connect with the media vehicles that will move your marketing objectives
forward. |
| |
| |
Day Two: Tuesday June 19th, 2007 |
|
| 7:30 AM |
Networking & Sponsor Exhibits Open |
Breakfast
Sponsored by: |
| |
Opening Address |
| 8:30 AM |
Brand Creative for the Big Screen,
In-Store and Interactive Outdoor: Design Trends for Delivering Engaging,
Dynamic Digital OOH |
| From Times Square to in-store to interactive billboards...
marketers are creating dynamic new methods and messages for the digital
OOH environment. How can you deliver bold, penetrating and exciting brand
building campaigns? Take away leading insight on the latest innovations
on how brands are leveraging profound, new approaches to connect with
customers in more powerful ways than ever before. |
| Alan Schulman, Chief Creative Officer, BRAND
NEW WORLD |
|
| |
Power Panel |
9:15 AM |
Media Leaders’ Insight and
Strategy: Innovative Campaigns, Opportunities, and Challenges for Digital
OOH Media |
Hear insight straight from top media directors and strategists
as they discuss what is driving out-of-home digital advertising and how
this media fits in an advertising game plan. |
| Tim Hanlon, Senior
Vice President, Managing Director, Ventures, DENUO
Julie Roehm
Robert Davidman, Chairman & CEO, EARTHQUAKE
MEDIA
Patrick Quinn, CEO, PQ MEDIA
Bob Liodice, President & CEO, ASSOCIATION
OF NATIONAL ADVERTISERS
Moderated by:
Mike Difranza, President, CAPTIVATE NETWORK
and Chairman, OUT-OF-HOME VIDEO BROADCAST ASSOCIATION (OVAB) |
| |
10:15 AM |
Peer-to-Peer Networking Break |
| |
| 10:45 AM |
The shopping center as a marketing
medium |
Shopping malls present one of the most creative and innovative
opportunities to engage customers. With billions of visits per year by
customers that have a HHI of +$70K, this medium is providing brands new
ways to connect with the most elusive demographics (with digital media
playing a vital role). Hear case studies and key information on: |
- Why the shopping center is an incubator/ test-bed of campaign launches
- New interactive campaigns that create customer engagement
- How place-based digital networks (Indoor & Outdoor) enhance the
shopping experience
- Events/concerts/shows/sponsorships’ support mechanisms within
the mall
- Reach and frequency metrics for the shopping center industry
- How marketers can benefit from this innovative marketing medium
|
Take away a new vision that will impact your marketing
strategy. |
| Stewart A. Stockdale, President, SIMON BRAND VENTURES
and Chief Marketing Officer, SIMON PROPERTY GROUP |
|
| |
| 11:30 AM |
Connecting with elusive demographic
and lifestyle domain clusters to maximizing the value of your plan |
The value proposition of OOH digital media is connecting
with the right consumer, at the right place, at the right time. Learn
how various demographic/ psychographic clusters or domains are being formed
to meet the needs of demanding media plans. With an estimated 700 separate
networks available to choose from, learn about those that will deliver
results for your next media plan. Hear which ones can be cost effective
and can reach the most elusive demographics. For the first time, take
a walk through the most comprehensive directory ever available that will
make your marketing and media planning life much easier. Learn: |
- About making strategic choices: advertising inventory of OOH digital
networks across
- What new demographics can be reached
- How you can maximize your investment
- What the footprint of these networks is
- What DOMAIN clusters are now available
- About maintaining brand equity with the 18-34 demographic with OOH
digital media and how to target this elusive group
|
| Steve Diorio, Managing Director, PROFITABLE
CHANNELS |
|
| |
| 12:15 PM |
Sponsor Exhibition – Networking Luncheon Break |
| |
| 1:30 PM |
Developing an INTEGRATED marketing
plan incorporating creativity, boldness and measurable ROI |
An integrated plan is a key pillar in the reinvention of
brand marketing. The shift of power to the consumer has challenged marketers
to effect-ively integrate an ever-expanding body of communications. This
session will look at how an integrated plan will effectively incorporate
alternative media, meet profit forecasts and build your brand in exciting
and new ways. |
- Strategies for choosing amongst the vast array of media choices
- How to create an integrated marketing plan that creatively puts to
work OOH digital media to exceed brand equity objectives
- How to take your brand assets and find different ways to engage the
consumer using alternative media choices
|
| Samantha Skey, EVP Strategic Marketing,
ALLOY MEDIA + MARKETING |
|
| |
| 2:15 PM |
OOH Digital Networks measurement
and metrics: Retail, transit and other public venues...Demonstrating ROI
for brand owners and media strategists |
Our panelists will address cost, flexibility, impact and
an analysis on viewership and ad spending effectiveness. |
- Different levels of measurement: eyeballs, impressions, engagement,
POP data, ROI
- Applying weight or value to that impression
- Brand awareness metrics
- Pre and post awareness/recall studies
- Evidence of ROI and ROO success
- Key ratios that define improved spending effectiveness
- Hidden metrics demonstrating effectiveness
|
| Joe Plummer, Chief
Research Officer, THE ADVERTISING RESEARCH FOUNDATION
Rob Winston, Senior Account Manager, ARBITRON
OUT-OF-HOME
Ali Diab, Co-Founder & President, Technology
& Products, RIPPLE
More to come… |
| |
| 2:45 PM |
Outdoor Media Measurement in a
New Era of Integrated Systems, Digital Billboards, SMS and Interactive |
- The integrated approach to an audience measurement system: public
domain traffic information; visibility adjusted indices; travelsurveys
and data integration
- Developing VAI’s to adjust the “opportunity to see”
audience
- Digital billboard measurement, the next step
- Measuring commercial audiences for out-of-home media
- Mechanics of the measurement
- TAB approach to the digital world
|
| Joe Philport, President
& CEO, TRAFFIC AUDIT BUREAU (TAB)
Tony Jarvis, EVP Global Research, CLEARCHANNEL
OUTDOOR
More to come… |
| |
3:15 PM |
Peer-to-Peer Networking Break |
| |
Target & Victory Media Network
Case Study |
| 3:30 PM |
Brand Building Using Bold Creative
with Outdoor Spectaculars to Make Customer Connections |
| The new Victory Media Network is a bold, innovative digital
signage installation with 11 large-scale LED displays, 8 of which move
along 2 glass facades. How does this venue and dazzling creative provide
new opportunities to make revolutionary brand connections? Take away insights
on: |
- Branding
- Programming
- Benefits/risks
|
| Mark Bennett, V.P.
Creative Services, TARGET
Kristin Gray, Managing Director, VICTORY MEDIA
NETWORK
Philip Lenger, President, SHOW & TELL PRODUCTIONS,
INC. |
| |
Technology Visionaries & Thinkers
Panel |
| 4:15 PM |
Strategies to build brand equity
with emerging technology in the digital out-of-home environment |
| From Bluetooth, to RFID, to kiosks, to interactive touch
points, new technology is creating relevant messages and measurable results.
This presentation will provide you with a clear understanding of how these
developments can enhance your capability to drive sales and build brands. |
- Top new technological developments that enhance connections with customers
- BMW case study on how brands are being built with innovative technology
- RFID applications
- Exploiting new technologies coming on-screen for 2007-8
|
| Robert Plante, Kiosk Programs Manager, BMW
More to come… |
|
| |
| 5:00 PM |
Conference Adjourns |
| |
