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Detailed Conference Agenda

DAY ONE:
Tuesday, September 9th, 2008

7:45 AM

Registration & Continental Breakfast

8:30 AM

Opening Comments From the Chair

Kip Knight, VP of Marketing, eBay (formerly)

8:45 AM

Power Panel:

Media Leader’s Insights for Digital OOH Media

The screens are everywhere – grocery stores, doctor’s waiting rooms, gas stations, gyms, bars, airports, and more. How does out-of-home advertising fit into the evolving mediascape?

• Lifestyle and demographic targeting
• Content for engagement
• Role in consumer brand journey

Take away insights to help imprint your brand and maximize engagement.

Tim Hanlon, EVP, Ventures, Denuo
Alan Schulman, SVP, Executive Creative Director, imc2
Dave Penski, EVP, Executive Group Director OOH, ZenithOptimedia

MODERATOR: Mark French, General Manager & Senior Vice President, NBC Everywhere

9:45 AM

Maximizing Branding and Lead Generation With the Elusive 18–34 Demographic Through Music and Interactivity

Bars, clubs and restaurants – places where people relax and socialize – are becoming popular venues for video ad networks. Not only are impressions high, frequent bar goers are also “early adopters” who often recommend new products to peers.

• Engage consumers in fun and entertaining ways
• Capture emails and generate leads for future promotions
• Explore the addition of social networking features

Hear how nightlife venues can help you reach and track your target audience.

Ron Greenberg, Chief Marketing Officer & SVP of Digital Media, TouchTunes
Stephen Randall, CEO, LocaModa

10:30 AM

Mid-Morning Networking Break

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

11:00 AM

Advertisers Panel:
Sprint, ABSOLUT Vodka & TRAVEL + LEISURE GOLF

Given the media options available to reach, engage and connect with consumers, how do advertisers feel about the role of digital out-of-home media? Get the scoop from leading brand advertisers.

• Attitudes and opinions toward place-based advertising
• Experiences and/or interest in using the medium
• Challenges and opportunities for different brand categories

Use this information to help you determine how digital OOH media can contribute to your advertising and branding efforts.

John Marson, Senior Manager, Media Planning, Kraft Foods

11:45 AM

Panel:

Recognizing What Budget Digital Out-of-Home Media Is Now Coming From

As media allocation to digital OOH continues to increase, a debate has been simmering as to which budget the medium will fall under. Hear from industry leaders on how decisions are made for a medium that includes retail, digital billboards, cinema, and more.

• Assess whether OOH digital is above or below line
• Discuss advertising versus promotions
• Capitalize on the value of digital OOH media

Understand the rationale for budget allocation and align your pitch strategies accordingly.

Danny Kaplan, Group Media Director, Universal McCann
Doug Fierro, President & CEO, Global Outdoor Services
Steve Kerho, Vice President of Analytics, Media and Marketing Optimization, Organic
Robert Davidman, Chairman & CEO, Earthquake Media

MODERATOR: Lon Otremba, CEO, Access 360 Media

12:30 PM

Networking Luncheon

Join the conference speakers and your peers for a relaxing luncheon. Make new business contacts and exchange ideas.

2:00 PM

Audience Measurement & Research Panel:

Examining Viewership and Proof of Performance Technology for Out-of-Home Ads to Increase Accountability

The value proposition of digital OOH media is connecting with the right consumer, at the right place, at the right time. But how do you measure the audience seeing the ads on the thousands of screens AND prove that the ads ran?

• Hear about the technologies available for audience tracking
• Be aware of reporting mechanisms, including feedback loop and error logs
• Review available research on effectiveness of the medium

Increase confidence in digital OOH advertising through reliable audience measurement and research.

Rob Winston, Senior Accounts Manager, Arbitron Out-of-Home
Suzanne Alecia, President, OVAB

More to come…

2:45 PM

Pricing Panel:

Exploring the Rate Card for Digital OOH Media to Maximize Return-on-Investment

As the digital out-of-home industry continues to grow and evolve, there’s greater demand for pricing standardization and guidelines. Hear from industry leaders who can help you make sense of planning and buying for the medium.

• Explore existing pricing frameworks
• Discuss how pricing models can be improved
• Compare place-based advertising pricing to other channels

Better justify and maximize your investment in place-based ad networks.

Christina Radigan, Associate Director of Marketing & Communications, Outdoor Media Group
Kip Knight, VP of Marketing, eBay (formerly)
Stephen Faso, VP, Director of New Media, Outdoor Services

MODERATOR: Jeff Dickey, Founder, Business Development, Seesaw Networks

3:30 PM

Mid-Afternoon Networking Break

Enjoy light refreshments and share your thoughts on digital OOH media metrics and pricing.

3:45 PM

Panel:

Cellular Digital Signage – The New Weapon for Brands in Retail

Brands now have a completely new way to influence consumers where it matters most – right on the shelf, at the point of decision. Hear case studies on how brands can deploy an integrated cellular and web-driven network, independent of the retailer’s in-store infrastructure to:

• Increase sales with an “End-Cap TV” broadcast network
• Create and schedule play lists for specific market demographics
• Use content best practices to generate a better Return on Message

Learn how your brand can increase sales and brand impact in retail.

Keith Kelsen, CEO, The MediaTile Company

More to come…

4:30 PM

Content:

Pre-Purposing Creative Assets for Digital OOH Media to Maximize Impact and Efficiency

As consumers spend less time at home in front of their television screens, advertisers are investing in alternative media touch points. But how can brands take advantage of their creative resources and processes for the different mediums, including digital out-of-home?

• Recognize the value and difference between pre-purposing and re-purposing
• Collect and aggregate assets ahead of time
• Create scalable solutions across platforms

Rethink your production process and management of creative assets for efficiency.

Pat Hellberg, Director of Nike’s Brand Content Studios (formerly)
Mitch Oscar, EVP, Director, CaratDigital
Marcos Terenzio, Creative Director, Alchemy International

5:30 PM

Cocktail Reception

Unwind and mingle with the speakers and delegates at our “exclusive” end-of-day cocktail reception. Bring your business cards!

Day Two:
Wednesday, September 10th, 2008

7:45 AM

Registration & Continental Breakfast

8:30 AM

Opening Comments from the Chair

8:45 AM

Assessing Growth, Scalability and Inventory for DOOH Advertising Networks

“Screen wars” has become a trend to watch for in 2008. As leading brands and agencies explore digital OOH ad networks as the antidote to audience fragmentation and changing media consumption patterns, new questions arise on the medium’s scalability and supply.

• Understand drivers of growth for digital OOH ad networks
• Identify where and how inventory can be sourced
• Discuss which existing networks and niches have “national footprints”

Familiarize yourself with the reach of digital ad networks for better campaign planning.

Patrick Quinn, CEO/President, PQ Media

9:30 AM

Case Study: Volkswagen/ABC Times Square Studios

Outdoor 2.0: Using Mobile Communications to Maximize Consumer Engagement

Thanks to digital signage, instant messaging, and cell phones, consumers now have a means to interact with outdoor displays. As one of the oldest media reinvents itself, it’s also allowing marketers to better capture and track engagement. Get the scoop on Outdoor 2.0.

• Apply new technology to impact sales, and product and brand awareness
• Evaluate campaign effectiveness with the close-loop system
• Understand the natural interface between mobile, customer and message

Take brand engagement to a new level with creativity and interactivity.

Phil Lenger, CEO, Show & Tell Productions
Jan Chaloner, VP, Network Print, ABC
Richard Paris, Director Operations, ABC SuperSign

10:15 AM

Mid-Morning Networking Break

Secure important new contacts and talk about developments in the digital OOH space.

10:45 AM

Engaging Mobile Consumers Through Comprehensive Outdoor Media Forms

As people spend more time out-of-home commuting to work, walking in urban areas and waiting in transit hubs, transit advertising can be an effective way to deliver brand messages. Find out how digital ads are transforming the industry.

• Build brand impact with captive consumers
• Reach key demographics with innovative and bold creative
• Complement digital advertising with other outdoor assets

Find out how you can communicate your brand to consumers on-the-go.

Lou Giacalone Jr. Senior Vice President, Titan Digital Worldwide

11:30 AM

In-Store Panel:

Sourcing Shopper Marketing Strategies to Deliver Enhanced Brand Equity, Engagement and Sales Lift

Research shows that 70 percent of final retail purchase decisions are made in-store, during the sale. Marketers are now taking advantage of the medium that allows brand loyalty, awareness and purchase to converge.

• Identify the benefits and detractors of in-store media for brands
• Mimic online tools and experiences to in-store
• Hear about the new POP kiosk initiative for a supermarket chain

Find out about the innovative strategies being used by leading brands and emulate their success.

Paul Flanigan, Producer, In-Store Network, Best Buy
John Paulson, President of G2 Interactive
Kevin Purcer, Associate Director of Interactive Services, Erwin-Penland

12:15 PM

Networking Luncheon

Join the conference speakers and your peers for a relaxing luncheon. Discuss the morning’s program and share your thoughts.

1:45 PM

Proximity Marketing:

Delivering Targeted Content at Targeted Locations for Relevancy and Engagement

Localized wireless distribution of content is a natural fit with digital OOH networks and provides opportunities for time and place specific messaging. As mobile devices, WiFi coverage and transmission capabilities in place-based screens continue to increase, marketers need to take note!

• Clarify privacy and consent issues using Bluetooth and SMS
• Hear examples of the type of campaigns suited for proximity marketing
• Learn best practices for your next campaign

Localize your campaigns for increased relevancy and effectiveness.

Laura Davis-Taylor, Founder & Principal, Retail Media Consulting on behalf of LevelVision LLC

2:30 PM

Integrated Marketing Panel:

Incorporating Traditional and Extending Digital Campaigns Outdoors to Increase Consumer Touch Points

The digital and mobile lifestyle of consumers today has challenged marketers to meld an ever-expanding body of touch points effectively and seamlessly. How should the media plan incorporate place-based media?

• Assess how the medium is being treated and overcome functional silos
• Overview of how mobile should be part of the media mix
• Discuss best practices for today’s market

Build a holistic brand experience through a strategic and integrated plan.

Jack Sullivan, SVP/Out-of-Home Activation Director, Starcom USA
Michael Collins, President, Kinetic Mobile
MJ Keehn, Media Director, Cole & Weber United

MODERATOR: Patrick Moorhead, Director of Emerging Media,Avenue A | Razorfish

3:15 PM

Mid-Afternoon Break

Enjoy light refreshments and continue the discussion on place-based networks.

3:30 PM

Panel:

Leveraging Technology to Create a Memorable and Measurable Campaign

The future OOH digital media networks will be capitalizing on emerging technological advances that will enhance the quality, creativity and engagement of campaigns.

• Hear about the sensory technology for msnbc.com`s Newsbreaker Live campaign
• Explore audio effects, interactive kiosks and smart shelves
• Discuss challenges and opportunities in using new technologies

Exploit emerging technologies to generate buzz and up the engagement factor.

Marty Cooke, Partner, Chief Creative Officer, SS+K
Catherine Captain, VP of Marketing, msnbc.com
Rocky Gunderson, Founder, Vice President Marketing & Network Development, SeeSaw Networks

4:15 PM

Conference Adjourns