DOOH Media Summit 2009 – In association with Media week
The DOOH Media Summit will highlight the importance of the right, relevant content – both commercial and editorial – in attracting the attention of the right consumers and, ultimately, making a DOOH, digital signage or digital screen, campaign successful.
It will highlight the type of partnerships that can make this content work – between the media owner, advertiser and their agencies, as well as third-party content suppliers.
Taking place on April 7 2009, the conference will feature a key note presentation from a big brand advertiser, key note presentations from other influential members of the sector and a series of panels which will highlight successful campaigns and case studies and debate the challenges that advertisers, marketers and media owners face as well as the rewards for getting it right.
DOOH is now a growing part of the media landscape, particularly in the UK, and, as part of Screen Expo Europe, the summit will show how fully integrated campaigns can be effective and look at issues such as new innovations, international markets and the importance of timing and location in successful projects.
With the growth of outdoor and, in particular, the rise of DOOH and new technology, the possibilities of this platform have expanded dramatically. However, although more and more brands are using digital signage and screens, there are plenty of opportunities for innovation and success that haven’t been explored yet.
Nowhere is this best exemplified than in London, where the CBS Outdoor overhaul of the advertising properties in London Underground system is extensive and in the process of transforming the digital platforms in the City.
Following the launch of Heathrow Terminal 5, there has been another major network of digital screens launched in the capital and London’s sole paid-for evening newspaper, the London Evening Standard has started to break news on electronic screens at its sales points around the capital.
9am – Chairman’s introduction
Steve Barrett, editor, Media Week
9.15am Keynote 1
Nicky Cheshire, sales director, Alive, CBS Outdoor (tbc)
Maurice Breen, marketing director, Magners (tbc)
What digital out-of-home can offer and how it is taking money from broadcast and national press. Case studies will demonstrate the flexibility and targeting potential of DOOH and its ability to make “meaningful connections” with consumers.
9.45 am Keynote 2
Client – (tbc)
The challenge for advertisers in moving beyond the “screen as a delivery mechanic” philosophy into it becoming an integrated and integral part of overall marketing activity, using xxxxx digital out-of-home activity as a case study.
10.30- 11.15am Coffee and networking
11.15am Panel – on London developments and case studies
Chaired by Tristan O’Carroll, news editor, Media Week
Cross track, Westfield Shopping Centre and railway stations are just some of the locations where Londoners can see innovative digital outdoor media activity. Case studies under discussion will include TfL’s interactive poster campaign and City AM’s “Bluecasts”.
Lawson Muncaster, managing director, City AM
Dr Janko Mrsic-Flogel, head of mobile innovation, TfL
Mike Beizsley, group marketing RTIP, Technical Design Authority
12.15am Panel – on innovation in digital screens and new technologies
Mungo Knott, managing director, UK sales, Streetbroadcast
James Whitmore, managing director, Postar
Becky Fisher, client services director, IPM
DOOH offers longer dwell times than other media and can engage consumers with episodic and constantly changing content. What does this mean for advertisers and how can this enhanced effectiveness be measured?
2:15pm – Keynote – how DOOH enhances the brand experience
Mark Middlemas, managing partner, business development, Universal McCann
Demonstration and discussion of how gesture-based and touch-screen technology can integrate in media plans and DOOH can bring outdoor media experiences to life, analysing the strategies media agencies and cutting-edge brands are using.
3pm Panel – Creative showcase (3 x 10 min presentations plus 15 min Q&A)
Analysis of the creative opportunities presented by DOOH networks and why creative treatments must be bespoke, rather than repurposed from other media.
Nicole Yershon, director of innovative solutions, Ogilvy Advertising
Illustrated by IBM and Nestle case studies on digital screens on the London Underground.
Alison Lomax, client services director, Beattie McGuinness Bungay
An outline of the creative possibilities of DOOH, illustrated by client case studies.
Tom Bazeley, co-founder, Lean Mean Fighting Machine
Creativity – DOOH ads from the digital agency’s point of view.
4pm Keynote – where DOOH goes next in a changing media world
Neil Morris, managing director, Grand Visual
An outline of exclusive research conducted by digital creative services agency Grand Visual on the scope of current digital formats and what they have been used for.
4.25pm Keynote – establishing DOOH as a specific media format in its own right
Steve Cox, marketing director, Titan Outdoor
DOOH needs to be supplementary to OOH, rather than instead of. How can DOOH continue to grow and ensure it is taking money out of other media, rather than simply replacing traditional OOH ad spend? How crucial is it to the future success of outdoor?
5pm Chairman’s wrap-up with panel of experts…
…including Steve Cox, Mark Middlemas and Nicole Yershon.