Barry Frey Chats with Brian Nienhaus of We Are Unlimited

Barry Frey amp160What media do you consume on a daily basisBrian Nienhausamp160 Overall I39m a mix of old school and new media amp160I read the Wall Street Journal each day online but still grab a printamp160edition when traveling amp160I love the feel of folding the pages and the bit of ink that gets on my fingers amp160Since I drive from the suburbs of Chicago to the city I naturally see tons of out of home amp160But NPR is my constant commuting companion and I love weekends with The Mothamp160and Wait Wait Don39t Tell Me amp160Mashable The Daily Beast and Twitter all play some role in my day too amp160Frey amp160What are the biggest changes you foresee for the advertising business over the next few yearsNienhaus amp160In the next few years I see changes in talent channelsamp160and approaches includingThe demand for talent with experience in analytics and data will continue to increase amp160Media and technology partners clients and agencies are all competing for the same group of data specialists amp160But in order to attract them our industry needs to demonstrate that we understand their capabilities and truly value their talentAddressable media might finally be here to stay and CRM will become increasingly sexy and sophisticated amp160Not just the modern direct mailemailFinding the right balance of tools for modern marketing will always be a point of discussion in the industry amp160digital vs traditionalamp160programmatic vs plannedpremium buys analyticsdata vs intuition amp160But creativity will continue to impact these hot topics and how we approach them for our clientsFrey amp160Is digital OOH part of McDonald39s media plan and if so how does your agency handle creative for that mediumNienhausamp160 OOH plays a key role for McDonald39s primarily at the local level amp160Driving to restaurants messaging promotes LTOs and key products and also increase the demand for McDelivery amp160Unlimited sees OOH as part of the repertoire of useful media particularly to drive activation amp160Butamp160we also are looking at ways to reach and influence customers through the focused power of OOH amp160As the full weight of McDonald39s national and local media are leveraged the potential for creating an innovative impact becomes increasingly valuableFrey amp160Given the digitization of outofhome media the medium is now more digital location datainfused and programmatic amp160What do you see as present and future opportunities for digital outofhomeNienhaus amp160Some of the new formats and innovations in outofhome are truly remarkable especially for a channel that is the modern successor to the original advertising formbranded signage amp160Finding ways to tap into and connect to mobile experiences is a really interesting opportunity for the mediumWhat weamp160are currently seeing is a bit more optimistic take on Blade Runner and other futuristic scifi examples that have presented a world where advertising is pervasive and all around us amp160Essentially any screen with an IP address which today is virtually every screen is a point of connection to consumers amp160This is interesting because it has the potential to bring value to consumers and advertisers which is mutually beneficial amp160But hold off talking to me about this until it39s both useful and relevantAs these points of consumer interaction become smarter they can truly move from being sixword static banners to engaging consumer experiences amp160These experiential interactions have the potential to add value to almost any opportunity whether that39s guiding a weary traveler through an airport or entertaining and educating commuters amp160Provide me with wifi or a battery in a busy city center right when I need it and you39ll pique my interest amp160It39s really as exciting as any innovation channel in media todayFrey amp160Tell us a bit about your upcoming speaking appearance at the Video Everywhere SummitNienhaus amp160I39ll be taking the stage with McDonald39s Senior Director of Global Media and Digital Marketing Anja Carroll amp160She and I are looking forward to sharing some thoughts about how McDonald39s views digital placedbased media and the channel39s potential for innovation amp160As a heavy buyer of television and other video formats we39re interested in where this category can go towards offering more interactive targeted and high impact formsFrey amp160What is your favorite recently downloaded appNienhaus amp160I recently started using an app called Mint amp160I39ve also been testing Trello and Google Assistant for the iPhone amp160Who knew there would eventually be so much crossover between devices platforms etcClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Barry Frey Chats with Brian Nienhaus of We Are Unlimited

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Barry Frey Chats with Brian Nienhaus of We Are Unlimited

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