Top Takeaways from DPAA’s Video Everywhere Summit

How can a community of digital placebased organizations expand this wide revenue stream amp160How can it meet or exceed future estimates while gaining a bigger share of this pie amp160More than 800 marketers agency representatives researchers and vendors attended last weekamp8217s Video Everywhere Summit at New York Cityamp8217s Roosevelt Hotel for guidance and in session after session received it in the form of best practices outlined by executives from top advertisers and ad agenciesamp8220We need to connect the bullet points from other businesses not just their algorithmsamp8221 remarked Barry Frey Chief Executive Officer of the association for digital outofhome marketers DPAA amp160amp8220The game is to sell products and services and move this economy amp160We must use these ideas to connect brands and screens to useful data amp160This is an industry making progress taking us in a great and important direction amp8230 as a safe home for brandsamp8221Microsoft Corporate Vice President of Brand Advertising andamp160Research Kathleen Hall said digital outofhome represents a wonderful opportunity to offer relevant advertising to consumers at any time amp160She urged attendees to attract clients willing to showcase uncompromised clear principles in their messages such as bringing people together to celebrate the best elements of life or work together to solve issues amp160Clearly thatamp8217s a process not easy to consistently execute given the nature of liberal and conservative media often at opposite poles of thought and immediate response by social media to various events Hall acknowledgedamp8220No trees fall in the woods anymoreamp8221 she saidamp160 amp8220They fall in public nowamp160 Our approach goes like this We donamp8217t engage in public debate about our messages amp160The messages themselves have clear guidance and are true to our values amp160We support the audienceamp8217s choice to watch our messages or not Nobody has to watch anything amp160And weamp8217re about inclusion across the board amp160When the world gets divided offering images of people coming together can be a beautiful thingamp8221At Farmers Insurance the object of their popular commercials featuring Oscaramp174winning actor JK Simmons in humorous recreations of actual but offbeat claim incidents is to increase value by having viewers become smarter about the insurance process said Farmers Enterprise Chief Marketing Officer Mike Linton pictured above with Frey amp160Thatamp8217s the internal strategy as well amp160In between clips from their current campaign by RPA Linton ticked off a list of best practices which digital outofhome purveyors can use to either shape up their internal organization or position themselves as a potent advertising force to win over clients amp160Among them gather and use as much marketplace data as possible to build your reputation throw out practices that result in faulty data accumulation emphasize actions and strategies that do the most good for both consumers and the company you want business from and share the best data you get as fast and among a broad range of advertiser possibilities as you canOne more thing Bring the clientamp8217s ad agency and your organizationamp8217s information technology department into the situation amp160amp8220They are part of your pictureamp8221 Linton asserted amp160amp8220You want them to be up to speedamp8221Keep consumers in front of your efforts to land new digital outofhome business added Leo Burnett Chief Executive Officer Andrew Swinand amp160Through 35 billion online searches a day people showcase what they desire out of life amp160However amp8220people are being overwhelmed by advertising to the point they want to skip itamp8221 because an overwhelming number of commercials miss the point far too often Swinand said amp160amp8220Brands donamp8217t listen amp8230 they want messages that meet their needs or bold ideas that lead to solving problems or inspiring prosperityamp8221Swinand used a recent campaign to illustrate his belief in the power of this advertising pathway amp160When Procter ampamp Gambleamp8217s Pantene line of hair care products organized its multidimensional amp8220Haircastamp8221 campaign the focus was on advising women how to endure tough weather conditions with their hairstyle intact amp160The Weather Channel was recruited to create amp8220bad hair dayamp8221 forecasts for both Pantene TV commercials and a separate mobile app amp160The spots and app recommended specific Pantene products appropriate to the certain weather conditions amp160Google and Walgreens supported the campaign through online ads and instore displays respectively amp160amp8220Haircastamp8221 scored with viewers resulting in a notable sales jumpamp8220We live in an age where we can solve problems like never before at the point of purchaseamp8221 Swinand declared amp160amp8220Letamp8217s use technology as an enabler of solutions amp160Letamp8217s understand whatamp8217s important in peopleamp8217s lives and use these campaigns to inform and supply creative solutions that lead to transformative business resultsamp8221TMobile a veteran enterprise when it comes to digital outofhome campaigns knows well what can get accomplished in this medium amp160Five years ago according to Brand Communications Senior Vice President Peter DeLuca the company was losing one million customers a year amp160Constant outofhome initiatives have turned the situation aroundamp160 In its latest quarterly reporting period more than one million people became TMobile users amp160Thatamp8217s in addition to the base of 40 million customers TMobile has attracted since 2012amp160 The digital outofhome effort stressed an amp8220undoamp8221 mantra as in dropping annual contracts and other practices customers hated coupled with the institution of unlimited data plans and other features amp160Colorful instore displays and outdoor video screens around the country trumpeted the policy changes 247 amp160amp8220We had to bring the brand back to lifeamp8221 DeLuca said amp160amp8220Plus we leveraged outofhome with retail social media online and TV advertisingamp8221DeLuca invited advertiser representatives in attendance to whip up amp8220superdynamicamp8221 campaigns with outofhome an essential element amp160amp8220You get so much more social love when you doamp8221 he beamedExhibitors outside the mezzaninelevel auditorium showcased their wares throughout the conference Most focused on outofhome data analytics or campaign promotion amp160One rare content player on hand and a firsttime DPAA exhibitor was ChiveTV distributing a mix of usergenerated and original vignettes directed at adult males amp160ChiveTV operates among more than 5000 bars and restaurants nationwide distributing their content to TV sets in those establishments equipped with Roku streaming sticks amp160The service offers eight 30second spots per hour with at least one spot per hour reserved for local saleClick the social buttons above or below to share this content 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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Top Takeaways from DPAA’s Video Everywhere Summit

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Simon Applebaum

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Top Takeaways from DPAA’s Video Everywhere Summit

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