Barry Frey, who as President and CEO of the Digital Place Based Advertising Association (DPAA) will be hosting the 9th annual Video Everywhere Summit on October 27 in New York, recently interviewed some of the event's featured speakers on a variety of topics. His interview with Helen Giles, Director, Integrated National Media Investments, Campbell Ewald, follows.
Barry Frey: What media do you consume on a daily basis?
Helen Giles: As we all know, media is everywhere we are, today more than ever! I consume digital news in the morning for updates on current events, what is happening in our industry and the weather, as well as during the day in the office. On the way in and at home, music and news radio -- plus, of course, place-based media on the road and in the city! In the evening, TV entertainment, often DVR'd, and I will generally multitask (we must all be ADD), scanning updates on social media or viewing on demand snippets while watching TV, with an eye always to what may come thru my phone.
Barry: What are the biggest changes you foresee for the advertising business over the next five years?
Helen: Continued evolution in distribution to digital and greater aggregation of audiences across all channels, as fragmentation continues. As a result, we will see progress in bringing the various research platforms together and a continued focus on data and ROI. Some smaller players in the video field will go out of business, as we can’t support all of the video content options that are out there. Finally, we will see continued advancements in improving the consumer experience thru things like virtual reality and the ability to share and customize experiences, as well as find a better/evolved model to deliver and engage the consumer with the advertising message.
Barry: How does your agency plan and buy digital out-of-home?
Helen: We look holistically to find the relevant places throughout the consumer journey and identify audiences both from a planning and buying perspective, regardless of where that might be. So if we are seeking to tell our story via video, we will consider traditional TV and place-based video in the same breath. It is really about where the audience is and the experience we’d like them to have. Similarly, if we are looking at out-of-home as a channel, we’ll look for what will be most impactful, whether it be motion activated or touch-screen billboards, in addition to more traditional executions, if it will help tell the story and break through.
Barry: What is your favorite new app?
Helen: Waze, since it is often such a maze getting home!
Barrry: Tell us a bit about your upcoming speaking appearance at the Video Everywhere Summit.
Helen: I'm looking forward to being there with a great group of advertiser and agency representatives. It is an interesting and unique format, with speakers from differing backgrounds, where a group of us will listen to some innovative case studies being presented and provide our comments. It should provide a dynamic perspective on the information presented.
Barry: The Presidential election winner will be ...?
Helen: Decided soon -- so we can move forward and focus on getting things done.
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