Top Takeaways from DPAA’s Video Everywhere Summit
Simon Applebaum, November 8th, 2017
The out-of-home advertising business, now incorporating a variety of media from billboards and TV hookups inside restaurants and bars to digital airport and mall signage, is on track to earn $10.6 billion in revenues this year, according to a recent Jack Myers TomorrowToday. That research suggests this marketplace will cross $11 billion in revenues next year and $12 billion by the turn of the decade.
How can a community of digital place-based organizations expand this wide revenue stream? How can it meet or exceed future estimates while gaining a bigger share of this pie? More than 800 marketers, agency representatives, researchers and vendors attended last week’s Video Everywhere Summit at New York City’s 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 agencies.
“We need to connect the bullet points from other businesses, not just their algorithms,” remarked Barry Frey, Chief Executive Officer of the association for digital out-of-home marketers, DPAA. “The game is to sell products and services and move this economy. We must use (these ideas) to connect brands and screens to useful data. This is an industry making progress, taking us in a great and important direction … as a safe home for brands.”
Microsoft Corporate Vice President of Brand, Advertising and Research Kathleen Hall said digital out-of-home represents a wonderful opportunity to offer relevant advertising to consumers at any time. She 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. Clearly, that’s 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 acknowledged.