The conversations and insights shared made the 6th annual Out-Of-Home:NOW Conference one of the best yet! Armed with new and sophisticated tools, the potential is greater than ever for the OOH industry to leap over historical hurdles and become a key player in the integrated media mix. The forward-thinking conversations covered the latetst in creativity, mobile, social, local and buying. Thanks to all who joined!
Matt Ian, Executive Creative Director at TBWA\Chiat\Day New York kicked off the morning by addressing this "modern omni-channel world of marketing." He shared examples of engaging campaigns and brought up the importance of media AND creative, where too often the focus is on media THEN creative.
Panel One: Mobile, Social, Local
The first panel, moderated by Wenda Harris Millard, President & COO of MediaLink, featured Marc Fonzetti, Director of Media Strategy of Verizon Wireless; Anthony Martinez, Senior Integrated Communications Manager, The Coca-Cola Company for vitaminwater & smartwater; Oswald Mendez, CMO of MundoFox; and Alan Schulman, VP/CCO at SapientNitro. Discussions ranged from how this channel inspires positive conversation around a brand to mobile as an "enabler" and "force multiplier" in OOH.
Marketing Case Study
Tom Salkowsky, Department Head Marketing at MINI, engaged the crowd with his marketing case study, highlighting past MINI campaigns and explaining the importance of fun as an element to engage consumers. As a key media pillar to the MINI brand, Tom stressed the importance of OOH and adapting to the modern landscape, even if it means being "nervous" about the risks you can take in this medium.
Panel Two: The Future of Buying
Moderated by Stuart Elliott of The New York Times, panelists included Todd Gordon, EVP, US Director at MAGNA GLOBAL; Monica Ho, VP Marketing at xAd; Michael Provenzano, Co-Founder of Vistar Media; and Ray Rotolo, COO of Posterscope & Co-Chair Member Practices Committee, TAB who tackled buying challenges and the impact of technology and "programmatic" options.
Our final presentation of the day came from Ann Rubin, VP Branded Content and Global Creative at IBM, who discussed the importance of thinking differently when it comes to bridging the gap to the connected consumer, showing the audience examples of IBM's award-winning work.
We owe our success for this annual event to our sponsors - a special thanks to CBS Outdoor, Clear Channel Outdoor, Lamar, Titan, Van Wagner, Vector, Capitol Outdoor, Premier Tourist and Landmark Association and Regency.