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Out-of-Home: Now 2019

The Advertising Club of New York

December 5, 2019

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Out-of-Home: Now 2019

GAINING MOMENTUM & MARKET SHARE

Date: December 5th, 2019

Time: 8:15-12:30pm

Sustaining Growth Is A Challenge For Any Business.

We had almost 500 attendees join us for our 12th Annual Out-of-Home:Now Conference to hear marketers, media buyers, and creatives discuss how the industry can hone this year’s momentum for future growth. Stakeholders explored the industry’s approach to data, programmatic practices and ROI to help us reap value, while avoiding pitfalls other channels have endured. We also heard from new clients using OOH to drive their marketing objectives and got insight from those advertisers that have continued to support and reinvest.

OOH has long been revered as a Creative Canvas.  We looked at how brands are using the various formats of the medium today, to leverage all it has to offer connecting with consumers in the physical world.

Continue to spread the word: @adclubny #OOHNOW19

Thanks to all of our supporting sponsors! See list below.

Agenda

Agenda

The media industry is bullish on programmatic! Any opportunity to bring data into planning, optimization and attribution is an opportunity for media to be more targeted, smarter and accountable.  While still in its early days, programmatic trading of DOOH (or pDOOH) is showing promise in helping OOH grow its overall share. It is now, that we must position ourselves for success! The “pDOOH panel” will take on driving forces such as transparency, measurement and efficiencies as well as address how both the buy and sell sides should be framing themselves for this new era of OOH transaction.

                       
10:30                 MEDIA BUYER SPOTLIGHT

DTC brands have emerged as a leading category in OOH-making their mark as top spenders across the spectrum. While pointing to ‘scale and trustworthiness’ as merits of the medium,  data integration has become the game-changer.  Hear top brands share what they value most in OOH, how attribution drives investment and what is required for their investments to have staying power into the future.

Photos and Videos

Photos & Videos

THOUGHT LEADERSHIP VIDEOS

 

Speakers

Speakers

Joe Bihlmier, Vice President, Global Media, American Express

Joseph Bihlmier oversees American Express’ strategic marketing direction and execution for all communications planning, buying, strategic media partnerships globally. This includes managing media investments across all channels, developing strategic media partnerships and driving innovative communications plans that achieve brand and business objectives.

During his 19 year career at the company, Bihlmier has been a change agent driving American Express’ efforts to develop breakthrough communication strategies and innovations for both brand and product advertising campaigns across 25 countries. He started as the Director of US Digital Media before being asked to run the international media operations in 2002. Bihlmier lead the efforts to transform modernize Amex’s international media operations. He consolidated with one media agency to drive impact and efficiency. He brought the company into the digital age by tripling digital expenditures and pioneering paid social media. In 2010, Bihlmier was asked to run a portion of the US media operations and in 2013 was promoted to oversee the entire global media team.

His knowledge of the U.S. and international markets along with strong media industry relationships have resulted in the successful launch of numerous efforts: the Red Card (UK) in 2005, “Realise the Potential” International Brand campaign, and more recently, Amex’s first Global Brand Strategy campaign.

For his work, Bihlmier has received numerous internal and external accolades. In 1999, he was named by Ad Age as a leading B to B media strategist and in 2011 he was included among The Internationalist’s annual list “100 Marketing Leaders.” He is an active member of the ANA Media Committee and serves on the board of the Ad Council and Ad Club of NY. Internally, he is a five-time winner of the Chairman’s Award for Innovation, which is the highest honor offered to American Express employees.

Prior to joining American Express, Bihlmier worked on Madison Avenue for 9 years at two Global Advertising Agencies, Young & Rubicam/The Media Edge and McCann Erickson.

He holds a bachelor’s in Business and Communications from Berry College in Mt. Berry, Ga.

Dan Brill, Group Creative Director, Spotify

Dan Brill is the Global Group Creative Director at Spotify, overseeing the company’s brand marketing as part of their in-house creative team. In his 3+ years at Spotify, Dan has led creative for dozens of award-winning campaigns including Spotify’s year-in-review “Wrapped” campaign, album launches for artists like Cardi B, Travis Scott, and 2 Chainz, and the I’m With the Banned campaign supporting artists affected by the Travel Ban which was nominated for two Emmy awards. Before joining Spotify, Dan worked at Droga5 where he created campaigns for the White House and Google Android, including the “Friends Furever” television commercial which became the most-shared ad of all time. He has also created several viral side projects including Emojinalysis, New Yeezy Resolutions, and Curb Your Video. Born in New Jersey, Dan currently lives in Brooklyn with his fiancé and a wide variety of plants they are struggling to keep alive.

Mike Chevallier, VP Sales, Rubicon Project

Bio to come

Hilary Fischer-Groban, Brand Director, Thinx Inc.

Hilary Fischer-Groban is the Brand Director at Thinx, the femtech brand on a mission to shatter taboos around menstruation and pelvic health. Previously, she ran brand strategy at ABC Carpet & Home, the 120 year old design and lifestyle destination in New York. Prior to ABC, Hilary has worked in fashion, start-ups, corporate social responsibility, and research, both in the US and India. She is a published author on organizational behavior, specifically focusing on women on corporate boards. Hilary graduated from Brown University, and received an MBA from MIT Sloan School of Management.

Neil Heckman, Director, Acquisition Marketing, Away Travel

Neil Heckman oversees acquisition marketing at Away, the unicorn DTC travel brand powered by its mission to transform the travel experience with thoughtfully designed products. Neil and his team are responsible for deploying brand voice through storytelling, continually introducing the brand to new incremental audiences while backing into an efficient ROAS.

Previously, Neil was with the DTC sleep company Casper. Prior to Casper, he worked at performance marketing agencies ID Media and Allscope Direct. Neil has an undergraduate degree from Xavier University and an MBA from Fordham University

Martie Kuzzy, Head of Growth, Andie Swim

Martie is the Head of Growth at Andie, the fastest-growing digitally native swimwear brand. Prior to Andie, Martie helped to build leading consumer brands, including HBO, Warheads, Cameron’s Coffee, and more. Martie studied at the University of Virginia, where she was a two-time National Champion on the Women’s Rowing Team.

Drew Lipsher, Chief Strategy & Revenue Officer, Volta Industries

Drew Lipsher’s career has spanned over twenty years of media and entertainment, digital media and technology. His experiences have covered all aspects of the business including investment (private equity and venture), M&A, strategic planning, new business and corporate development, restructurings and divestitures, technology, operating and Board level activities. Over his career, Lipsher has worked closely with C-Suite executives and senior management to help set, plan and execute strategies and objectives. He is a highly regarded, trusted advisor and executive with a deep understanding of the evolving needs across all industries and functions as digital transformation and technology continue to permeate and influence the business landscape.

Currently, Drew Lipsher is an investor in Volta Industries and joined the partnership as the Chief Strategy and Revenue Officer. His primary responsibilities include managing all revenue including media sales as well as other non-media sales related opportunities. In addition, he oversees all corporate development, marketing, and strategic initiatives including partnerships. He is also an investor in and advisor to New York, based Hello Alfred.

Prior to joining Volta, Lipsher was the CRO at GLAMSQUAD, an on-demand beauty services business. In his capacity as CRO, he was responsible for all sales and marketing, corporate development, new business development, new markets and verticals, data analytics, human resources and was a member of the senior team responsible for the day-to-day operations. Lipsher holds a B.A. from Yale University and an M.B.A. from Northwestern University’s J.L. Kellogg Graduate School of Management.

Lipsher and his wife, Meredith, reside in New York with their sons Nick and Zach.

Rusty Robertson, Co-Founder, Stand Up to Cancer

Named as one of the Top 100 Marketers by Advertising Age magazine and as one of the most entrepreneurial women in the United States, Rusty Robertson is a founding partner in Robertson Schwartz Agency and the founder of RPR & Associates, which was featured in Success magazine as one of America’s Super 8 companies. She is also a literary agent and award-winning brand marketer, branding hundreds of major corporations and generating over $500 million for her clients and their companies. Rusty and her colleagues at RSA spearhead the marketing, branding, and promotional initiatives for Stand Up To Cancer. She is also a fundraiser and executive leader of the organization. She helped create the Margaret Thatcher Foundation and was instrumental in the launch of the Susan G. Komen Foundation with Nancy Brinker. Rusty lost her mother to lung cancer.

Kirby-Lee Rushby, Director, Programmatic Strategy, Cadreon

Bio to come

Robin Tilotta, Director of Consumer Marketing. Twitter

Robin Tilotta is the Director of Consumer Marketing, North America at Twitter, based in San Francisco. Tilotta was the first outside consumer marketing hire for Twitter in 2013 brought in to build some of the core marketing functions, pre-IPO. Previous to Twitter, Robin led marketing for several Silicon Valley based startups including Chomp, acquired by Apple. Tilotta is a native of WA State, mama of two curious boys, and loves all things sports, travel, and wine.

Anthony Tsigourakos, CRO, Freckle

Anthony Tsigourakos joined Freckle Ltd. pre-revenue when the company launched US operations in 2017. He has over fifteen years of experience selling advertising products to agencies and direct brands, with a strong track record of bringing startups to market. Prior to joining Freckle, Mr. Tsigourakos was the VP of Sales, North America at AdParlor, a global advertising firm specializing in selling custom advertising solutions to clients across Meta, YouTube, Twitter, Pinterest, and Snapchat. Anthony was the first employee of a boot-strapped startup (TriVu Media) that was acquired by AdParlor in 2014. He got his first taste of start-up acquisition during his time as Executive Sales Director at BLiNQ Media, an Atlanta-based start-up specializing in Meta advertising that was acquired by Gannett in 2012. Tsigourakos’ original entry into digital marketing came in 2009, when he joined pay-per-click search marketing startup adMarketplace for a nearly three-year stint as Director of Global Agency Sales. Anthony began his ad sales career at Ampersand (f.k.a. NCC Media), where he spent nearly five years selling spot cable to advertising agencies Mr. Tsigourakos got his Bachelor of Science degree in Sport Management from Rutgers University in 2004.

Eric Tsytsylin, Head of Brand, The Farmer’s Dog

Bio to come

Mark van de Crommert, Co-Founder & CCO, OutMoove

Mark is an innovation veteran from Europe, where he drove consumer adoption of the internet (1994!) and Video on Demand (2006), working for listed companies as KPN, Philips and Liberty Global. Always on the lookout for the next big thing to change an industry, Mark joined up with Mendel Looije and together they founded OutMoove, a highly tailored programmatic DSP for Digital Out of Home buyers.

Paul Woolmington, CEO, Canvas Worldwide

Paul Woolmington is a ‘Renaissance’ provocateur of the media, advertising, digital, marketing and communications industry. He has held leadership positions at the highest levels both globally and domestically in management, media, integrated business, brand, digital and communications strategy at holding companies including IPG, Y&R Inc, WPP and MDC Partners. He co-founded Naked Communications Americas, founded The Media Kitchen, and was named one of the ten most creative/innovative people in marketing and advertising by Fast Company. Paul is currently the CEO & Chief Agitator of Canvas Worldwide, a creatively driven media and communications agency. He also is a senior fellow at Columbia University sponsored by both the School of Arts & The Business School, lecturing on the topic ‘Transformative Storytelling.’

Andrew Weinstein, Manager, Rapport WW

Andrew has been working in the advertising industry for 6+ years and now oversees all OOH planning/buying for the Coca-Cola North America portfolio at Rapport Worldwide. Placing an emphasis on data-driven solutions, Andrew has been responsible for transforming Coca-Cola’s OOH strategy through an audience-first approach. Andrew currently lives in Manhattan and is constantly searching for New York’s best Old Fashioned cocktail.

Fatima Winfrey, Group Director, OOH, Horizon Media

Fatima has 11 years of experience in the OOH industry, with 7 of those years spent at Horizon. Fatima is currently a Group Director leading the OOH strategy and investment across Burger King, Popeyes, Tim Hortons, SeaWorld and Essentia Water while bringing with her career expertise across a variety of client categories including: TeleCom, Luxury Fashion, CPG, Gaming and more.

Fatima was named a “Who’s Who In Shopper Marketing” award recipient two consecutive years in 2015 & 2016 and has led strategy development on several award nominated CPG OOH campaigns.

More recently, Fatima is leading initiatives utilizing Horizon OOH’s proprietary smart targeting platform, AMP, as well as campaigns marrying OOH + Mobile measurement across multiple client accounts.

Outside of Horizon, Fatima is passionate about artistic expression, personal development, volunteering, and health & wellness.

Gold Sponsorship

Clear Channel Outdoor is one of the world’s largest outdoor advertising companies with more than 450,000 displays in more than 31 countries across Asia, Europe, Latin America and North America. Reaching millions of people monthly, including consumers in 44 of the top 50 U.S. markets, Clear Channel Outdoor enables advertisers to engage with consumers through innovative advertising solutions.

Founded in 1902, Lamar Advertising Company (Nasdaq: LAMR) is one of the largest outdoor advertising companies in the world, with more than 330,000 displays across the United States, Canada and Puerto Rico. Lamar offers advertisers a variety of billboard, interstate logo and transit advertising formats, helping both local businesses and national brands reach broad audiences every day. In addition to its more traditional out of home inventory, Lamar is proud to offer its customers the largest network of digital billboards in the United States with over 2,700 displays.

OUTFRONT Media Inc. (NYSE: OUT) is one of the largest out-of-home media companies in North America. From Sunset Boulevard to Times Square, our diverse portfolio includes more than 400,000 digital and static displays, which are primarily located in the most iconic and high-traffic locations throughout the 25 largest markets in the U.S. We are also the advertising partner of choice for major municipal transit systems, reaching millions of commuters daily in the largest U.S. cities. OUTFRONT Media has displays in over 150 markets across the U.S. and Canada.

Vector Media offers diverse Out-of-Home advertising opportunities, specializing in large format visual communications. We focus on providing our clients with the tools to create maximum impact and brand experiences. Our ever-growing media arsenal includes double decker transit spectaculars, airport shuttles, custom-route coach-style vehicles, solar kiosks and other street furniture, taxi media, digital advertising, bulletins, wallscapes and building wrap opportunities, printed publications, experiential marketing and more.

Silver Sponsorship

Founded in 1998, Summit Media is one of the largest outdoor advertising companies in Los Angeles. Summit owns and operates its own plant of high-profile, large-format bulletins, squares, spectaculars and walls in Los Angeles.

Bronze Sponsorship

Broadsign is making it easier than ever for publishers, agencies and brands to harness the power of out-of-home and connect with audiences across the globe. Powering 187,000 digital screens in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives.The Broadsign platform enables marketers and agencies to easily book screens and has helped brands like Pepsi, Turkish Airlines, The UFC, Unilever, Volkswagen, John Lewis and more, launch successful programmatic DOOH campaigns.

We’re an outdoor advertising company based in Washington, DC; known for our landmark units, top-notch customer service, amazing locations and years of experience in our industry. We create powerful, engaging brand experiences, across top-30 U.S. markets, for all your advertising campaign needs. Our wealth of industry experience and know-how, combined with our addiction to perfection, means great things for your business. We love to forge lasting, fruitful relationships with our clients, using our tried-and-true business processes, excellent communication, and red carpet treatment.

GSTV is a data-driven, national video network delivering targeted audiences at scale across tens of thousands of fuel retailers. Reaching 1 in 3 American adults monthly, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint on their consumer journey. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors, following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world’s largest advertisers.

At Intersection, we are at the forefront of the smart cities revolution. With award-winning products like Link, the largest and fastest free public Wi-Fi network in the world, Intersection connects the digital and physical worlds, enhancing people’s journeys through their cities and offering brands the opportunity to drive more relevant and engaging advertising, rooted in real-world location and physical context.

Formerly Adspace Networks. A leading digital location-based video network. Reaching 80 million consumers through 4,500 screens in 300+ of America’s top shopping destinations.

Founded in 2010, New Tradition is one of the fastest-growing Out-Of-Home media companies in the United States as well as one of the largest independent operators of large format digital and static signage. With a focus on urban core environments, New Tradition provides advertising platforms for national brands and advertising agencies throughout the country.

Vistar Media is an advertising platform that enables brands to reach consumers based on their behavior in the physical world.

Print Partner

Candid Litho was established in 1956 and promptly became one of Manhattans most preeminent printing and graphic arts companies. Headquartered on Hudson Street in New York City’s Soho neighborhood Candid Litho provided high-end print work to the city’s top companies.

The Candid team provides a wide range of services including: design creation/ development, spec verification, creative approval, project management, printing, logistics, shipping, materials tracking and posting verification. Today we are an innovative all-inclusive solutions provider bringing print excellence to every market.

Association Partners

The DPAA leads the Digital Out of Home (DOOH) industry as marketing to consumers outside the home is experiencing aggressive growth versus advertising inside the home, which is continuing its fragmented decline.

The Geopath brand is a powerful symbol of change. We are no longer an old-fashioned billboard ratings bureau. We are an agile, integrated, passionate, forward-looking organization. We are the OOH industry standard that is powering a smarter OOH marketplace through state-of-the-art audience location measurement, insights and market research innovation.

OAAA is the lead trade association representing the OOH advertising industry. Founded in 1891, OAAA is a passionate advocate and a progressive thought leader that protects, unites, and advances the interests of the OOH advertising industry. With nearly 900 member companies, OAAA represents more than 90 percent of industry revenues.

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