DPAA Video Everywhere Global Summit Explored the Importance of Data and Creative

The conference took place in person on Oct 12 and was followed by two more days of virtual events In his opening remarks Barry Frey President and CEO of the DPAA set the tone quotThere is no better way to see trustworthy messaging in an utterly brandsafe environmentquot he said quotNo fake news no echo chamber talk no ad skipping or pod fraudquotAn overview of a recent study from programmatic company Xaxis confirmed DOOH39s growing strength The study which polled brand and advertiser executives showed that 77 of respondents had an increased awareness of DOOH and 66 had activated new DOOH campaigns over an 18month period Also 81 plan to recommend DOOH in their media plans in the next yearquotThere was a strong correlation between activation and greater sophisticationquot noted Roey Franco Vice President of Product and Innovation at Xaxis quotWe can credit it to two things a lot of investment in education and from a sophistication perspective we found that enhancements within the space itself drives adoptionquotFacing COVID and a Business TransformationAnother speaker Patrick McLean Senior Vice President and CMO Walgreens noted that in the early days of COVID19 it was a matter of unknowns and survival Even adding plexiglass dividers inside all their stores was daunting as well as finding certain products for increasingly empty shelves Masks became a mustoffer followed by meeting the demand and complexity of the vaccine rolloutquotWe had to build this new muscle to take this on the roadquot McLean explained quotWe were very customerdriven at this time We learned quickly that everyone is different Approach had to match up to specific consumers A lot of dynamics were in playquotPrior to the pandemic Walgreens39 marketing was largely traditional The retailer39s loyalty program moved swiftly into a more onetoone digital customer experience This required a reauthentication of the full customer database which could then enable a more seamless customer communication process That enabled Walgreens to fortify their firstparty data as wellMcLean explained that the company got back to its core of health and wellness brand positioning Walgreens39 data strategy has become quota powerful asset for our companyquot he addedConnecting with the Social Media GenerationThere is arguably nothing more ubiquitous than milk But the product has experienced a weakened brand position especially with the digital generation For Yin Woon Rani CEO of Milk Pep this was a challenge that needed to be overcomequotWe realized that to change we needed to build a bold new strategy one for the social media generationquot she said during her presentation quotThey are a challenging generation They are true digital natives and are sophisticated about marketingquot This presents high standards for marketers Her goals was to quotdrive reconsideration of milk through new messaging and positioningquot something that was quotassertive and muscularquotThe tagline quotYou39re Gonna Need Milk for Thatquot was developed and supported by DOOH marketing which was eventually migrated and shared on TikTok with great success Going forward the milk campaign is dedicated to greater cultural collaboration experimentation using constant reiteration and the mantra quotbe remarkablequotThe Importance of Both Data and CreativequotIt has been said that data is the new oilquot commented Jonathan Gudai CEO of the OOH digital measurement company Adomni during his session quotYou need an engine for oil to matterquot In his view programmatic platforms and data analysis are equivalent to that engine working to create quotall sorts of new opportunities to reach consumers in brand new ways that drive relevancy and engagement But data is useless unless it39s being appliedquotOn the creative side Rob Master Vice President and Digital Engagement Unilever has seen great creative possibilities with the convergence of media and commerce quotIt is one of the most exciting things we are facing todayquot he said quotIt39s filled with so many great opportunitiesquot For example retailers connect with consumers through platforms and technology quotAnd ecommerce products and experiences tend to create a premiumquot he addedBrands can strengthen their presence through storytelling that heightens consumers39 love of a brand or leads them to understand why they need it Master explained quotStorytelling is such an integral part of the marketing experience and all these platforms and the convergence of telling that story allow what we hope is a frictionless great consumer experiencequotThe DPAA39s speakers all pointed to a central conclusion that the convergence of media and commerce the ability to cultivate a range of data sets and the immense potential for creativity places DOOH in the epicenter of media and marketingClick the social buttons 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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DPAA Video Everywhere Global Summit Explored the Importance of Data and Creative

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Charlene Weisler

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