I Want to Say Four Words to You, Graduates

I represented truly great products at entirely the wrong timesamp160 Geotargeted online in the year 2000 before people even knew they needed digital let alone targeted digitalamp160 Household addressable television in 2009 before national brands and agencies could buy it at scale amp160or understood itamp160 And interactive TV after that because by then Iamp8217d grown accustomed to tilting at windmillsToday all three are standard items in a media buyeramp8217s toolkitamp160 Their time has comeamp160 When I was selling amp8216emamp160 Well they were great products with smart people building themamp160 But selling them back then was swimming against the tideSince itamp8217s now graduation season with young people entering the business world and getting all kinds of advice I want to share mine with those of you at the beginning of your media careersamp160 The advice I got was rightamp160 Work with smart peopleamp160 The product is importantamp160 And the fouramp160words I have for those aspiring to a media sales career today are Digital OutofHomeDigital OutofHomeamp8217s time has comeamp160 Magnaamp8217s spring advertising forecast predicts that OutofHome OOH overall will be the only traditional medium to grow in 2018 led by Digital OutofHome and all of its data audience targeting videoamp160and other capabilitiesamp160 More and more screens in the places people spend time need to be soldamp160 And with an assist from mobile and digital technology even traditional static OOH executions are beginning to offer digital enhancements like the ability to identify the audiences around themamp160 Itamp8217s a fast moving andamp160exciting industryWith regard to those smart people there are a lot of companies doing groundbreaking work with advertisers sending just the right ads to just the right audiencesamp160and tracking and measuring their performanceamp160 Digital OutofHome encompasses everything from ads in movie theaters elevators and street kiosks to transit ads giant outdoor displays and screens in neighborhood businessesamp160 The companies involved need salespeople marketers designers writers engineers researchers and just about every other type of person you can imagineOver the past few years membership in DPAA a global business accelerator and the trade marketing group for everything digital outside the home has more than quadrupled and the companies involved in the organization are seeing tremendous growthAt its recent spring member meeting DPAA Chief Executive Barry Frey pointed out a number of reasons why the industry is boomingamp160 Television audiences are fragmenting people are spending more time consuming media outside the home ads on outofhome screens are a haven from fraud and adskipping and targeting and attribution capabilities on digital outofhome ads are available at scaleamp160 Referencing the Magna report audiences are growing tooAndy Sriubas Chief Commercial Officer at Outfront Media agreesamp160amp160 amp8220Our industry is benefitting from good timing and new technologyquot he saysamp160 quotAdvertisers are looking for the benefits we offeramp160 Digital OutofHome is efficient and effectiveamp160 It has none of the downside of online in terms of fraud or viewabilityamp160and all of the economic value winds at its backamp160 We can do truly impactful and measurable work that audiences welcomeamp160 The media buying community sees that clearlyamp160 This is an exciting time to be working in OutofHomeamp8221Sam Olstein Global Director of Innovation at GE who presented at the meeting said that his company used Digital OutofHome to promote a branded program appearing on traditional televisionamp160and determined that the bulk of their audience became aware of the program because of those adsamp160 He emphasized the opportunity for creativity saying that Digital OutofHome is a amp8220canvasamp8221 on which brands can express personality and add amp8220storyamp8221 to the spaces where people spend most of their time todayFreyamp8217s keynote and the buzz in the room underscored a marketplace that is even more action than it is talkamp160 Other presenters at the invitationonly member event included businesses involved in programmatic advertising a company integral to locationbased marketing a company that builds LED screens like the ones you would see in Times Square even ones that let building owners transform storefront windows into digital experiencesMarc Kidd Chief Executive Officer of Captivate and a member of DPAAamp8217s Board of Directors pointed out that as much as the industry is hungry for new graduates experienced media professionals from other parts of the business are also flocking to and welcome in Digital OutofHomeamp160 Thisamp160sentiment was echoed by Michael Lieberman CoCEO of Kineticamp160 amp160amp8220Events like this showcasing learning and networking demonstrate the breadth and power of the industryquot he saidamp160 quotThis is where people want to beamp8221The DPAA team also shared details of their amp8220Lunch and Learnamp8221 meetings conducted at advertisers39 and ad agency offices designed to introduce media planners and clients to the types of firms in the spaceamp160 Incidentally the adtech and media buying sides of the media business also represent opportunities for graduates seeking rewarding careers amp160Media buyers and planners at agencies are often relatively young and urban and the media they consume and believe in will naturally secure more of their investmentsamp160 amp160If suburban grandfathers were making decisions about media placement Iamp8217d probably be advising recent graduates to look for jobs at newspapersBut itamp8217s those traditional tactics that are often still being taught at collegesamp160 Blythe Bonan a DPAA intern and a junior at Texas Christian University said thatamp8217s why she is excited to get experience in Digital OutofHome this summeramp160 amp8220Iamp8217d always seen digital screens in airports and yes there are a few at school but most of my classes are about traditional types of marketingamp160amp160Learning about all of these companies and everything they can do has been amazingamp8221Frey a board member at IRTS an organization committed to building future media leaders is offering a special student rate for this yearamp8217s DPAA Video Everywhere Summit in New York Cityamp160on October 30 amp160If youamp8217re reading this article because there is a recent graduate in your household registration and the chance to meet nearly a thousand media and ad agency executives brand CMOs and other industry leaders amp160would make a great giftamp160 If youamp8217re the careerbeginner undecided about what part of the media business youamp8217re interested in please let me again liberally misquote The Graduate for youamp160 Just fouramp160wordsamp160 Digital OutofHomeThis article was originally published at MediaVillage July 25 2018Click the social buttons above or below to share this story 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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I Want to Say Four Words to You, Graduates

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