News

Strategy Institute lines up digital signage branding program

July 10, 2008

NEW YORK — Strategy Institute has announced the second annual "Brand Activation Summit Using Digital Out-of-Home Media" taking place on September 9-10, 2008, in New York City. The Summit will serve as a forum for advertisers and agencies from across North America to get insights on how to best maximize consumer engagement and achieve return on investment with digital out-of-home (DOOH) media.

Exposure to and recall of ads from the emerging medium is growing, as the Strategy Institute says that U.S. consumers spend twice as much time away from home as they did 30 years ago.

"Our various entertainment, automotive, pharmaceutical and even military clientele have become most interested and will likely be among the first in breaking new ground via their new media and OOH marketing," said Stephen Faso, vice president and director of new media with Outdoor Services (OSI). OSI is a DOOH planning and buying agency, part of the Interpublic Group of Companies.

Unique ROI, new pricing consideration and engagement via mobile and interactive technologies also contribute to the allure of the DOOH space and are just some of the topics that will be discussed at the Brand Activation Summit.

An event that pulls together ad industry members, DOOH industry experts and content providers is important since the business is changing at a rapid pace, says Pat Hellberg, who recently left his long-term post as director of Nike's Brand Content Studios.

"We're all trying to keep on top of the latest trends, capitalize on new opportunities and evaluate the strongest players and programs," Hellberg said. "These conferences help everyone expedite the process and accelerate the learning curve."

The event will highlight trends in media buying and business strategy to give companies the crucial head-start in planning, said Ron Greenberg, chief marketing officer and senior vice president of Digital Media at Touch Tunes, one of the largest DOOH entertainment interactive networks.