Track I: OOH in the Modern Media Mix
Presented in Partnership with AllUnite
11:40 - 12:05
From the Physical World to Digital Insights
This session explores, via case studies from LATAM and EMEA, how the integration of live data can increase ROI by 50-80% on existing inventory. This marks an impressive shift in OOH effectiveness. AllUnite’s CEO, Esben Elmoe, will also present models for financing live data via data sales, alongside strategies for collecting first-party data with user consent. On top of this, you will discover how advanced techniques can be deployed to track consumer journeys from OOH exposure to store visits or website engagement. As a result, closing the loop on advertising effectiveness and consumer behavior insights.
Speaker: Esben Elmoe, CEO and Co-founder, AllUnite
12:05 - 12:25
The Modern Media Mix: Amplifying OOH with Emerging Technologies
The modern media mix wholly depends on the collaboration and creativity between agency, brand, and innovation tech partner. In this session, 3-D anamorphic screen pioneers BCN Visuals––along with Google’s agency of record Media Futures Group–– discuss their recent work for Android on the largest screen on the planet: the Sphere. Learn how BCN uses emerging tech to enhance modern media plans (and get shortlisted at the 2024 OBIE Awards), having produced over 200 global campaigns for top brands. Their show-stopping OOH adaptations appear on iconic screens beyond the Sphere, from Tokyo’s Shibuya to takeovers in Times Square, and everything in between.
Lina Maggi, SVP of Partnership, BCN Visuals
Kerry Landolfe, VP Creative & Innovation, Media Futures Group,EssenceMediaCom
12:25 - 12:50
Unveiling the Power of OOH in Marketing Mix Models: Strategies for Data-Driven Impact
Dive into the dynamic world of Out-of-Home (OOH) advertising with Clear Channel Outdoor and Kochava to explore the integration of Marketing Mix Modeling (MMM) and incrementality analysis within the omni-channel marketing landscape. This insightful session will shed light on the innovative techniques that accurately capture the influence and value of OOH campaigns.
Attendees will gain a deeper understanding of how to effectively incorporate OOH data into MMM, ensuring a comprehensive representation of its impact on consumer engagement and overall marketing ROI. The discussion will provide actionable recommendations for marketers and media owners to harness the full potential of OOH in driving successful marketing strategies, including how to get started.
Join us to learn how to leverage the latest advancements in data analytics to optimize your OOH initiatives and achieve measurable results.
Jeremy Flynn, Senior Vice President of Data Products and Strategy, Clear Channel Outdoor
Grant Simmons, VP, Kochava Foundry
