The DPAA Global Summit is next week – Tuesday, October 15 at NYC’s Pier Sixty. Barry Frey, President and CEO of the DOOH trade organization DPAA, offers a peek at what’s in store at the big event, from brands to Broadway.Â
What can we look forward to at the summit?
Our DPAA Video Everywhere Summit has become the largest one-day Media and Marketing Event each year. This year, we will focus on three themes: innovation, sustainability, and brand safety. We are featuring major brands and agencies speaking to their vision and views of DOOH. There will be insightful, relevant content, some news making, inspiration and even entertainment for the whole advertising and marketing ecosystem.
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A lot is being said about CTV spending, how does DOOH answer that trend?
DPAA has become a big tent. As many of our video-centric members have succeeded very well in DOOH, they have expanded to also compete for CTV budgets. As linear, cable and satellite decline, brands and consumers will always recognize the power of video (hence our over-arching theme of “Video Everywhere”). Plus, with DOOH increasingly available to buy programmatically, it has become easier to compete for dollars on an apples-to-apples basis.
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What is new in measurability of DOOH?
We have many member companies offering measurement from a variety of angles/avenues: viewership, attention, attribution, and engagement delivering important data across the various forms of our members’ media be it large digital screens, place-based media, moving media, and more.
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One of the most exciting parts of this is seeing how our membership is delivering ROAS up, down and through the whole marketing funnel.
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You call the DPAA Video Everywhere Summit the largest one-day gathering in the industry. To what do you attribute to this success and how do you guide this event each year for effective communications?
Each year we pace up in more attention and attendees. Last year, we had almost 1,000 registrations and it may come in a bit higher this year.
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Part of the reason for the success of the DPAA Summit is that many years ago we realized that in order to inform and educate, we need to inspire, impassion and also entertain. So in addition to major brand leaders from Mastercard, Colgate, Amika, Danone, General Motors and others, plus speakers from WPP, IPG and other holdcos, we are delivering very relevant news content and entertainment.
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The live Broadway cast from Back to the Future will perform for our audiences and NBC’s political expert and election night guru will speak with us about the incredibly important and consequential Presidential Election!
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We deliver to the total ecosystem all year long, community, connectivity, a concierge and consulting service. This is demonstrated even more pointedly and powerfully at the DPAA Summit each year. Over the years people have made friends, launched businesses, created partnerships, etc.
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You recently commissioned a study on the state of DOOH advertising; any one key finding you’d like to point out that you expect to be discussed at the event?
Yes our recently unveiled DPAA Omnichannel Decision-Makers Study sponsored by Kochava and conducted by Ad Perceptions, which surveyed decision-makers at brands and agencies, indicates that 8 in 10 of these executives will recommend DOOH within the next 12 months. They are using DOOH increasingly to complement and enhance video and digital media plans.
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