DPAA, the global trade marketing association, announced that it intends to partner with Comscore, Inc., a partner for planning, transacting, and evaluating media across platforms, and Talon, the world’s leading independent Out of Home (OOH) specialist media agency, to host the first-ever multi-network digital out of home (DOOH) Upfront with plans to showcase one seamless, unwired video network with seven premium DOOH media owners for independent agencies and brands.
The event, which is open to brand marketers, independent agency professionals, and media buyers, will be streaming live on Tuesday, May 24 at 2:00 p.m. EST. Among the planned presenters are Barry Frey, President & CEO, DPAA; Gary Warech, EVP, Comscore; Jim Wilson, CEO, Talon America; Danielle Rind, VP, Digital Solutions, Talon America; Ben Jankowski, Former SVP, Global Media, Mastercard; Sean McCaffrey, President & CEO, GSTV; and Blake Sabatinelli, COO, AtmosphereTV. Also in attendance will be industry leaders from all seven media owners.
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Cutting Complexity, Unlocking Value
DPAA, Talon, and the media owners – Atmosphere, Captivate, GSTV, Reach TV, ScreenVision Media, Simon, and Zoom Media – have formed a unified network, inviting brands, agencies, and media buyers to reimagine how they reach audiences through digital video. The DOOH Upfronts present new opportunities for advertisers to tap an aggregated, unwired video network with the reach of more than a billion monthly impressions via 350,000-plus total screens. The event will showcase the network’s efficiency and effectiveness for advertisers by providing streamlined media buying, audience-based targeting, pricing efficiency, and measurable business outcomes. The role of Comscore would be to evaluate the national unwired network of the combined seven media owners.
“Full-motion DOOH is the new television. The larger-than-life medium is undeniable in its power to create and deliver a message that forms an emotional connection with the viewer. And this network exists to help marketers simplify the campaign planning and buying process and leverage data-driven insights to reach the right audiences to get the right outcomes via the most impactful screens out there,” said Barry Frey, President & CEO, DPAA.
“With advertiser investment in DOOH expected to increase substantially over the next several years, it is imperative advertisers have access to reliable, cross-channel measurement to successfully execute these campaigns,” Gary Warech, EVP, Brand Direct, Comscore. “With our planned involvement in this initiative, our mission will be to help marketers achieve their goals with DOOH using our reliable impressions-based currency.”
Overcoming Fragmentation, Delivering Scale
The formation of a unified DOOH network aims to solve an ongoing problem in the video market – fragmented viewing patterns and continued media inflation. Linear TV was traditionally known for its reach, but fragmentation from cable and streaming platforms has steadily eroded its ability to deliver to a massive audience. Enter DOOH. “More so than TV, DOOH has an unmatched ability to reach one-to-many at meaningful scale. It has greater brand safety than online video and is unskippable and unblockable. Unlike social, DOOH can be highly targeted without feeling intrusive. And the OOH channel has all the measurement capabilities of digital,” added Barry Frey.
“The growth of digital video is fueling the expansion of OOH as a brand building and performance marketing channel. Not only is it one of the fastest growing and most dynamic mediums, but it’s been transformed by data and digital technologies to deliver more precise and targeted campaigns that drive tangible results for independent agencies and brands,” said Jim Wilson, CEO, Talon America. “We’re bringing together the digital video industry authority and best-in-class media owners to unlock OOH’s value by showcasing a unified approach for reaching outdoor audiences at scale with the outcomes-based performance that matters most to advertisers.”
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Delivering Precision Targeting & Measurable Performance Outcomes
The media owners are supported by leading measurement providers that validate impressions and provide detailed campaign reporting. Leveraging Comscore’s capabilities as a nationally recognized media analytics leader would provide consistent impressions ratings information across the network for planning as well as the potential for post-buy research to estimate delivery and performance. Furthermore, Ada, Talon’s intelligent audience targeting and data management platform (DMP), is designed to help advertisers get the most from their OOH campaigns by tapping into bespoke audience segments. Specifically, Ada generates data driven insights into real and recent audience behaviors in the physical world, including how people travel, the OOH inventory they are exposed to, and the actions they take as a result of exposure. For DOOH upfront buys, Ada supercharges one-to-many OOH campaign effectiveness and delivers guidance on how to maximize on-target audience reach.
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