The DPAA Global Video Everywhere Summit will take place on Tuesday, October 14, at Pier Sixty in New York City. Chief Marketer Network, serving as the event’s official media partner, sat down with Barry Frey, President and CEO of OOH trade organization DPAA, to discuss what marketers can expect from the event, trends in DOOH, and how AI in marketing will be present at the summit.
Chief Marketer: The theme of this year’s summit is “Where Digital Meets the Real World.” How will that play out throughout the day?
Barry Frey, DPAA President and CEO: Marketers will talk about the intersection of their digital and in real world (out of home and experiential) advertising. Industry leaders will discuss how AI is now part of DOOH and OOH as it is part of all marketing. Programmatic players will talk about how their digital technologies can be used for real time decisions for OOH in the real world.
CM: How is this year’s event different from previous ones?
BF: In previous years, we discussed the growing role of DOOH in the omnichannel mix. This year, we take it a step further and examine the interplay between digital marketing and the real world, as well as the unique role DOOH plays at the intersection of measurable bottom-of-funnel marketing and overall brand awareness, thereby delivering full-funnel advertising.
CM: What are some hot-button industry issues marketers can expect to hear about?
BF: Among the key topics we will hear about at the summit are AI — from the man who literally wrote the book on AI in Marketing “For Dummies” — attention metrics, convergence of DOOH and CTV, movie marketing — from the heads of marketing of the studio on an incredible box office run, Warner Bros., leveraging consumer trends, and more.
CM: There are several CMOs in the lineup this year. What will their focus be?
BF: We are fortunate to have important CMOs from a diverse group of industries. Topics covered range from modern movie marketing to how brands can balance automation with authenticity and innovation with trust, from staying culturally relevant with consumers and building brand loyalty, to extending reach beyond screens through strategic experiential pop-ups, brand partnerships and AI-powered activations.
CM: What are the DOOH trends that are most of interest to marketers?
BF: AI, AI, AI … and I’m sure we will hear about more on Tuesday. Of course, also how DOOH is fast becoming a larger part of the omnichannel mix, serving dynamic, addressable advertising while showcasing lift and KPIs.
CM: What are some categories that are spending more in OOH?
BF: The following categories have significantly upped their OOH this year according to our member Guideline: telco, banking, insurance, software, entertainment, medical equipment, CPG, retail, credit cards, consumer electronics.
Brands onstage at this year’s Summit – ESPN, Marc Jacobs, Paramount +, H&R Block, Warner Bros. Pictures, etc. – all use OOH to reach consumers and will talk about their experiences.
CM: Every event these days covers AI in marketing to some extent. How will the summit be tackling it?
BF: As the global OOH trade association, DPAA has led the way for innovation, digitization and growth. As DPAA has provided significant industry leadership enabling the embrace and widespread use of programmatic, dynamic ads, 3D and holograms, we are also now aggressively leading the industry towards use and better optimization of AI.
We will talk about how AI is guiding decision making for programmatic targeting, optimizing content for DOOH screens, improving measurement and making systems more efficient so human marketers, agencies and media companies can spend more time being creative and strategic.
DPAA has been making a concerted effort to guide members as they insert AI in ways that enable the industry to continue its dynamic growth trajectory, from Town Halls in London to regular webinars to the Global Summit Oct. 14 in NYC.
At the summit, attendees can expect to hear from members who are using AI to deliver better and more efficient advertising for brands; from Shiv Singh, author of “Marketing With AI for Dummies,” who is being interviewed on stage by H&R Block; and from new OUTFRONT CEO Nick Brien who in his keynote talk will address the importance of trust in the AI era, and marketing and media leaders’ role in maintaining it.
Editor’s Note: Chief Marketer Content Director Kaylee Hultgren will be hosting a fireside chat with Marc Jacobs CMO Kristin Patrick at the summit. Register here with the discount code CMN175.
