June 20, 2022 | Blog
Our great friends and partners at DPAA once again held an inspiring event discussing the growing role of DOOH across the North American market. It was an honor to participate at the event and lead some of the engaging conversations throughout the day.
Notably, Hivestack Canada’s Managing Director, Ben Bookbinder, sat down with Kinetic Canada CEO, Kevin McDonald to discuss redefining DOOH through the lens of innovation. What is evident is the role that programmatic DOOH plays at driving innovation across the space, empowering advertisers to run precise and measurable cross-channel activations at scale, globally.
Here are a few other important takeaways from the session:
Programmatic solutions such as precision targeting and campaign triggers allow planners to better understand audiences and their movement patterns in order to drive meaningful connections and deliver real world business outcomes.
Moment targeting has the unique ability to create memorable experiences for audiences outside the home. Variations in the weather, traffic, experiential situations and lifestyle factors can be optimized to target and influence audiences at key moments in the day.
Flexibility has also played an important role in growth of the channel. Optimization has opened up many new opportunities for campaign delivery. Advertisers now have the flexibility to pause, monitor and evaluate their campaigns in real-time. This in addition to other important upgrades in the programmatic DOOH ecosystem have attracted clients that were apprehensive in the past.
Other interesting sessions included a fireside chat with Brandon Kirk, Vice President, Client Solutions, Rogers Sports & Media and Trinh Tham, Chief Marketing Officer, Harry Rosen who both shared ways in which the Hivestack platform’s data and measurement capabilities has supported them in reaching their objectives and KPIs despite challenges faced during the pandemic.
Amongst other inspiring speakers, the summit concluded with another dynamic fireside chat between Kevin Johnson, Chief Executive Officer, GroupM, Canada and Tammy Sadinksy, SVP, Head of Brand & Marketing, CIBC. Attendees were even given a first glance at a new activation at Yonge & Dundas Square. In summary, it was an incredible day filled with insights and honest dialogue about how brands and agencies are approaching DOOH.
We are immensely grateful for our industry partners and clients with whom we get to collaborate and contribute towards the evolution of programmatic DOOH. A huge thanks to the DPAA, for inviting us to share our thought leadership on their esteemed platform.