Digital Screen Seminar 2007
Royal Aeronautical Society, 4 Hamilton Place, London, W1J 7BQ
Tuesday 20th November 2007
Brought to you by IPA Outdoor and the OAA Digital Outdoor Media Group
We now spend more time out of home than we do in-home awake and this environment is experiencing an advertising sea-change. Digital technology has catapulted outdoor to a medium that can rival any for dynamic imagery and immediacy. Daypart targeting, interaction and remote copy delivery are now realities and when Heathrow’s Terminal 5 opens on March 27th, 200 screens will be switched on in one day.
What do these cultural changes and technological advances mean for strategists, creatives and clients? Chaired by Allan Rich, 2007’s annual IPA/OAA Digital Outdoor event aimed to find out.
The Contractor Investment Boom
Tim Bleakley, Managing Director, CBS Outdoor
With over £60 million committed to development in the medium, far outstripping current ad spend levels into it, why are contractors making this investment?
Sue Unerman, Chief Strategy Officer, MediaCom
With individuals spending 50% more time away from home than 12 years ago, how does the advent of digital allow planners to leverage outdoor in new ways and exploit this shift in behaviour.-->
Views from the Client Side
Collaboration: the Key to Delivering a Successful Campaign
Dottie Cormack, Marketing Manager, BACARDI Superior Rum
Seizing the Digital Opportunity
Gavin Lazeby, MPG
Delivering the Landmark Creative Campaign
Rory Sutherland, Vice-Chairman, Ogilvy Group UK
Digital Out of Home is the most interesting medium of the next ten years; the digital form can combine the spectacle of great outdoor with the contextuality of great digital work. Is the time ripe for an agency to take creative ownership of this new medium?
View from the Specialists
James Davies, Board Director, Hyperspace, Posterscope
Digital Challenges Facing the Outdoor Industry
Ivan Clark, MD, Kinetic Destination Media Group