Ask anyone working in the outdoor and out-of-home advertising space today what is changing in the industry and they will tell you mobile is shaking up the market. Mobile technology is shortening the consumer journey with QR codes and direct calls to action; technology built into the latest digital signage is making OOH more interactive than ever before; and the information that can be gleaned from consumers’ mobile data is changing the way outdoor reach is measured.
Campaign’s The Future of Out-Of-Home breakfast briefing on October 21, 2018 looked at how the OOH market is developing, and in particular how it is reacting to the mobile revolution. The event was a must-attend for clients, agencies and suppliers interested in how marketing is developing and how to take full advantage of an exciting future.
Event Video:
Agenda of the event:
08:00am: Registration & Breakfast
09:00am: Chair’s opening remarks – Introduction to the topic
Austyn Allison, editor-in-chief, Campaign Middle East
09:10am: Keynote: The state of out-of-home
Elie Baachlani, Head of Investments OMD
A key agency player will outline what out-of-home and outdoor mean today, and the state of the market both globally and in this region. They will touch on the changing nature of the media as digital and mobile technology becomes integrated into OOH; ways creatives have used outdoor media, and where it sits in media plans.
09:25am: Panel 1: The future of outdoor buying
A panel of experts from across the industry will look at how buying outdoor advertising is changing. Once used mainly as an awareness-building platform, OOH is now becoming more integrated to wider marketing plans and more sophisticated. How will digital screens and connected signage change the way planning and buying works, and what remuneration models will develop in the coming years?
Tej Desai – Strategy Director BPG Max (Moderator)
Joy Sahyoun – Media Director at Equation Media
Allan Hill – CEO, Odex Middle East
Dylan Temple Heald – Director at Publicis Media Precision
10:05am: Q&A
10:10am: Panel 2: The future of data gathering and measurement
For many years it has been accepted that measuring the reach of OOH advertising has been an inexact science. Passing traffic, footfall, dwell time and demographics have been estimated and extrapolated. But as signage becomes more interactive and mobile data becomes more advanced, clients, agencies and suppliers are now able to better tell who is seeing OOH ads and what they are doing before and afterwards. The second panel at Campaign’s breakfast briefing examines emerging data-gathering and measurement technology and asks what the future will hold for planning, buying and creative in OOH.
Austyn Allison – Editor, Campaign Middle East (Moderator)
Noha Zaidi – Head of Digital Omnichannel, Etisalat
Anamika Priyadarshi– Head of Marketing & Corporate Communications, Danube
Andre Youssef – Senior VP Media Monitoring, Ipsos
10:50am: Q&A
11:00am: Closing comments
Austyn Allison, editor-in-chief, Campaign Middle East
Venue: Al Nada, Radisson Blu, Dubai Media City
Date: Sunday, October 21, 2018
Time: 8:30am
