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Thursday, November 17 • 4:00pm - 4:45pm
In-Flight Sales Analysis in DOOH: A New Way of Measuring Effectiveness

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DOOH has long been considered as a medium that delivers on upper funnel performance metrics like audience reach and brand awareness. While this is still true, 91% of advertisers believe DOOH contributes to both upper and lower funnel key performance indicators. Lower funnel metrics are often measured at the end of a campaign, but in-flight sales analysis (ISA) allows marketers to understand how DOOH exposure influences consumer purchase behavior. This session will explain how ISA works, why advertisers are using ISA, what information ISA brings to buyers and how advertisers can learn from it, and why it is useful in an omnichannel campaign. 

Moderators
avatar for Stephanie Gutnik

Stephanie Gutnik

Global Head of DOOH, Yahoo
As the Global Head of DOOH at Yahoo, Stephanie is responsible for defining overall strategy and go-to-market plans for all DOOH efforts. She previously held roles as Vice President, Digital Strategy and Programmatic Sales at OUTFRONT Media and Vice President, Business Development... Read More →

Speakers
avatar for Tiffany Southwell

Tiffany Southwell

Vice President, Out of Home Media, Catalina USA
Developing new products is Tiffany Southwell’s professional passion. As Catalina’s vice president of out-of-home media, Tiffany is responsible for the company’s vision and strategy in the space. She pioneered their entrance into out-of-home in 2020 as a new media channel with... Read More →
avatar for Ian Dallimore

Ian Dallimore

Vice President of Digital Growth, Lamar
Ian began his career in Sports Marketing working in Triple-A Baseball for the Houston Astros as Director of Marketing. He then began with Lamar in 2004, and has advanced through roles specializing in Events & Sports Marketing, National Sales, Innovation and Digital Out-of-Home Strategy... Read More →



Thursday November 17, 2022 4:00pm - 4:45pm PST
N116
  DOOH
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