Digital Signage Experience 2022

What does it actually mean to “measure” the impact of OOH, DOOH, and digital signage? Three international experts will discuss the various types of measurement, proven technologies, and the state of measurement across the globe.

There is a rising affinity between people, cities and large-format digital out-of-home media (DOOH). For the City of West Hollywood, in which its billboards along Sunset Strip have made the area famous, the transition to digital is serving as an opportunity to create public benefit and provide a baseline for long-term economic development. The resulting projects promise to contribute to a more dynamic and engaging public realm, while supporting cultural resources and public art, along with sustaining historic structures and use cases like live music and comedy.  

PQ Media EVP of Research Dr. Leo Kivijarv will provide attendees with a first look at the latest industry data and analysis gleaned from the PQ Media’s new Global Digital OOH Media Forecast 2022, the 12th edition of this research series that has been the DOOH industry’s performance benchmark since 2007. He will deliver a brief presentation of highlights from the forecast, covering ad spend and growth data across all DOOH platforms (e.g., place-based video, digital signage); analysis of consumer time spent with DOOH by six consumer demos; and exclusive data on 10 key venue and location channels (e.g., transit, retail, healthcare). Highlights will include DOOH’s current and future positions in the changing media landscape, including its size, growth and market share vs. other media and GDP. He will conclude with several critical assumptions and open questions regarding the future of DOOH media for attendees to address in follow-up Q&A. 

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. 

With programmatic, schedules can now be pushed and paused with great ease and flexibility as they are in all digital media. This feature was particularly important during the last two years as advertisers used the medium, along with accompanying data insights, to reach consumers where they were. The DOOH programmatic landscape has changed dramatically in just in the last few years. This panel will give you a good overview of programmatic digital out of home today and its future.

It's been three years since this industry got together! Catch up with old friends and meet new ones as we enjoy cocktails and appetizers together. This reception is included with your Expo Hall pass. Everyone is invited!

Sponsored by: SONY, Esper and Vistar Media

Many businesses operate high-dwell locations, incorporating content as part of the customer experience. Increasingly, content-driven digital signage can be a driver for advertising revenue. However, this requires technology, support and strategy. Learn how media networks are utilizing content from retail to mobility.

Topics to include:

• What are the operational considerations involved in producing, procuring, and implementing content with a digital signage content network?
• What is available in terms of content offerings in the market today?
• What are best practices for implementing content and ads?
• What impact can this have on revenue, and what are the business models that exist between facility owners, content providers & network operators?

The biggest retailers are merging their online and offline solutions to enable a seamless customer experience however shoppers wish to make their purchases. According to eMarketer, 93% of grocery sales were in store, meaning the need for retailers and advertisers to engage with shoppers in real life remains paramount. Retail media networks (RMNs) are leaning into digital out-of-home (DOOH) to reach consumers right at point of sale, in the moment of decision-making. This session will explain how RMNs are being structured from an omnichannel perspective, where DOOH fits into the approach, the data that can be generated from and applied to the entire RMN experience, how consumers perceive DOOH in-store and how DOOH is encouraging consumer engagement and purchase behavior. 

Event agency Gail & Rice tapped Fivestone Studios with creating a digital experience for the launch of Kia America’s new electric vehicle, the EV6. The mammoth experiential project encompassed over 44 screens and covered six blocks in New York City’s Times Square. Fivestone worked with Gail & Rice, David & Goliath and Centerstage to execute this project in a short period of time. The speakers will discuss some of the challenges they faced, and solutions used, such as:

• Coordinating across 10+ media screen owners, all with a wide range in screen quality / age
• How to create a cohesive narrative from different angles and distances
• Using cloud infrastructure to create and render the massive screen sizes necessary to span 6 city blocks
• Using technology to visualize the full experience in real time 3D for approvals and previz

Meet your peers and other colleagues! Join like-minded attendees for a self-guided discussion, your chance to chat with other attendees in vertical markets, including AV/Integration, DOOH/Advertising, Education/Corporate Comms, Hospitality, and Retail.