Michael Kassan, Principal of Media Link LLC delivered today’s Keynote address.
He gave his perspective of the place based media industry (it would seem they don’t like to use DOOH as a term) based on his work with Fortune 100’s best of breed global brands.
Michael acknowledged that the economy will have an affect on our industry but it will pass.
Mr. Kassan reiterated that place based media still remains very hard for agencies to use or understand, let alone help get their clients to take it seriously.
He commented that most out-of-home network ad spends have been more experimental and have been considered risky. Michael commented that measurement standards would be key in helping scale the industry.
He closed this session by using the metaphor that the industry is still “The Wild West” and the time is now to put your stake in the ground as it is poised for explosive growth in the coming years.