ANA Agreement In DPAA 2012 Program

Gail Chiasson, North American Editor

The Digital Place-based Media Advertising Association has been lining up its schedule for the year, starting with its soon-to-be published Annual Report, to which Susan Danaher, president, is currently putting the final touches.

Susan Danaher

The DPAA will also be co-producing, with Digital Signage Expo, a one-day (March 6, 9am-5pm) Digital Place-Based Advertising Summit during the week of DSE in La Vegas.

”We’ve been working to attracting more members and advertisers from the west coast, and to that end, we’re also trying to bring in more west coast panelists,” says Danaher.

Another item on the year’s agenda is development of Best Practices for Creatives.

“We’ve learned through our road trips meeting buyers and planners this year that we should also be talking to creatives more than we do,” says Danaher. “The creatives in agencies are close to the advertisers and, if there’s good creative, it’s easier to get digital-place based media on the campaign schedule.

“We’ve also learned that advertisers need more education.”

Helping in that regard will be a new agreement with the Association of National Advertisers which, we understand, involves an ANA sponsorship package.

“It gives us a seat at the ANA table,” says Danaher, “whereby DPAA members (exclusively) will have an inside track to ANA members and various ANA programs and tools such as its Marketing Resource Centre with a great database of case studies.”

Danaher says the DPAA expects to soon be announcing several new members, and that the association will also soon be in talks to see if an agreement can be made to repeat the successful 2011 one-two punch of a joint week in New York next fall with the Strategy Institute’s Digital Investors Conference and the DPAA Digital Media Summit. We understand that the DPAA is tentatively looking at holding its event on Oct. 16 and is currently in negotiations with two hotels.

Watch here for more details on the DPAA-ANA agreement next week – Ed

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