Bob Martin moderated a strong panel, looking at what is going on in the industry during the Digital Place-based Advertising Association conference on Day One of #dse2013 in Las Vegas.
The panel consisted of – as seen L-R in the accompanying photo – David Matera, CEO and founder, OOH Pitch Inc.; Daniel Wilkins, president, n2; Jack Sullivan, senior vice-president, Out-of-Home Activation director, Starcom USA; Rick Robinson, managing director, West Coast, MacDonald Media; Rocky Gunderson principal, SierraDock; with Martin at the podium.
One of the interesting pieces of news that came out of the panel is that Starcom will be undergoing a major reorganization, come March.
Beyond that, here are some of the points that the panelists made, based on their knowledge and experience:
- Vendors, be patient. Scale will come with the networks and you’ll be ma
- If your screen content is strong, you’ll be doing more for your company – and for the industry.
- It’s important to make consumers aware that Digital Place-based as well as the So-lo-mo sector is relevant to them. Personal media plays a real role.
- Agencies and advertisers should spend time with the networks that have a solid business plan and know how they will make money. 70% of networks are clamoring for time and are competing with the 30% who are the big players.
- Early stage networks should expect to sell only 10% to 15% of their advertising space.
- New technology can do things better and faster, and even if agencies may think they know what’s out there, their clients are coming in and suggesting even newer things that they’ve seen and read about.
- You must have data, and know both your media and your consumer.
- Agencies must be patient and must do things the right way, not just in a way because it’s easier.
- Don’t come into an agency and try to sell a concept. Have a full demo of what you are talking about and other important information. You must know how to target the consumer.