However, since we hadn’t met before, we wanted to get a few more specifics on his background, and see if he had any priorities at this stage of one-day-on-the-job.

He succeeds Susan Danaher, who resigned from the DPAA and accepted a position at Adspace Digital Mall Network (a DPAA member, naturally.)

Danaher had done a much better job during her time at DPAA than many had expected, increasing the membership, building awareness of digital place-based media – especially at the ad agency level – and partnering with the Outdoor Advertising Association of America, so we expect that Frey will have been asked to take the DPAA to an even higher level.

“I do want to plan a successful DPAA Summit for next fall to further build awareness of the digital place-based industry, and, or course, I’ve met with the members of the Board of Directors to discuss their priorities, but it’s really a little too early to discuss specifics,” said Frey.

Frey worked in media with McCann-Erickson ad agency very early in his career, but most of his career has involved broadcasting. He was most recently wasa senior advisor at Sonenshine Partners, a New York-based investment bank that provides integrated strategic and financial advisory services. Click here to see more of his background in yesterday’s formal announcement.

The fact that ‘video can be watched anywhere’ was one of his comments yesterday that we’ll be expanding on when we talk to Frey in a week’s time or so to discuss some specifics, but his parting words gave us a pretty good idea of some of his thinking: “Technology affects media and media affects advertising.”

Yes, and advertising means money, so with his background in media and investment, we expect that he’ll be looking for ways for DPAA members to better monetize their investments.

Welcome, and best wishes, Mr. Frey!

Frey is a long-time media and marketing visionary with extensive leadership credibility in building interactive, television and other and cross-platform media businesses for marketers. He succeeds Susan Danaher, who resigned from the DPAA to accept a position at Adspace Digital Mall Network.

Mike DiFranza, president of Captivate Network and DPAA chairman, said, “Barry Frey is a very strong media and marketing executive with a stellar record of success. Some of his greatest triumphs throughout his career have been bringing important innovative products and initiatives to the advertising community. He is a perfect fit for where we are as an industry in this new era of video agnostic planning and buying. His expertise tapping into advanced data and technology to build solutions that address client and agency needs is exactly what the DPb industry needs right now to garner its rightful share of budgets.”

Frey said, “In this rapidly evolving world of video and digital, I see digital place-based screens and networks as powerful solutions for advertisers seeking to engage today’s on-the-go consumers. Our industry has a great infrastructure in place thanks to my predecessor Sue Danaher’s efforts. We can provide analytics, technology and targetability to advertisers, who recognize that consumers are regularly watching video during the course of the day as they form brand impressions and are on their way to making purchase decisions. Marketers know the days of relying solely on television screens to transmit video messages are long gone, and we can now clearly demonstrate that DPb media can be a key element of a video agnostic media plan.”

Frey most recently was a senior advisor at Sonenshine Partners, a New York-based investment bank that provides integrated strategic and financial advisory services. Frey worked with clients in the television, digital and advertising categories, helping them develop successful growth strategies in a rapidly changing business landscape. These clients included Active Video Networks, Microsoft, The Weather Company, Vme Hispanic Network and others.

Before joining Sonenshine, Frey spent more than seven years as architect, marketer and chief revenue officer for Cablevision’s digital and advanced advertising business. As executive vice president, advanced platform sales, he oversaw the company’s digital transformation of advertising sales. He led the creation of new revenue streams by building what was widely credited as the leading advanced TV ad business in the U.S.

At Cablevision, Frey also built and ran the company’s Internet and mobile sales operations. He brought to market an array of digital TV and Internet products including branded content, dedicated ITV and VOD advertiser channels, household addressable television plus a plethora of rich data, analytics and robust optimization tools. His leadership with internal teams, senior level ad agency colleagues and marketers led to many notable and newsworthy advertiser partnerships with companies including Disney Vacations, U.S. Navy, FX Network, Mars, Inc., BMW, Unilever and Sony Corporation.

Earlier, as managing director international sales and business development for USA Networks, Frey created some of the first multimedia advertiser agreements in U.S. advertising and helped launch syfy.com. In his international role, Frey built the global sales and marketing infrastructure for the networks. He was a key member of the launch teams for domestic and international channels and oversaw sales and marketing teams around the world.

As senior vice president media for the National Basketball Association, Frey drove the TV, print, radio, Internet businesses and marketing partnerships while reporting to NBA Commissioner David Stern.

Frey serves on the board of the International Radio and TV Society. He frequently speaks on the future of media, advertising and television at conferences in the U.S. and in Europe, including The Future of TV Advertising Forum (London), TV of Tomorrow (NY, SF), The On Screen Summit, VOD Summit (NY) and The International M & A Summit (NY).

We understand that Ayuda Media Systems were this week celebrating 10 years of excellence AND very smart they look too!

The Digital Signage Federation executives and industry professionals will be at booth# 319 at the Walt Disney World Swan and Dolphin Resort to answer questions and help attendees understand the benefits of investing in digital signage.

Spencer Graham II, Manager Operations, Information Stations & Interactive Video Network, West Virginia University will present ‘How to Use Digital Signage for Increased Effectiveness in Higher Education‘ on Wednesday, June 12, 2013 at 9:50am.

“The major issues we discuss with campus leaders center around the complexity of the technology, integration of disparate systems, business models for campus signage, and which departments should own the systems” said DSF Executive Director Brian Gorg. He added, “The audience at UBTech represents the people we assist in educating about our industry”.

The DSF Advocacy and Outreach Committee’s subcommittee on higher education advocates and promotes successful strategies for campus digital signage and the Higher Education webinar series for 2013 kicks off Thursday, July 25, 2013 2pm EST with Education 202, which will provide an in-depth discussion on best practices for campus digital signage.

Registration is free for this and other educational events available on the DSF site.

About Spencer Graham

For more than 30 years, Spence has led myriad teams of people inside and outside the workplace. As a Digital Signage Certified Expert he was integral to the creation of a very large, high-tech digital signage network at West Virginia University that now spans four campuses with more than 100 digital signs, wayfinding, video walls and 24/7/365 emergency alert feature in addition to standard WVU messaging and marketing content on the WVU Information Stations network. Steady and controlled growth of the network, budget management and team leadership are key components to the success of the WVU Info Stations and as Manager of Operations the network as grown from 10 digital signs to more than 100 in five years. He was elected to the Board of the Digital Signage Federation in January 2013 and serves on the DSF Education Committee as Curriculum Development Manager. Spence resides in Morgantown, WV and enjoys amateur radio, is an avid outdoorsman, and spent a month in West Africa assisting in a medical mission project.

Rafael Negro wrote in Spanish over on his blog (we used Google Translate to get the gist), we quote “It’s the first time I visit … Why this year, then? Two main reasons have led me to go”

Rafael continued “On the one hand, this exhibition ‘replaces the extinct Screenmedia London Expo and the Digital Signage event in May .. and second, the invitation to the conference ‘Videowalls unplugged’ sponsored by DailyDOOH / Ministry of New Media”.

You can see from the chart (shown above) how the event has grown; attracting 250 people to the first event held at Pinewood Studios to the size it is now.

The multimedia campaign, which launched earlier this month across large format Clear Channel Outdoor and JCDecaux airport displays, now drives consumers to exclusive content that they can view or download to their mobile phones.

The team at Paramount Pictures created eye-catching, colorful art featuring Kirk, the main character of the Star Trek film, holding a phone-like communicator in his hand. The creative invites users in any one of four major U.S. airports to take ‘The Future Into Their Hands’ by tapping Kirk’s communicator, to unlock exclusive video content. Powered by Blue Bite’s proprietary mTAG platform, the campaign enables consumers with NFC-enabled smartphones and tablets to simply tap their device on the airport displays to seamlessly gain access to the mobile media without having to download any external applications.

Blue Bite also worked with Joule to create the custom mobile experience which enhanced the outdoor campaign, rather than simply repurposing the same assets, further approaching true channel convergence. The coupling of mobile interaction, especially NFC, with out-of-home media, is providing an effective, natural way for Paramount Pictures to connect with its Star Trek fans. The addition of this interactive component to the out-of-home environment showcases the ability of the mobile phone to enhance the messaging beyond awareness and introduces an exciting and simple element of engagement.

Of working with Paramount Pictures and Joule on a mobile campaign for such an iconic title as Star Trek, Mikhail Damiani, CEO and co-founder of Blue Bite, says, “This program is a perfect fit all-around: the movie-centric content is highly desired by consumers, and the dwell time in airports affords them the opportunity to consume as much of it as they want.”

Speaking about the opportunities that NFC technology provides, “We feel that Star Trek is a great property to take advantage of it,” says Faye Ugolnik, senior vice-president of media, Paramount Pictures. “With this advanced technology we are able to connect multiple mediums and deliver content seamlessly to engaged consumers on mobile devices outside of the traditional mobile media models.”

“Star Trek represented the perfect title for us to launch an NFC enabled campaign,” says Greg Crockart, co-president, Joule. “The high tech feel of ‘scanning’ an NFC chip combined perfectly with the Star Trek brand, and allowed passionate fans to unlock exclusive content in an exciting new way.”

Pattison and Fourth Wall teamed up with Extreme Group and Nova Scotia Tourism to bring the vibrant culture of Peggy’s Cove and its iconic East Coast lighthouse treasure to the streets of Toronto.

Last Wednesday, May 15, an authentic 28-foot replica of Peggy’s Cove Lighthouse was unveiled at the corner of Bay and Wellington (RBC Plaza) in the heart of Toronto’s financial district where it will loom large for three weeks. Visitors were given the opportunity to feast on culinary treats and listen to world-renowned music from Nova Scotia.

Extreme Group of Halifax and Nova Scotia Tourism worked closely with Pattison Outdoor and Fourth Wall Media to ensure the creation of a meticulously designed replica of Atlantic Canada’s most photographed structure. The impressive recreation lived up to the quality and expectations of the entire design team’s vision in bringing the real Peggy’s Cove iconic structure to life and a little piece of the East Coast to Toronto’s core.

“Fourth Wall Media is very excited to launch a one-of-a-kind Out-of-Home experience at Peggy’s Corner in downtown Toronto,” says Dmitri Melamed, general manger and vice-president of production at Fourth Wall.

Ah, now if they could only send to me in Montreal the smell and the sounds of the Atlantic Ocean waves lapping the rocks around the real Peggy’s Cove Lighthouse, I’d be a happy camper!

Aim of the campaign was to get consumers to reach especially Diesel Denimize Collection resellers and the cities’ opticians to present the new Diesel Eyewear’s Denimize Spring Summer collection, and to have potential customers find the closest location for the products in their area.

The campaign was handled by Valbonne, France-based Trigger Networks and booked with Clear Channel Outdoor in Rome (770 faces) and Milan (330 faces). In similar fashion to what was done in Rome, the Milan campaign reached out to 11 DIESEL Denimize Collection resellers targeted within a distance of 1.000m by the campaign, and another 84 faces reached out to near Milan DIESEL Denimize Collection resellers within 1.000m distance. In terms of opticians, there were 147 Opticians targeted by the campaign within a 500 m. distance and 195 within a 1,000m distance. Others near Milan were targeted within 1,000m of their location.

The campaign in Milan measured a total number of contacts of 33,592,196 in two weeks. The campaign used a combination of scrolling posters and the SmiletoShop app which can be customized according to client’s needs (languages, game details, etc.).

When asked if this involved Near Field Communications, Vincent Almela, president of Trigger, said, “NFC is not available in Italy, and a QR code was not used either. Through SmileToShop, there was instant geolocation of the user and connection to our server. Any kind of display could be activated as a part of the game. The performances of the spring campaign retrieved with our TRIGGER-One tool proved once again its efficiency. We had 47% direct coverage in just two weeks.”

Users could locate the closest location for the eyewear (reseller or optician) on the map on their cellphone, as well as get information on the product line and take part in a promotional game. They could also post information, such as, ‘I won in Rome with Diesel Deminize Eyewear’ on their Facebook wall.

SmileToShop is a service supplied by Trigger Networks designed to increase traffic to the retail outlets. It is the direct line between the poster in the street and the nearest shop. The posters are interactive due to the Apple or Android App. The user takes a picture of the panel, receives a participation code for a possible promotional offer the advertiser has put in place and is directed to the nearest shop.

• 9:00-9:20, Welcome and Introduction, by Representatives from Taiwan Ministry of Economic Affairs (MOEA), Industry for Information Industry (III), and DSMA
• 9:20-9:50 Why Innovation Itself Must Be The Next Big Thing In Digital Signage
  DailyDOOH, Editor-in-Chief Mr. Adrian J Cotterill
• 9:50-10:20 Evolution of Digital Signage Markets: A Global View
  Scala, Asia Vice President, Mr. Guillaume Proux
• 10:20-10:45 Innovation in Digital Signage Open Standards
  IAdea Corporation 綠 創科技, CEO, Mr. John C. Wang
• 10:45-11:05 Break
• 11:05-11:30 Solutions For A Changing Retail Landscape
  Intel APAC Embedded Sales and Marketing Group Director, Mr. Graham Steen
• 11:30-12:00 Design and Digital – reinventing the total customer experience
  RED Digital Management Digital Strategist – Director Mr. Stephen Borg
• 12:00-end

The company’s new Consumer Networks offer advertisers and agencies a simpler and easier buying process, supported by Traffic Audit Bureau ratings that they can plug into demographic-specific advertising models. As a result, advertisers and agencies will have an effective solution that eliminates the need to build the out-of-home component of their campaigns by selecting individual outdoor assets among hundreds of thousands of local and national options.

The new consumer networks, accompanied by out-of-home ratings, are delivered in a format consistent with other major media (TV, radio, print) and offer compatible buying metrics, making it easier to assess the value of out-of-home as part of a comprehensive media plan. By combining demographic targeting with psychographic geo-targeting, Clear Channel Outdoor’s consumer networks can offer enhanced audience metrics and ensure that out-of-home campaigns deliver the greatest exposure to a client’s target audience – thereby allowing planners to maximize the effectiveness of their media budget.

“Our consumer networks represent a significant innovation in the delivery of key audiences when they are out of home, and much more is coming from Clear Channel Outdoor as we work to evolve our audience delivery to benefit advertisers,” says Suzanne Grimes, president and chief operating officer of Clear Channel Outdoor, North America. “With other media facing steep challenges brought on by technology disruption and audience fragmentation, out-of-home is well positioned to maintain or increase advertiser’s audience reach and win additional share of their mix. The key is to make buying audiences easier, and we are laser focused on continuing innovation in audience delivery and measurement.”

At launch, the new consumer networks comprise targeted portfolios for several pre-selected demographic groups which range by market, including Hispanics, African-Americans, women or men between the ages of 18 to 49, adults 18 to 34, and affluent consumers with income greater than $75,000, $100,000 and $150,000 annually.

“The results we’re seeing from the industry’s investment in the TAB ratings will multiply as we combine measurement innovation with selling innovation,” says Rocky Sisson, chief revenue officer, Clear Channel Outdoor, North America. “The consumer networks we’ve built deliver valuable audiences that advertisers want, and this approach is already paying off as major national advertisers have shifted dollars, with confidence, to out-of-home in order effectively attain their campaign goals.”

Following Clear Channel Outdoor’s successful piloting of the demographic networks in three markets (Albuquerque, Cleveland and Orlando) in 2012, seven markets are in various stages of deployment, including Albuquerque, Cleveland, Orlando, Milwaukee, Minneapolis, San Francisco, and Seattle.

“The development of demographic networks is a very positive step for Clear Channel and necessary direction for the OOH marketplace,” said Connie Garrido, CEO, Posterscope. “To be able to deliver audiences on a deeper level provides tangible value to assist in optimizing the delivery of a program. We look forward to working with Clear Channel Outdoor to leverage these networks in our planning process and to seeing how CCO continues to build on the networks moving forward.”