OVAB Summit agenda set

October 27, 2008 by Dave Haynes

The big OVAB meeting is Wednesday in New York, with a day-long session set to release the first guidelines intended to herd the industry’s 100s of network operator cats and enforce some order and harmony on the way they measure and peddle their wares. A tall task, but you gotta start somewhere. 

There is a day long set of sessions, and the impressive thing is that most of these people do not seem to have darkened the podiums of endless other conferences in this space, and I don’t see a lot of mike time for sponsors or the dreaded industry gurus. This is almost all research and media/agency people. In other words, your BlackBerry might stay in your pocket or purse if you’re there, and you might actually want to take some notes.

I’m not going (waaaa!), as we only had so many sponsor tickets, but I am sure someone will take lots of notes. MediaWeek has several people on panels, so they must have a press sponsor deal and presumably they’ll be writing up the event in a big way. The much antificpated metrics guidelines get released around lunch time.

9:15 – 9:45am: Keynote Address: Michael Kassan

Principal – Media Link, LLC

A well-respected subject matter expert within the media and advertising fields, Mr. Kassan will share his insights on the growing digital out-of-home media industry, changes within it, growth, and where tangible opportunities exist for marketers.  Mr. Kassan’s keynote presentation will draw upon his  work with many of the Fortune 100’s best-of-breed global brands – companies such as Microsoft, AT&T, General Motors, Unilever, Home Depot, Colgate-Palmolive, The Walt Disney Company, Viacom, Comcast, Bain & Co., Cerberus Capital Management, General Atlantic, Fremantle and Sony to name a few.  

9:45-10:00am:  PQ Media State of the Industry Report

PQ Media CEO Patrick Quinn will share exclusive highlights and key takeaways from PQM’s just released Digital OOH Media Forecast 2008-12, the much anticipated follow-up to their 2007 analysis, which was the first source to define, size, structure and forecast the direction of the digital OOH sector.  The message coming from this authoritative research is a positive one, given what most ad-based media are experiencing now and into the foreseeable future.

10:00 – 10:45am: Creative Panel 




Panel description:  It all starts with a creative idea, right?  Hear from top executives on the agency side how integrating the creative into the planning and buying process is working (or not working).  The unique nature of digital and video OOH ad networks requires creative that is designed specifically for the venues and rarely do “re-purposed” assets do the best job.  We’ll show examples of great creative executions and there will be a Q&A on when creative should enter the conversation and how strategic media planners and buyers work with them.

11:15 – 12:00pm: Research Panel 




Panel description:  Hear different points of view on the research being done in the out of home ad networks industry and how advertisers and agencies can use this data in their evaluation process and what innovations and trends are on the horizon.

12:15 – 1:00pm:  Luncheon & OVAB Overview

Presentation by Suzanne Alecia:  OVAB overview, Audience Metrics Guidelines announcement

OVAB is nearing the end of its second year in existence.  Hear about the progress we’ve made, the missions we are undertaking and the details behind our biggest and most significant project to date:  the OVAB Audience Metrics Guidelines.  This will be the first public announcement of the Guidelines and the outline of their implications to the industry.

1:00 – 2:00pm:  Strategic Media Planning Panel




Panel description:   Strategic media planners have increasingly complex responsibilities and an exponentially growing set of media choices to evaluate for their clients.  How do they sift through it all intelligently and efficiently?  What pressures are th
ey getting from their clients and how do they look towards media companies to help them? 

2:00 – 2:45pm: Campaign Case Study Presentation




Panel description: Client and Agency review a campaign using digital OOH. The Fuse “Your Rock, Let’s Roll” program with Zoom Media & Marketing illustrates how digital OOH can effectively & efficiently be used to promote a brand in a highly innovative, creative manner that breaks through the clutter, impacts a targeted audience and provides a creative platform upon which other marketing activities can be built.

3:00 – 3:45pm:  Team Fox Cross Network Campaign Case Study Presentation




Panel description:  In the summer of 2008, OVAB helped facilitate a cross-network campaign that gave the Michael J. Fox Foundation for Parkinson’s Research the opportunity to use our media inventory to promote their grass roots community fundraising effort:  Team Fox.  Their creative agency, Deutsch, produced a creative brief and provided video/digital assets for this campaign.  Switch fx created the specific creative for each network.  MJFF’s OOH digital media agency n2 coordinated and stewarded the campaign.  And OTX Research conducted the pre- and post-campaign research.  This panel will describe how the campaign came together and will announce the results.

3:45 – 4:30pm:  Client Panel




Panel description:  Based on all the topics addressed today how do clients see this industry and how do they want to work with their agencies and vendors?  What lessons have they learned or would like to add to the discussion?   What are the challenges that lie ahead….as well as the possible solutions?

4:30 – 4:45pm: Summit Recap and Close

The top ten topics and lessons learned throughout the day. 


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