Putting a Value on DOOH

With a background of media fragmentation and the traditional range of valuation methods for media proving unsatisfactory, how does the digital signage industry put a value on its product?

Covering so many different market segments and with such a range of media contexts, measuring the medium and establishing a value has become a critical focus for the next stage of the industry’s development.

On Wednesday 14th April, The Screen Forum is to hold an informal breakfast meeting to review some of the different initiatives aiming to change this. The audience will hear brief presentations and case studies from companies both specialising in media measurement and those actively involved in selling digital campaigns.

With the race on to deliver a workable set of standards by which the advertising industry can assess digital out-of-home, the meeting will also hear an exclusive preview of both POSTAR and APCAD’s much anticipated Out-Of-Home studies.

As always, the session will be top-and-tailed with the best smoked salmon bagels in London and the opportunity to network and discuss the opportunities raised.

Speakers Inc:

James Whitmore – Managing Director POSTAR. The audience research body for the out-of-home industry, POSTAR has for many years set the standard for the traditional poster industry. James will be previewing their new soon-to-be-published set of outdoor metrics, which now include digital.

Chris Forrester – Managing Director of Sales and Marketing DIGICOM. One of the few truly digital specialist media sales houses, Chris will demonstrate the value of independent networks and present their internal methodology for valuing these different media to their advertising clients.

John Rankin – General Manager EYE CORP. Eye operates digital networks from Australia, to the UK and USA. With media in airports, shopping malls and roadside, John will discuss the insights from their different Eye-Tracking studies and how different international markets are valuing the medium.

Jerome Lefevre – CEO of INFOTRAFIC & Founder Member of APCAD. APCAD, the digital signage association of France, are releasing a major new study on DOOH advertising effectiveness in March this year. Jerome will summarize these significant findings and discuss their potential impact on the market in France and beyond.

Venue:

The Hospital Club, Forest / Private Screening Room
24 Endell Street, London, WC2 9HQ
Click for Map | Click for Street View

Date: Wednesday 14th Apr 2010
Time: 9am - 11am

Cost: (including breakfast)

Free to Screen Forum Members

Send Cheques to :
20 Eastcastle Street, London, W1W 8DB, UK

Note: There are very limited places for this breakfast briefing, so please register as soon as possible.

Lisa Goldstein
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t: 0207 631 2152
www.thescreen.org