Gail Chiasson, North American Editor
The Digital Place-based Advertising Association’s Video Everywhere Summit, held Nov. 3 in New York during New York Digital Signage Week, had numerous good speakers, and while we are writing about some in detail, here are a few salient points that we picked out from others:
Chris Curtin, chief brand/innovation marketing officer, Visa:
“Visa Checkout is our new product, which defines our company in the digital space. It’s the easier way to pay online.”
“We are sponsors of the Olympic Games, and we are trying to impose with Millennials a lifetime of learning.”
Dale Hartzell, vice-president corporate development, Bulzi Media:
“We want to be known as the company that allows ‘addressable’ to persons without compromising privacy.”
Sandy Kolkey, former CMO, Turtle Wax Inc.:
The company was able to make Turtle Wax relevant to the younger generation by introducing Turtle Wax Ice using a campaign led by cinema with NCM and Screenvision as partners. The company also used online and Gas Station TV. Among the results: increased purchase intent; sales up 33% in dollars, 46% in units. Where sales of Turtle Wax had been down 12% at Walmart last year, they were up 8% this year. The campaign ended up on Instagram with 222 million impressions. Staff morale increased, as well.
Scott Halderman, manager, integrated media solutions, Pepsi:
The company used a variety of media to introduce Lipton Sparkling Iced Tea with a ‘Tiny Bubbles’ campaign. The company used heavy TV along with online digital, digital place-based billboards, social, TouchTunes, two synchronized billboards on Times Square, and social activation at Grand Central Station using augmented reality. Of course, social media also got involved.
David Roth, CEO, The Store, WPP:
“By 2020, 200 million people could be connected with the Internet of Things.”
In terms of retail, “What consumers are asking is “What can I achieve with you?” rather than ”What can I buy from you?””
“Retail will always be in Beta mode.”
“Data is the new oil but you need data refineries.” (Solution: “Hire mathematicians.”)
“Everything has to be set for programmatic buying.
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