Paul Jankauskas & @MBoidman ‘Pulse of the Industry: DOOH Teleconference’
Gail Chiasson, North American Editor
We interviewed Paul Jankauskas, general manager of Verifone Media, and Mark Boidman, a managing director at Peter J Soloman Company, both in New York, last week regarding the first annual ‘Pulse of the Industry: DOOH Teleconference’ which takes place Wednesday, May 11, 2016 at 11 a.m. EDT.
Paul Jankauskus
“The Digital Out-of-Home industry is facing lots of challenges,” said Jankauskas. “For example, there’s an awareness problem of just powerful DOOH can be. I thought that we should maybe do some kind of an educational conference, looking at what works and a mix of other topics. I’ve known Mark Boidman for a long time and know he knows a lot about it, so asked him if he’d co-host a conference with Verifone.
“We have no idea how many people will tune in to the 45-minute webinar but we invited a lot of people from company executives and owners to agency professionals, advertisers, suppliers and media covering retail, c-store. Mark and I will each speak for a few minutes and then will open the floor for questions and discussion.”
Since the general public is inundated with so much advertising during each day, we asked Jankauskas whether he thought the public gives any thought to digital signage or if it has become blasé.
“It can often be passively consumed and some people may tune out, but I think it’s most effective when placed properly,” he said. “And some is so good that you can’t tune out.
What are the subjects that he thinks might come up?
“Software – there’s no shortage of companies that have developed software. Mergers. Content. Stunts/one-offs that get attention but don’t seem to be scalable and still be cost-efficient. Technology demands. Data. The buying process. The consumer experience. Beacons and sensors. We’re open to everything. This is a chance to be informative and productive.”
Mark Boidman
“As an industry, we’ve been saying we want DOOH recognized as a full media channel, and coupled with mobile, they are elevated to a solid part of the marketing mix,” said Boidman. “With DOOH, brands can target. DOOH is always on, fraud-free and hard to miss.
“We’ve invited key decision makers and the idea of this session is to educate. We’re sure topics such as metrics, data, ROI, the need to quantify may come up, but we are open to everything.
“This will also be a chance for people to see how involved and strong Verifone Media is in the DOOH field. People know it for its payment system but its at-the-pump network is growing really fast, along with the screens in and on cabs. People often think of DOOH only as billboards, but it is so much more, and it can justify its value. Further, it can reach people in real time.”
DOOH is getting bigger and taking dollars from other media (and from what we heard at #BigPic16, can start winning a lot more).
“The climate is good for the DOOH market now, a lot more so than two or three years ago,” said Boidman. “The public is seeing it in malls, in airports, in elevators, in food courts. It’s revolutionizing campuses.
“We’re very bullish on transit. At the pedestrian level, it can really engage consumers. And content is really moving up – it’s at the point where it creates conversations.”
However, there are challenges and Boidman expected that they may be part of the conversation. Among them are:
- DOOH needs more talent;
- It has to be higher up in the marketing mix;
- Programmatic
– although if everything is being bought by programmatic, the walls should be down and there could be more focus on DOOH.
If these are added to the expected conversation on technology, content, data, and the psychology of the media buy sets, we have a feeling that this one 45-minute webinar may well be the first of a series.
Follow DailyDOOH