Tuesday, November 5, 2024

Chairman of DPAA Global: “Leading private equity firms will make bold investments in DOOH in the next 12 months”

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Tuesday, October 22, 2024

Below is the transcript of DPAA  Global Summit Opening Remarks by François de Gaspé Beaubien and Barry Frey.

François de Gaspé Beaubien, Chairman of GymTV, Chairman & Chief Coaching Officer of Zoom Media, and Chairman of DPAA Global.

Barry Frey, President and CEO, DPAA Global . 

9:00a François de Gaspé Beaubien

1.Video agnostic

  • 95% of how Zoom is purchased in the UK is from video budgets. This is going to eventually happen in the US, but will take time. So, for next 12 months: a lot more programmatic buys and the ocean of “Video” is going to start flowing to our industry in a more meaningful way.

2.Sizable new capital coming into DOOH

  • In the next year we shall witness large amounts of capital being deployed within our industry,globally.  Leading private equity firms have already entered the traditional OOH space….and will now make bold investments in DOOH in the next 12 months.
  • Permit me to underscore Tal Jacobson, CEO of Perion, who flew in from Tel Aviv just to attend this conference.   Perion, with their strong omni channel presence and tremendous creative capabilities, are now a strong leader in our industry.   A perfect example of the influx of tremendous talent and capital coming to our shores.

3.Consolidation

  • With linear TV on the wane, DOOH provides an optimized means of reaching targeted mass.  Aggregated reach in sheer numbers (as TV used to do) but with the added benefit of providing all the targeting that advertisers and agencies seek; best of both worlds.
  • Private equity and others are going to acquire networks and join them together to provide efficiency for advertisers while driving even more profitable growth to the bottom line.

4.Artificial intelligence

  • Has begun but will gain speed in the next 12 months.
  • David Schmaier is the president and Chief Product Officer at Salesforce and a business school classmate of mine. He shared two weeks ago at our reunion the following story:  
  • Lee Se-dol is the globalGO champion.  Deepmind, division of Google, matched up against Mr. Se-Dol
  • 3 games to 1in first round.   Then AI vs AI.   Playing against God. Retired. If repetitive = AI can do it much better….it augments you.
  • Imagine education.  On boarding new employees.  Training sales force: all tailored to the individual.
  • You job will not be replaced by AI, there will be those embrace AI….and those who do not….at best will be marginalized.
  • But the opportunity is MASSIVE.

 

Conclusion

  • We are going to witness continued sizable growth…and for some, as in programmatic, doubling of revenues.
  • DOOH will not be just the driver of OOH but shall be embraced by overall video budgets, where we belong.  It shall be progressive but notable next year.
  • DOOH is a solution to the decline in linear TV
  • Measurement will enable CTV to connect to DOOH, though we are not CTV, we shall play a supporting cast member role (very profitably as well, for all parties).
  • Consolidation will begin in the next 12 months and will hit an apogee in 2026.
  • AI is going to irrevocably change our industry for the better (we shall have to consider basic universal income because of the impact on society).

DPAA Summit:

Well over 1,000 attendees. 

Team is Noah Klas, Blake Kelley, Zach Sherman, Robert Boiter, Hannah Du curzio, Allie Griff, and our very own master of ceremonies: Ajay Durani.

And now to discuss our CEO.  Barry, wee are all here thanks to you.  Leader, coach, ami sans pareil, concierge extraordinaire:  Ladies and gentlemen, I give you Barry Frey.  

Barry?  Barry, where are you?

9:15 am Barry Frey

Hi Everyone!!  Hi and how are you,?…I’m back from Space…3D Space! Thanks, Francois, so good to see you, and thanks… for your always ..eloquent and elegant opening remarks.  Everyone, please give a big hand to the Chairman …of Gym TV… the Co-Founder of Hivestack… and Chairman …of DPAA…Monsieur Francois de Gaspe Beaubien!

Wasn’t that a fun and floating opening?  I’m so proud to feature the great work from our friends at 3Rock Global…..err…excuse me while I shake off some space dust (gesture). Thank you to Ian Brooks and Toby Ginn of 3Rock.  Let’s give them a Big hand.  And thanks for coming in with so many other DPAA members from UK, EMEA, Asia and Latin America.

You know…. when I was floating…out there in Space (point)… I had a chance to reflect on this year …and what has really led… our industry growth..   It’s come down to one word – Innovation!

We know…that advertising helps to lead the economy… AND… Innovation! …helps lead advertising…. AND… DOOH is leading Advertising… In innovation. It’s an Innovation Economy! ….AND WE are a foundation… and a Launch Pad for this innovation!…” Launch Pad”. J -there may be more space references before the day ends J

And what is innovation? It’s certainly… beautiful 3D DOOH displays as we saw….yet… it’s also so much more! It’s high-quality/high-def screens AND screen technology.  It’s QR, AR, VR… 3D of course……and..it’s Programmatic… It is transforming the advertiser and consumer experience…. With Timely…..addressable and Relevant messaging.  It’s relevant Content and Social.. it’s Out of Phone …and of course… ALL of THIS… IS…Digital Out of Home!

Innovation… is working …up AND down the marketing funnel due to enhanced data capabilities, attention, engagement, and attribution. It’s also brand-safe environments. You know…we’ve talked about ads appearing next to hate speech or terrorist websites. But…. What if your ad appears next to a YouTube Video that is offensive..or includes Debunked information? According to IAS– ads that are adjacent to toxic content… receive 46% FEWER clicks! Not here!…We offer powerful…contextual screen advertising… as linear TV, Satellite and Cable.. ALL continue their rapid…decline…. We deliver.. non-skippable, .. AND.. highly targeted messaging!

…..Digital Out of Home is the Launch Pad for innovation!

It’s Retail Media!  Where others are talking about e-commerce… DPAA Members are innovating and reaching consumers on the path to purchase… AND… at The Point of Purchase…ALL.. in our physical world!

Let’s face it—85% of purchases are still being made… in physical stores, AND research shows 87% of consumers are accepting… or feel positively… about ads appearing inside retail establishments.

And this is a huge opportunity for Brand advertising …in addition to lower funnel promotional revenues!

Our members…Our Global community… of hardware, software, data, programmatic, attribution, production companies and more….are leading all these experiences… throughout… the consumer journey!

The innovation economy pushes ahead on sustainability where our industry works with partners such as Ad Net Zero and client partners to help Reduce Media’s… Carbon Footprint. DPAA Members are sharing best practices as a truly global community. In fact…DPAA’s London chapter is a great example of this, tapping into local companies ..BUT but also servicing members throughout the EMEA region. Not only are we a one-to-many screen medium,  But.. our members are enabling innovative use… of Solar energy, E-charging, and E-Ink!

Our innovation… is.. Video Everywhere… and how consumers respond to our video messages AND content. It’s…. CTV…AND it’s Performance marketing….We’re glad to see that companies that started solely in Digital Out of Home… tested it… AND liked it.. are now ALSO….branching into new and innovative directions.

….Digital Out of Home is the launch pad for innovation!

It’s breaking down silos as our research with Kochava and Ad Perception indicates.. AND…it’s great to see innovative companies like GroupM are successfully executing on this important collaborative…growth strategy!…. It’s all creating a Big Tent – a large global community… that exchanges ideas and best practices. It’s CTV, Retail Media, Performance Marketing, and silo-less video planning –– they learn from us… and we learn from them.  Silo less! J —not that easy to say in front of an audience. J

…..Digital Out of Home is the launch pad for innovation!

Innovation is also about helping to Grow the industry. At DPAA…we work very hard to do 3 BIG Things! We grow the industry… We help grow companies… and we grow people with personal and professional development programs.

We grow the industry via… continual and constant conversations with brands and agencies throughout the year…. We educate…and inform them on the digitization… and innovation in our industry.. We hear from our Brand Councils on what they like…don’t like.. and what they’d like to see more of!  This is then….readily communicated to our membership.

We also engage with brands and decision-makers…during our curated DPAA Global Experiences. These take place at CES Las Vegas, The Cannes Lions Ad Festival… DMEXCO in Cologne and Member Town Halls in NY and London… plus at our glorious Canada Summit each year and other events in Toronto…. AND…. of course..right here today… at This.. Global Summit!  

We also curate experiences with brands and senior agency leads at the Annual POSSIBLE event in Miami…. This has become Cannes West or The Davos of Marketing…We’ve hosted approximately 200 DPAA members with us each year at POSSIBLE… This is because… It’s one of the most impactful events for the marketing industry. The dates for next year will be April 28th through the 30th again.. at the Fontainebleau in Miami ..AND…this year there will be an expansion to a full day of programming on Monday, including….one of the best sessions J… The DPAA session!  Registration opens… early November. 

And..In addition to all that…our members partake in DPAA’s global monthly Webinars…research studies, retail media events and in total… almost 30 DPAA Member events each year!

All of this.. AND more…. Enables us to grow the industry, increase digital Innovation, and empower members…. To Drive Revenue.

…..DPAA and Digital Out of Home…are the Launch Pads for Innovation!

And… on the personal and professional development side—I am most proud of our WE.DOOH Program. This acronym.. as many of you know by now… stands for Women’s Empowerment in Digital Out of Home. We built this Platform…almost 8 years ago! The powerful.. interactive events truly tackle today’s challenges. If you’re a member and not attending, I strongly encourage you to do so. AND.. we are not exclusive–as we encourage all male members to attend as well!  Later today… you’ll meet the winners of WE.DOOH’s 2nd Annual Leading Women.. in Digital Media Awards…hosted by Board Chair… Ms. Debbie Benadiba!

And… we were Proud to have built the First industry Programmatic Training Course… almost 9 years ago… AND…We’ll soon be unveiling a new innovative sales and programmatic series with Jeff Gunderman and The DOOH Academy.

…..DPAA and Digital Out of Home are the launch pads for innovation!

And that leads me to the incredible program we have at this year’s DPAA Video Everywhere Summit … We’ll hear from Large brands and Innovative Programmatic companies,…AND..we’ll talk about Sustainability with a true advertising expert in the field!….

We’ll hear Musical Numbers from the actual Broadway Cast of Back to the Future–The Musical, and since we’re right now in the thick of it all…we’ll hear from NBC’s POLITICAL expert…Steve Kornacki on how the Incredibly… Consequential Presidential Election is shaping up…… J  AAAND… there’s more!….

You will.. ALL.. have the chance to appear in Terry Kawaja’s next music video, an ANTHEM for Digital Out-of-Home. Yes, just before lunch… Terry, Founder and Chairman of Luma Partners will lead us all …in a sing-along Karaoke and then we’ll debut the actual video just before cocktails this afternoon!

….Digital Out of Home is the launch pad for innovation!

Last year Kerry Flynn from Axios published that “Every conference should have puppies.” … Sooo…Back again at The Summit….due to HUUUGE… popular demand… our friends at RING will bring…. us the EVER famous…EVER warm and loving… EVER cuddly…. LOW LOW.. Carbon Footprint …CUTENESS ..

THE……ANNUALLY POPULAR…DPAA PUPPY.. PEN!  YAY

Low Carbon Footprint or should I say…. Low carbon PAW Prints? They’ll be here later in the day and we’ll look in on them during the day from here. Major CUTENESS live and on screen!  Thank you to our friends at Ring who encourage you to look in on your pets via your RING from work, travel and from here at The DPAA Summit J

And all of this innovation… ALL of this hard work… is having an impact.

DPAA’s Decision Maker study, conducted by Ad Perceptions and sponsored by Kochava…. shows that 8 in 10 Omnichannel decision-makers—Will recommend DOOH in the next 12 months. Why?— The top 3 answers to this question are…. 1.–that DOOH – Complements a digital plan… #2—DOOH Connects with consumers on the Path to Purchase AND 3..Our medium offers Incremental Reach to impression-based plans.

….Digital Out of Home.. is the Launch Pad for Innovation!

So remember ….Help the industry grow… HELP your companies grow… AND Grow your OWN personal and Professional development… as we grow business…together! That’s why you are here… that’s why you’re DPAA Members….that’s why we’re ALL here TODAY – Go forth and innovate!

As we started from Space..we’ll continue with the metaphor as….

…..DOOH is the Launch Pad for Innovation!

And NOW>>>>Now let’s Blast off ….and Welcome to….. [shuttle slide]

THE… 2024… DPAA… VIDEO EVERYWHERE SUMMIT!

 

Published on Tuesday, October 22, 2024 at 8:53 PM

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