DPAA
Summit 2014

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How Analytics and Viewer Metrics Are Used to Increase Digital Place-based Media Ad Sales
Start: Wednesday, July 25, 2012 - 2:00PM Eastern
End: Wednesday, July 25, 2012 - 3:00PM Eastern

Describing the audience size, demographic profile, and viewer context is the most powerful tool that digital place-based network operators can use to present that value of their media to potential advertisers. But beyond "Presence, Notice, Watch, Dwell" data, there are other useful approaches. This webinar with David Krupp, EVP, Kinetic Worldwide, Haroon Mirza, Intel Corp., and moderated by Lyle Bunn, will outline the viewer information that is most useful to media planning decisions and how it is most effectively used for advertising sales success. This session will address these and other primary questions about analytics and advertising with Digital Place-based networks like:
  • What kinds of metrics are necessary or useful for Digital Place-based media to be considered in media planning?
  • What metrics are "must have" for a network to be credible?
  • What metrics can really help the network to distinguish itself?
  • What validation of viewer metrics are suitable?
  • How can viewer metrics be used to increase ad rates?
  • What are the most cost-effective ways of capturing viewer data?
  • What typical elements in a case study best illustrate network capabilities?
Presenters:
David Krupp
David Krupp is EVP of Kinetic USA, one of North America’s largest Out-of-Home agencies. As EVP, Kinetic Client Services, David leads client delivery across Kinetic’s 6 US offices. He joined the agency in 2006, launching the Central region’s client services operations. During his tenure, he has been integral in securing major AOR partnerships, as well as overseeing key client relationships across the Kinetic business base.
David has been selected to serve on many industry leadership groups, including the American Association of Advertising Agencies (4A’s) OOH Committee and the Digital Place-based Advertising Association (DPAA) Agency Advisory Committee.
He and his team have been awarded industry accolades including the Outdoor Advertising Association of America (OAAA) National Media Plan of the Year Award, the Mediapost Digital OOH Award, and a Silver Effie.
David began his career in media planning at Starcom USA, leading national planning on behalf of Allstate Insurance. He is a graduate of the University of Wisconsin – Madison, and currently lives in River Forest, IL, with his wife and son.

Haroon Mirza
Haroon Mirza is Director of Business Development – Anonymous Viewer Analytics (AVA) at Intel Corp. Formerly, he was Co-founder and CEO of CognoVision, which was recognized with a DIGI Award as “The Best Analytics Tool” for Digital Signage and Retail industries. CognoVision was named Canada’s Most Innovative Company in 2009 by the Canadian Innovation Exchange (CIX), and was acquired by Intel in 2010.
He has worked in the Consumer Packaged Goods industry, managing the demand planning for $85M of business for Cadbury Adams, and has worked as a Consultant for the Carleton University Foundry Program, evaluating technology startups and obtaining pre-seed capital to commercialize on-campus technologies.
Haroon graduated from Carleton University’s Sprott School of Business with a Bachelor of Commerce, and Harvard Business School’s Program for Leadership Development (PLD). He is a Charter Member of The Indus Entrepreneurs (TiE), a Board Member of TiE Toronto, and Chair of the TiEQuest Business Venture Competition.
Takeaways for Participants:
  • Understanding of how audience descriptions and viewership can influence ad sales success
  • Knowledge of what audience metrics to use to sell more ads
  • Approaches to improving ad sales success and revenue forecasting
  • Better investment in tools needed to generate ad sales 

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