Out-of-Home: The New Consumer Journey, Presented by OAAA

This event is over.

OOH advertising is predicted to play a vital role in helping society move to a post-pandemic world in 2021, given reports of consumers’ renewed awareness and appreciation for OOH.

Hear from leading client-side marketers and thought leaders as they present case studies and lessons learned around their innovative OOH strategies. Topics include omnichannel integration, digital out-of-home, transit, data, attribution and more!   

This Virtual Half-Day Conference is part of OAAA’s OOH Week which features the OOH Media Conference. For more information, please click here.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, May 27, 2021
11:00am
- 11:03am

WELCOME REMARKS

Barbie Romero
Senior Manager, Committees & Conferences ANA
11:03am
- 11:39am

WHISKEY & THE WHY'S OF OOH: A MARKETER'S VIEW

OAAA President & CEO Anna Bager interviews Sophie Kelly, SVP of Diageo’s North American Whiskeys Portfolio on why this senior marketer champions OOH in the media mix. From her buy-side perspective, hear Kelly’s thoughts on both merits and misconceptions surrounding OOH. Kelly will share candid advice on setting the right tone for post-pandemic re-emergence, and she’ll share Diageo insights from both early lockdown pivots to current re-opening efforts for restaurant and bar owners. The entire session will inform and inspire, as we study the new consumer journey at this particular moment in history and culture.

Anna Bager (@annabager)
President & CEO OAAA
Sophie Kelly (@SophieAnnKelly)
SVP, North American Whiskeys Portfolio Diageo
View Presentation
11:39am
- 12:22pm

FUELING PEPSICO’S CONSUMERS IN MOMENTS THAT MATTER - A WINNING BRAND PORTFOLIO STORY

With its exciting roster of brands, the success of and demand for favorite beverages in the PepsiCo portfolio depends on a strong omnichannel media strategy and trusted partners that deliver ROI/ROAS time and again. In this session, Katie Haniffy, Senior Director, Media Strategy & Investment, PepsiCo Beverages and Sean McCaffrey, President & CEO, GSTV, share how a collaborative partnership across strategic planning & insights, content creation, measurement, and retailer relations help PepsiCo win in the convenience and gas channel and beyond. Featuring campaigns from Mtn Dew, Rockstar Energy, and PepCoin, this session will dive into how PepsiCo strategizes for and consistently achieves insights-driven sales and brand lift success across its portfolio with DOOH -- engaging consumers on their path to purchase, driving consideration, and fueling sales. 

Katie Haniffy
Senior Director, Media Strategy & Investment PepsiCo Beverages
Sean McCaffrey
President & CEO GSTV
View Event Recap
12:22pm
- 12:57pm

INVESTING YOUR HEARTBEATS IN THE LIFE ARTOIS

Inspired by the fact that we’re all born with an average of 2.5 billion heartbeats, Stella Artois took to its biggest stage — Super Bowl LV — to spread a piece of investment advice that comes from the heart. Known for encouraging everyone to savor time with those who matter most, Stella Artois partnered with rock star Lenny Kravitz, to inspire consumers to invest their fortune of heartbeats in each other. In this session, Lara Krug, VP of Marketing at Stella Artois, will give an overview of Stella Artois’ “Invest Your Heartbeats in the Life Artois” campaign and how the brand carried the message throughout Q1 with a 360-campaign, including an experiential program, “Stella Mutual” — a new kind of investment platform reminding fans to focus on investing time together.

Lara Krug
Vice President of Marketing U.S., Stella Artois Anheuser-Busch
12:57pm
- 1:31pm

HOW TO LAUNCH AN ALWAYS READY OOH CAMPAIGN

With the rise in popularity of take-out and delivery the past year, Seamless wanted to develop a unique, relevant campaign that reaches NYC consumers at every point of their daily journey. This session will take a deep dive into how Seamless pushed the boundaries this year by leveraging the flexibility of “Always Ready” OOH to deliver relevant, hyper-local ads, which are updated in real-time using data triggers. Hear from Seamless themselves as well as dentsu’s OOH team about how they optimized the Liveposter platform to utilize dynamic OOH in an efficient and scalable manner as well as leveraged the latest 1st party data in a new, innovative way.  

Samantha Paulik
Growth Marketing Grubhub
Marc Bartholomew
VP, Group Director, OOH, Media dentsu
View Event Recap and Related Materials
1:31pm
- 1:36pm

CLOSING REMARKS

Barbie Romero
Senior Manager, Committees & Conferences ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.