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The Outernet is an invitation-only event for Ogilvy clients and partners.

AGENDA

1:00pm-1:45pm
Registration

Event registration and opportunity to explore exhibits and interactive displays.

2:00pm-2:15pm
Opening Remarks

Carla Hendra
CEO, Ogilvy & Mather North America; Chairman, Ogilvy & Mather New York

2:15pm-3:00pm
Retail POS & Event Digital Marketing

Advancements in digital point-of-sale (POS) displays and signage and rapidly decreasing costs for both hardware and software are creating opportunities for new forms of engagement in the last mile. What’s the unique value proposition and ROI metrics that offer a favorable comparison to other media? What are the targeting capabilities? How can you create interactivity? What are the viewer engagement metrics that should be used for measurement? 

Introduction:
Gareth Ellen
EVP Digital Marketing, OgilvyAction

Presenters:
Digital Aisle, Peter Guenther (CEO)
Digital Aisle is revolutionizing the way consumer packaged goods (CPG) companies are merchandising their products at retail by combining powerful touch-screen technology with Virtual Interactive Shopper Intelligence software to lead change in shopper-based marketing.

YCD, Josh Kampel (VP, Business Development)
YCD Multimedia provides marketers with a set of web-based tools to manage, distribute and target digital media into the retail environment. From large format LCD displays that promote products based on real-time inventory levels, to small shelf level interactive displays, YCD’s flexible platform can help you ensure a measurable impact on your business. YCD’s end-to-end offering combines proprietary cutting-edge digital media technology, with strategy and professional services to increase profits and enhance the customer experience.

Cellfire, Sharon Baker (VP, CPG and Grocery)
Cellfire is the premier destination for valuable savings on groceries, shopping, restaurants and entertainment. Access and use offers from your PC and/or mobile phone.

3:00pm-3:45pm
On-the-Go Mobile Interaction & Internet Access

Mobile convergence has become a hot topic within the digital out-of-home space. What impact has mobile interaction had? Using SMS & MMS messaging and Bluetooth, advertisers are increasing interactivity and engagement. Digital signage can interact with mobile phones and increasingly people are accessing content on-the-go. How has the mobile screen been used as a discovery vehicle to help introduce consumers to a broad range of products and content? And with over 20% of the U.S. audience accessing the Internet via their mobile phones on a frequent basis, mobile Internet advertising is one of the fastest growing new media channels today. What are the latest ad formats and ways advertisers are connecting with consumers on-the-go through their mobile devices?

Panel Moderator:
MMA, Mike Wehrs (CEO)
The Mobile Marketing Association (MMA) is the premier, global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth and evangelize the use of the mobile channel.

Panelists:
Quattro Wireless, Andrew Miller (CEO and Co-Founder)
Quattro Wireless is the leading mobile advertising platform that creates maximum impact and superior results for our global publishing and advertising partners. Quattro's quality mobile web and in-application advertising network augments broad global audience reach with exclusive premier publisher opportunities that we match with attention-grabbing advertising from major brands and direct marketers.

Millennial Media, Paul Palmieri (CEO)
Millennial Media, the largest and fastest-growing mobile advertising network in the U.S., offers the only true, end-to-end platform for mobile advertising – with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrand™ network for targeted audiences across premium content, and Decktrade™ for large-scale performance campaigns, Millennial Media’s suite of solutions will meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue and all mobile operators seeking to further monetize their networks.

Navteq, David Klein (VP, Media Solutions)
NAVTEQ is the leading provider of comprehensive digital map information and related content. NAVTEQ Maps® are used over 100 million times a day. NAVTEQ Media Solutions delivers relevant, innovative advertising solutions within traffic and mapping content.

iLoop, Michael Becker  (VP, Mobile Strategies)
iLoop Mobile is the leader in mobile services and technology for interactive mobile marketing, mobile advertising and mobile content distribution. The company's patent-pending mFinity™ platform makes it fast and easy for brands, marketing agencies, content owners and other companies to create compelling and effective mobile phone initiatives worldwide. iLoop Mobile is privately held and is headquartered in San Jose, California.

Yahoo!, Jen Brown (Strategic Account Director)
Yahoo! offers a rich, comprehensive set of mobile ad products – all designed to empower advertisers to tap into the rapidly expanding, lucrative audience of mobile consumers. Yahoo! provides a dedicated team of mobile advertising specialists to help explain, educate and demystify mobile advertising.

AT&T Advanced Ad Solutions, Danielle Lee (Director, Media Innovation)
AT&T is bringing it all together, from the revolutionary iPhone 3GS to next-generation TV services and sophisticated solutions, for multi-national businesses. For more than a century, it has consistently provided innovative, reliable, high-quality products and services and excellent customer care. Today, AT&T's mission is to connect people with their world, everywhere they live and work, and do it better than anyone else.

3:45pm-4:15pm
BREAK

Opportunity to explore the exhibits and tour the Digital Lab

4:15pm-5:15pm
Digital OOH Signage

The benefits of digital OOH (out-of-home) signage over traditional static signs are that the content can be exchanged more easily, animations can be shown and the signs can adapt to the context and audience, even interactively. Digital signage also offers superior return on investment compared to traditional printed signs. Digital OOH has quickly become a mass medium, projected to expand into a $2.5 billion market by 2010. How will it evolve?  The average person will see more than 64 hours of out-of-home content per year. How does digital OOH become a mainstream advertising medium? Where do we stand on standardization of formats, metrics buying parameters and organizational issues that will influence the ability of digital OOH to become a mainstream media buy?  What are the emerging creative opportunities vital to increase interaction and dwell time?
 
Introduction: 
Maria Mandel
Senior Partner, Executive Director Digital Innovation & Digital Lab NA

Presenters:
JCDecaux N.A., Bob Cilia (EVP Sales & Marketing) & Paul Shyposh (Account Executive National Airport Sales)
JCDecaux North America is part of an international media and communications company, JCDecaux Out-of-Home Media Group, founded in 1964. JCDecaux is a world leader in OOH media with over 657,000 advertising panels across 45 countries. It is Europe’s largest billboard company and the world’s largest street furniture company.

Argo Digital Solutions, Larry Gershman (CEO)
Argo’s innovative digital media technologies connect advertisers to consumers around the world. As a web-based media company, Argo continuously focuses on providing the tools to deliver rich media, digital OOH and mobile technology solutions. Included in the company’s digital solutions is its proprietary technology – rVue.com, the digital OOH industry’s first online advertising search engine that allows advertisers to search, plan and buy digital OOH advertising easily and efficiently. 

Addictive Mobility, Nussar Ahmed (CEO)
Addictive Mobility is a North American technology-based software company specializing in premium mobile social media and OOH solutions & strategies. Addictives technology platform (AMOT) provides agencies, brands and advertisers the ability to deliver, measure and monetize social engagement across digital media on all major mobile devices.

Total Immersion, Greg Davis (General Manager)
Total Immersion is a software solutions provider with a proprietary technology that has been developed since 1999. This technology, called Augmented Reality, integrates 3-D objects into live video, which is digitally processed and “augmented” with the 3-D components. In other words, this digital processing mixes real and virtual worlds together in real time.

5:15pm-5:30pm
Closing Remarks
Jean-Philippe Maheu
Chief Digital Officer, Ogilvy & Mather North America

Lars Bastholm
Chief Digital Creative Officer, Ogilvy & Mather North America

5:30pm-7:00pm
Cocktail Reception – Ogilvy Rooftop
Please join us for a special cocktail reception on Ogilvy’s Rooftop.  And tour the Digital Lab on the 10th floor.

Click here to meet the speakers. 

Check out the photos from the event on Flickr.

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