Summary: This webinar offers brand marketers and advertising agency buyers and planners responsible for investing their brands’ advertising dollars, or doing so on behalf of their clients, the opportunity to learn how to make their national campaigns more effective on a hyper-locally targeted basis.
Featured discussion leaders include:
- Ian Dallimore, Vice President of Digital Growth, Lamar Advertising
- Ian Gadsby, Vice President, Digital Signage & Operations, Pattison Outdoor Advertising
- Dileep Varma, Head of Production Development & Operations, Outcome Health
The webinar discusses the challenge of reaching audiences in today’s marketplace by first identifying where consumers have re-emerged. This panel discussion helps attendees identify where those consumer opportunities are most prevalent, offers tips for how to best take advantage of those opportunities, and outlines how to flexibly shift buys in real time as audience opportunities change.
Key takeaways include:
- How data is the key in identifying target audiences in markets where they have re-emerged
- Programmatic tools to flexibly adjust buys in real time and make post-COVID campaigns more effective
- Data to ensure that messaging is relevant to audiences in hyper-targeted locations
Ian Dallimore began work with Lamar in 2004 as part of the marketing department. A year later, he transitioned to national sales where he worked directly with OOH buyers and strategic teams for national agencies. Dallimore soon became Lamar’s first Director of Innovation and developed what the company has become today. As VP of Digital Growth, he interacts with digital agencies, technology/future companies and Programmatic SSP/DSP platforms. He also serves on the Digital Signage Expo Advisory Board with a focus on driving the industry to stay relevant in the advertising world. Dallimore is a graduate of Louisiana State University with a bachelor’s degree in business marketing and communications.
Ian Gadsby’s nearly 20 years of experience in digital began with the founding of Onestop Media Group. Gadsby’s CV includes launching digital in the Toronto Transit Commission’s subway system, one of Canada’s first Digital Mall Network, overseeing operations for more than 2200 digital elevator screens and close to 400 large-format digital outdoor boards. Now with Canada’s largest Outdoor Advertising company, PATTISON Outdoor Advertising, Ian manages the digital operations and products that make up PATTISON’s industry leading inventory. Ian is a passionate innovator in Digital Out-of-Home, with a focus on operational excellence across large networks.
Dileep Varma is Director of Product Development at Outcome Health. In this role, he manages design and engineering of the technology that Outcome Health uses to provide educational content and Healthcare advertisement to millions of patients all around the United States. The Outcome Health network is the largest healthcare signage network providing educational content to patients in the US. Varma is constantly innovating in the space to improve engagement with his patients and providers to provide positive outcomes through this technology. Prior to Outcome Health, Varma ran Product Development at Motorola Mobility for their low tier product portfolio.