Location based advertising is a rich topic encompassing everything from sophisticated uses of geo-data to the digitization of out of home advertising. Digital Out of Home advertising has made significant advancements over the past few years. From inventory options to targeting capabilities, it’s a whole new world for this medium.

Join us for the second edition of Business of Digital Location Based Advertising where we will discuss what’s available, why it’s unique, what makes it an integral part of an integrated media plan and how to buy it.

Time                   Agenda Items

12:30pm – 1:00pm Registration

1:00pm – 1:05pm Welcome & Introduction

  • Laura Ferron, Senior Director, IAB Canada



1:05pm – 1:10pm IAB Canada Barometer Report

  • Edith Gagné, Vice President of Development, Campsite



1:15pm – 2:00pm  Panel Discussion: The Evolution of Location-Based Advertising – Media Owner & Data Provider POV


Moderator – Mike Blanchard, IAB Canada DOOH Committee Co-Chair & National Sales Mobile, Bell Media

Panelists:
Arnaud Delneuf, Account Executive, Juice Mobile
Amanda Dorenberg, VP marketing and tech., Outfront
Bala Gopalakrishnan, Managing Director, Pelmorex Data
Anton Vassiliev, Director Digital, Astral
Marie-Christine Fournier, Director of Programmatic Sales, Newad

2:00pm – 2:30pm Beyond Awareness & Reach – A Data Driven DOOH Case Study

Karine Meillat, Media Planner,Ubisoft Entertainment

Karine Meillat of Ubisoft presents a case study of their recent campaign for the launch of FC5 showing how dynamic, mobile-powered audience data applied to digital out of home via Campsite’s programmatic platform not only helps avoid spill but has a direct impact on mobile view rates and helps drive users further down the funnel as part of a sequential strategy.

2:30pm – 3:00pm  Just Eat Case Study, Offline to Online – Mobile Attribution

Andreas Soupliotis, Founder and CEO, Hivestack

3:00pm – 3:15pm  BREAK

3:15pm – 4:00pm Panel Discussion: Client reactions to the latest advances in Location-based advertising! 

Moderator – Abby Worthington, IAB Canada DOOH Committee Co-Chair & Product Director, Digital, Outfront Media

Panelists:
Roger Kamena, Chief Media Innovator & Data Scientist, Adviso
Dan Mak, Associate Director – OOH Division, Novus
Stephanie Boisvert, Stratège Média / Media Strategist, Touché
Mike Rusk, Director of Campaign Management, Cadreon

4:00pm – 4:30pm Current State of Location Based Advertising – Challenges and New Opportunities
Jennifer Durocher, Director of Omnichannel Marketing, Lasik MD

Jennifer Durocher of Lasik MD presents an omni-channel marketer’s point of view on recent advances in location-based advertising, addressing how current state of the Canadian industry stands up to the marketer objective of following an audience across all channels and measuring attribution beyond last click, to the internal shift required to blend functions between ‘traditional’ planners and ‘digital’ planners.

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