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home > Digital Signage Expo > DSE 2012 > S18 - National Regional and Hyper-Local Advertising - What is the Optimal Mix and Strategy to Implement

S18 - National Regional and Hyper-Local Advertising - What is the Optimal Mix and Strategy to Implement

1 Hour
DSE 2012


This presentation is designed to describe the benefits, approaches and strategies to achieve success at each of the three levels of advertising available to digital out-of-home network operators (national/regional/hyper-local). The presentation will address the differing strategies available to develop sales forces to achieve optimal success with each of the three tiers of advertising. A sub-topic will address issues related to training, sales materials, compensation (salary vs. commission) and setting up an effective management structure to optimize sales at each level.


In this session, you will...
1. Understand the scope and size of each of the three main levels of advertising (national, regional and hyper-local) in addition to understanding the pros and cons of pursuing each strategy
2. Obtain a checklist for setting up an internal sales team and key criteria when choosing a sales partner
3. Learn about several real-world examples of successful strategies for setting up hybrid national, regional and local sales organizations


Overseeing PRN's sales development team, John Chin leads all efforts related to client-specific proposals, network-pricing strategies and content sponsorship programs. His background provides a strategic retail merchandising perspective to the company's advertising programs. Prior to joining PRN in 2010, John served as vice president and general merchandise manager at ZoomSystems and director of sales and product marketing at CNET Networks. He has also held senior sales and marketing positions with Monster Cable, Microsoft and The Good Guys. Chin is the recipient of a Jack Myers Media Innovations and Creativity Award.


Ian Dallimore became Lamar Outdoor Advertising's first digital out-of-home strategist in 2007. In this role, he works with national clients and agencies to devise strategic plans utilizing digital out of home. He also works hand-in-hand with Lamar's network operations to drive innovation in the medium through the use of technology such as RSS/XML/API feeds and different social media platforms such as Facebook, Twitter and Foursquare.


President and founder of Fort Mill, S.C.-based Vital Media Inc, Wil Putt has a passion for building both his business and the team that stands with him. Vital Media is a leader in digital signage solutions for independent retailers in the tire and auto service vertical with active customers in all 50 states, Puerto Rico and Canada.


Digital Out-of-Home Networks
Educational Track:
DOOH Networks



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