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Understanding Digital out-of-home Capabilities and How your Brands can Prosper

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In this session industry leaders in out-of-home media, programmatic and data come together to explain how technology has changed the way brands plan, execute and evaluate out-of-home strategies. The tools and strategies we will discuss give the Consumer Health Care industry unique insight into an important and growing marketing channel that the industry has previously been unable to accurately measure beyond reach and frequency. With the innovative data capabilities that are now available to over 160,000 digital out-of-home advertisement venues, we can help marketers measure the impact of digital out-of-home on sales by leveraging IRI's Sales Lift methodology. 

What 3 key takeaways will the audience get from this webinar:

  • The changing path to purchase means brands must dive deeper to better understand behavioral trends and consumer movement patterns as they evolve in real-time. 
  • The power of an omnichannel approach: how digital out-of-home media is currently being implemented in the consumer health care industry to create effective and measurable strategies across multiple media. 
  • Understanding the various measurement capabilities including IRI Sales Lift measurement tool for attributing in-store sales to digital out-of-home.


  • Ian Dallimore, Vice President of Digital Growth

    Ian is Vice President of Digital Growth & General Manager of Programmatic, where works with programmatic supply and demand-side partners, client brands, and advertising agencies to devise strategic plans for impression-based digital OOH advertising. In this role, Mr. Dallimore manages many of Lamar’s relationships with industry technology partners and maintains focus on data and attribution. Mr. Dallimore began with Lamar in 2004 and has specialized in events and sports marketing, National Sales, Innovation, and digital strategy. Mr. Dallimore chairs the Innovation Committee for the Outdoor Advertising Association of America (OAAA), the top OOH trade association in the country, and sits on advisory boards and committees with other trade groups, including the DPAA, DSF, DSE, Geopath, and others. Mr. Dallimore graduated from Louisiana State University with a Bachelor’s degree in Business Marketing.

  • Lucy Markowitz SVP, US Sales at Vistar Media

    Lucy leads brand and agency sales in the US helping cultivate partnerships with holding companies, independents, and the largest brands in the world. Previously, Lucy led hedge fund and investment bank sales at Dataminr and was an analyst at Goldman Sachs. Lucy holds a BS in International Finance and Marketing from the University of Miami in FL.

  • Michael Quinn, SVP Global Media, IRI

    Mike is IRI’s SVP Global Media in charge of IRI’s ad platform relationships. Prior to IRI, Mike held various leadership positions at 3 “Bay Area” startups, resulting in 3 exits / acquisitions. Mike started his career in Brand Management at the PepsiCo company after graduating from Brown University, and currently lives in Berkeley, CA with his wife, 3 dogs and a new kitten. In his free time, Mike enjoys cooking, sailing, hiking, yoga, reading and struggling on the guitar.

December 1, 2022
Thu 2:00 PM EST

Duration 1H 0M

This live web event has ended.

Meetings Team