As the Global Head of DOOH at Yahoo, Stephanie is responsible for defining overall strategy, product features and go-to-market plans for all DOOH efforts. She previously held roles as Vice President, Digital Strategy and Programmatic Sales at OUTFRONT Media and Vice President, Business Development at Broadsign. She also ran Marketing for Broadsign and worked in ad sales at News Corp.

Stephanie is a frequent public speaker, speaking about DOOH, cross-media synergies and business strategy at conferences from Taipei and Dubai to London and Sao Paulo. Sitting on the Board of Directors of the Digital Signage Federation and Canadian Association of New York, she is also the Co-Chair of the OAAA Innovations Committee, sits on the DSE Advisory Board and is involved with the DPAA, IAB and Ad Club of New York. Stephanie graduated with a BA from McGill University, a MBA from Edinburgh Business School and is currently pursuing a doctorate studying the advertising effects of CTV and DOOH.

Not Your Mother’s Billboards: Adding Digital Out of Home to the Media Mix

The options for media consumption are proliferating, making it increasingly difficult for advertisers to reach their target audiences, particularly in the wide-reaching way linear TV once routinely delivered. As such, savvy marketers are turning to emerging media channels to help fulfill audience reach and connect with viewers in a meaningful way. Yet previously untried media do not have known performance benchmarks for specific brands, making them a necessary risk to marketers.

This presentation will discuss everything a marketer needs to know about adding digital out of the home to their media mix: from planning and creative production to data, measurement, and attribution. It will also go a step further to explore the implications of consumers’ psychological responses to omnichannel marketing campaigns, along with attitudinal and behavioral reactions to digital out of the home. These insights are being studied academically by the presenter, who will soon be completing a doctorate focused on emerging media.