Greenlight’s Head of Display speaking at IAB Engage London

We're pleased to announce that our Head of Display, Fahmi Mohammed, will be speaking at this year's IAB Engage 2018: Moving Forward event, which is taking place on 7th June in London. The event will see some of digital's top industry experts discuss how technology has changed the way we perceive and engage with the world around us, as well as what this progress means for brands when it comes to challenges and opportunities.

On the day, our partner, Bitposter, will be hosting a breakout session on the out of home opportunity for digital buyers, which will see digital agency experts discuss the rise of digital out of home, its benefits, data that can be used to inform campaigns, and future opportunities for brands to seize. Fahmi will be joining Craig Mytton, Chief Revenue Officer at Bitposter and the MC of the session, on the day to contribute to the panel discussion.

WHAT IS DIGITAL OUT OF HOME

Digital out of home has been defined by the IAB as "a dynamically-served visual medium that reaches consumers on the move, with advertising that is targeted, un-skippable, and always above the fold". The rise of digital in recent years, which is set to eclipse offline ad spend in the next year or two, has seen digital out of home's worth skyrocket. The Drum has estimated that digital out of home will be worth $18.5 billion by 2020, which represents a huge opportunity for brands to use data to serve creative and relevant ads to key audiences. One of the key advantages of digital out of home is that it allows advertisers to use accurate data and audience insights to feed the creative direction of assets as well as fuelling appropriate strategies and location-based triggers to activate creatives to show. As such, by applying a data-led approach to digital out of home activity, advertisers are able to deliver valuable results that go beyond pure awareness metrics.

WHAT WILL DIGITAL MARKETERS GET FROM THE SESSION

The session will give digital marketers and advertisers a greater understanding and appreciation of what digital out of home has to offer, and how it can enhance wider marketing strategies. Audiences are reported to consume more media out of their home now than ever before, particularly driven by mobile usage while on the go, marking a clear opportunity for brands to ensure they're present in the right place, at the right time, through the right channel in order to tap into core audience segments. While there are plenty of opportunities to be seized, there are also challenges to consider, such as drowning out noise or measuring attribution, which marketers need to be aware of in order to build a strategy that delivers results among a relevant audience.

See Fahmi speak at IAB Engage 2018 on the 7th June from 15h35-16h00.

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