DPAA is a global trade marketing association connecting out-of-home media with the advertising community while moving out-of-home (OOH) to digital. The member-based association is a business accelerator that fosters collaboration between agencies and the DOOH community, providing industry-wide research and best practices in mobile integration and programmatic areas, and promoting the effectiveness of DOOH advertising.
DPAA’s annual Video Everywhere Summit unites nearly 900 delegates representing brands, agencies, digital out-of-home networks, ad tech, mobile and location data companies, research firms and others for a full day of presentations, panels, case studies, networking events and experiential exhibits. The Summit, which is typically held in person, is the only event dedicated to multiscreen viewing and video-neutral planning.
As a result of the COVID-19 pandemic, DPAA was forced to pivot from hosting its annual event in New York City. DPAA sought to find a way to unite a global audience despite the circumstances surrounding the pandemic. DPAA selected THE rAVe Agency’s LAVNCH platform to deliver an engaging audience experience, with both speaker and viewer dialogue rich in discussion on what’s next for DOOH (digital-out-of-home) advertising.
“At the beginning of the pandemic, we recognized that everything was shifting to virtual,” said Ajay Durani, senior advisor of marketing, events and partnerships for DPAA. “We have a global member base and, although the event is held in New York City each year, we have members that are not in the area. It was important that we reached our global audience and provided them with the same value and engagement they would typically receive at our in-person event instead in a virtual setting. We were contacted by Gary Kayye (co-founder and director of THE rAVe Agency) to consider THE rAVe Agency’s LAVNCH platform to host the 2020 Video Everywhere Summit.”
THE rAVe Agency unveiled LAVNCH nearly two years ago as a hybrid event platform. Since then, it has become a trusted resource for the AV industry’s most well-known and respected brands, organizations and groups. LAVNCH combines virtual events, press conferences, shows, meetings, webinars and a publication to grab the audience’s attention — both in-person and virtually.
LAVNCH does more than live stream content to virtual attendees — it features custom-curated content for every moment of an event. LAVNCH delivers a different, more engaging experience for virtual attendees. Attendees become immersed in a live event through true two-way communications between a digital audience and in-person attendees and presenters. Online attendees feel as though they are actually at the event live.
DPAA’s 2020 Video Everywhere Summit, hosted on LAVNCH, was a live stream production over three days. The event brought together global professionals with presentations from Barry Frey, president and chief operating officer of DPAA; Raja Rajamannar, chief marketing officer and president, healthcare, at Mastercard; Greg MacDonald, vice president, marketplace partnerships, at Verizon Media; and Andrea Brimmer, chief marketing officer of Ally; among many others.
DPAA turned to THE rAVe Agency’s LAVNCH platform, yet again, for the 2021 Video Everywhere Summit. The one-day in-person conference was followed by two additional days of virtual events. The event featured presentations on the unique challenges and utilizing the challenges to maximize the value of DOOH. Janneidy Velazquez, senior diversity marketing and campaign specialist at BMW; Bess Spaeth, senior vice president of global brand media and experiences at American Express; and senior vice president and chief marketing officer of Walgreens were among the many notable speakers.
“LAVNCH is unique because it’s easy for attendees to drop in,” said Blake Kelley, director of marketing and creative resources at DPAA. “The platform is straightforward for the user, which allows us to reach more people and get them involved in the event. It has provided our sponsors with unique value, too. During the 2021 Video Everywhere Summit, our sponsors received double the coverage through a hybrid event. We provided them with the in-person portion of the event, albeit different than previous years, and the virtual portion.”
The virtual events have been a success at all levels for DPAA and its global audience. “We continue to work with THE rAVe Agency and their LAVNCH platform because of their flexibility, innovation and professionalism,” said Durani. “THE rAVe Agency continues to add more features and improve the platform for a better user experience. THE rAVe Agency has assembled a world-class team that can think and act quickly, especially in the middle of a live event.”
Durani added, “There are ten restaurants right next door to where I work, but I continue to go to the place with the best service. Our relationship with THE rAVe Agency is the same. There are at least 10 other virtual event platforms we can use, but we continue to select THE rAVe Agency because of their service and value for money.”
Hybrid events are here to stay. Companies are pushing forward by embracing virtual and hybrid events to keep their brands relevant. As attendees are increasingly connected to their smartphones and tablets, hybrid events can better bridge the online world with physical events to maximize engagement and create unique experiences. Although getting together en masse is a possibility again, it certainly doesn’t look the same.
“The realities of the past year have challenged us all to think differently and find new ways to connect, engage and empower our community,” said Gary Kayye, co-founder and director of THE rAVe Agency. “We have established a solution for high-quality, engaging content and production value to captivate both an in-person and virtual audience. We are proud of our team’s success in supporting DPAA, and many other organizations, host their events to connect and engage with their global audiences.”
THE rAVe Agency’s LAVNCH is here: lavnch.com/about and you can schedule a live demo too!