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Canadian Out-of-home Digital Association launches

Written by: The Kenilworth House

Background: The newly incorporated Canadian Out-of-home Digital Association (CODA), a nonprofit trade association representing members from across Canada, was officially launched yesterday. While CODA has evolved from the CDSA (Canadian Digital Signage Association), the mission of the organization remains intact - that is to provide the Canadian Out-of-Home Digital industry with leadership in research and education and to create a forum to establish best practices, while acting as the voice of the growing digital out-of-home industry.

An inaugural Roundtable held last year led to the new CODA being established. Several key action items were identified and substantial progress has already been made in these areas, including: • The need for industry approved common-denominator audience metrics. • The need for a ‘central store front’ highlighting the opportunities and attributes (individually and collectively) of CODA Members. Roundtable November 14th: CODA is eager to build on the healthy and constructive dialogue that began last year. Yesterday, they assembled a representative sample of CODA owners/operators as well as senior media personnel (from both the client and the agency side) to participate in a Round Table discussion. The objective of the Round Table was to identify a set of opportunities for improvement which CODA can pursue to better meet agency/advertiser needs. An agenda is attached. For more information, go to www.oohdigital.ca or call: Janice Montressor, Executive Director of CODA at 647.407.3130 or by e-mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it AGENDA Introductory comments Review CODA’s Key Objectives: Firmly establish CODA as the ‘first stop’ resource for all things relating to OOH Digital Determine actionable guidelines that will facilitate timely access (by CODA members) to buyers, planners and their clients Discussion Items: General 1. What do we see as the industry outlook vis a vis Out of Home Digital. What “bets” on future development(s)? How will these developments compare with developments in other media generally, and TV in particular? 2. What are the key/emerging needs that drive advertiser and/or agency choice of media? 3. How well does Out of Home Digital currently meet needs relative to mainstream media? Identify areas of strength/weakness. Media Budgets Further to OOH Digital venues, media budgets appear in large part to be accessed through discretionary funds rather than through a pre-planned allocation such as is the case with established media i.e.‘Television’, ‘Radio’ ‘Print’, ‘Outdoor’ 1. How are budgets allocated for OOH Digital venues? 2. What needs to happen in order for these venues to warrant (either individually or in aggregate) distinct media budget allocation within mainstream media plans? The Buyer Seller Relationship Generally speaking, media planning and buying agencies appear to be understaffed and very pressed for time, making it very difficult for non- traditional media to gain access: 1. At what level within media planning and buying agencies should initial contact be made? 2. What are the common mistakes made by OOH Digital Network representatives vis a vis gaining access to gatekeepers and decision makers at media planning and buying agencies 3. At what stage is client direct contact A) desirable and B) warranted? Wrap-up • Set priorities • Establish next steps

Last Updated ( Friday, 16 November 2007 )

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