Changes for New Media and Interactive

For digital signage reps to become successful with-in the industry several groups need to be contacted with-in an agency or direct client. As always a good first start is the president; but reality is that out-of-home buyers or "new media" Directors are conntacted first at agencies. Certainly a good starting point, just keep in mind that OOH budgets are still tiny. What I have personaly witnessed are reps knocking on the doors of interactive groups and conntecting with titles like media connector, director of multimedia strategy and so on; although many doors have to be knocked on I know of two reps that have entered into large deals by going through these backdoors. Once more digital signage networks become interactive with SMS, Bluetooth and the like we are going to see a diverse mix of descion makers approving these deals and more and more interactive folks working with these digital networks. There are going to be some as there are now that are able to tap into TV budgets and work with TV buyers but run a risk of being measured like TV. Maybe none of this makes sense and this is why the industry is a lot of fun; some standards will be released in the near future as a few companies continue to gain footing in the true digital sigange arena; and I continue to see national advertisers that are not educated on the content side of these networks which is a key factor that they can control. This article just was released about some changes and hires at Arnold in relation to interactive and new media.

Arnold Makes Key Hires
By David Gianatasio

BOSTON Havas' Arnold has added a quartet of senior staffers in its New York office in an effort to improve its digital offering and provide clients with sharper strategic insights across all brand channels.The agency hired Troy Kelly as svp, director of interactive marketing and Nate Swenberg as vp, director of multi-channel strategy.
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