In the fast-paced realm of advertising technology, a new star is ascending. Meet Amanda Dorenberg, a former fashion model turned tech visionary poised to redefine the landscape of out-of-home (OOH) advertising. Her journey from the billboards to the boardroom is not just inspiring but a testament to her innovative spirit and technological acumen.
Amanda's narrative is as unique as her accomplishments. Once a young model gracing massive billboards in Toronto's Yonge-Dundas Square, she faced a pivotal moment in her life that profoundly shaped her future. Amid her modeling career, Amanda underwent brain surgery, an experience that not only tested her strength but also ignited a deep introspection about her career path. This turning point was marked by vulnerability and resilience, leading her to reevaluate her professional aspirations. She chose to pursue her passion for technology, transitioning seamlessly into the realm of tech and advertising. Her path from modeling to learning computer programming is a story of resilience, determination, and adaptability in the face of life-altering challenges. Today, as the president of COMMB (Canada's marketing and measurement body for out-of-home media), Amanda brings not only a profound, personal understanding of the advertising industry but also a unique perspective shaped by her diverse experiences and the courage to redefine her life's direction.
Dorenberg is at the forefront of a major shift in the billion-dollar outdoor advertising industry with the development of ROADMAP, a revolutionary planning and buying tool. The highly anticipated tool is set to launch in 2024. ROADMAP is designed to revolutionize the OOH sector by enabling advertisers to manage an inventory of approximately 100,000 assets across Canada. This tool signifies a leap from daily average audiences to spot-level impressions, accommodating the diverse advertising laws across Canadian regions.
Speaking from Toronto (Canada), Amanda's vision for the future of OOH is clear: it's all about harnessing the power of big data. ROADMAP is a direct response to this vision, offering data from over 6.7 million road segments to inform campaign strategies. This level of detail allows for a comprehensive understanding of pedestrian movement and directional volume, which is crucial for tailoring campaigns for maximum reach and frequency.
Despite the technological advancements, Dorenberg believes that the creative aspect of OOH is not fully utilized by marketers. She advocates for a more dynamic use of creative assets in outdoor campaigns, encouraging brands to embrace the opportunities that emerging technologies offer, especially in a post-cookie era.
Amanda Dorenberg stands as a beacon of innovation and inspiration in the advertising technology industry. Her development of ROADMAP and her visionary leadership in leveraging big data for OOH advertising is set to create waves in the industry. As she continues to push boundaries and redefine norms, Amanda Dorenberg is undoubtedly the ad tech trailblazer to watch in 2024 and beyond.
