Former Reactrix president Susan Danaher was named president of the Digital Place-based Advertising Association (formerly called the Out of Home Video Advertising Bureau), the association founded in 2006 to help grow the emerging digital out-of-home medium.
Danaher succeeds Suzanne LaForgia, who left DPAA in June to join RMG Networks as evp of advertising sales.
While LaForgia concentrated on setting metrics and research guidelines to help advertisers and agencies more easily evaluate the medium, it will be Danaher’s mission to make the medium, currently at $1 billion a year, easier to plan and buy.
From 2007 to 2008, Danaher served as president of Reactrix Systems, a gesture-based out-of-home media company that was forced to shut down in the early days of the medium’s development. Prior to Reactrix, Danaher spent over 25 years in the media business, working both on the agency side and on the media side for companies such as Y&R, Benton & Bowles, USA Network, Turner Broadcasting and MTV Networks.
“We look to Danaher to take the DPAA and its members to the next level of adoption by agencies and their clients,” said Mike DiFranza, president and general manager of Captivate Network and chairman of the DPAA. “With her agency background (in research, planning and buying), her experience evangelizing in the very early days of cable, her specific experience at a VC-backed, entrepreneurial digital OOH company (Reactrix), Susan has an unusual and appropriate blend of skills to take us there.”