The Digital Place-based Advertising Association has hired cable industry Barry Frey as its new president and chief executive officer.
Frey, a long-time media and marketing executive whose career includes stints at Cablevision and USA Network, will lead the organization that represents digital placed-based networks and the advertising community that is engaged in planning, buying and evaluating the effectiveness of the medium.
Frey, most recently senior advisor at Sonenshine Partners, a New York-based investment bank that provides integrated strategic and financial advisory services, succeeds Susan Danaher, who resigned from the DPAA to accept a position at Adspace Digital Mall Network.
Before joining Sonenshine, Frey spent more than seven years as architect, marketer and chief revenue officer for Cablevision's digital and advanced advertising business. As executive vice president, advanced platform sales, he oversaw the company’s digital transformation of advertising sales. He also built and ran the company’s Internet and mobile sales operations. He brought to market an array of digital TV and Internet products including branded content, dedicated ITV and VOD advertiser channels and household addressable television.
Earlier, as managing director international sales and business development for USA Networks, Frey created some of the first multimedia advertiser agreements in U.S. advertising and helped launch syfy.com. In his international role, Frey built the global sales and marketing infrastructure for the networks.
His resume also includes an entry as senior vice president media for the National Basketball Association, where he drove the TV, print, radio, Internet businesses and marketing partnerships while reporting to commissioner David Stern.
Mike DiFranza, president of Captivate Network and DPAA chairman, said, “Barry Frey is a very strong media and marketing executive with a stellar record of success. Some of his greatest triumphs throughout his career have been bringing important innovative products and initiatives to the advertising community,” said Mike DiFranza, president of Captivate Network and DPAA chairman, in a statement. “He is a perfect fit for where we are as an industry in this new era of video agnostic planning and buying. His expertise tapping into advanced data and technology to build solutions that address client and agency needs is exactly what the DPb industry needs right now to garner its rightful share of budgets.”
Noted Frey: “In this rapidly evolving world of video and digital, I see digital place-based screens and networks as powerful solutions for advertisers seeking to engage today’s on-the-go consumers. Our industry has a great infrastructure in place thanks to my predecessor Sue Danaher’s efforts. We can provide analytics, technology and targetability to advertisers, who recognize that consumers are regularly watching video during the course of the day as they form brand impressions and are on their way to making purchase decisions. Marketers know the days of relying solely on television screens to transmit video messages are long gone, and we can now clearly demonstrate that DPb media can be a key element of a video-agnostic media plan.”