Susan Danaher, Former President and CEO of the Digital Place-Based Advertising Association (DPAA) has joined the Adspace Digital Mall Network as the Executive Vice President and Chief Revenue Officer.
In her role, Ms. Danaher, will lead the overall sales effort of the company, will serve on the executive committee, report directly to the Chairman and CEO, Dominick Porco, and will continue to evangelize both Adspace Networks and digital place-based media to the advertising community.
Ms. Danaher is an industry recognized leader, known for building the reputation of the DPAA where she advocated tirelessly on behalf of its members and elevated the profile of the digital-place-based industry as a whole. During her 30-year career, Ms. Danaher has included agency experience (in research, planning and buying), an understanding of how to grow a medium from her work in cable television during its formative years, and experience at a VC-backed, entrepreneurial digital out-of-home company.
“We set out looking for someone with both industry experience and a clear vision about the future of the digital place-based advertising landscape and Sue fits perfectly into that category,” said Dominick Porco, Chairman and CEO, Adspace Networks. “In her nearly three-year tenure at the DPAA, she established the first step in developing audience measurement standards for the entire industry, grew membership by 65 percent in the first year, and presented to numerous agencies and advertisers.”
Prior to her work at the DPAA, Ms. Danaher served as the President of Reactrix, an innovative company that provided interactive media experiences, based on projection technology, in shopping malls and theater lobbies. At Reactrix, she developed new distribution channels and sold the medium to numerous Fortune 500 advertisers. While at Reactrix, she also served on the board of the DPAA (then known as OVAB).
Before her time in out-of-home media, Ms. Danaher spent 13 years with Viacom’s MTV Networks where she honed her sales and leadership skills as well as integrated platforms and focused on category expansion. She worked in a variety of ad sales roles and was eventually named executive vice president/general sales manager. From 2001-2006, she oversaw sales for Nickelodeon, Nick on CBS, Nick@Nite, Noggin, TV Land and Spike TV, as well as for various MTV Networks web properties, Nick Recreations and Tours, Nickelodeon Hotel and the Nickelodeon and Nick Jr. Family magazines.
“It’s a fascinating time to be in this space,” said Ms. Danaher. “The integration of digital-place-based media along with social and mobile technologies will continue to converge and create even more opportunities for advertisers to reach their audience. As we’ve long said at the DPAA, all media is part of a continuum and a company like Adspace Networks sits squarely at the intersection of content, context, reach and relevancy.”