Presentation on theme: "Digital Place Based Advertising Barry Frey, President, CEO, DPAA Martin Porter, SVP, Posterscope."— Presentation transcript:
Digital Place Based Advertising Barry Frey, President, CEO, DPAA Martin Porter, SVP, Posterscope
Digital Place Based Media We spent a full 5 hours and 16 minutes a day in front of a screen and thats without even turning on a television! WSJ/eMarketer Study 2
Digital Place-Based Media Digital Video Screens containing programming and advertising, reaching consumers on their daily journey in places where they have dwell time. Airports, Office Buildings, Malls, Gyms, Taxis, Retail, Restaurants, Gas Stations, Medical Offices, Airlines, Sports Arenas, College Campuses, etc. The DPAA sets guidelines and standards plus markets the industry, facilitating use by advertisers and agencies to plan, evaluate and execute campaigns.
Shopping Gym TaxiLunch WorkPharmacy Airport Restaurant/Bar Connecting with Consumers Throughout Their Day
World Class Programming Entertainment Sports Lifestyle/Music News Information
DPAA Member Networks 7
DPAA Members Network Venues Airport Waiting Areas/Lounges Airplanes Bars/Restaurants Big Box Stores Casinos College Campuses Doctors Offices Gas Stations Gyms/Health Clubs Hospitals Hotels Inside Taxis Malls Nail Salons Office Building Lobbies Office Building Elevators QSRs Race Tracks Retail Venues Supermarkets Sports Arenas Transit Stations
Audience MetricsSyndicated SourcesReach and Frequency Tools Available Media Measurement
DPb Growth: 2013 over 2012 Spot TV Source: DPb, Miller Kaplan, All others Kantar Media
Targeting and Addressability Connects with active consumers via contextually relevant digital video content By mindset By geography By Daypart Copy split flexibility Addressable screens that can be set to environmental triggers With Mobile/Social interaction capabilities On the path to purchase!
Record Attendance Delegates! Experiential High Profile Industry Issues Record Attendance Delegates! Experiential High Profile Industry Issues
DPB Gaining Traction Continued Recognition as part of Ecosystem Half of All Ad Campaigns Will Be Multiscreen By Multiscreen is defined as two or more screens, TV, Computer, Tablet Mobile phone and Digital Place based Media…
A New Ecosystem; Inter-connected and Inter-dependent Posters Services Mobile etc Laptops Tablets Retail media & assets Owned OOH (e.g.. delivery vehicles, buildings) Networked Video Screens Content Technology Ads Physical Experiences Public spaces Platforms Apps & Games Data Commerce & Coupons People & Places
Digital Place-Based Media Planning and Buying Summary Digital impressions for video neutral strategies Complements TV buys with added reach Drives consumer action with links to social/mobile Target consumers by mind set Connects with consumers on path to purchase Reaches light TV viewers Geo-targeting, daypart, weather or other addressability