Digital Place Based Advertising Barry Frey, President, CEO, DPAA Martin Porter, SVP, Posterscope
Feb 23, 2016
Digital Place Based Advertising
Barry Frey, President, CEO, DPAAMartin Porter, SVP, Posterscope
Digital Place Based Media
We spent a full 5 hours and 16 minutes a day
in front of a screen
and that’s without even turning on a television!
WSJ/eMarketer Study
2
Video Everywhere
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
Taxi Lunch
Work Pharmacy
Airport
Restaurant/Bar
Connecting with Consumers Throughout Their Day
World Class Programming
Entertainment Sports Lifestyle/Music News Informatio
n
DPAA Member Networks
7
DPAA MembersNetwork Venues
• Airport Waiting Areas/Lounges• Airplanes• Bars/Restaurants• Big Box Stores• Casinos• College Campuses• Doctor’s 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 Metrics
Syndicated Sources
Reach and Frequency Tools
Available Media Measurement
DPB
Internet DisplayCable TV
OutdoorTotal Media
-1000.00%
-500.00%
0.00%
500.00%
1000.00%
1500.00%13%
1029.00%
695.00%
387.00%
41.00%-22.00%
-348.00%-401.00%
-762.00%
% Growth
Total TV
Network TV
Newspapers
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 - 570 Delegates!♦♦♦ Experiential ♦♦♦ High Profile
♦♦♦ Industry Issues
DPB Gaining TractionContinued Recognition as part of Ecosystem
“Half of All Ad Campaigns Will Be Multiscreen By 2016.. 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
TabletsRetail media &
assets
Owned OOH (e.g.. delivery
vehicles, buildings)
NetworkedVideo Screens
Content
Technology
Ads
PhysicalExperiences
Public spaces
Platforms
Apps &Games
Data
Commerce& Coupons
People & Places
Digital Place-Based MediaPlanning 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