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DIGITAL PLACE-BASED MEDIA:

DIGITAL PLACE-BASED MEDIA:. CONTEXTUAL ENGAGEMENT. Truth:. Consumers Rule. Context Matters. Connect with consumers. along their Paths to Purchase. In Action Mode. make Meaningful Connections. with Relevant Content. DPAA Industry video available at

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DIGITAL PLACE-BASED MEDIA:

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  1. DIGITAL PLACE-BASED MEDIA: CONTEXTUAL ENGAGEMENT

  2. Truth: Consumers Rule Context Matters

  3. Connectwith consumers along their Paths to Purchase In Action Mode make Meaningful Connections with Relevant Content

  4. DPAA Industry video available at http://dp-aa.org/IndustryPresentation.php

  5. What is Digital Place-based Media? In places along the Path to Purchase • Digital, Video, Addressable, Internet-enabled and/or Interactive • Programmed with Engaging and Relevant Content • Helping advertisers to Precision Target

  6. What It is NOT

  7. Screens are Ubiquitous and Growing

  8. Screens are Ubiquitous and Growing 181 MILLION P12+ (70%) viewed DPb screens in the past month Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit A

  9. 70% More people view DPb media each month than: 41% 44% 41% 43% 56% Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit B

  10. WIN It’s a WIN WIN for venue owners, consumers & clients See Technical Appendix: Exhibit C-G

  11. % Change in Revenue YE ‘10 vs. YE ‘09 Source: DPb Miller, Kaplan, Arase: Other media, Kantar Media See Technical Appendix: Exhibit H

  12. Advertising Leaders Leveraging DPb Media See Technical Appendix: Exhibit I

  13. NETWORK DWELL TIME AD ROTATION DURATION Early Focus on research PRESENT IN THE NETWORK ZONE GROSS VENUE TRAFFIC NOTICE = AUDIENCE IMPRESSIONS

  14. Available Media Measurement Research Provider 2009 2010 2011 2012 2013 & On DPb Industry Survey Arbitron Nielsen 4th Screen Audience Metrics Various ROI/Efficacy GfK MRI Mendelsohn Syndicated Studies Experian Simmons Scarborough Telmar IMS R&F’s

  15. Available Planning/Buying Resources Campaign Mngt & Reporting DPAA Member Service Provider Search & Discover Research RFP Buying Planning DPAA InfoCenter SeeSaw Ads rVue DOmedia NEC Vukunet

  16. DPAA InfoCenter

  17. DPAA InfoCenter

  18. DPb Viewers are VERY Connected Digital Place-based Screens Consumers Mobile Screens Web Screens See Technical Appendix: Exhibit J-K

  19. DPb Drives Mobile Activity

  20. The Path To Purchase is Non-Linear

  21. Connecting with Business Professionals on their Path to Purchase Home Taxi Lunch Airport Work Pharmacy Gym Restaurant/Bar

  22. Connecting with Alpha Moms on their Path to Purchase Home Lunch Gym Coffee Gas Station Bargain Hunting Vet Shopping

  23. 40% of the population are “Light TV viewers” who represent 11% of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

  24. 40% of the population are “Heavy TV viewers” who represent 73% of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

  25. DPb Viewers are Active Viewers Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit M

  26. = Balanced Delivery DPb Media Complements TV + See Technical Appendix: Exhibit L-M

  27. Targetability See Technical Appendix: Exhibit N

  28. Dayparting 9:37 pm See Technical Appendix: Exhibit N

  29. Geo Target to DMA See Technical Appendix: Exhibit O

  30. Geo Target to Zip Codes See Technical Appendix: Exhibit O

  31. Geo Target Hyper Locally See Technical Appendix: Exhibit O

  32. Addressability See Technical Appendix: Exhibit N

  33. Digital Delivery = Flexibility See Technical Appendix: Exhibit N

  34. World Class Programming Sports News Information See Technical Appendix: Exhibit P

  35. World Class Programming Entertainment Lifestyle/Music See Technical Appendix: Exhibit P

  36. Special Programming Opportunities • Product Integration • Custom Content • Sponsorable Segments

  37. Over 1/3 adults reported taking an action! Source: SeeSaw/OTX 2007/8 Custom Study See Technical Appendix: Exhibit Q

  38. What is the Role of Place-Based Video in this Mix? Television Online Cinema

  39. The Opportunity: Testing Place-based Advertising • New campaign: TV and online launch in July 2010 • Creative available in June • Unique chance to get a ‘clean read’ on place-based video networks

  40. Test Campaign Overview Fitness clubs, hotel rooms, taxis, gas stations, malls, QSRs were among the venues selected. • 3-week flight • 130 million ad impressions • Mix of :30s, :60s and :90s

  41. And Here’s What We Found… Ad Recall 52% Brand Affinity + 47% Lift Usage Intent + 62% Lift Brand Perceptions + 13 - 60% Lift Likelihood To Recommend + 30% Lift Source:Lieberman Research Group, June 2010

  42. It’s Not TV...It’s DPB! • Mass reach • Active consumers • Targetability • Flexibility • Measured • Easy

  43. Mission Statement: The DPAA exists to drive consistent growth for the industry through collaboration among advertisers, agencies, place-based digital and video networks and their suppliers. Initiatives: • Audience Metric Guidelines • Standard Ad Units • DPAA’s InfoCenter • Case Studies • www.DP-AA.org

  44. DPAA Members

  45. AUSTRALIA

  46. Thank You

  47. Appendix/Brand Slides

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