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Digital Place Based Advertising

Digital Place Based Advertising. Barry Frey, President, CEO, DPAA M artin 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. Video Everywhere.

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Digital Place Based Advertising

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  1. Digital Place Based Advertising Barry Frey, President, CEO, DPAA Martin Porter, SVP, Posterscope

  2. 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

  3. Video Everywhere

  4. 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.

  5. Connecting with Consumers Throughout Their Day Airport Taxi Lunch Shopping Work Pharmacy Gym Restaurant/Bar

  6. World Class Programming Sports News Entertainment Information Lifestyle/Music

  7. DPAA Member Networks

  8. 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

  9. Available Media Measurement

  10. DPb Growth: 2013 over 2012 Spot TV Source: DPb, Miller Kaplan, All others Kantar Media

  11. 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!

  12. Record Attendance - 570 Delegates! ♦♦♦ Experiential ♦♦♦ High Profile ♦♦♦ Industry Issues

  13. 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…”

  14. A New Ecosystem;Inter-connected and Inter-dependent Ads Platforms Services Posters Public spaces NetworkedVideo Screens Content People & Places Mobile etc Owned OOH (e.g.. deliveryvehicles, buildings) Technology Laptops Commerce& Coupons Retail media & assets Tablets PhysicalExperiences Apps &Games Data

  15. 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

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