By Nurlan Urazbaev
The reasons why air travelers are a most desirable target group for advertisers are obvious. They represent the best of both worlds for marketers: millions of affluent consumers who spend one to several hours within a limited space in an airport.
Clear Channel Outdoor started managing advertising properties in airports 40 years ago. Its division Clear Channel Airports now owns ad space in major airports in North America, Europe, Latin America, Asian Pacific, Australia, New Zealand and throughout the Caribbean.
Airport advertising has always been big, but digitizing posters and billboards has given it an unprecedented boost in recent years.
Clear Channel Airports (CCA) was one of the first companies to recognize the potential of installing networked digital advertising displays in airports, and today it is the largest and most successful digital out-of-home (DOOH) network operator in this marketplace.
Barry Frey gave this exclusive interview to Nurlan Urazbaev, Editor-in-Chief of digitalsignagepulse.com
Barry Frey at his Madison Ave. office
DSPulse: Why was the Digital Place-Based Advertising Association created?
BF: The DPAA was founded in 2006 to represent digital placed-based ad networks and promote their integral role in what we now call the “video everywhere” ecosystem. Some of the original rationale actually came from my good friend David Verklin when he was CEO of Aegis and saw a need for the industry association.
On behalf of our members, we foster collaboration between advertisers, agencies, digital place-based networks and all members of this ecosystem including technology companies, venues and production companies. DPAA provides standards, best practices and industry-wide research; all while promoting the effectiveness of our medium. The DPAA plays an essential role in advancing the industry, similar to other trade associations such as the TVB, CAB, IAB and so on.
DSPulse: After 8 years in existence, what changes in the DPB advertising market has the DPAA brought about?
BF: There have been many major milestones over the years, but perhaps the two biggest are the increased number and sophistication of research tools available to planners, and the growth of overall ad revenue volume that now exceeds $1 billion, excluding cinema. These two accomplishments go hand in hand, and they remain top priorities for us today. Continue reading
95% of Media Planners Register Concern About Online/Digital Ad Fraud and Viewability Issues.
NEW YORK, Oct. 15, 2014 – A new survey of agency media planners conducted by the Digital Place Based Advertising Association (DPAA) reveals a continuing shift of digital and online budgets into digital place based (DPB) media.
Just under 46% of planners said they will fund their DPB media plans through digital and online budgets, an increase of 10.6% over 2013 and14.5% over 2012.
Planners were asked: “When considering DPB media for inclusion in your media plan(s), from which media would you fund the buy?” The top five most frequently cited in the 2014 survey were:
National/Local Television: 32.7%
MyersBizNet Survey Identifies Audience Value, Quality of Network Sales Teams and Availability of Innovative Advertising Opportunities
as Greatest Strengths of Digital Place Based Media.
NEW YORK, Oct. 7, 2014 – A survey conducted among 250 advertiser and agency executives by MyersBizNet has identified audience value, quality of network sales teams and the availability of innovative and creative advertising opportunities as the greatest strengths of digital place based (DPB) media networks.
The survey measured the executives’ perceptions toward 13 leading out-of-home and DPB media companies on six performance attributes:
- Quality of Sales Team and Customer Service
- Value for the Investment
- Reach a Valuable Audience
- Provide Innovative and Creative Opportunities
- Offer Video and Digital Integration
- Provide Relevant Research Support and Intelligence
The highest rated category among total respondents was “reaches a valuable audience,” with 67% giving top scores (4 or 5 rating). This enthusiasm was particularly strong among media buyers and planners, with 70% giving top scores for audience value. In a related category, 57% of total respondents gave DPB top scores for “delivers value for the investment.” Continue reading
By Nurlan Urazbaev
September 15, 2014
Studies indicate that in 2013 approximately 25 percent of all business decisions, valued at one million dollars and above, were made by golfers. That, among many other reasons, explains why golfers are a coveted target audience for advertisers. Until recently, the ways to reach them were limited to websites, television channels and magazines dedicated to the sport, or static advertising at golf courses.
Digital Caddies started in 2003 as a company that provided hand-held GPS devices for golf courses and their customers. Somewhere along the way, someone in the management brilliantly put together two simple ideas: the proliferation of digital signage technology and the amount of time golfers spend in the cart during a round. Fast forward to 2014: that eureka moment has materialized into over 11,500 golf-cart-mounted touch screens connected to a centrally-controlled network.
During a four- to five-hour round, golfers continually refer to the high-end, interactive screens to access vital information about the course that includes accurate distance measurements to landmarks, details on each hole, aerial and green views, real-time score cards, and cart-to-clubhouse messaging. Full-screen video ads are displayed as linksmen drive from green to the tee box, and partial-screen, companion ads are served adjacent to course information. Golf courses can leverage the system to increase revenue via house ads and promotions for food, beverage and merchandise. The technology is also used to improve cart tracking and monitor the pace of play.
NEW YORK, Aug. 4, 2014– A new analysis of reported Nielsen data, conducted by the Digital Place Based Advertising Association (DPAA), reveals that digital place based (DPB) networks deliver more impressions among 18-49 year-olds on a monthly basis compared to the top 25 network primetime shows and top 20 basic cable networks.
Barry Frey, president & chief executive officer, DPAA, said, “These eye-opening numbers illustrate the ability of DPB networks to extend the reach of television campaigns. Consumers are no longer tethered to their television screens, and so the challenge for advertisers is figuring out how to make sure their video campaigns maintain high levels of effectiveness. As our analysis shows, incorporating DPB media into the video ad mix is one way to recapture those ‘lost’ as well as light TV viewers.” Continue reading