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
MediaPost Award Program to Cap Off Full-Day Event;
DPAA Announces Additional Speakers to Address Topics Including Programmatic, Cross-Media,Mobile Activation and More
NEW YORK, July 30, 2014 — The Digital Place Based Advertising Association (DPAA) and MediaPost announced today that the 6th annual MediaPost Digital Out of Home Awards ceremony will be presented in conjunction with the DPAA’s annual Video Everywhere Summit. The 7th annual Summit will be held Tuesday, Nov. 4 at Crowne Plaza Times Square in New York. Registration for the Summit is open at www.videoeverywheresummit2014.com, with early bird pricing available until August 1.
MediaPost’s Digital Out-of-Home Awards honor the most creative, innovative and effective advertisements in the realm of digital out-of-home media, covering 32 categories including the digital place based sector. The awards recognize the best work in out-of-home venues, innovative work by industry verticals and the best uses of the platforms themselves. Continue reading
Gloss TV (part of Gloss Media) is a nationwide network of digital signs in upscale nail salons and spas, headquartered in New York. The screens are installed in over 50, 000 locations and target a lucrative high-income clientele. Advertisers take advantage of Gloss TV’s captive audience and extended dwell times.
Unilever booked this campaign directly with Gloss TV to promote their new product, Q-tips Precision Tips. The goal was to position Precision Tips as ‘the ultimate beauty tool’ and show various ways it can be used in addition to being a makeup brush.
Gloss TV team created two simple 15-second spots using hi-res product and demo shots.
The campaign ran for three weeks in June 2014 and received a positive feedback from patrons of the salons, many of whom were compelled to try free samples of Precision Tips that were available in each location. Continue reading
NEW YORK, July 10, 2014– The Digital Place Based Advertising Association (DPAA) announced today that AccuWeather, Inc. Cedar Fair, Digital Caddies and Peter J. Solomon Company have joined the association.
“We have had a strong increase in membership this year with the digital place based advertising sector continuing to heat up and planning well under way for our 7th annual Video Everywhere Summit in November,” said Barry Frey, president and chief executive office, DPAA. “We look forward to providing our newest members — AccuWeather, Cedar Fair, Digital Caddies and Peter J. Solomon Company — the broad range of services and support that come with belonging to the DPAA.” Continue reading
First List of Confirmed Speakers Announced;
Register and Tweet before July 15 for Opportunity to Win Guest Pass
NEW YORK, June 25, 2014– The Digital Place Based Advertising Association (DPAA) announced today that registration has opened for its 7th annual Video Everywhere Summit slated for Tuesday, Nov. 4 at Crowne Plaza Times Square in New York. Early bird pricing will be available until August 1.
Details on registration can be found at www.videoeverywheresummit2014.com. Attendees registering before July 15 can enter a drawing to win an additional summit pass by tweeting: “I just registered for the DPAA Video Everywhere Summit on Nov. 4! Register at www.videoeverywheresummit2014.com #DPAA2014.”
A record crowd of more than 600 people is expected to attend the 2014 Video Everywhere Summit. The Summit is the only conference truly dedicated to video neutral planning, activation, clients’ use of multi-screen strategies and the role of digital place based in today’s media ecosystem. Continue reading