DPAA Study Identifies Continuing Share Shift from Digital and Online to Digital Place Based Media

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:

Outdoor:                                                          57.7%

Digital/Online:                                                  45.9%

National/Local Television:                               32.7%

Experimental/Test                                           24.9%

Mobile                                                             22.4%

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First-Ever Digital Place-based Media Survey Measures Opinions of 250 Advertiser and Agency Executives

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

Digital Signage Pulse Presents a Featured DOOH Advertising Network: Digital Caddies

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.

Tablet Close Up - Boulders

 

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PQ Media: After 3 Yrs of Slowing Growth, Digital OOH Media Pacing Up 11% in 2014; Key Drivers Are Brazil/Russia Mega-Events; US Healthcare/Politics; Aussie Digi-Surge

August 4, 2014 9:10 AM EDT

STAMFORD, CT (PRWEB) August 04, 2014

Defying economic and political headwinds worldwide, digital out-of-home (DOOH) media operators ground out a 9.3% revenue gain to $8.86 billion in 2013, a solid increase tempered by it being the third straight year of slower growth, according to PQ Media’s annual performance benchmark released today. Key first-half indicators point to DOOH growth accelerating to 11.3% in 2014, boosted by a dynamic combination of the global economy gaining momentum, two sporting mega-events, and increased healthcare, political and transit ad spend, says the new Global Digital Out-of-Home Media Forecast 2014-18.

Influential developed and emerging markets stuttered in 2013, due to myriad challenges posed by debt issues, asset bubbles, political tensions and slower economic growth in high-flying markets like China. These issues filtered down to ad-driven media, which also faced tough comparisons with 2012 as a result of the even-year boost from pivotal sporting and political events. Roadside digital billboards and cinema-based video networks – the two largest location categories – were the most affected verticals in 2013.

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Digital Place Based Networks Deliver More A18-49 Impressions than Leading Network Primetime Shows and Top Basic Cable Nets

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.

dpaa_Impressions_Table_Aug04-14

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’s 6th Annual Digital Out of Home Awards at 2014 Video Everywhere Summit by Digital Place Based Advertising Association

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

Digital Signage Pulse’s Featured Digital Place Based Campaign: Q-tips Precision Tips on Gloss TV Network

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.

Q-tips<sup>®</sup> Precision Tips™

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