Three DOOH Networks and an Investment Banking Firm Join DPAA

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

Digital Place Based Advertising Association Opens Early Bird Registration and Twitter Promotion for 2014 Video Everywhere Summit

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

Digital Place Based Advertising Association Adds Seven Senior Executives to Advisory Board

NEW YORK, June 2, 2014– The Digital Place Based Advertising Association (DPAA) announced today that it has added seven senior executives from the advertising industry to its Advisory Board.

The seven new members are Matt Bayer, vice president, advanced TV, Magna Global; Bill Duggan, group executive vice president, Association of National Advertisers (ANA); Maureen McCloskey, group director- account services, Kinetic Worldwide; Tiffani Saxton, national strategy and development leader for place-based media, Centro; Fred Tarter, founder and chairman of The Lakeside Group, LLC and former chairman and managing partner of Screenvision; Bill Tucker, executive vice president, media relations, 4A’s; and David Verklin, operating partner, Calera Capital and former CEO of Canoe Ventures and Aegis Media America. Continue reading

Digital Place Based Media Revenue Growth Rate for 2013 Far Exceeded that of Overall U.S. Ad Industry

DPB: +13.0%

TOTAL U.S.: +0.9%

NEW YORK, April 14, 2014– The Digital Place Based Advertising Association (DPAA) announced today that the sector’s 2013 revenue growth rate far exceeded that of the overall U.S. ad industry, as well as that of such media categories as traditional out-of-home and television.

According to Miller, Kaplan, Arase, advertising revenue for the digital place-based sector grew by 13.0% in 2013 over 2012. According to Kantar Media, the U.S. ad industry overall grew by 0.9%.

For 2014, MyersBizNet forecasts a continuation of double-digit growth with a 12.6% gain projected for digital place based media, elevating industry ad revenues to $1.07 billion. With cinema factored in, this figure rises to $1.9 billion, according to the Myers projection. Continue reading

DPAA’s Growth Accelerates, Four New Members Have Joined

Blue Bite (www.bluebite.cm), Eye Corp Media (www.eyecorpmedia.cm), Grand Visual (www.grandvisual.com) and GSM Worldwide Media (www.gsmworldwidemedia.com) have joined DPAA as members.

Barry Frey, president & CEO of DPAA, said, “Our Video Everywhere initiative is generating a lot of heat for the digital place based industry, contributing to the growing recognition by advertisers that they need to incorporate DPB into their video media mix to reach consumers on-the-go. This influx of new members to our organization speaks to the growth of the sector and the many benefits that come with DPAA membership, including access to our vast database of research, best practices and case studies; planning and training tools; social media amplification; conference and publication discounts; and further integration into the advertising ecosystem as part of the Video Everywhere conversation and marketing campaign.”

Today’s announcement follows last week’s addition of the NY Metropolitan Transportation Authority (MTA) to DPAA’s member ranks.

Source: Digital Place-Based Advertising Association

 

A Bird’s Eye View of the Industry: Best Digital Signage/DOOH Stories of 2013 from Trade Pubs

Birds_eye

Being the editor of DigitalSignagePulse.com, I have had the unique opportunity to monitor all digital signage and digital out-of-home media stories daily, for a full year now. I must say the ‘big picture’ is quite impressive.

I remember when I was looking for any information on digital signage in 2003 I could only find two or three relevant articles. Today, there are over 40 trade publications and blogs covering the industry, and their number continues to grow. In addition, digital signage and DOOH affairs are regularly reported on by general advertising and technology web sites, as well as mainstream media.

Digital Signage Pulse has also been following mobile marketing and social media which have proven to be an effective means of delivering engagement and ROI metrics when used in conjunction with digital signage content. Therefore, developments in mobile and social advertising influence the directions in which digital signage/DOOH networks will evolve.

The rapid adoption of programmatic and real-time-bidding (RTB) media buying also deserves special attention, as it may (if implemented correctly) offer a way for DOOH networks to overcome the current complexities of selling their ad space. That is the reason why programmatic buying and RTB are featured prominently on Digital Signage Pulse.

Looking back at 2013, here are the top 22 (most read) feature posts from various trade pubs that readers accessed via Digital Signage Pulse. Together, they give a comprehensive account of the state of the industry and the technology behind it. Articles from general advertising and mainstream media sources are not included in the list, although many of them were highly popular. I also excluded the most-read PR announcements. Continue reading

DOOH Aggregation Is Dead. Long Live DOOH Ad Serving Platforms!

Analysts report that digital out-of-home/digital place-based media continue to grow faster than the general economy and other media (DOOH is outpaced only by mobile advertising). Although the growth rate has somewhat decelerated since 2010, new digital signage networks keep emerging every month, while successful existing ones get bigger by way of acquisitions and organic expansion. PQ Media calculates that, in the US alone, over 1.5 million digital signs are in operation in 2013. The growth of networks is fueling the supply of hardware, software and services; competition among providers is getting tougher and more big name manufacturers are joining the race.

DOOH Is Not a Budget Line Item Yet

As the new medium keeps maturing, has DOOH advertising finally taken its place as a staple line item in media budgets? Apparently, not yet…

Thanks to some pioneering efforts, we do see a growing number of high-profile campaigns run on major digital signage networks by a few top brands. However, those instances are more the exception rather than the rule. Despite the fact that DOOH advertising has proven its value over and over again in trial campaigns, it has not become a mass phenomenon. According to the latest PQ Media report, networks still lack scale and reach and are hard to find, evaluate and buy. Remarkably, most mainstream ad agencies remain largely unaware of the medium and its capabilities.

The Trouble with Aggregation

A few years ago the concept of ad space aggregation in DOOH media became popular and was perceived to be a solution for bridging the gap between the new medium and real ad dollars. Several companies rushed into the space, offering access to DOOH network inventory, audience estimates and ‘hassle-free’ multi-network campaign placement.

Sadly, by 2012 most of these companies either went out of business or failed to gain any significant market share.

I interviewed Daniel Parisien of BroadSign, Ken Goldberg of Real Digital Media, Stuart Armstrong of ComQi, John Laramie of ADstruc and Jeremy Ozen of Vistar Media. All agree that the problem seems to be not in the concept itself but in the execution. Continue reading