digital place-based media:
DESCRIPTION
DIGITAL PLACE-BASED MEDIA:. CONTEXTUAL ENGAGEMENT. Truth:. Consumers Rule. Context Matters. Connect with consumers. along their Paths to Purchase. In Action Mode. make Meaningful Connections. with Relevant Content. DPAA Industry video available at - PowerPoint PPT PresentationTRANSCRIPT
DIGITAL PLACE-BASED MEDIA:CONTEXTUAL ENGAGEMENT
Truth:
Context Matters
Consumers Rule
Connect with consumers
along their Paths to Purchase
In Action Modemake Meaningful Connections
with Relevant Content
DPAA Industry video available at
http://dp-aa.org/IndustryPresentation.php
What is Digital Place-based Media?
In places along the Path to Purchase
• Digital, Video, Addressable, Internet-enabled
and/or Interactive• Programmed with Engaging and Relevant Content
• Helping advertisers to Precision Target
What It is NOT
Screens are Ubiquitous and Growing
181 MILLIONP12+ (70%) viewed DPb screens in the past
month
Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit A
Screens are Ubiquitous and Growing
70%More people view DPb media each month than:
41% 44% 41% 43% 56%
Source: 2010 Arbitron Place-based Video StudySee Technical Appendix: Exhibit B
for venue owners, consumers & clients
It’s a
WINWIN WIN
See Technical Appendix: Exhibit C-G
Source: DPb Miller, Kaplan, Arase: Other media, Kantar MediaSee Technical Appendix: Exhibit H
% Change in RevenueYE ‘10 vs. YE ‘09
Advertising Leaders Leveraging DPb Media
See Technical Appendix: Exhibit I
GROSS VENUE TRAFFIC
PRESENT IN THE NETWORK ZONE NOTICE
NETWORK DWELL TIME
AD ROTATIONDURATION
= AUDIENCE IMPRESSIONS
Early Focus on research
ResearchProvider
2009 2010 2011 2012 2013 & On
Telmar
IMS
Available Media Measurement
AudienceMetrics
Nielsen 4th Screen
ArbitronDPb Industry
Survey
GfK MRI
Mendelsohn
ExperianSimmons
Scarborough
SyndicatedStudies
R&F’s
ROI/Efficacy Various
DPAA Member Service Provider Research
DPAA InfoCenter
SeeSaw Ads
rVue
DOmedia
NEC Vukunet
Search &Discover Planning RFP Buying
Campaign Mngt &
Reporting
Available Planning/Buying Resources
DPAA InfoCenter
DPAA InfoCenter
DPb Viewers are VERY Connected
Digital Place-based Screens
Web ScreensMobile Screens
Consumers
See Technical Appendix: Exhibit J-K
DPb Drives Mobile Activity
The
PathTo
Purchase
is Non-Linear
Connecting with Business Professionalson their Path to Purchase
Home
Gym
Taxi Lunch
Work Pharmacy
Airport
Restaurant/Bar
Connecting with Alpha Momson their Path to Purchase
Home Gym
Gas Station
LunchCoffee
ShoppingVetBargain Hunting
11%
40% of the population are “Light TV viewers” who represent
of total viewing
Source: 2010 Fall GfK MRISee Technical Appendix: Exhibit L
73%
40% of the population are “Heavy TV viewers” who represent
of total viewing
Source: 2010 Fall GfK MRISee Technical Appendix: Exhibit L
DPb Viewers are Active Viewers
Source: 2010 Fall GfK MRISee Technical Appendix: Exhibit M
DPb Media Complements TV
+
Balanced Delivery=See Technical Appendix: Exhibit L-M
Targetability
See Technical Appendix: Exhibit N
Dayparting
pm9:37
See Technical Appendix: Exhibit N
Geo Target to DMA
See Technical Appendix: Exhibit O
Geo Target to Zip Codes
See Technical Appendix: Exhibit O
Geo Target Hyper Locally
See Technical Appendix: Exhibit O
Addressability
See Technical Appendix: Exhibit N
FlexibilityDigital
Delivery =
See Technical Appendix: Exhibit N
NewsSports InformationWorld Class Programming
See Technical Appendix: Exhibit P
Lifestyle/MusicEntertainmen
t
World Class Programming
See Technical Appendix: Exhibit P
• Product Integration• Custom Content
• Sponsorable
Segments
Special Programming Opportunities
1/3Over
adults reported taking an action!
Source: SeeSaw/OTX 2007/8 Custom StudySee Technical Appendix: Exhibit Q
What is the Role of Place-Based Video in this Mix?
Television Online Cinema
The Opportunity:Testing Place-based Advertising
• New campaign: TV and online launch in July 2010• Creative available in June• Unique chance to get a ‘clean read’ on place-based video networks
Test Campaign OverviewFitness clubs, hotel rooms, taxis, gas stations, malls, QSRs were among the venues selected.
• 3-week flight
• 130 million ad impressions
• Mix of :30s, :60s and :90s
And Here’s What We Found…
Ad Recall 52%
Brand Affinity + 47% Lift
Usage Intent + 62% Lift
Brand Perceptions + 13 - 60% LiftLikelihood To Recommend + 30% Lift
Source:Lieberman Research Group, June 2010
It’s Not TV...It’s DPB! • Mass reach• Active consumers•Targetability• Flexibility• Measured• Easy
Initiatives:• Audience Metric Guidelines
• Standard Ad Units
• DPAA’s InfoCenter
• Case Studies
• www.DP-AA.org
Mission Statement:The DPAA exists to drive consistent growth for the industrythrough collaboration among advertisers, agencies,place-based digital and video networks and their suppliers.
DPAA Members
AUSTRALIA
Thank You
Appendix/Brand Slides
Automotive Leaders Leveraging DPb Media
Packaging Goods Leaders Leveraging DPb Media
Financial Leaders Leveraging DPb Media