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Engaging Digital Place-Based Media for Contextual Consumer Engagement

Discover the power of Digital Place-based Media for reaching consumers on their Paths to Purchase. Learn about precision targeting, audience engagement, and the impact on business professionals and Alpha Moms. Find out how DPb complements traditional TV advertising and offers flexibility and measurability. Join the DPAA's mission to drive industry growth through collaboration and innovation.

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Engaging Digital Place-Based Media for Contextual Consumer Engagement

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  1. DIGITAL PLACE-BASED MEDIA: CONTEXTUAL ENGAGEMENT

  2. Truth: Consumers Rule Context Matters

  3. Connectwith consumers along their Paths to Purchase In Action Mode make Meaningful Connections with Relevant Content

  4. DPAA Industry video available at http://dp-aa.org/IndustryPresentation.php

  5. 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

  6. What It is NOT

  7. Screens are Ubiquitous and Growing

  8. Screens are Ubiquitous and Growing 181 MILLION P12+ (70%) viewed DPb screens in the past month Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit A

  9. 70% More people view DPb media each month than: 41% 44% 41% 43% 56% Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit B

  10. WIN It’s a WIN WIN for venue owners, consumers & clients See Technical Appendix: Exhibit C-G

  11. % Change in Revenue YE ‘10 vs. YE ‘09 Source: DPb Miller, Kaplan, Arase: Other media, Kantar Media See Technical Appendix: Exhibit H

  12. Advertising Leaders Leveraging DPb Media See Technical Appendix: Exhibit I

  13. NETWORK DWELL TIME AD ROTATION DURATION Early Focus on research PRESENT IN THE NETWORK ZONE GROSS VENUE TRAFFIC NOTICE = AUDIENCE IMPRESSIONS

  14. Available Media Measurement Research Provider 2009 2010 2011 2012 2013 & On DPb Industry Survey Arbitron Nielsen 4th Screen Audience Metrics Various ROI/Efficacy GfK MRI Mendelsohn Syndicated Studies Experian Simmons Scarborough Telmar IMS R&F’s

  15. Available Planning/Buying Resources Campaign Mngt & Reporting DPAA Member Service Provider Search & Discover Research RFP Buying Planning DPAA InfoCenter SeeSaw Ads rVue DOmedia NEC Vukunet

  16. DPAA InfoCenter

  17. DPAA InfoCenter

  18. DPb Viewers are VERY Connected Digital Place-based Screens Consumers Mobile Screens Web Screens See Technical Appendix: Exhibit J-K

  19. DPb Drives Mobile Activity

  20. The Path To Purchase is Non-Linear

  21. Connecting with Business Professionals on their Path to Purchase Home Taxi Lunch Airport Work Pharmacy Gym Restaurant/Bar

  22. Connecting with Alpha Moms on their Path to Purchase Home Lunch Gym Coffee Gas Station Bargain Hunting Vet Shopping

  23. 40% of the population are “Light TV viewers” who represent 11% of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

  24. 40% of the population are “Heavy TV viewers” who represent 73% of total viewing Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit L

  25. DPb Viewers are Active Viewers Source: 2010 Fall GfK MRI See Technical Appendix: Exhibit M

  26. = Balanced Delivery DPb Media Complements TV + See Technical Appendix: Exhibit L-M

  27. Targetability See Technical Appendix: Exhibit N

  28. Dayparting 9:37 pm See Technical Appendix: Exhibit N

  29. Geo Target to DMA See Technical Appendix: Exhibit O

  30. Geo Target to Zip Codes See Technical Appendix: Exhibit O

  31. Geo Target Hyper Locally See Technical Appendix: Exhibit O

  32. Addressability See Technical Appendix: Exhibit N

  33. Digital Delivery = Flexibility See Technical Appendix: Exhibit N

  34. World Class Programming Sports News Information See Technical Appendix: Exhibit P

  35. World Class Programming Entertainment Lifestyle/Music See Technical Appendix: Exhibit P

  36. Special Programming Opportunities • Product Integration • Custom Content • Sponsorable Segments

  37. Over 1/3 adults reported taking an action! Source: SeeSaw/OTX 2007/8 Custom Study See Technical Appendix: Exhibit Q

  38. What is the Role of Place-Based Video in this Mix? Television Online Cinema

  39. 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

  40. Test Campaign Overview Fitness 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

  41. And Here’s What We Found… Ad Recall 52% Brand Affinity + 47% Lift Usage Intent + 62% Lift Brand Perceptions + 13 - 60% Lift Likelihood To Recommend + 30% Lift Source:Lieberman Research Group, June 2010

  42. It’s Not TV...It’s DPB! • Mass reach • Active consumers • Targetability • Flexibility • Measured • Easy

  43. Mission Statement: The DPAA exists to drive consistent growth for the industry through collaboration among advertisers, agencies, place-based digital and video networks and their suppliers. Initiatives: • Audience Metric Guidelines • Standard Ad Units • DPAA’s InfoCenter • Case Studies • www.DP-AA.org

  44. DPAA Members

  45. AUSTRALIA

  46. Thank You

  47. Appendix/Brand Slides

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