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Digital Place-based Media

Digital place-based media features full-motion, TV-style video that reaches people while they are actively involved in their daily lives and on their paths to purchase. They are watching in airplanes, airports, shopping malls, movie theaters, bars, gyms, doctors’ offices, office building lobbies, office building elevators, restaurants, sports arenas, taxis, gas stations and other locations. Digital place-based media has an audience wherever consumers have dwell time and an opportunity to be contextually engaged. Billboards with static images – even those that are digitally delivered – are not considered to be digital place-based media.

According to Arbitron's DIgital Place-based Video Study more than one million digital place-based screens in the U.S. are addressable (able to display targeted video for event such as snowfalls or high pollen counts, for example) and some are interactive. They are programmed with engaging content that is relevant to the setting; content that entertains or informs, or frequently, does both. It gives marketers the opportunity to target well beyond standard demographics, allowing them to get at lifestyles, at consumers’ mindsets and at places of relevance. Most digital place-based media networks also offer marketers product Integration and custom content opportunities.

Statistics show that more people view digital place-based media each month than have a Facebook profile, own an MP3 player, use a DVR, view online video in a month or ever text message on their cell phones. Digital place-based media’s audiences are measured in various forms by third party research companies including Nielsen and Arbitron. Advertisers spend more than $1 billion annually to reach consumers via these digital place-based networks, with the industry growing at a rate far exceeding that of the overall advertising sector. Many of the Fortune 500—including the likes of Exxon Mobil, Verizon, Walmart, IBM, McDonald’s, Coca-Cola, General Motors and Procter & Gamble – have used digital place-based media to reach consumers. In addition to the value of showing their ads in contextually relevant places, these brands are attracted to digital place-based media because of its ability to show TV-style video to consumers who are light television viewers. In 2006, the Digital Place-based Advertising Association (DPAA) was formed to foster ongoing collaboration between agencies and digital place-based advertising networks; provide standards, best practices and industry-wide research; and promote the effectiveness of digital place-based advertising.