• by Erik Sass , Staff Writer, October 25, 2013

This week at the Video Everywhere Summit, the Digital Place-based Advertising Association shared the details of its first multi-network campaign, a pilot program conducted for the Tri-State Ford Dealers in the New York DMA, which generated increased reach and greater efficiency in the complementary TV advertising buy.

Tri-State Ford and its agencies Retail First and Kinetic worked with the DPAA to create a multi-network platform to reach light TV viewers who were in the market to buy a car over a six-week period in the fourth quarter of 2013. DPAA coordinated its member networks to aggregate impressions across the geographic target area, and also created technical, creative, and media standards for the campaign.

After two weeks, media research (conducted by Phoenix Marketing International) showed that brand awareness among primary car purchase decision makers had increased by around 30%, while reach among adults ages 25-54 increased 24%; the research also showed improvements in brand metrics including positive impression, trustworthiness, value, and technological advancement.

In addition to the Tri-State Ford Dealers, the DPAA has coordinated similar multi-network campaigns for several other automobile clients in major markets, but doesn’t have approval from these clients to share the details.

The DPAA has been making some big changes of late. Earlier this month the digital out-of-home industry organization announced that founding chairman Mike DiFranza of Captivate was stepping down, to be replaced by Zoom Media & Marketing chairman and “chief coaching officer” François de Gaspé Beaubien. Beaubien, who became chairman and CEO of Zoom after acquiring the company in 2003, has been an active member of the DPAA since its founding in 2006, when it was known by its previous moniker, the Out-of-Home Video Advertising Bureau.