Survey Identifies Mobile, Programmatic Growth Opportunities For Out-Of-Home

A survey of media planners by the Digital Place Based Advertising Association (DPAA) found digital place-based (DPB) and digital out-of-home (DOOH) media as key growth opportunities in the current advertising ecosystem. The eighth annual survey identified the importance of reaching consumers outside the home, the disruption of television, a desire to use mobile in conjunction with out-of-home (OOH) media, and the potential offered by programmatic buying. 

Digital place-based media is defined as networked digital video screens containing programming and advertising, reaching consumers going about their daily lives.

Among the survey's findings:

DPB/DOOH spending on the rise:

--For the first time in the history of the survey, the percentage of planners (61%) who included DPB/DOOH in their media plans in the prior 12 months went significantly past the 50% mark. Last year's figure was just slightly over 50%.

--The outlook for future DPB/DOOH spending growth is positive, with 94% of planners saying they’ll be spending the same or more over the next three years. 



The role of mobile and location data:

--44% of planners said they had recommended media plans combining DPB/DOOH and mobile over the prior 12 months.

--Planners said they would be more likely to recommend DPB/DOOH in the future if mobile were used in these ways:

  1. For retargeting ads that have been delivered on DPB/DOOH (78%).
  1. To measure DPB/DOOH audiences through tracking devices (75%).
  2. As a means of enabling interaction with DPB/DOOH creative (69%).

Programmatic Buying Is Viewed As A Key Opportunity:

--Nearly nine out of ten (89%) planners reported that their agencies were now buying media programmatically. A majority of the planners said they were more likely to recommend DPB/DOOH because of its availability in programmatic buying systems. However, only 39% said they were aware that DPB/DOOH can be bought programmatically.

Planners concerned about online advertising:

--A majority of planners expressed concern over various issues surrounding online advertising. On a five point scale, with five being highly concerned, the following issues generated substantial ratings of 4 or 5: transparency (86%), viewability (82%), ad fraud (78%), brand safety (76%), data privacy (71%) and ad blocking (64%).

Geo-targeting cited as key reason for including DPB/DOOH media in media plans:

--For the third consecutive year, the same three key reasons emerged as the most important for including DPB/DOOH in media plans: geotargeting by DMA, Zip codes or hyperlocally (67%); connecting with consumers along the path-to-purchase (55%); and reaching a specific audience (46%). DPB/DOOH's ability to complement a TV buy to reach viewers grew as a planning factor, from 20% in 2015 to 26% this year.

Based on its findings, the study recommended that the DPB/DOOH industry should focus its efforts on three general areas:

--Short-term goals: Provide data on audiences, targeting, and effectiveness to offer planners confidence that they can invest as wisely with this medium as they believe they can with other digital platforms.

--Medium-term goals: Develop additional technology that can empower targeting and measurement.

--Longer-term: Develop programmatic platforms for buying DPB/DOOH media.

To conduct the study, 336 agency planners employed at full-service, media services and digital ad agencies participated in an online survey conducted July 19 to August 3, 2016. The survey was conducted by JAM Research LLC.  

Digital Place Based Advertising Association (DPAA) represents digital placed-based networks by promoting their role in the "video everywhere" ecosystem. The DPAA urges collaboration between agencies and digital place-based networks; provides industry-wide research and best practices in areas such as mobile integration and programmatic; and promotes the effectiveness of digital place-based advertising.

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