DPB Media Recaptures Lost Television Viewers

DPB Advertising Delivers More Impressions Than Leading Network Primetime Shows

DPB Media Networks Deliver More Ad Impressions Than Leading Network Primetime Shows and Top Basic Cable

NEW YORK, NY — Advertisers looking for greater campaign reach will find the latest report by the Digital Place Based Advertising Association of interest. According to the DPAA, Digital Place Based (DPB) networks deliver more ad impressions among 18-49 year-olds on a monthly basis, compared to the top 25 network primetime shows and top 20 basic cable networks. The information is based on an analysis of reported Nielsen data.

DPB Networks vs. Top 25 Primetime Network TV Shows, Adults 18-49 Monthly Impressions*

Monthly DPB Impressions (1) Top 25 Primetime TV Programs (2)
Millions Millions DPB Index
Adults 18-49 619.2 480.4 129

 

DPB Networks vs. Top 20 Basic Cable Networks, Adults 18-49 Monthly Impressions*

Monthly DPB Impressions (1) Top 20 Basic Cable Networks, Primetime (2)
Millions Millions DPB Index
Adults 18-49 619.2 375.5 165

 

Source: (1) Nielsen On Location Place-based Video Reports for Top 20 networks; (2) Nielsen for Basic Cable Network Viewers in Primetime (from deadline.com)

 

“The significant growth in delivery for our industry now provides advertisers the scale they desire, while continuing to provide the quality audience and programming they’ve come to rely on. DPB networks are benefiting nicely from their consistent growth in audience and impressions,” said Scott Marden, vice president, marketing and research, Captivate Network and chairman of DPAA’s research and standards committee.

* Methodology for DPAA Analysis of Reported Nielsen data

DPB Impressions: Monthly impressions for the top 20 DPB networks are for typical ad schedules of Nielsen-measured networks included in various Nielsen On Location Place-Based Reports.  Month is defined as 28 days in these reports.

TV Impressions: Monthly impressions for the top 25 primetime TV programs were calculated by multiplying each program’s average audience by four for monthly impressions and summing across the top 25 TV programs (Nielsen, from deadline.com, May 22, 2014 for full 2013/2014 TV season). Monthly primetime impressions for the top 20 basic cable networks were calculated by multiplying each cable network’s average audience by 28 for monthly impressions and summing across the top 20 networks (Nielsen, from deadline.com, December 29, 2013).

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
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