More Than 70% of Media Buyers and Planners Say DPB Networks Delivers Strong Audience Value
NEW YORK, NY — More than 70% of agency media buyers and planners say that Digital Place Based (DPB) media delivers strong audience value for advertisers. The survey conducted by MyersBizNet of 250 advertiser and agency executives identified audience value, quality of network sales teams and the availability of innovative and creative advertising opportunities as the greatest strengths of digital place based media networks.
Digital Place Based (DPB) media, also known as, Digital Out-of-Home (DOOH) advertising, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages.
The survey measured the executives’ perceptions toward 13 leading out-of-home and DPB media companies on six performance attributes:
- Quality of Sales Team and Customer Service
- Value for the Investment
- Reach a Valuable Audience
- Provide Innovative and Creative Opportunities
- Offer Video and Digital Integration
- Provide Relevant Research Support and Intelligence
The highest rated category among total respondents was “reaches a valuable audience,” with 67% giving top scores (4 or 5 rating). This enthusiasm was particularly strong among media buyers and planners, with 70% giving top scores for audience value. In a related category, 57% of total respondents gave DPB top scores for “delivers value for the investment.”
For “quality of sales team,” 61% of respondents gave networks top scores, led by buyers/planners at 64%.
Fifty-nine percent of respondents gave DPB top scores for “offering innovative and creative advertising opportunities,” again led by buyers/planners (62%).
In other categories, the ability of DPB to “offer video and digital integration” generated top scores from 58% of respondents.
Thirteen companies were evaluated in the survey including Adspace Digital Mall Network, Captivate Networks, Outfront Media, Cemusa, Clear Channel Outdoor, Eye Corp. Media, JCDecaux North America, Lamar Advertising, Intersection, Van Wagner Outdoor, Vector Media, and Verifone Media.
Free Online Tools for Media Buyers and Planners
The DOOH Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Place Based (DPB) media, also known as Digital Out-of-Home (DOOH) advertising, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.