Advertisers Are Increasing the Use of Place-based and Location-based Media as Urbanization Trends Influence Ad Spending
NEW YORK, NY — Brand advertisers are increasing the use of place-based digital out-of-home and location-based mobile platforms to reach on-the-go consumers, says the latest trend report from ScreenMedia Daily. Both platforms can be bought together and share similar audience targeting capabilities.
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.
“Americans today are spending more than twice as much time outside the home and workplace than they did just a few decades ago. 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. Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. It’s why place-based digital out-of-home media is catching advertisers’ attention and becoming the new currency of marketing,” says Lionel Tepper, Managing Editor, ScreenMedia Daily.
Digital place-based media is unique because it intercepts on-the-go consumers with relevant, highly targeted messages as they move through the day. Digital place-based networks (DPN), also known as digital out-of-home (DOOH) media, utilize networked digital signage displays with highly targeted messages to reach consumers in venues such as transportation hubs and shopping centers.
As urbanization increases, it’s becoming more cost-effective for brands to reach city dwellers using urban media platforms such as digital place-based media and location-based mobile marketing. These location synergies are creating unique opportunities for brand marketers.
Highlights from Why Location Is the
New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media
The DOOH Ad 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 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. 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.