June 2011 Newsletter
Advertisers & AgenciesMedia Sellers
Jump to: Feature Story • DO the Math • Tip of the Month • Word on the Street • Join Our Network
Feature Story
Q&A with DPAA
Susan Danaher Explains What It Will Take to Move Industry Forward
My name is Susan Danaher and I’m President of the Digital Place-based Advertising Association (DPAA). I started my ad career on the agency side, first in media research and then in media planning (at Y&R and B&B). From that exceptional training ground, I dove into the fastest growth industry at the time, cable TV. During a two-decade period, I had the opportunity to work with pioneering leaders in the field: USA Networks, Turner Broadcasting (TBS, TNT and Cartoon) and Viacom (MTV, VHI, Nickelodeon, NAN, TV Land, Spike, Comedy Central, and CMT). Over the years, our brands became strong enough to migrate off the screen, and extend their reach and influence across many media platforms. And, as they did, we integrated those media platforms into the sales portfolio to better serve the needs of our clients.
What exactly is Digital Place-based Media and how does it differ from digital out-of-home?
When considering Digital Place-based, first think screens, located in places all along the path to purchase: malls, bars, gyms, doctors’ offices, hospital rooms, office lobbies and elevators, restaurants, taxi’s, airports, planes, hotels, gas stations, and the list goes on.
What these screens have in common:
- They are digital video, many addressable and internet enabled, some even interactive.
- They are programmed with engaging content that either entertains or informs (frequently both) and is relevant to its environment.
- They allow marketers the opportunity to target well beyond standard demographics, allowing the marketer to get at lifestyles, consumers’ mindset and relevance.
What Digital Place-based is not:
- Static images that are digitally delivered to billboards.
Why should a media planner consider digital-place based advertising in a campaign?
Mass Reach
Digital Place-based media offers mass reach on a national, regional, local and even hyper-local level.
Targetability and Recency
The ability to go way beyond standard demographics to reach consumers in accordance with their lifestyle and mindset, at the right time and right place when they’re in the marketplace considering their options and making purchase decisions.
Delivers Light TV Viewers and hence, balanced TV plans.
Digital Place-based media permits clients to balance their TV plans and indeed extend their reach to encompass light TV viewers, a very desirable segment of the audience that is not tethered to their TV sets or DVR’s. According to GfK MRI (Fall, 2010 Survey), the 2 lightest TV viewing quintiles, representing 40% of the population, does only 11% of all TV viewing! Conversely, the two heaviest TV viewing quintiles, again representing 40% of the population, does 73% of all TV viewing!
Flexibility:
Geographic: National, local, and many operators can offer hyper-local delivery
Copy: Marketers can use existing creative assets if so inclined and change copy quickly and often if need be
Address-ability: With operators that offer addressability, triggers can be set for campaigns that align with business objectives, like if the pollen count gets high, the Dow goes over 12,000 or there’s a snowfall of 3 inches or more
Real time Sales Offers and Incentives: Due to digital delivery, advertisers can now update offers and incentives regularly
PoP has become Digital: Point of Purchase has become digital, allowing clients to deliver messages at the point of sale.
Measurement
Many network operators are measured by 3rd party research companies in accordance to DPAA’s Audience Metric Guidelines, thus allowing for credible audience currency and the ability to target and negotiate on the basis of targeted CPM’s.
Syndicated multimedia services (like GfK MRI, Ipsos/Mendelsohn, Experian Simmons) are measuring the space lending insights into product usage and cross media consumption and thereby providing media planners with the tools to evaluate the medium.
IMS and Telmar: Several network operators are now included in R&F systems that reside on media planners’ desks, enabling them to evaluate the effects of investing dollars in the medium.
In your expert opinion, where are we as an industry today?
We are where the cable TV industry was around 1985. In the internet business, it’s around 2003. Order has been established in this nascent industry and the prospects for growth are tremendous. We are on the cusp of big things.
How is technology shaping the future of the industry and how is it affecting the way brands are using the medium?
As outlined above, digital delivery is enabling tremendous benefits for clients. Further, the intersection of mobile, social and digital place-based media is an area of much activity and experimentation, and I expect many developments to emerge to further enable clients to effectively communicate with their consumer bases along the path to purchase. Finally, the use of QR codes and NFC are evolving quickly to enable consumers to access fresh information easily, in the right place and the right time, and are natural apps for Digital Place-based media.
Experts are saying there may be a tipping point coming. What do we need to do as an industry to make sure this happens?
To network operators, it’s essential to be measured in accordance with the DPAA Audience Metrics Guidelines by a reputable 3rd party research company. And if you’ve done that already, continue along that investment trajectory. Get yourself onto the media planners’ desks via an R&F system to help demonstrate the benefits of including your platform to a media plan. Additionally, companies like DOmedia are helping to increase the exposure of Digital Place-based networks to many agencies and advertisers.
To ad agencies, get involved. The DPAA has an Agency Advisory Board that is very active and can always use fresh ideas and perspectives. We’re working quickly to establish standards that will allow us to scale this medium to the benefit of you and your clients.
DO the Math
Digital Signage Market to Reach $4.48 Billion in 2016
ABI Research Projects 18.5% CAGR
This chart, from ABI Research’s Digital Signage Market and Business Case Analysis 2011, illustrates the growth of the digital signage market globally, from $1.28 billion in 2010 to $4.48 billion in 2016. The CAGR for this sector is 18.5% from 2011 through 2016. ABI Research defines the market for digital signage as including the displays, media players and media player software, content management software, and one-time installation and ongoing maintenance service fees. Looking at the market globally, North America makes up the bulk of deployments over the forecast period, followed by the Western European and Asia-Pacific regions.
For more information, see ABI Research Digital Signage Market and Business Case Analysis »
Tip of the Month
Step-by-Step Instructions to Submit Proposals
Using DObuy to Respond to RFPs through DOmedia
Prepare to respond to Requests for Proposals (RFPs) from our agencies partners using DObuy, the RFP & Proposal Management Platform. We’ve created a quick step-by-step instruction guide for you to review and reference. Go ahead, print it out, pin it to your wall, heck - laminate it. More importantly, share the instructions with your colleagues who may also need to login to your account and respond to proposals.
As we make improvements, these instructions will be updated. Check the Seller Tutorials for additional resources to guide you through the DOmedia Marketplace.
View Step-by-Step Instructions to Submit Proposals »
Word on the Street
Our picks for the most newsworthy OOH content
1. Ads Are Everywhere: Ubiquity of the ‘Fourth Screen’
TechNewsDaily - May 13, 2011
In the last quarter of 2010, ad impressions were up 250 percent compared with the same period in 2009: More than 8 million hours of ads are shown to adults on the go each month, according to The Nielsen Company’s Fourth Screen Network Audience Report.
2. Lexus Takes Over Hollywood with Pearl Media
DOmedia - June 1, 2011
If you were on Hollywood Boulevard on the night of Earth Day, you may have noticed the Roosevelt Hotel coming to life to celebrate the launch of the Lexus CT200h. Pearl Media, the out-of-home media company specializing in converting real estate assets into unique, interactive experiences, developed the state of the art 3D projection that transformed the building into part race track, part stage for the highly anticipated hybrid luxury vehicle. The event caught major media attention and created a larger than life experience for viewers of the launch.
3. Toscanini’s Foursquare Digital Signage Tie-In Helps Build Meaningful Relationships With Patrons
Digital Signage Expo - June 1, 2011
A case study on the deployment of digital signange at Toscanini’s, the first use of location-based social media services in DOOH, arguably itself a location-based industry. The following week, The Boston Globe reported on the local battle for mayorship, and the application rapidly gained attention, spreading within three months to more than 5,000 locations from jumbotrons in Las Vegas to jukeboxes and screens in cafes, bars, restaurants, colleges, events and conferences.
4. Barnes & Noble Plans College DO Network
MediaPost: Digital Outsider - May 23, 2011
Barnes & Noble College Booksellers is joining forces with Scentsa Media Networks to create a new digital signage network comprising 1,000 screens in over 400 out of B&N's total 624 college bookstores. The B&N College Bookstore Media Network will provide advertisers with opportunities to reach college students near the point of purchase with live, high-definition media streams showing content tailored for the college audience, including videos, news briefs, sports, local weather, and university updates.
5. Digital Signage Revenue to Approach $4.5 Billion in 2016, According to ABI Research
BusinessWire - May 23, 2011
According to a study just released by ABI Research, the global market for digital signage, including displays, media players, software, and installation/maintenance costs, will grow from nearly $1.3 billion in 2010 to almost $4.5 billion in 2016.
Join Our Network
Join the DOmedia Linked In Group
Connect with other out-of-home industry professionals in DOmedia’s Linked In Group. Our network consists of OOH media planners, agencies, bloggers, analysts, sellers, experts and OOH lovers. Join the DOmedia Linked In Group today and connect with the industry.