DIGITAL PLACE-BASED MEDIA: CONTEXTUAL ENGAGEMENT.

DIGITAL PLACE-BASED MEDIA:CONTEXTUAL ENGAGEMENT

Truth:

Context Matters

Consumers Rule

Connect with consumers

along their Paths to Purchase

In Action Modemake Meaningful Connections

with Relevant Content

DPAA Industry video available at

http://dp-aa.org/IndustryPresentation.php



What is Digital Place-based Media?

In places along the Path to Purchase

• Digital, Video, Addressable, Internet-enabled

and/or Interactive• Programmed with Engaging and Relevant Content

• Helping advertisers to Precision Target

What It is NOT

Screens are Ubiquitous and Growing

181 MILLIONP12+ (70%) viewed DPb screens in the past

month

Source: 2010 Arbitron Place-based Video Study See Technical Appendix: Exhibit A

Screens are Ubiquitous and Growing

70%More people view DPb media each month than:

41% 44% 41% 43% 56%

Source: 2010 Arbitron Place-based Video StudySee Technical Appendix: Exhibit B

for venue owners, consumers & clients

It’s a

WINWIN WIN

See Technical Appendix: Exhibit C-G

Source: DPb Miller, Kaplan, Arase: Other media, Kantar MediaSee Technical Appendix: Exhibit H

% Change in RevenueYE ‘10 vs. YE ‘09

DPb

Spot T

V

Spot r

adio

Inte

rnet

Cable

TVOOH

Networ

k TV

Nat'l M

agaz

...

Nat'l N

ewsp

...

Networ

k R...

Synda

cate

...

Loca

l New

sp...

-10

-5

0

5

10

15

20

25

3024.5 24.2

18.6

9.9 9.8 9.6

5.32.9 2.7 2.2

-2.8-4.6

Advertising Leaders Leveraging DPb Media

See Technical Appendix: Exhibit I

GROSS VENUE TRAFFIC

PRESENT IN THE NETWORK ZONE NOTICE

NETWORK DWELL TIME

AD ROTATIONDURATION

= AUDIENCE IMPRESSIONS

Early Focus on research

ResearchProvider

2009 2010 2011 2012 2013 & On

Telmar

IMS

Available Media Measurement

AudienceMetrics

Nielsen 4th Screen

ArbitronDPb Industry

Survey

GfK MRI

Mendelsohn

ExperianSimmons

Scarborough

SyndicatedStudies

R&F’s

ROI/Efficacy Various

DPAA Member Service Provider Research

DPAA InfoCenter

SeeSaw Ads

rVue

DOmedia

NEC Vukunet

Search &Discover Planning RFP Buying

Campaign Mngt &

Reporting

Available Planning/Buying Resources

DPAA InfoCenter

DPb Viewers are VERY Connected

Digital Place-based Screens

Web ScreensMobile Screens

Consumers

See Technical Appendix: Exhibit J-K

DPb Drives Mobile Activity

The

PathTo

Purchase

is Non-Linear

Connecting with Business Professionalson their Path to Purchase

Home

Gym

Taxi Lunch

Work Pharmacy

Airport

Restaurant/Bar

Connecting with Alpha Momson their Path to Purchase

Home Gym

Gas Station

LunchCoffee

ShoppingVetBargain Hunting

11%

40% of the population are “Light TV viewers” who represent

of total viewing

Source: 2010 Fall GfK MRISee Technical Appendix: Exhibit L

73%

40% of the population are “Heavy TV viewers” who represent

of total viewing

Source: 2010 Fall GfK MRISee Technical Appendix: Exhibit L

DPb Viewers are Active Viewers

75

80

85

90

95

100

105

110

115

120

QV (Light TV viewers)QI (Heavy TV viewers)

Source: 2010 Fall GfK MRISee Technical Appendix: Exhibit M

DPb Media Complements TV

+

Balanced Delivery=See Technical Appendix: Exhibit L-M

Targetability

See Technical Appendix: Exhibit N

Dayparting

pm9:37


Geo Target to DMA

See Technical Appendix: Exhibit O

Geo Target to Zip Codes


Geo Target Hyper Locally


Addressability


FlexibilityDigital

Delivery =


NewsSports InformationWorld Class Programming

See Technical Appendix: Exhibit P

Lifestyle/MusicEntertainmen

t

World Class Programming

See Technical Appendix: Exhibit P

• Product Integration• Custom Content

• Sponsorable

Segments

Special Programming Opportunities

1/3Over

adults reported taking an action!

Source: SeeSaw/OTX 2007/8 Custom StudySee Technical Appendix: Exhibit Q

What is the Role of Place-Based Video in this Mix?

Television Online Cinema

The Opportunity:Testing Place-based Advertising

• New campaign: TV and online launch in July 2010• Creative available in June• Unique chance to get a ‘clean read’ on place-based video networks

Test Campaign OverviewFitness clubs, hotel rooms, taxis, gas stations, malls, QSRs were among the venues selected.

• 3-week flight

• 130 million ad impressions

• Mix of :30s, :60s and :90s

And Here’s What We Found…

Ad Recall 52%

Brand Affinity + 47% Lift

Usage Intent + 62% Lift

Brand Perceptions + 13 - 60% Lift

Likelihood To Recommend + 30% Lift

Source:Lieberman Research Group, June 2010

It’s Not TV...It’s DPB! • Mass reach• Active consumers•Targetability• Flexibility• Measured• Easy

Initiatives:• Audience Metric Guidelines

• Standard Ad Units

• DPAA’s InfoCenter

• Case Studies

• www.DP-AA.org

Mission Statement:The DPAA exists to drive consistent growth for the industrythrough collaboration among advertisers, agencies,place-based digital and video networks and their suppliers.

DPAA Members

AUSTRALIA

Thank You

Appendix/Brand Slides

Automotive Leaders Leveraging DPb Media

Packaging Goods Leaders Leveraging DPb Media

Financial Leaders Leveraging DPb Media

DIGITAL PLACE-BASED MEDIA: CONTEXTUAL ENGAGEMENT.

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