Place Based Advertising
I. Overview of Digital Place Based Advertising
A. Definition of Digital Place-Based Advertising
Digital Place-Based (DPB) advertising, also known as Digital Out-of-Home advertising(DOOH), uses digital displays inside specific real-world venues to reach consumers with customized messages. These locations include, but are not limited to, airports, retail stores, restaurants, malls, and even elevators. What makes this form of outdoor advertising stand out is the unique ability to contextualize the venue types. For example, if you want to reach people that are interested in fitness, run ads in gyms. If you want to reach females interested in beauty, run ads in salons. If you want to reach people that drive luxury cars, run ads at gas stations in wealthy neighborhoods.
B. Advertising Campaign Benefits
Each digital out-of-home place has its own unique audience. In general, the benefits of digital Place Based Advertising include: -Contextually targeting your audiences based on the screen's venue type -Flexabitly: PB allows advertisers to quickly update their content in real-time, enabling them to stay in line with evolving market trends and consumer behavior. Enhanced Targeting: Leveraging location and time data, DPB offers the ability to deliver highly relevant messages to targeted consumer segments at the right place and the right time. Improved Measurement: The digital nature of this advertising medium allows for the precise tracking and measurement of campaign effectiveness. This provides valuable insights that advertisers can use to optimize their strategies.
II. How Digital Place-Based Advertising is Transforming Traditional Advertising
A. Increased Flexibility
In the past Place-Based advertising was challenging. It required many people to coordinate the printing and installation of each asset. If you wanted to have your ad displayed it lots of locations it was going to be a difficult task. Now that there are screens in each location it’s become very easy and flexible to launch a place-based ooh campaign. For example, once a creative asset has been created( an MP4 or JPG file) the campaign can launch within a few hours. Additionally, you can create more personalized ads based on the type of location the ads will be appearing in.
B. Enhanced Targeting
Since the screens in the different venues are digital smart planners can use audience data, geospatial tooling, and day parting to each unique audience. This new ability helps advertisers ensure that they are getting the most value from their media budget. Digital advertising specialists love Place-based Out of home because it's the ultimate compliment to what they are doing in other digital platforms. OOH advertising can be more than a brand awareness campaign. With customizable targeting options, your ad spend will deliver to particular groups of people at the right place and time.
Place-Based advertising is more precise than mobile advertising. Since we know the exact locations of the screens. The adviser's static and video ads run in areas with high foot traffic areas like: Parking Garages, Grocery stores, Rest Areas, golf courses, shopping malls, college campuses, convention centers and more! With geofenced mobile ads you can not be certain what location the ad ran at, however, with Place-based OOH we know the exact position of the digital signage.
Place-Based Digital out of home can run video ads which makes it the perfect extension of a CTV, Linear, and Video ad campaigns. In settings with a captive audience, your ads play in between relevant content on the digital signage. The customer experience for people viewing your ads is positive since they are in the real world and your ad isn't a nuisance to them. The ads fit into their lives vs competing for their attention.
C. Improved Measurement
Place-based digital out-of-home screens are all measured and validated. Each campaign launches with a custom media dashboard. You can see in real-time how many impressions you delivered to your target audience. You can even open our real-time view URL to see your campaign deliver in real-time. OOH advertising in general is becoming more digital over time and with improved measurement comes a unique marketing strategy that helps you run personalized messages in public spaces.
III. Challenges of Digital Place-Based Advertising
A. Lack of Standardization
We try and standardize and make Digital Place-Based Advertising as easy as launching a digital Google Ads campaign in side our unique ad platforms. We’ve even published simple descriptions of all the common DOOH venue types. In order to get adoption of place-based ooh there needs to be an easy way to buy it. One advertising association working in digital out of home like the DPAA work with Advertisers, Brands and Technolgoy platforms like ourselves to help create standards for the industry.
B. Limited Advertisers Awanress
Place-Based advertising still has a fairly limited awareness in the market as it's a subset of out-of-home advertising. Not many advertisers and brands have knowledge about the ways this medium can be used to target audiences. Despite the scale of the digital place-based screens, in the past, it has been challenging to run across all of them resulting in advertisers ignoring the medium. Now that it's seamless to target hundreds of thousands of screens more advertisers are taking advantage of out-of-home advertising mediums.
IV. Conclusion
A. Digital Place-Based Marketing Summary
Digital Place-Based Advertising is a perfect complement to any digital marketing effort and helps any marketing campaign stand out. You can target your audience with scale and precision and know your message is reaching the right people. In addition, all of your reporting flows into your dashboards so you always know how your campaigns are doing.
B. Future of Digital Place-Based Advertising
The future looks bright for Digital Place-Based Advertising. As the cost of digital screens continues to decrease, more and more placements are becoming available. Additionally, connectivity continues to light up new Digital out-of-home placements ensuring that advertisers will always be able to reach their desired audience.
