While the panelists agreed that place-based advertising would rise by 2017 (up from 5% to as much as 25%), they also agreed that the industry will have to adjust to its presence first.
(PRWEB) November 04, 2013
The Digital Place-based Advertising Association (DPAA) hosted a summit attended by over 500 brand and agency executives. Founded in 2006, the DPAA exists to drive consistent growth for the industry through collaboration among advertisers, agencies, place-based digital and video networks and their suppliers. For its sixth annual summit entitled, “Video Everywhere,” brand and agency leaders talked about the future of digital place-based media.
The first panel discussion, moderated by Operating Partner of Calera Capital, David Verklin, focused on the proliferation of screens through a consumer's daily journey and the kind of engagement that will create with consumers. Speaking on the panel was Phil Cowdell, President, Client Services at GroupM, Edwards C. Gold, Advertising Director at State Farm, Bob Liodice, President and CEO at The ANA, and Robert Tas, Managing Director, Head of Digital Marketing at JP Morgan Chase & Co. The main theme of the discussion was how place-based advertising is still an emerging concept. "The space is changing so fast," said Tas, "we're all learning together." What needs to be learned, or streamlined, is how place-based media is treated and analyzed. Some agencies, the panelists thought, would not know whether to treat ads in taxi cabs or elevators as video or digital. For agencies and brands with separate teams for these types of media, this new channel for advertising will have to be integrated into their system.
Despite its recent success and growth, place-based media is not just a fad. CEO of Kinetic, David Krupp shared a case study on Degree Women's "DO MORE" antiperspirant campaign. By focusing place-based media in gyms, likely to be seen by women while they were working out, the study concluded that consumers had better recall (56%) and a stronger intent to purchase (62%) than the control group. Krupp described Degree as "the right brand for the right environment" because in this place-based campaign, it reached a large scale of consumers, who were in the right mindset to recall the product.
The Summit's sponsors also made strong cases for their screens as great place-based marketing. Stephen Nesbit, Chief Marketing Officer of RMG Networks talked to press and advertisers about RMG's network of screens in airport lounges, in-flight displays, and office waiting rooms. RMG's focus was on an audience of business leaders, those who travel, patronize lounges, and wait in offices. For him, the right equation for good place-based advertising is to target the consumer's environment, to have "butts in seats," for better retention of information, and to be able to get the consumer's attention through the right accompanying content. RMG recently partnered with Bloomberg and curates content relevant to the $200,000-salaried audience they target when they travel and wait in offices. For businesses like Nesbit's, place-based advertising is a creative and necessary way to target consumers who would not regularly watch television.
While there is a lot of excitement about this emerging form of advertising, some executives still think it will take time before it becomes a customary request of brands marketing teams. During the panel discussion entitled How Technology is Changing Media Planning and Buying, Jim Harris, Founder and CEO of The Wall Street Journal Office Network led a discussion including Joe Esposito, Vice President, Product & Operations at Spafax Networks, Chris Paul, General Manager AOD of VivaKi, Michael Provenzano, Co-Founder of Vistar Media, Pierre Richer, President of Vukunet, and Mitch Weinstein, Senior Vice President of Ad Operations at Universal McCann. The panelists agreed that place-based advertising would rise by 2017 (up from 5% to as much as 25%), but this trend would only rely on how place-based media is defined and understood by the entire community. "I think place-based will outgrow [other forms of media] because it lends itself to targeting customers," said Paul. "It is just a matter of technology, terminology, and industry understanding being in sync before we see dramatic changes."
Though there may be changes in how ads and media are bought and presented, and it may take time to adjust to those changes, digital place-based advertising is likely to rise in popularity. The conference itself had the largest turnout of the past six years, and the DPAA foresees the need to choose a larger venue for next year's summit.