"As urbanization increases, it’s becoming more cost-effective for brands to reach consumers using urban media platforms such as digital place-based media, digital billboards, and location-based mobile media"
New York, NY (PRWEB) December 09, 2013
Programmatic systems have transformed the media buying process, enabling brands and their agencies to simplify and streamline the purchase of online audiences. While programmatic buying accounts for more than half of all online display purchases today, it’s still a relatively new concept for the digital place-based advertising space.
A new report just released by ScreenMedia Daily examines the issues surrounding the planning and buying process for digital place-based media. The report, Programmatic Buying and Digital Place-based Media, is aimed at CMOs, media strategists, and digital out-of-home operators, and provides insight into how programmatic buying solutions can help make the medium easier to transact.
The digital place-based advertising medium 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. The medium addresses two unique trends driving the market: localization and urbanization. Both trends, along with the medium’s increasing reach and scale, have caught the advertising world’s attention.
“As urbanization increases, it’s becoming more cost-effective for brands to reach consumers using urban media platforms such as digital place-based media, digital billboards, and location-based mobile media. Programmatic buying is making it easier for brands to leverage location-based marketing across multiple screen platforms,” said Lionel Tepper, Managing Editor, ScreenMedia Daily. “To compile this report, we interviewed network operators and media executives in the digital place-based media space, and drew from more than 5 years of place-based media examination and reporting. We examined the issues with the planning and buying process, and provide a glimpse into solutions currently under development that are designed to facilitate the buying of digital place-based media.”
Highlights from Programmatic Buying and Digital Place-based Media Insights and Issues Report include:
- Challenges in buying digital place-based media
- Insight into programmatic initiatives aimed at making transactions easier
- Q&A with industry thought leaders surrounding programmatic buying
Visit ScreenMedia Daily to download your copy of the 2013 Insights and Issues Report: Programmatic Buying and Digital Place-based Media at: http://screenmediadaily.com/free-trend-report-programmatic-buying-digital-place-based-media/.
Learn more about ScreenMedia Daily at: http://screenmediadaily.com.
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About ScreenMedia Daily
ScreenMedia Daily provides news, information and insight on the location-based mobile marketing and place-based digital out-of-home advertising space. We help marketers reach on-the-go consumers so they can deliver the right message, in the right place, at the right time. Our readers and opt-in subscribers are senior-level marketing executives and directors in advertising, media, mobile marketing, audio-visual, finance, and government. Our goal is to provide media strategists and marketers with the resources to navigate this fast-changing media landscape.