NEW YORK, NY (PRWEB) September 05, 2014
ScreenMedia Daily, a leading online publication focused on digital out-of-home (DOOH) media, has launched a free online tool designed to help media buyers, planners and strategists easily identify digital out-of-home advertising networks by location, venue type, demographics and reach.
“This is the first time this level of information has been made available for free outside of proprietary media buying systems,” said Lionel Tepper, Managing Editor of ScreenMedia Daily. “Most ad agencies use proprietary planning systems to buy media based on audience data, but because DOOH/DPB networks are relatively new, audience data for only the largest ad-based networks are currently available in these systems. As a result, many ad-based networks around the world lack visibility with media buyers and planners.”
ScreenMedia Daily’s Network Locator includes more than 115 DOOH/DPB advertising networks across the USA, Canada, the UK, and Australia. The US listings are organized by venue type because the US has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
“We’ve mapped the entire ad space and made it available as a free online tool to make it easier for media buyers and brand marketers to navigate this fast-changing media landscape,” added Mr. Tepper. “Our Network Locator also includes online media kits that will be expanded in the coming months to include more ad-based networks.”
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-Based (DPB) media, uses strategically placed, networked digital signage displays to reach on-the-go consumers with highly targeted messages while they are outside their home. Digital place-based screens can be found in locations that include transportation hubs such as airports, and railway and bus terminals, and executive networks in office-building lobbies and elevators. Other venues include shopping malls, movie theaters, gas stations, fast-casual restaurants, fitness centers, sports venues, college campuses, and hotels.
Digital place-based media is the second fastest-growing ad medium after Internet display advertising, according to the Digital Place-Based Advertising Association (DPAA). Digital place-based advertising revenue increased by 13% in 2013 versus the same period in 2012, and strong growth is forecasted for the rest of 2014.
“As consumers’ media consumption habits shift to a wider array of viewing platforms, multiscreen campaign planning has become a priority for media buyers and planners. Digital place-based networks are increasingly included on media plans because they are complementary to traditional television and DPB has the ability to target hard-to-reach consumers in specific venues and locations,” said Mr. Tepper.
About ScreenMedia Daily
ScreenMedia Daily attracts a unique audience of key decision makers who are looking for actionable information on the emerging digital out-of-home/digital place-based media space. It is the only site that's aimed at helping media buyers, planners, strategists, CMOs, and brand marketers navigate this fast-changing media landscape with news, information, and insight. Our readers and opt-in subscribers are senior-level marketing executives and directors from a variety of industries, including advertising, media, mobile, audio-visual, finance, and government. To learn more, visit ScreenMedia Daily at http://screenmediadaily.com
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