Dpaa industry presentation pdf 11111Document Transcript
Change has been happening at lightning speed andthat’s particularly true in the world of media, withtechnology acting as a catalyst. And while thechallenges have never been greater, so too are theopportunities………In the world of TV, images havemigrated from the screen in your living room tocomputers, laptops, iPads, smart phones and the manydigital place-based screens in the marketplace…….i mean think about it....... 10 years ago.....we called it TV:we now call it Digital Video and Video Neutral strategiesare proliferating, However, there’s nothing “neutral”about the choices you confront every day.
The irony is that while there have never been more waysto reach consumers, it has never been harder to connectwith them.What we do know is that Consumers Rule, havingcontrol like never before and that Context Matters.Engaging consumers at the right time and the rightplace in the right content that helps drive your messagehome in a very meaningful way.So today, we’re here to talk to you about Digital Place-based media and how it can help you connect withconsumers...........
........along their path to purchase, while inan active mode, establishing meaningfulconnections in content that is relevant tothem at the time they encounter it. Let meshow you what we mean. Here’s a short clip
So, what is Digital Place-based Media? First, think Screens,places along the path to purchase…..malls, bars, gyms, dr’soffices, office lobbies and elevators, restaurants, taxi’s, airports,planes, hotels, gas stations…... The list goes on. Anywhereconsumers have “dwell time”These screens are digital, video, many addressable and someeven interactiveThese screens are programmed with engaging content thateither entertains or informs and frequently both, that isrelevant to its environmentGiving marketers the opportunity to target well beyondstandard demo’s, allowing you to get at lifestyles, consumers’mindset and relevance.
Digital place based is NOTtransit advertisingOutdoor Bulletinsor Street furniture advertisingDigital Place based is not billboards where static imagesare digitally delivered.It IS networks that are content driven…..and provide youwith great environments to connect with consumers
Adoption to digital place-based media issignificant. Scale has been achieved. The DPAArepresents 1 million screens today and growing,not including cinema which is another 24,000
According to GfKMRI, 133 million people 12+ or52% viewed a screen in the past month. And forjust a little bit more context, that means that....
More people viewed each month than:Own any type of tabletOwn an i phone or blackberryOwn a DVRText message on their cell phone in the lastmonthOn par with people who have visited a socialnetworking site
Why this strength? It’s a win/win/win for everyone. VenueOwners like it because it leads to happy customers andconsumers like it because it enhances the experience.It entertains and informs consumers while they’re out andabout, whether theyre on an airplane or shopping in the mall.In many cases, it allows for interaction and in fact, the moreaffluent and the younger the audience, it seems the more theylike it…..but that makes sense …..they’re the tribe of digitalnatives!!And finally, it’s a win for clients because it works, but more in alittle while
So it should be no surprise that DPb media wasone of the fastest growing media sectors in 2011 at14.2% and that is off an equally as strong growth in2010 and we fully expect this trend to continue
And know that if you recommend DPb media toyour clients, they’ll be in good company.Blue chip, Fortune 500 companies are using themediumFrom Automotives, To CPG’s, To Financials.....Thismedium works for clients who are focused onBranding as well as for those focused on thisweek’s sales items.
This growth and momentum is in no small part due to the industry’searly focus on research.......In 2008, DPAA published Audience Metric Guidelines, establishing aframework for a common currency for the industry. These guidelinestook us from measuring exposures, or traffic to a far more refinedapproach by defining the network zone to where we measureexposure over time, appro pros to a dynamic media such as TV......The net result was that we ended up lowering our numbersconsiderable.Why would we do that?There are several reasons we undertook this initiative:-First, to establish order in a nascent industry-Next, to infuse transparency to the process for advertisers andagencies-And very importantly, to develop a form of currency that can becompared across media types
Since that point in time, a lot has happened……… Many 3rd party researchcompanies are hired to conduct audience research in accordance with theAudience Metric Guidelines. In terms of published reports on currency, Nielsen now publishes its quarterly4th Screen Report covering over 20 Networks and that number is growing.In addition to currency measures, there are also numerous ROI/efficacystudies undertaken every year, many of which are posted on our website foryour reference.Another important resource is an annual report by Arbitron and now takenon by Scarborough that reports demographics by venue type.In the syndicated research arena, most of the majors are now providinginsights into product usage and its role in the overall media mix. GfK MRI,Mendelsohn Affluent Study and Experian Simmons.Among Reach/Frequency system providers IMS is now reporting on severalNetwork Operators in their platforms and also know, on the channel planningfront Point Logic reports and USA Touchpoints, a new entry reports on thespace.
I mentioned case studies……..this is where you canfind that info…….on our website under the CaseStudies tab, where we have over 60 studies thatdemonstrate the effectiveness of the medium,covering lots of brand categories and venues. It’s aresource that’s there for you so please, be ourguests.
There’s also another resource that we provide free ofcharge to the marketplace and that is InfoCenter,InfoCenter is basically a search and discovery tool thatallows you to do a few things……..First:a) Check out available research…….. this is the home page to the venues and insights section.......where we have housed a good chunk of Arbitron’s Digital Place based video report, and a section on GfK MRI, with Mendelsohn’s Affluent study and Nielsen coming soon.......And next………
InfoCenter has its Listing Section where you can searchour member networks by all sorts of criteria……..-By venue type-By parent company-By many different demographic breaks and-By geographyBecause we’re a not for profit, we are restricted in listingprice and inventory, however there is RFI, RFPfunctionality that allows you to connect with networksand their sales staff resulting from a search.
And finally there also several DPAAmembers that have developedsophisticated platforms that can assist inthe planning and buying process all theway through to the campaignmanagement and reporting level.
Now to switch gears, As you think about DPb mediatoday, consider that Media platforms are notsilo’d…..they’re all interconnected and can be used toleverage and play off one another. We know thatviewers of DPb media are VERY connected.Per MRI, they are Heavy users of the internet (120index for the heaviest quintile and 70 for thelightest) They’re also 25% more likely to own aSmartphone……and 30-50% more likely to downloadinformation while they’re out in the market on therun.
The combination of Digital Place-based media with mobile andsocial is a really useful tool for you to drive consumer action,out in the marketplace along the path to purchase.By leveraging Digital Place-based media’s relatively largerscreens in the marketplace, advertisers are driving engagementand activation via mobile devices with SMS or MMS messaging,QR codes, mobile coupons or simply getting consumers to lookup more info on a company website.Also, with twitter, Foursquare, Facebook and other social apps,Digital Place based media is becoming the ultimate hearth inlocation-based advertising.Advertisers are polling via text messaging and posting results inreal time: consumers are able to text for geo-targeted alerts,clients are able to integrate real time tweets into spots that airsoon thereafter...... the possibilities are endless........
While we know the “path to purchase” is increasinglydigital, we also know that the path today is nonlinear.DPb media allows you to target consumers wellbeyond demographics, to surround themthroughout their day in accordance with theirlifestyle and speak to them where theyre living theirlives in action mode.Consider here the path of Business Professionals.
As a business professional, I’m sure you encounter screensthroughout your day. ……you start your day home and thenmight visit the gym in the morning before going to your officewhere there are screens both in the building lobby and elevator.Next is lunch at the local QSR then off to run an errand at thepharmacy encountering screens at both locations. Afterreturning to the office it’s time to take a cab to the airport for abusiness trip, once again finding digital place-based media.Finally after a long day the business professional might grabdinner and a drink at the local bar or restaurant where youencounter even more screens………And this isn’t just limited to the business professional, but thisnarrative holds true for virtually every other demographicgroup……..Now, consider the path of a very different psychographic......theAlpha Mom..........
The alpha mom also encounters screens throughout her day butdoes so in a different manner compared to the businessprofessional. Beginning at home, she stops at the gas station,before the gym, then to get a cup of coffee while encounteringdigital place-based screens at each location. As her busy daycontinues a trip to the vet might be followed by a lunch meetingand finally some bargain shopping at the mall.both the business professional and the alpha mom are Activeon the Go Consumers, out in the market more than at home,encountering screens and brand messages all along the way.And so it makes sense, that the most active consumers are alsothe toughest to reach with traditional media......in fact........
We know that the Lightest 2 viewing quintiles,representing 40% of the population, only do 10%of the TV viewing. and that wouldn’t be an issueexcept that this group of viewers is more upscale,better educated, well employed and they live busy,acquisitive lives while their counterparts.......
The heaviest 2 viewing quintiles, again, 40% of the population,do fully 74% of TV Viewing.
DPB media can help with this disparity by overdelivering thelightest viewing quintile shown here in blue across many venuetypes, starting here with office lobbies, which stands in starkcontrast to underdelivering the heaviest viewing quintile shownin red, folks you are already reaching effectively and frequentlyby TV.
So with the use of Digital place-based, you’re ableto balance your TV plan and extend its reach toinclude light TV viewers, a very desirable segmentof the audience who is not tethered to their sets.
In addition to delivering the Active on the go consumer,Digital place-based media does an exceptional job inhelping you target consumers, in several different ways.First, by mindset, based on when and where you meetyour consumer. For instance, if you’re Kashi Cereals,looking to market your product among active, health-conscious adults, why not speak to consumers whilethey’re working up an appetite for healthy alternativesat the gym. Consumers’ mindset is a tremendousadvantage that this media offers over many of the moretraditional options available.
Another form of targeting is that ad time can bedayparted to help you better reach your audienceby time of day and their mindset, whether it’s overtheir morning cup of Joe or their evening tumblerof Jack.
One of the more traditional ways of targeting is bygeographic delivery. DPb media is an internationalmedia platform that offers robust national deliveryhowever also can be used at the DMA level…….
at the zip code level………
down to a hyper-local level of individualneighborhoods, and even down to very specificlocation.
Also, in terms of targeting, with operators thatoffer addressability, triggers can be set forcampaigns that align with businessobjectives……like we’re showing here if the pollencount gets high, why not run Claritin in heavyrotation. Or for starbucks, when the temperaturesoars, go from hot coffee to iced coffee? There arelots of possibilities to optimize your messaging toyour environment……..
And also, because of digital delivery, advertisersare afforded tremendous flexibility, particularlywith copy. You’re often able to use existingcreative assets if so inclined and you can changecopy quickly and often if need be.
Know that in addition to targetability and flexibility, the programenvironments in which you can place your ads are world class.In fact, in addition to originally produced program content, asampling of program providers include, in the world of Sports,broad based as well as niche properties. In News, its the who’swho of news from the broadcast and cable world as well asprint. In Information, from national services to services thatsupport localized information like Sigalert and Accuweather.
In Entertainment, every studio, broadcast entity andmajor cable network with relevant content are in thegame and culturally, all the majors are represented inthe realm of music, the arts, food and travel.There’s a tremendous opportunity here, one that standsout from other early stage media opportunities.Sometimes, participation in early stage properties canmean that while there may be tremendous buyingopportunities, you are forced to compromise on quality.In this case, you can be a relatively early adopter withoutgiving up on the quality environments your clientrequires.
So while the content on these screens is world class, there are alsoopportunities to deliver your client’s message in more customized ways,whether their interest be in:Product IntegrationOr Custom Content-Like Turner Broadcasting did with March Madness, our collegebasketball tournament, this spring in office buildings, providing viewerswith last night’s highlights and promoting tune in to that night’s game-Or like the U.S. Army did by creating an integrated game featuring Army-like content in bars to appeal to their advertising averse target audience.And of course Sponsorship of program segments that fit with yourclient’s objectives. Theres sponsorship of sports, travel, weather,entertainment segments……. and the list goes on……just talk to yourprogram provider…….i’m sure they’ll work with you to help you achieveyour clients objectives.
But does it work?Here’s one example that helps dimensionalizeDigital Place-based media’s impact. Yahoo’s SVPGlobal CMO, Penny Baldwin presented at ourannual conference in October. Yahoo’s goal was torevitalize the brand and they’d planned to go tomarket with a video campaign focused ontelevision and online.
In the context of their overall media plan, television hadbeen a part of their traditional media mix. Online video,whether it was their own network or with some of thepartners listed here, had become another significantinvestment. And They also had seen success in previousyears when they’d invested in cinema a form of digitalplace-based media. However, prior to this campaign,they had only experimented with forms beyond cinemaand had never developed a holistic digital place basedstrategy. So knowing that video is such a key part oftheir strategy, they wanted to do a test to see whether itwould be an effective part of their media mix.
So they looked for ways to test place-basedadvertising. Their new campaign was launching onTV and online in July but their creative was ready amonth early, in June. Knowing that, they seized theopportunity to put their creative in -market with adigital place-based advertising ONLY plan,excluding cinema, to get a clean read on theeffectiveness of place-based as a medium.
They decided to use a wide variety of different venuesincluding fitness clubs, hotel rooms, taxis, gas stations,malls and QSR’s......They planned a three week flightWhich generated 130 million ad impressionsAnd they ran a mix of executions, including :30s, :60sand :90s.
And here’s what they found....... More than ½ of the testrespondents recalled seeing Yahoo! Advertising. Exposure tothe campaign significantly lifted brand affinity vs. control. Thoseaware of Yahoo! Advertising on DPb media were 62% morelikely to use Yahoo in the future. They rated Yahoo more highlyon key brand attributes like modern, friendly and innovativeand they were 30% more likely to recommend Yahoo to friends.DPb media clearly did a lot of heavy lifting in a short period oftime, all on its own. I’m glad to report, it’s now an ongoing partof their video strategy moving forward.
And here’s what they delivered.......if they had run as originally planned, they would’vedelivered 492 national Adult 18-49 GRP’s, with a 55reach and a frequency of 8.9. CLICKhowever, by taking just under 10% of their budgetand instead investing it in DPb CLICKthey enhanced their GRP’s by 11%, their reach by15% and a delivered a slight decline in theirfrequency, not a terrible thing........
So to recap what’s been covered so far, its not TV it’s DPb!! andDigital Place based media has a lot to offer.Like TV, it has mass reach, and is available nationally as well aslocally and even hyper locally. Better than TV, we’re able toaccess the active consumer/light TV viewer, while they’re outand about living their lives.Targetability, superior compared to most other media forms,allowing you to target by mindset, daypart, geography, and byspecific triggers that conform to your objectives. Flexiblity, withcopy changes, frequently offering you the ability to change copyin real time or near real time. DPb media is measured,negotiated and planned on the basis of targeted CPM’s. Andit’s relatively Easy to use with numerous sources out there tosimplify the planning, buying and execution of campaigns.
And now, finally, just a few words about the DPAA………Founded in 2006,corking with us for the last several years,to help guide our initiatives.If you have any interest in working with us, please let usknow.......we definitely could use help on the planning front.and inititatives:AMGSAUsInfoCenterCase StudiesWebsite
Our existing members, representing NetworkOperators and suppliers, including leadingresearch companies and software suppliers,
The roster of members has grown about 65% inthe last year and we fully expect that to continue.
On behalf of our members, I want to thank you foryour time and consideration.
Thank You for your time, attentionand support.
And know that if you recommend DPb media to your clients, they’ll be in goodcompany.Blue chip, Fortune 500 companies are using the mediumFrom Automotives............ CLICK
To CPG’s CLICK
To Financials...... and in many more categories........This medium works forclients who are focused on Branding as well as for clients focused on thisweek’s sales items. CLICK