February 21, 2014
Location Is the New Currency of Marketing, New Report Reveals: Brand Advertisers Are Increasing the Use of Place-Based Media as Localization Trends Influence Ad Spending
Brand advertisers are increasing the use of digital place-based media and location-based mobile marketing platforms to reach on-the-go consumers, says the latest trend report from ScreenMedia Daily.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go. Location-based mobile marketing and digital place-based media can be bought in tandem and share similar targeting and audience capabilities.
“Americans today are spending more than twice as much time outside the home and workplace than they did just a few decades ago. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. It’s why digital place-based media is catching advertisers’ attention and becoming the new currency of marketing,” said Lionel Tepper, managing editor of ScreenMedia Daily, in a news release.
Digital place-based media 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. As urbanization increases, it’s becoming more cost-effective for brands to reach city dwellers using urban media platforms such as digital place-based media and location-based mobile marketing. These location synergies are creating unique opportunities for brand marketers.
In a recent survey by the Digital Place-based Advertising Association (DPAA) of strategic media planners, 64% of planners are advising their clients to shift their budget away from traditional out-of-home to digital place-based media. The same survey also found that planners recommend moving dollars away from television (41%) and online (40%) to fund digital place-based marketing channels.2
Digital place-based advertising is part of the larger omnichannel ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers. Digital place-based media is a complementary medium that works in tandem with traditional television campaigns and location-based mobile marketing.
“Digital place-based media has the reach and scale that brands are looking for, with high volumes of traffic across a wide range of locations. And unlike television, it can’t be switched off or Tivoed,” added Tepper.